Radio advertising is a traditional advertising medium that can help advertisers reach certain demographics based on the type of station they're on. Buying radio time is always negotiable. Cost of advertising depends primarily on three factors, time when ads will be played, length of ad and number of listeners or station strength… Nine times out of ten, the station adds something in order to get your name on the dotted line. And for that reason, when buying radio time, you shouldn’t accept the first proposal as presented to you; you should always shoot for something better, for something extra.

Radio advertising prime time occurs during rush hour when most people are in their cars commuting to and from work.