If you're considering a career in radio advertising production, you'll find there are many radio advertising production key terms used in this field. From words and phrases, including spot sets, jingles, live tag and donut, to acronyms such as BTA (Best Time Available) and ROS (Run of Schedule), radio advertising production has its own language. To adequately prepare for a career in radio advertising production you'll need to talk the talk.
Most radio advertising campaigns are directed toward a specific group or groups of people. This is known as a target audience. Age group, marital status and gender are all part of what make up a target audience.
In radio advertising, a donut, or donut spot, is copy that is read in a voiceover between music segments. These types of ads generally run for 30 or 40 seconds. The term donut refers to the "hole" in the middle of singing or music segments.
A jingle is a song attached to a commercial spot. Jingles strive to be catchy tunes that in some way describe the product or service being advertised.
A live tag, sometimes called a live announcer tag, is when a disc jockey or announcer adds a line or two at the end of a produced radio commercial. In some cases, different live tags, called rotating tags, are used for the same commercial played over and over.
BTA and ROS
BTA and ROS are acronyms used in radio advertising production. BTA is Best Time Available, referring to the best time slots for certain commercials. ROS is Run of Schedule and refers to commercials that are to be aired during different times of the day for more than one day.
When radio commercials are evenly distributed or aired during a radio station's day and evening, it is called equal rotation. Radio advertising producers strive to air commercials evenly across established time periods.