Radio Commercial - Scriptwriting Guidelines

Understanding Duration & Word Count

Crafting a compelling radio commercial begins with understanding how the duration of your commercial influences the number of words your script can accommodate. Below are guidelines for different commercial lengths, with word counts adjusted according to the reading speed and style.

Duration & Words:

  • 20 Seconds Commercial:

    • 43 words: Lots of inflection, sincere read.

    • 52 words: Typical, straight read.

    • 60 words: Fast read.

  • 30 Seconds Commercial:

    • 65 words: Lots of inflection, sincere read.

    • 78 words: Typical, straight read.

    • 90 words: Fast read.

  • 40 Seconds Commercial:

    • 86 words: Lots of inflection, sincere read.

    • 104 words: Typical, straight read.

    • 120 words: Fast read.

  • 60 Seconds Commercial:

    • 130 words: Lots of inflection, sincere read.

    • 156 words: Typical, straight read.

    • 180 words: Fast read.

Considerations for Bilingual (English & Welsh) Productions:

When opting for a bilingual production, specifically transitioning between English and Welsh, it's crucial to acknowledge the natural expansion that occurs with translation. A direct Welsh translation of an English script typically results in a higher word count. Therefore, it’s advisable to:

  • Evaluate which sentences or phrases could be omitted or simplified in the Welsh version to accommodate the time constraints without losing the essence of your message.

  • Plan for additional editing rounds to ensure both versions convey your message effectively within the designated commercial length.

Incorporating Sound Effects (SFX):

If your script includes sound effects, it's essential to account for the time they occupy, especially if they are standalone elements and not merely background to the voiceover. Sound effects can significantly enhance the listening experience, but unless they complement the voice artist as background elements, please allocate appropriate time within the script's duration to allow them to make their full impact.

Tips for Writing Your Script:

Clarity Is Key: Focus on delivering a clear and understandable message. Avoid jargon unless it speaks directly to your target audience.

Engage with Emotion: Use inflection and sincerity to connect with your audience on an emotional level. This can significantly impact the effectiveness of your message.

Call to Action: End your commercial with a strong and memorable call to action. Make it clear what you want the listener to do next.

Simplicity Wins: Especially for bilingual scripts, simplicity can enhance clarity and engagement. Complex ideas may require simplification for effectiveness.

Phone Numbers in Words: When including phone numbers in your script, write them out in words (e.g., "zero one double five four" instead of "01554") to ensure each number is counted as a word. Numbers bunched together can sometimes be counted as one word, which could affect the timing of your commercial.

Read Aloud & Time It: Always read your script aloud or act it out if it’s designed for performance. Timing your script to the specified duration is crucial. Do not rely solely on word count, as some words may take longer to say or sections may require specific inflection.

This guideline aims to serve as a comprehensive foundation for writing effective radio commercial scripts. By adhering to the suggested word counts, thoughtfully integrating sound effects, and applying these enhanced scriptwriting tips, you can craft a message that not only fits within your commercial's duration but also resonates deeply with your audience and achieves your marketing objectives.

Need Assistance with Your Script?

AUDIOADS is here to help, from concept to delivery. Whether you need an ad written or a complete commercial crafted, you've come to the right place! Creating clear, concise messages that make an impact is what we do best—every day, for clients all over the UK. We cater to advertising agencies and radio stations alike. Why? Because we thrive on creativity and love what we do. The more challenging the brief, the more we enjoy tackling it.

Let AUDIOADS write your next campaign and see your ideas come to life!