Radio Script and Audio Ad Length Guide

Radio scripts and audio ads rely entirely on spoken words to deliver their message—there are no visuals to fall back on. This makes precise word count management even more critical than in visual media. The standard speaking rate for broadcast is approximately 150 words per minute (2.5 words per second), slightly slower than conversational speech to ensure clarity. Mastering the relationship between word count and airtime is a fundamental broadcast skill. This guide covers word counts by ad duration and techniques for effective audio copywriting.

Word Count by Ad Duration

Ad Length	Word Count	Sentences	Use Case
10 seconds	20–30 words	1–2	Spot / bumper
15 seconds	30–45 words	2–3	Short spot
20 seconds	40–55 words	3–4	Standard spot
30 seconds	60–85 words	4–6	Standard commercial
60 seconds	120–170 words	8–12	Infomercial
90 seconds	180–250 words	12–18	Long-form spot

The standard broadcast reading speed is approximately 150 words per minute—slightly slower than TV narration to prioritize listener comprehension in an audio-only medium.

Radio Program Script Word Counts

Segment	Duration	Word Count	Notes
Show Open	1–2 minutes	100–250 words	Program introduction
News Read	3–5 minutes	400–700 words	Factual accuracy priority
Talk Segment	5–15 minutes	Outline: 250–750 words	Includes ad-lib
Weather	1–2 minutes	100–250 words	Concise key points
Show Close	1–2 minutes	100–250 words	Including next-show promo

Writing Effective Radio Ads

Hook in the first 3 seconds: The opening 8–10 words must grab attention. Questions, sound effects, or surprising statements work well.
Repeat the brand name 2–3 times: In a 30-second spot, mention the brand 2–3 times; in 60 seconds, 3–4 times for recall.
Repeat contact info twice: Phone numbers and URLs should be stated twice, with a brief pause for listeners to note them down.
Keep sentences short: Aim for 8–15 words per sentence. Longer sentences lose listeners mid-thought.

Podcast Script Word Counts

Episode description: 50–150 words. Include searchable keywords for discoverability.
Full script (30-min show): 3,500–5,000 words. For a 60-minute show: 7,000–10,000 words.
Outline only (30-min show): 250–500 words. Talking points only, allowing natural conversation.

Conclusion

Radio ad word counts are 30–45 words for 15 seconds, 60–85 for 30 seconds, and 120–170 for 60 seconds. At approximately 150 words per minute, precise word count management ensures scripts fit their time slots perfectly. Use Character Counter to verify your audio script word counts.