media buy
Our market area is in Miami, Fl. The target population is young adult to older adults.
One of our radio stations only offers 2 minute spots during the times we feel are better suited for our population. We are not sure that this is a wise purchase because of the length. Since there may be experience out there with purchasing this size spot. Is this effective or should we stick to the smaller 30 and 60 second spots rather than the 120 second spots they want us to purchase?
Fernando, my recommendation here would be that as long as the 2 minute spot is less than double the cost of what they want for a :60, you may be able to get good value. I have not personally had experience in purchasing 2 minute spots on radio, however, we often have good success running longer creative on TV (:90 and 2 minute spots). The key here is to be flexible, if after a few days your 2 minute spot isn't producing, revise your buy to run :60s (or :30s) and get the station to throw in more bonus. On the front end, let your rep know you are skeptical regarding the :60s and need some additional added value to feel good about your buy...every little bit helps. As far as how it'll work, like anything, you never really know until you try and the good news is you can make revisions as often as you like if it's not working.
Thank you for yoiur reply. We'll give it consideration.
