Welcome to B106 advertising! Whether you’re brand-new to radio or brushing up on the basics, this guide breaks down the key terms and strategies so you’ll know exactly how your investment works.

Radio Advertising 101

What’s a “Spot”?

Your commercial. A “:30” means a 30-second spot, a “:60” is a 60-second spot, and :15s are sometimes available too.

ROS (Run of Schedule)

Your ad can run any time during the broadcast day. It’s flexible, affordable, and ensures your message reaches a wide audience.

Dayparts

Radio follows listener habits throughout the day:

• Morning Drive (6a–10a): Commuters, high energy, largest reach.

• Midday (10a–3p): Workplace listening, consistent exposure.

• Afternoon Drive (3p–7p): Heading home, strong audience again.

• Evening (7p–12a): Relaxed listening, lifestyle content.

• Overnight (12a–6a): Lower rates, niche but loyal listeners.

Reach vs. Frequency

• Reach: The number of unique listeners who hear your ad.

• Frequency: How many times the average listener hears it.
  Both matter—reach gets you new ears, frequency makes your brand stick.

Flight

The duration of your campaign (example: a 4-week flight leading up to your sale).

Schedule

Your customized plan: when your spots air and how often.

Beyond the Basics

Live Reads & Endorsements

• Live Read: The DJ personally delivers your message on air.

• Endorsement: The DJ goes further, connecting your business with their own experience. Both add authenticity and trust.

Sponsorships

Align your brand with a feature listeners rely on:
“Traffic, brought to you by Smith Auto” or “The Weather Update, sponsored by Joe’s HVAC.”

Added Value

Extra exposure at no additional cost. This might include:

• Bonus spots

• Mentions on air

• Social media plugs

• Sponsorship tie-ins

• Website visibility

Rate Card

Our standard advertising rates. We’ll work with you to build packages that meet your budget and goals. We are always running special packages that can fit your budget! 

Why Choose Radio with B106?

• Local & Trusted: We’re part of the community listeners count on.

• Cost-Effective: Radio delivers reach and frequency for less than TV or print.

• Targeted: Choose your dayparts, sponsorships, and formats.

• Memorable: Repetition and personality make ads stick.

Ready to Get Started?

Whether you’re interested in a broad ROS campaign, targeted daypart dominance, or creative sponsorships, our team will craft the right plan for your business.

Contact Us!

Email Steve Clendenin, General Manager

or give us a call at 410-572-4500