Radio ad scripts
Radio Ad Script Templates: 30 and 60-Second Examples
A radio ad script is the copy an announcer reads in a 15, 30 or 60-second commercial: a hook, the advertiser's name, one reason to care and a call to action. Pick one of the 16 templates below, load it into the studio, swap in the advertiser's details and hear it read over a music bed in a radio voice.
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Most scripts also say where to find the advertiser, and they are written to fit the slot: in the studio on this page, a 30-second script is about 390 characters, roughly 70 words. JingleLark is an AI jingle maker for small radio stations: it reads the script in one of 24 radio voices and mixes it with an intro, a music bed and an outro from 88 sounds, so a small station can voice a local sponsor's spot without booking voice talent.
How to use these radio ad script templates
- Pick a template by slot length and press Load into the studio. The script and a suggested voice go into the studio at the top of this page.
- Replace every part in square brackets, like [Business] or [Town], with the advertiser's details. The voice reads every word in the box, brackets included, so nothing should be left in them.
- Generate the voiceover, pick a music bed that suits the advertiser, and build the mix. Swapping the bed or the intro and rebuilding is free, so you can try a few before you download.
Radio ad script templates
Every template is written for one announcer, because the studio reads each spot in one voice. Each card shows the template's length as written; each group shows the length to aim for once the brackets are filled in, using the studio's estimate of about 13 characters per second.
15-second radio ad scripts
Room for the name, one reason and where to go. Good for events, openings and a single offer, and short enough to run between songs.
Filled in, aim for up to 195 characters, about 15 seconds spoken.
Event this weekend
“This Saturday, [Event Name] comes to [Venue] in [Town]. [One thing people will love about it]. Doors open at [time]. [Event Name], this Saturday.”
145 characters as written · 1 credit
Now open
“Now open on [Street] in [Town]: [Business]. [What they do], [days] from [hours]. Come and say hello at [Business], on [Street].”
127 characters as written · 1 credit
One offer
“Through [date], [Business] in [Town] has [offer]. That's [offer, said again] at [Business], on [Street]. Ends [date].”
117 characters as written · 1 credit
Script: “Friday night, sorted. Copperleaf Pizza Kitchen bakes wood-fired pizza by the slice or the pie, and stays open late every weekend. Copperleaf Pizza Kitchen, on Main Street in Hollowbrook.”
Voice: Johnny Dynamite (Radio & DJ)
Sounds: Guitar Stab intro, Garage Riff bed, Final Hit outro
Finished length: 13.8 s (186 characters, 12.3 s of voice)
30-second radio ad scripts
The standard local spot. Open with something the listener recognizes, say the advertiser's name early and again at the end, and give one thing to do.
Filled in, aim for up to 390 characters, about 30 seconds spoken.
Problem and fix
“[A problem your listener has, as a question]? You're not the only one in [Town]. At [Business], [what they do to fix it], and [one thing that makes them different]. [Second detail: hours, a guarantee or how fast]. [Business], on [Street] in [Town]. [One thing to do: call, visit or book].”
288 characters as written · 2 credits
Limited-time offer
“For [number] days only, [Business] in [Town] has [offer] on [product or service]. [One reason to come now: the season, the stock or the weather]. [Business] has been [what they do] in [Town] for [number] years. Find them on [Street]. That's [offer], through [date], at [Business].”
280 characters as written · 2 credits
Event details
“Mark your calendar: [Event Name] is on [date] at [Venue] in [Town]. There's [highlight one], [highlight two] and [highlight three], and [ticket price, or free entry]. Bring [who it's for]. [Event Name], [date], at [Venue]. Details at [website].”
244 characters as written · 2 credits
Grand opening
“There's something new on [Street]. [Business] is now open in [Town], with [what they sell or do]. [One thing that makes them different]. Stop by [days] from [hours], and [opening offer or invitation]. [Business], on [Street] in [Town]. Now open.”
245 characters as written · 2 credits
Now hiring
“[Business] in [Town] is hiring [job titles]. [What they offer: pay, hours or training]. If you're [who they want], they want to hear from you. Apply at [where to apply], or stop by on [Street]. [Business], now hiring in [Town].”
227 characters as written · 2 credits
Script: “That little light on your dashboard won't fix itself. At Tidewell Auto Care in Hollowbrook, we tell you what it means before we touch a thing, and you get the price before we start. Brakes, tires, oil changes and check engine lights, with most jobs done the same day. Tidewell Auto Care, on River Road in Hollowbrook. Open Monday to Saturday. Walk in or call ahead.”
Voice: Mark (Corporate & Clear)
Sounds: Air Pass intro, Steady Progress bed, Bright Chime outro
Finished length: 24.0 s (365 characters, 22.8 s of voice)
60-second radio ad scripts
A minute gives you time for a short story or a list of reasons. Both still come back to one name and one thing to do.
Filled in, aim for up to 780 characters, about 60 seconds spoken.
Customer story
“When [Customer] [the problem they had], they called [Business]. [What happened next, in one or two short sentences]. That's how [Business] has worked in [Town] for [number] years: [what they promise]. They handle [service one], [service two] and [service three], for [who they serve]. [Detail one: hours, a guarantee or free estimates]. [Detail two: family-owned, licensed or local staff]. And right now, [offer] through [date]. If [the problem] happens to you, you know who to call. [Business], on [Street] in [Town]. [One thing to do].”
537 characters as written · 2 credits
Three reasons
“Here are three reasons [Town] goes to [Business]. One: [reason one, in a short sentence]. Two: [reason two]. Three: [reason three]. [Business] has [what they sell or do] for [who they serve], and [one detail that shows they are local]. This month, [offer] when you [what the listener has to do]. Find them on [Street], open [days] from [hours], or at [website]. That's [Business], in [Town]. [Reason one, said again].”
417 characters as written · 2 credits
Sponsor tags for commercial stations
Short billboards that attach an advertiser to a feature or an hour. They usually run before or after the feature, read in the same voice every time.
Filled in, aim for up to 130 characters, about 10 seconds spoken.
Weather sponsor
“[Town] weather, brought to you by [Business], [what they do] on [Street].”
73 characters as written · 1 credit
Hour sponsor
“The next hour of [genre or show] on [Station Name] comes to you from [Business]. [Business]: [slogan].”
102 characters as written · 1 credit
Feature sponsor
“[Feature Name] is presented by [Business]. [One short line about them]. [Business], in [Town].”
94 characters as written · 1 credit
Underwriting credits for noncommercial stations
If your station is noncommercial, the advertiser is a supporter and the spot is an acknowledgement: name, location and a plain description, with nothing that sells. The rules are in the next section.
Filled in, aim for up to 130 characters, about 10 seconds spoken.
Support from
“Support for [Station Name] comes from [Business], [value-neutral description of what they do], on [Street] in [Town].”
117 characters as written · 1 credit
Program credit
“[Program Name] on [Station Name] is made possible by [Business], [value-neutral description], in [Town].”
104 characters as written · 1 credit
With a slogan
“[Station Name] is supported by [Business], [value-neutral description] in [Town]. [Their established slogan, if it makes no claims].”
132 characters as written · 1 credit
Script: “Support for Hollowbrook Community Radio comes from Quillfern Bakery, on Mill Street in Hollowbrook.”
Voice: Bella (Corporate & Clear)
Sounds: Air Pass intro, Clean Start bed, Soft Ping outro
Finished length: 6.9 s
How many words is a 30-second radio ad?
About 70 words, or 390 characters, by the studio's estimate. The table gives the same estimate for each slot, so you can write to length before you generate.
| Slot | Characters | About words | Credits |
|---|---|---|---|
| 15 seconds | 195 | 35 | 1 |
| 30 seconds | 390 | 70 | 2 |
| 60 seconds | 780 | 140 | 2 |
Characters are 13 per second, the estimate the studio shows as you type. Words assume about 5.5 characters per word including spaces, which is what the 30-second example on this page comes to.
The estimate runs long. The 30-second example above is 365 characters, which the studio estimates at 28 seconds; the voice read it in 22.8 seconds, and the finished spot with its intro and outro was 24.0 seconds. The 15-second example, 186 characters, came in at 13.8 seconds. So treat the estimate as a ceiling: a script at the estimate for its slot will fit, and you may have a few seconds to spare.
There is no fixed length setting; the length follows the script. To fill a slot exactly, add a line or pick a longer outro, or change the speaking speed between 0.7x and 1.2x (cloned voices read at one speed). A single voiceover can be up to 900 characters, about 70 seconds, so a 60-second script fits in one generation.
How to write a radio ad script
- Write for whoever is listening at the hour it airs: the same advertiser's spot can open one way in morning drive and another late at night.
- Open with the listener, not the advertiser. A question or a situation they recognize buys you the next 25 seconds.
- Say the advertiser's name at least twice, once early and once in the last line. Listeners can't scroll back.
- One offer, one call to action. Call, visit or book: pick one, and say it last.
- Give a location people can remember. A street name stays with listeners better than a full street address.
- Keep numbers few and round. Prices and dates, yes; a phone number only if it is short, said twice.
- Match the voice to the advertiser. Each template loads a suggested voice; a pizza place can take an energetic read, a clinic a calmer one. You can play every voice before you generate.
- Before you load it, read it out loud. If you run out of breath or rush the last line, cut a sentence; the studio shows the estimated length as you type.
- Leave production notes out of the script box. A broadcast script often has lines like SFX: door opens or MUSIC: upbeat bed; here the voice reads every word you type, so type only what should be heard and choose the music in the sound panel. The studio flags lines that look like production notes before you generate.
Ads on noncommercial stations: underwriting, not commercials
Noncommercial educational and LPFM stations in the US can't air commercials. 47 CFR §73.801 applies §73.503 to LPFM stations, and §73.503(d) bars promotional announcements for for-profit businesses in exchange for consideration, and adds: "However, acknowledgements of contributions can be made."
- Can go in an underwriting credit
- The supporter's name and location, a value-neutral description of what they do, and a logo or slogan that identifies without promoting (FCC 86-161).
- Keep out
- Prices, comparisons or words like "best", calls to action like "stop by today", and discounts or other inducements to buy. An LPFM station agreed to an FCC consent decree over announcements like these in 2010 (DA 10-685).
The underwriting templates above stay inside these limits. For a full table with an example of each item, see our guide to community radio jingles.
This is a summary, not legal advice; check with your station's counsel. Outside the US, rules for advertising on community stations differ; check the conditions of your licence.
Sources, checked Oct 10, 2026: 47 CFR §73.503 · 47 CFR §73.801 · FCC 86-161 (1986 policy statement) · DA 10-685 (WLZD-LP consent decree)
What does a radio ad cost to voice?
Only the voice costs credits; mixing and downloads are free. A script of up to 220 characters is 1 credit, so the 15-second spots and the sponsor and underwriting lines are 1 credit each. A script of 221 to 900 characters is 2 credits, which covers the 30 and 60-second spots. Credits come in one-time packs from $14.90 for 50, with no subscription, and purchased credits never expire. When one advertiser runs several spots, you can rebuild the same voiceover with a different bed for free.
Related guides and tools
For station IDs, sweepers, liners and show tags, there are 40 more templates in radio jingle scripts.
To hear the voices before you pick one for a sponsor: the radio announcer voice generator.
If your station is noncommercial, a full starter set with underwriting credits is in community radio jingles.
Once your spots are made, schedule them: how to add jingles to your playout software.
Questions about radio ad scripts
What is a radio ad script?
It is the copy an announcer reads in a radio commercial: a hook, the advertiser's name, one reason to care, where to find them and a call to action, written to fit a 15, 30 or 60-second slot.
How many words should a 30-second radio script be?
About 70 words, or 390 characters, by JingleLark's estimate of 13 characters per second. Real reads often come in under that: our 365-character, 66-word spot ran 22.8 seconds of voice and 24.0 seconds mixed.
What is the proper format for a radio script?
A broadcast script puts spoken lines next to cues for sound effects and music, like SFX: or MUSIC:. In JingleLark you type only the spoken words; the music comes from the intro, bed and outro you choose, and the voice reads anything you type.
Can you give me an example of a radio ad?
Here is the 15-second example on this page: "Friday night, sorted. Copperleaf Pizza Kitchen bakes wood-fired pizza by the slice or the pie, and stays open late every weekend. Copperleaf Pizza Kitchen, on Main Street in Hollowbrook." The business is made up; the finished spot is 13.8 seconds.
Can JingleLark make a radio ad with two voices?
No. Each spot is read by one voice, so dialogue ads with two characters are not something it can make. The templates on this page are written for a single announcer.
Can I air these ads and sell the spots to sponsors?
Yes. The scripts are templates for you to fill in, and the words you air are yours. Jingles you make with JingleLark are royalty-free for radio, podcasts, social and paid ads, with no per-play fees and nothing to renew. Download each spot as MP3 or WAV and load it into your playout software.
Can a noncommercial or LPFM station run these ads?
Not the commercial spots. Noncommercial stations air underwriting credits instead: the supporter's name, location and a value-neutral description, with no prices, comparisons or calls to action. Use the underwriting templates on this page.
Is JingleLark free?
Partly. The voice costs credits, because AI voice generation costs real money; mixing and downloads are free. Credits come in one-time packs from $14.90 for 50, with no subscription. A new account gets 1 free credit, and a 7-day check-in streak earns 1 more (it expires after 30 days); you can play every voice and sound without an account, and there is no watermark. Free jingle packs and plain text-to-speech tools cost nothing, but packs sound like every other stream and text-to-speech gives you a bare voice with no bed or mixing.
Voice your next sponsor's spot
Load a script, fill in the advertiser's details and hear it over a music bed in a radio voice. Mixing and MP3 or WAV downloads are free.