Radio Continuity

Continuity is a type of radio advertising that deserves a special mention as it is advertised by the broadcaster itself. It is used to unify the broadcast, avoiding abrupt jumps from one program to another and also to mark the style of the radio station.

Due to the positions of the stations on the dial are almost overlapped, is why you need to be different from the rest by defining an own corporate identity. To stand in the space of the waves is very important to create a brand image as this will create a sound that will boost the audience to listen your programs.

Radio stations can try to communicate this global image through advertising campaigns (also outside the station) but it is only within the station where we must speak about the concept of continuity.

The most important elements of this brand are:

Commercial breaks or self-promotion. In order to attract more listeners and enhance their status with advertisers, broadcasters create commercials where they make public its programs or the specific content of some spaces.

– Advertising mention (plugs). A piece of favorable publicity or a favorable mention usually incorporated in general matter.

– Radio jingles. Accurately the term in the context of radio used to describe only those station branding elements which are musical, or sung. These are musical notes or other sounds that place a radio, and allow the listener to know what has tuned.

The program opening . This is a more elaborate tune with fixed credits or titles that may include other texts.

– The indicative. Brief intervention that reminds the listener the program and / or station you are listening.

– The bridge. Sound used between program elements. It is usually prerecorded.

– The punches. Musical effects that underline and accentuate a character, time or situation.

These advertising formats described are merely indicative since it is increasingly frequent the emergence of hybrid creative ways which are difficult to classify according to the standards.