Radio Advertising
We plan and buy national radio campaigns, metro and regional. Streaming radio, podcasts, Spotify and programmatic audio go on top where they add reach. Every plan is built around the reach and frequency your campaign needs.
Why use a radio advertising agency
Radio is sold one station and one sales rep at a time. An agency puts the whole market in front of you and does the checking afterwards.
One negotiation, every network
We buy across the major networks and the independents, so rates and schedules are compared side by side before anything is booked.
Stations that work together
We pick the combination that builds reach, then set the frequency that gets people to act. If the budget cannot carry enough weight, we tell you before you spend it.
Every spot checked
We reconcile what aired against what you paid for and chase make goods when a spot is missed.
Radio and digital audio in one plan
Streaming, podcasts and programmatic audio are planned alongside the broadcast schedule, so you can see what each layer adds to reach.
Multi Media is a fully accredited agency. On broadcast radio we earn commission from the stations when we buy the airtime.
Radio advertising we buy
Broadcast radio is the foundation. The rest depends on who you need to reach.
Commercial radio
Metro and regional spots on the major networks. 15, 30 and 60 second.
Live reads and sponsorships
Presenter read ads, and segment or show sponsorship.
Digital radio and iHeartRadio
Your station schedule on streaming and the iHeartRadio app, bought through the radio networks.
Podcast advertising
Show and episode sponsorships, host read ads and network podcast inventory.
Digital audio
Streaming audio including Spotify, bought programmatically by audience, location and device. See programmatic advertising.
Distress and remnant radio
Discounted unsold airtime when your timing suits.
Radio production
Scripts, voice talent, music and jingles.
Radio networks and stations we buy
We book with the major networks and the independents across every capital city and regional Australia.
Australian Radio Network (ARN), Southern Cross Austereo (SCA), Capital Radio Network, Super Radio Network (SRN), Australian Traffic Network and individual stations including 2GB, 3AW, KIIS and Smooth FM.
Media owners on working with Multi Media
“Multi Media are one of our first ever clients, and when the Traffic Network first came into being, they recognized the value of this new way of reaching people in prime sessions on radio. They are a pleasure to deal with, have an outstanding track record, and one of the very noticeable things about this agency is that they pay their account in 7 days. No one does that!”
Paul MatthewSenior National Advertising Sales Representative
“I’ve enjoyed a truly collaborative working relationship with Multi Media Buying & Planning Services, and particularly Ron Hallett, for many years. Client outcomes derived from effective and purposeful media solutions are at the core of each and every interaction and I firmly endorse them as being a wise choice in an agency partner.”
Trevor CookNational Head of Sport and Partnerships, Southern Cross Austereo
“I deal with Meg Gossert regularly on the agricultural clients she looks after. It is amazing – she is the only Managing Director I know who is so hands on with her clients and has a very fair but thorough way of negotiating the best deal!”
Abbi FletcherGroup Sales Director, The Weekly Times & News.com.au
Radio, digital radio and podcasts, planned together
We start with the stations that work together to build reach and frequency. Then we add the digital audio that reaches people who stream more, including 1 in 3 Australians aged 25 to 54 who stream radio every week.
Radio advertising costs in Australia
The cost of a radio ad depends on the market, the station, the time of day and the length of the spot. These are the numbers we work from.
What changes the price of a spot
| Factor | How it affects cost |
|---|---|
| Market | Sydney, Melbourne and Brisbane cost the most. Regional markets cost far less per spot. |
| Station | Bigger audiences cost more per spot. |
| Daypart | Breakfast and drive time carry a premium. Overnight and weekends cost less. |
| Day of week | Weekdays cost more than weekends. |
| Time of year | Rates rise before Christmas when demand is high. |
| Spot length | See below. |
Spot length against a 30 second spot
90 second spots are negotiated. Fifteens suit reminders and offers. Sixties suit a story that needs room.
Production costs
Production figures are guidelines. At a $25 to $35 CPM, every $100,000 of Spotify media delivers roughly 2.9 to 4 million ad impressions before fees.
How much should you budget
Our minimum spend is $10,000 a month, with no lock-in contract. Larger budgets cover more markets with more weight. Once your budget is set we tell you how many markets you can cover and how long you can stay in market.
Do you pay more to use an agency
On broadcast radio we earn commission from the stations when we buy the airtime. Streaming audio such as Spotify carries a management fee on top of the media cost. Ask us for the exact terms on your plan.
Get a radio quote for your budget
Planning TV as well? See TV advertising costs.
Radio advertising in Sydney and across Australia
We buy local and regional radio nationally, metro and regional, from one plan with one booking and one report.
Radio advertising in Sydney
Metro Sydney across the major networks, planned from our North Sydney office.
Radio advertising in Melbourne
Metro Melbourne stations and networks, bought and tracked by our team.
Radio advertising in Brisbane
Metro Brisbane stations and networks, bought and tracked by our team.
Radio advertising in Perth
Metro Perth stations and networks, bought and tracked by our team.
Radio advertising in Adelaide
Metro Adelaide stations and networks, bought and tracked by our team.
Central Coast and regional
Regional radio nationwide, with a local office at Tuggerah on the Central Coast. Budgets stretch across more markets.
How we run a radio campaign
Brief
Audience, locations and budget.
Plan
Stations, dayparts, spot lengths and a reach and frequency estimate.
Book
We negotiate and confirm the schedule in writing.
Create
Script, voice talent, music and approvals.
Run
We monitor delivery and chase make goods.
Report
Spots run, reach, frequency and what moved in enquiries.
Infinite Dial 2026
Why frequency matters on radio
A lot of radio is heard in the car, so people usually act on an ad later, once they can. Frequency is the reminder that brings them back to the interest the ad created.
We plan for enough weight in each market to build aided and unaided awareness. Once your budget is set we advise how many markets you can cover and how long you can stay in market. We will not recommend a buy unless the weight is enough to meet your goals.
How radio took an online car retailer to a record Share of Voice in Victoria
After several years off air, the brand needed to rebuild awareness fast. A concentrated radio plan delivered its highest Share of Voice on record and a lift in website traffic.
Rebuild awareness and drive web traffic
Buying a car online relies on trust in the brand. People need to know the name before they visit the site, so the plan had to reach most of the audience often enough to be remembered.
Weight over duration
We recommended a short, heavy schedule. The client first spread the budget over twice as many weeks. When traffic was soft after month one, we moved back to the concentrated plan.
Concentrated radio
- 100+ spots a day for the first two weeks
- Three of four stations on air each week
- A late Traffic Network burst, paid for with negotiated discounts
- Bonus spots in every phase
Only Victoria kept growing
A category-wide spike lifted every state in March. In the states without radio the gain faded by May. In Victoria, where radio was on air, Share of Voice kept climbing.
“We have had some great results for Melbourne. The Share of Voice uplift in Victoria is proof of that. The results achieved by the campaign were above our expectations, and we can’t thank you enough for your advice and diligence.”
Client, online car retailer
Want radio that is planned to be remembered?
How we measure radio advertising
Track the response
A unique phone number or landing page, a promo code and an enquiry source question.
Watch the lift
Web and search traffic during each flight.
Report delivery
Spots run, reach and frequency from the schedule.
Radio advertising FAQs
Costs and budget
How much does radio advertising cost in Australia?
Metro radio spots generally cost $200 to $2,000 each, and regional spots can start from around $20. Cost depends on the market, station, daypart, day of the week, time of year and spot length. A 30 second spot is the base rate, a 15 second spot about half and a 60 second spot about double. We build a schedule to your budget and negotiate the rates.
What is the minimum budget for radio advertising?
Our minimum spend is $10,000 per month, with no lock-in contract. Larger budgets cover more markets with more weight, and we plan to the budget you set.
Do I pay extra to use a radio advertising agency?
Multi Media is a fully accredited agency. On broadcast radio we earn commission from the stations when we buy the airtime. Streaming audio such as Spotify carries a management fee on top of the media cost. Ask us for the exact terms on your plan.
How much does it cost to produce a radio ad?
As a guideline, a scripted, voiced and fully produced commercial costs around $350 to $1,200 depending on talent. A jingle costs around $1,500 to $5,000. Production is separate from the airtime cost.
How radio works
Does radio advertising work?
Yes, when the schedule is big enough to reach people more than once. Radio reaches 18.3 million Australians each week, and commercial radio reaches 4 times more listeners weekly than ad supported Spotify (Infinite Dial 2026). Weak results usually come from too few spots, the wrong times or an unclear offer.
What are the benefits and disadvantages of radio advertising?
Benefits are wide reach, a strong local fit, in-car and workday listening, fast turnaround and relatively low production cost. Disadvantages are that it is audio only, listeners are often doing something else, and results need repeated spots.
How do I advertise on radio?
Set an audience and budget, choose markets and stations, pick spot lengths and dayparts, produce the ad, book the schedule and track enquiries. Booking direct is simple for one local station. An agency compares networks against your audience and budget, negotiates across all of them and checks delivery.
How many spots do I need, and how long should a campaign run?
It depends on your budget and goals. Radio builds reach and frequency quickly, and frequency matters because much of it is heard in the car, so listeners act on an ad later. Once your budget is set we advise how many markets you can cover and how long you can stay in market, and we will not recommend a buy that is too light to meet your objectives.
How long is a radio ad, and how many words fit?
Most are 15, 30 or 60 seconds, and 30 seconds is the standard. A 30 second ad holds around 70 to 80 words at a natural pace.
Digital audio
Can I advertise on iHeartRadio, podcasts and Spotify?
Yes. iHeartRadio and station streaming are bought through the radio networks, in the same plan as your broadcast spots. Podcasts are bought through show and episode sponsorships, including host read ads, and network podcast inventory such as ARN’s iHeartPodcast Network Australia, which sells host voiced ads geo-targeted to Australian listeners. Spotify and other streaming audio are bought programmatically on a CPM basis, generally $25 to $35 per 1,000 ads delivered. 55% of Australians listen to podcasts monthly (Infinite Dial 2026).
Request a radio proposal
Tell us who you want to reach, where, and what you have to spend. We will come back with a plan.
+61 2 9954 1900
Level 25, 100 Mount Street, North Sydney, NSW 2060
+61 2 4351 3850
Unit 1, 19 Reliance Drive, Tuggerah NSW 2259
Infinite Dial Australia 2026 figures are from Commercial Radio Australia.