Radio advertising is an audio-based form of media marketing where businesses promote their products, services, or brand messages through paid commercials broadcast on AM, FM, digital, or streaming radio platforms. For an agency, this involves the strategic development, scripting, production, and media buying of radio spots tailored to specific audiences based on station format, time slots, and geographic reach.

Common radio ad formats include:

• Standard commercial spots (typically 15, 30, or 60 seconds)

• Sponsorships (branding segments like weather, traffic, or shows)

• Live reads (host-read endorsements or promotions)

• Jingles (musical ads to enhance memorability)