Whether you’re a seasoned media buyer or a small business owner purchasing a radio schedule, you have probably faced this question: Should I buy a 30- or a 60-second radio spot?

You’re reaching the same audience, right? While this is true, the length of the spot directly impacts recall. And while 30-second spots are cheaper than 60s, they aren’t necessarily as efficient. 30s are often about 80% of the cost but have only 60% of the impact on recall.

There is a time and a place for every spot length. According to the Radio Advertising Bureau:

60s give you lots of room for a complex message or one with specific details (dates, times, websites). If you’re in a new category or if you have entertaining ads meant to create an emotional connection with your audience, this spot length is for you.

30s are great if you have a single point to communicate or if you have an easy-to-understand offer or promotion.

10s and 15s work if you have a powerful, simple message or to reinforce name recognition on a well-known brand name. If you’re going with short spots like this, try getting airtime just before or after a news or weather segment or book-ending your spots so you’re in the first and last spot of a commercial pod.

Of course, even taking all this into account, you may simply not have the budget for a longer spot – and that’s okay. Just keep in mind the reduced impact of shortened spot lengths, and negotiate your schedule accordingly.

There are few hard and fast rules when it comes to media buying. Make sure you look at your options from every angle before making a final decision.