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Five Questions To Ask Before Buying Radio Advertising

Written by on September 15, 2018

Effective Radio Advertising

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In today’s world there are so many different choices out there for where to advertise your business but how do you know which ones to trust and which ones will deliver on their marketing promises.

So many radio media outlets make bold unsubstantiated claims about their abilities, reach and success that’s its hard to know how truthful they are being with the facts.

Before you spend your hard earned budget on radio advertising, ask these questions …

Five Important Questions To Ask The Radio Station Sales Person Before You Buy

A good sales person will not only be able to provide you with answers to these questions with confidence and clarity but will also be able to show you visible evidence to back up their claims. Before spending your hard earned cash, you need to know your putting your eggs in the right baskets.

1. Who are your listeners and how can you promote my products or services to them?

Cool FM is the longest running English speaking radio station for Costa Blanca North. Our listener on average are 35+ in age and have grown steadily for over 11years both on FM and online.

On average our audience is split 80% in Spain, 19% UK & 1% International including USA.

Several major brands including Medplaya, Linea Directa & KFC use our advertising services as a promotional tool. They qualify success of a marketing campaign through careful traffic analytics. They know which adverts work for them.

From this we know that our marketing packages reach their customers and in return generate income results. These clients have been with us for many years and are a shining example of why Cool FM is a great media partner.

2. Can you share with me examples of how your station’s listener reach compares to others ?

Absolutely, we published our metrics regularly so clients and advertisers can work with us with confidence.  From our social media, online listening apps and also website analytics we can prove the Cool FM has the largest listener reach of any local English speaking station.

“We are only able to supply comparison based on published information. Many local stations have not yet published any of these figures for various reasons. 

Social Media statistics below are gained via Facebook, Twitter & Instagram insight tools. According to the metrics one local station converted their newspaper FB page into their new radio FB page therefore a high percentage of their claimed reach is not radio related.

Also according to Facebook insight tools anther local station have purchased non-organic likes meaning a high percentage of their followers are non genuine Facebook accounts.  

“Facebook reach is the number of unique people who saw your content. It affects every other metric you can track: engagement, likes, comments, clicks and negative feedback. And that’s not all. There are different kinds of reach: post, page, organic, viral and paid. Everything on Facebook boils down to reach” – Cool FM’s Reach is Organic and non-paid for. 

3. What makes your team better than another stations ?

Cool FM is owned and operated by radio industry professionals who have decades of knowledge and experience in the music and recording industry behind them.

They understand the in’s and out’s of the radio industry, they follow the current trends and have a deep understanding of how to bring out the best in creative campaigns which will produce winning results for your brand.

It’s worth asking for radio industry credentials from all media businesses you are planning to work with. You need to know that you are getting a professional service based on provable careers and understanding of the industry, from people whom know the business and how it can work best for you.

4. Do you offer advertising options, if so how do I know they will reach potential customers ?

Yes, Cool FM website ( is visited on average 17,977 times a month and is ranked by Google ( at 2,074,384 out of 1.9 Trillion websites world-wide and at 45,795 in Spain alone.

Spain accesses 2.5m websites each year so we rank pretty high for the country in searched for and read sites. The other local radio stations currently do not rank in Spain, meaning they have minimal traffic to their sites.

We can offer businesses promotional opportunities in select areas of the website that we know will get them greater exposure.

We also work closely with the longest running weekly newspaper group, Euro Weekly News with their RTN print edition. The reason we work only with this paper is provability.

We know that they print what they say they print, the stories are current and engaging for readers and they are available in 600 locations across the Costa Blanca North. We have access to special offer with the paper for our clients too.

We would suggest that if you are offered advertising in a newspaper by a media business that you ask to see proof of the print-run receipt and of distribution as quite often what they say they print XYZ but in reality, this is often not the case. Any respectable publication will be able to provide you this information easily. 

5. I want a promotional event for my business, can you provide examples of how your station has supported similar activities ?

Cool FM is often chosen above others to be a preferred media partner for events, big and small.  Our management team are industry experts when it comes to music and events, combine this with the provable states from above, makes us the obvious choice for promotions.

We have worked exclusively with ITV’s X Factor 2018, promoted Ricky Martin in Concert, provided backstage coverage & creative marketing for Benidorm Pride Festival, run advertising campaigns for UB40 and are regular supports of the Benidorm Palace show … just to mention as few.


Why have we written this guide for businesses ??

We understand that you want to make sure your hard earned income is spent promoting your brand the right way. At Cool FM, we do not need to hide behind misleading facts and ambiguous figures. We can prove we are listened to and proud of our growing stats. That’s what makes us your number one choice.


Reputable sales staff will be able to provide you with in-depth answers to each of these questions backed up by proof.

You can then compare answers to other media companies responses and determine which radio campaign best fulfils your marketing objectives and business priorities.

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