Updated: How Much Does Advertising Cost and Other FAQs

Podcast Programs and Costs

DX Media Direct can help connect you to the right podcast audience. Here are some examples of rates and download statistics. There are literally hundreds of programs available.

Program Topic	# Of Downloads	Mid-Roll Rate 60 Seconds Host Endorsed
NBA Basketball	79,000	$1,100
National News	78,000	$1,100
Business News	8,000	$100
Conservative Talk	250,000	$2,205
Rock & Roll Music	7,000	$90
WWE Wrestling	120,000	$1,500
Celebrity Talk	400,000	$4,500
Crime & Mystery	65,000	$825
Financial Talk	8,000	$250
Comedy	100,000	$2,200
Conservative Host	650000	$10,500
Political Talk	150000	$2400
Wrestling Talk	17500	$350
Celebrity Interviews	75000	$1,050
Economic & Current Events	20000	$275
Comedy & Shock Jock	30000	$385
Serial Killer Crime	65000	$750
Web Technology show	20000	$700
Photography	7000	$250
Psychology & Philosophy	200000	$6,500
Work Life	15000	$550
Car Talk	13000	$450
News Anchor Podcast	140000	$1,400
Hot Button Issues	550000	$7,350
Unsolved Mysteries	15000	$250
College Basketball	6200	$95
Football Sports Talk	8200	$125

One of the most important aspects of podcast advertising is how convenient it is for listeners to consume the media. Once they subscribe, the fresh podcast is available automatically on their smartphone and they notified that new content is available. Since the talent of the program is reading your ads, there are no upfront production costs.

Here are some interesting podcasts facts to consider:

• Podcast audience has grown to 73 million listeners a month. (Edison Research)
• 81% of podcast listeners say they pay attention to podcast ads.
• 60% of listeners have purchased something promoted in a podcast.
• 93% of podcast listeners are active on Social Media.
• Podcast host endorsements bring instant credibility to your brand.
• Podcast audiences are extremely loyal. They handpick the podcasts they want to consume.

Billboards or outdoor advertising are priced based on location, size and amount of traffic the ads will receive.It costs between $650 to $950 to print and install a billboard. Digital Billboards don’t cost anything to produce since there is nothing to print. You simply pay for the monthly advertising costs.

Billboard sizes and costs will range as follows: (based on a four-week period)

Junior Posters: Size 6' x 12 "	Cost: $250 to $1,000	Benefit: Impact Urban Areas
Posters: Size 10'5 x 22'8"	Cost: $300 to $1,500	Benefit: Local Market Road Saturation
Bulletins: Size 14" x 48'	Cost: $400 to $25,000	Benefit: Size Commands Attention
Digital Bulletin: 1400 x 400 pixels	Cost: $150 to $5,000	Benefit: Change Message Often

As you can see, depending on the market size you want to advertise in it will cost $650 per month for a main street in a small town and $20,000 or more per month to be on the Interstate.
It’s important to note that billboard ads get sold out for longer terms than other advertising outlets. Many advertisers lock up prime locations for a year or more. You need to be prepared to take advantage of an opening quickly. There are limited locations and usually high demand.

Usually 30 days. However, some locations have a 90-day minimum.

We suggest every 60 days. Well-crafted creative can help increase results substantially. You will also want to drive your locations to make sure the colors you are using grab attention.

For example, we had a client who wanted to use white as the background color for their billboard. However, the locations we were buying had high desert as a backdrop. The white boards completely blended in with the scenery around the outdoor ads. It washed the creative out and you hardly noticed it was there. We changed the background to black to make the creative stand out.

Keep it simple. Limit copy to nine words or less. Use colors that have strong contrast like black and yellow, red and yellow, orange and white, and black and white. Use fonts and images that are easy to read and see. Use an image that grabs the viewers’ attention. Write copy that makes them want the product or service, and make the advertiser name and logo easy to read.
Effective Outdoor Ads


Ineffective Outdoor Ads

Exit here strategy. If you have a retail location that you want people to exit for, outdoor advertising is very effective.

Small cities and towns can be as low as $5 to $10 per 60-second spot. Mid-size cities and markets will range from $50 to $100 per spot, and large markets will go for $150 to $750 per 60-second spot. Rates vary based on demand, time of year, time of day, audience size, ranking and ratings of the station. You will get the best value on radio if you negotiate based on the audience size per average quarter hour (AQH). And remember: Don’t pay rate card.

It’s also smart to let a professional media buyer do all the negotiation for you. They do all the hard work–negotiating back and forth. You get the benefit of someone who has the latest audience ratings and insider knowledge of what the market is going for in regard to pricing and demand.

In the following table, we’ve provided sample cities, stations and planning rates. Full disclosure: Rates will vary by time of year, demand on inventory, audience fluctuations and ratings. This information is for planning purposes only, so you can get an idea of how much various markets and market sizes cost.

Market	Format	Daypart	60 sec. rate each	(25 Spots per week) Weekly Investment
Abilene TX	Country	M-F 6am to 7pm	$12	$300
Akron OH	Adult Hits	M-F 6am to7pm	$25	$625
Albany NY	Sports	M-F 6am to7pm	$10	$250
Albany NY	Urban	M-F 6am to7pm	$10	$250
Allentown PA	Country	M-F 6am to 7pm	$40	$1000
Anchorage AK	Classic Rock	M-F 6am to 7pm	$15	$375
Asheville NC	Talk	M-F 6am to 7pm	$15	$375
Amarillo TX	Country	M-F 6am to 7pm	$7	$175
Ann Arbor MI	Country	M-F 6am to 7pm	$30	$750
Atlanta GA	Music	M-F 6am to 7pm	$75	$1875
Atlanta GA	News/Talk	M-F 6am to 7pm	$50	$1250
Atlanta GA	Mexican	M-F 6am to 7pm	$25	$625
Auburn AL	Urban Music	M-F 6am to 7pm	$5	$125
Baton Rouge	Music	M-F 6am to 7pm	$35	$875
Beaumont TX	Hit Music	M-F 6am to 7pm	$25	$625
Birmingham	Sports	M-F 6am to 7pm	$50	$1250
Birmingham	Urban Music	M-F 6am to 7pm	$20	$500
Bismarck ND	News/Talk	M-F 6am to 7pm	$13	$325
Boise ID	Sports	M-F 6am to 7pm	$12	$300
Bridgeport CT	Mix Music	M-F 6am to 7pm	$125	$3125
Bryan TX	Classic Rock	M-F 6am to 7pm	$10	$250
Buffalo NY	Classic Rock	M-F 6am to 7pm	$45	$1125
Cape Cod MA	Sports	M-F 6am to 7pm	$11	$275
Cedar Rapids	Adult Stand.	M-F 6am to 7pm	$2	$50
Charleston SC	Urban Music	M-F 6am to 7pm	$20	$500
Chicago IL	Music	M-F 6am to 7pm	$150	$3750
Chicago IL	News/Talk	M-F 6am to 7pm	$200	$5000
Chicago IL	Urban Music	M-F 6am to 7pm	$75	$1875
Cincinnati OH	Rock	M-F 6am to 7pm	$20	$500
Cincinnati OH	A/C	M-F 6am to7pm	$62	$1550
Col. Springs	Music	M-F 6am to 7pm	$20	$500
Columbia MO	Music	M-F 6am to7pm	$13	$325
Dallas TX	Sports	M-F 6am to 7pm	$60	$1500
Dallas TX	News/Talk	M-F 6am to 7pm	$25	$625
Dallas TX	Sports	M-F 6am to 7pm	$50	$1250
Davenport IA	News/Talk	M-F 6am to7pm	$16	$400
Dayton OH	Country	M-F 6am to7pm	$5	$125
Des Moines	Country	M-F 6am to 7pm	$20	$500
Detroit MI	Talk	M-F 6am to 7pm	$150	$3750
Detroit MI	Urban Music	M-F 6am to 7pm	$45	$1125
Erie, PA	Rock	M-F 6am to 7pm	$12	$300
Eugene OR	Alternative	M-F 6am to7pm	$7	$175
Fayetteville AR	Music	M-F 6am to 7pm	$15	$375
Fayettville NC	Music	M-F 6am to 7pm	$25	$625
El Paso TX	Talk	M-F 6am to 7pm	$22	$550
El Paso TX	Country	M-F 6am to7pm	$5	$125
Flint, MI	A/C	M-F 6am to 7pm	$18	$450
Flint, MI	Top 40	M-F 6am to 7pm	$10	$250
Ft. Smith AR	Country	M-F 6am to7pm	$7	$175
Ft. Walton FL	Active Rock	M-F 6am to 7pm	$13	$325
Fresno CA	Talk	M-F 6am to 7pm	$42	$1050
Fresno CA	Country	M-F 6am to7pm	$25	$625
Fresno CA	Top 40	M-F 6am to7pm	$26	$650
Gallup NM	Hit Music	M-F 6am to 7pm	$10	$250
Grand Rapids	Classic Rock	M-F 6am to 7pm	$24	$600
Green Bay	Sports	M-F 6am to 7pm	$19	$475
Green Bay	Music	M-F 6am to 7pm	$21	$525
Huntsville AL	Top 40	M-F 6am to7pm	$22	$550
Huntsville AL	Urban	M-F 6am to 7pm	$11	$275
Kansas City	Music	M-F 6am to 7pm	$60	$1500
Knoxville TN	Country	M-F 6am to 7pm	$49	$1225
Knoxville TN	Talk	M-F 6am to7pm	$23	$575
Lafayette LA	Music	M-F 6am to 7pm	$15	$375
Little Rock	Music	M-F 6am to 7pm	$14	$308
Los Angeles	News/Talk	M-F 6am to7pm	$50	$1250
Los Angeles	Rock	M-F 6am to7pm	$150	$3750
Memphis TN	Urban	M-F 6am to 7pm	$29	$725
Mobile AL	Urban	M-F 6am to 7pm	$29	$725
Modesto CA	Music	M-F 6am to7pm	$49	$1225
Nashville TN	Urban	M-F 6am to 7pm	$25	$625
Nashville TN	Music	M-F 6am to 7pm	$95	$2375
New York	News	M-F 6am to 7pm	$250	$6250
New York	Urban	M-F 6am to 7pm	$45	$1125
New York	Country	M-F 6am to 7pm	$95	$2375
Okla. City OK	Hip Hop	M-F 6am to 7pm	$12	$300
Peoria IL	Rock	M-F 6am to 7pm	$8	$200
Peoria IL	Classic Rock	M-F 6am to 7pm	$10	$250
San Francisco	News/Talk	M-F 6am to 7pm	$65	$1625
San Francisco	Alternative	M-F 6am to 7pm	$32	$800
San Diego	Sports	M-F 6am to 7pm	$14	$350
Sirius XM	Comedy	M-F 6am to7pm	$50	$1250
Sirius XM	News	M-F 6am to 7pm	$150	$3750
Sirius XM	Sports	M-F 6am to 7pm	$22	$550

There are about 6,000 radio stations in the United States. This table provides general prices based on market size and format.

$0 to $500 depending on talent and script elements. Some radio stations will produce at no charge.

The talent gets a weekly fee on top of the cost of your schedule. Typically, that’s $250 to $5,000 per week, depending on talent and market size.

165 to 170 words. 30-second spots should be 80 words max.

25 to 45 spots per week, Monday through Friday, 6am to 7pm.

Nine to 12 local radio spots per week. Save your money if you can’t afford at least 15 spots per week.

Buy fewer days of the week and fewer weeks of the month, but don’t scrimp on frequency. Focus your spots on Wednesday through Friday or Saturday and Sunday. But make sure you have at least four to eight spots per day.

$2,500 to $3,500 for 10 to 15 pages. This pricing does not include a shopping cart function.

In the US, the average cost per click on Facebook is $1.17. CPC will vary by target audience and quarter.

$500 to $3,000 depending on elements, animation, voice work, and talent.

Yes. It’s harder than it used to be. But you only pay based on the audience that’s left. It still works. Especially for audiences that are aged 45-plus.

Depending on the elements of the spot, it will cost $1,500 to $50,000 or more. Some cable outlets will produce at no charge.

Local cable spots can be as cheap as 75 cents to $5 per 30 seconds, per network, per zone. National networks will run $500 to $12,500 per 30-second spot depending on daypart, audience size, audience ratings, time of year and demand on inventory.

January. Most companies spent their budget on Christmas advertising. The networks don’t have as much demand on inventory and are more willing to negotiate.

May, October, November and December.