The short answer:
Radio remains one of the lowest cost-per-contact media with the lightest production. Its CPM typically sits between €2 and €4 in France. Its strength: affordable frequency and the intimacy of voice. Its limit: there is no official rate card — everything is negotiated by slot, station and target.
| Campaign type | Media budget | Best for / good to know |
|---|---|---|
| Local radio (30s spot) | €100 – 500 | Test, geo-targeting, small budgets |
| National radio (30s spot) | €1,500 – 10,000 | By audience, time slot and season |
| National campaign (wave) | €30,000 – 80,000 | Repeated presence, real memorization |
| Digital audio & podcasts | CPM €8 – 18 | Engaged audiences, premium host-reads |
| Spot production | €500 – 3,000 | Scripting, voice, mixing |
Net buying ranges observed in France (excluding production unless noted). Everything is negotiable: season, volume and flexibility move prices.
The €5,000 local test — €1,000 production + €4,000 media on 1-2 regional stations at breakfast. Ideal to validate a message before scaling.
The €40,000 national wave — €3,000 production + €37,000 media across several stations and slots, with enough frequency to land.
In 72h, we price your radio plan with real negotiated rates. Free.
