I want to point out from the start that this is a very, very basic guide to our word count guide and durations on West Coast Radio (97.3 Coast FM and 91.7 The Wave). What we have below is a hand little list reflecting the absolute maximum word count we will accept, and the preferred number of words for each type of commercial script.
Remember, once you add in sound effects, then you need to drop your word count too!
The examples I have given here rely specifically on the right word count, rather than using sound effects and music to set the scene, or multiple voices - I have chosen scripts with single voices only to make the point about word count, and, some of them have been used on-air and some haven't.
Our shortest spots are CREDIT LINERS - which are 7 seconds long, with a maximum of 10 words, and we would prefer 9 words to give a typical straight read or less.
EG: "Auto One, Pinjarra. Right here for the right advice."
Next our our 10 second CREDITS such as SPONSORSHIP CREDITS and NEWS CREDIT LINER which both have an absolute maximum of 22 words, but we would prefer under 17 words.
EG: "i-Breeze, your Solar, Air-Conditioning and Wood-Heating Experts… i-Breeze dot com dot a-u"
Now we are into 'real radio' commercial territory...
10 second commercials have a 22 word maximum word count, but sound better when they are 17 words or under for the best results.
EG: "Looking for fun activities, entertainment, and more for the kids this school holidays at City Farmers Mandurah."
15 second commercials have an absolute maximum of 45 words, but we seriously try to talk to clients to get them way under that to 40 words for the best results from the magic 15 second spot. Live read 15 second spots - because they are live and not edited have a max word count of 40 words
EG: "Secret Harbour Butchers dot com dot a-u” have Gluten Free selections of free-range chicken and pork packs, grass-fed beef and lamb… and… ((SFX: DING DONG)) home deliveries! From Rockingham to Dawesville and everywhere in between… “Secret Harbour Butchers dot com dot a-u”
30 second commercials (our most popular) have a maximum of 87 words - and that's for a very, very fast hard sell read - but we suggest everyone tries to go under 80, for the best results between 70 and 77 words. Live read 30 second spots - because they are live and not edited have a max word count of 75 words
EG: "Who locally is right behind you for your residential or business glass needs? Mandurah Glass are! From Internal Glass for mirrors, splash-backs and shower screens. To External glass for windows, doors and more. Mandurah Glass have glass of every type, including double glazing to keep the noise out and the temperature… just right! Plus a host of other commercial products on offer. See their new website ‘mandurah glass dot com dot a-u’ and see why Mandurah Glass is ‘clearly better’."
45 second spots have a maximum word count of 130 words, but for best results, we suggest 120 words or less. Live read 45 second spots - because they are live and not edited have a max word count of 110 words
EG: "Has yet 'another' special occasion crept up on you without you doing something special… like renting a limo from West Australian Enchanted Limos? No matter what it is, you’re in luck! West Australian Enchanted Limos just added eight new carriages to our fleet of limousines with seating for up to twenty in each. Headed out of town, intown, to the airport, or wherever... West Australian Enchanted Limos can take you there in style. Visit our website at "West Australian Enchanted Limos dot com dot a-u" for booking information, and very special packages for very special events. Go on… Make your next special occasion one they’ll never forget by renting a limo from west Australian Enchanted Limos, based here in Mandurah."
And with 60 second commercials have a maximum of 180 words, but I love to get them under 150 to give the best results, tell a good story and really smash home to the listener how good a product or service is - as you might guess 60 second spots are my favourite! Live read 60 second spots - because they are live and not edited have a max word count of 150 words.
EG: "Hey? Are you having one of those typical days at work? Feeling a little run-down? Considering something of a pick-me-up? Something maybe like your usual cup of two pm coffee? Well, before you head off to the kitchen, or down to the coffee shop, I’d like to try to change your mind. Let me tell you about an awesome new soft drink that’s a whole lot better for you than your daily dose of caffeine. I’ve started drinking it just before I head out and hit the road. It’s called Fizzle-Up! That’s Fizzle Up! It’s a new fortified fruit juice available in some of your favourite flavours. And some you’ve probably never thought of too! With no preservatives, or artificial flavourants, they are also sugar-free. With all the vitamins and minerals to keep you going all day. It might just tickle your fancy. Fizzle-Up! It’s available everywhere. Grab a can now!"
Cheers, catch you next time!
