Radio Ad Script Guide: How Many Words Fit in a 30-Second Radio Ad?

"How many words can I fit in my radio ad?" It's a fair question, and the honest answer is fewer than most people think. A great radio ad script isn't about squeezing in every detail. It's about saying one thing clearly enough that listeners remember it.

At Media Group, we produce hundreds of radio commercials every week, and the scripts that work best almost always have one thing in common: room to breathe.

Why Radio Is Still Worth Getting Right

Radio remains one of the biggest audiences in Australian media. According to Commercial Radio & Audio's GfK Survey 6 2026 results, commercial radio now reaches 12.7 million Australians every week across the five metro markets, up 2.8% year on year. CRA also notes that weekly listeners aged 25–54 lift 7% across summer, so the next few months are a great time to be on air.

With an audience that size, every second of your spot counts.

How Many Words in a 30-Second Radio Ad?

Most producers work on a natural speaking pace of roughly two and a half words per second. UK radio production house AudioAds' scriptwriting guidelines break it down like this:

• 30-second ad: about 65 words for a warm, sincere read, 78 words for a typical straight read, and 90 words for a fast read
• 60-second ad: about 130 words for a sincere read, 156 for a typical read, and 180 for a fast read
• 15-second ad: roughly half a 30, so around 35 to 40 words

We usually suggest aiming for the lower end. If your ad includes music, sound effects or a jingle, take those seconds off your word count too.

Why fewer words sound better

When a script runs long, the voice artist has to speed up, the pauses disappear and the ad starts to sound like a sales pitch shouted over the top of the music. Listeners tune out. A shorter radio commercial script lets the talent add warmth, emphasis and personality, which is what makes people actually listen.

Why Writing for the Ear Is Different

A radio script isn't a print ad read out loud. Your listener can't scroll back, so the message has to land the first time. Here's what we focus on when writing:

• One clear message: pick the single thing you want people to remember, whether it's a sale, a new location or a reason to choose you
• Say your brand name early and again at the end: listeners often tune in partway through
• Keep the call to action simple: a memorable web address or business name is easier to recall than a long phone number
• Use short, conversational sentences: write the way people talk, not the way a brochure reads

Why you should always read it aloud

Word counts are a guide, not a rule. Some words take longer to say than others, and a script full of numbers, street names or product codes will run longer than its word count suggests. Read your script out loud with a stopwatch at a relaxed pace. If you're rushing to finish, it's too long.

Why the Right Voice Changes Everything

The same script can feel completely different depending on who reads it. A warm, conversational read suits local businesses and community messages, while an upbeat, energetic delivery can lift a sale or event. A familiar Australian accent also helps your ad sound like it belongs on local radio.

You can browse our roster of voice artists, including voices like Female Talent 4 (Monica) and Male Talent 31 (Paul), and listen to our audio samples to find the right fit for your brand.

Need a Hand With Your Radio Ad Script?

Not everyone has time to perfect a script, and that's fine. Our copywriting team has written countless radio commercials and knows how to fit the most important information into the time you have. Send us a brief with your key message, offer and call to action, and we'll shape it into a script that's timed, clear and ready to record.

Frequently Asked Questions

How many words should a 30-second radio ad have?

Around 65 to 78 words suits most 30-second ads, with up to about 90 words for a fast read. If your ad uses music or sound effects, aim lower.

Should I write my own radio ad script?

You can, and many business owners do. Keep it to one message, read it aloud with a stopwatch, and have a professional copywriter or producer check the timing before it's recorded.

Is a 15-second or 30-second radio ad better?

It depends on your goal. A 15-second spot works well as a quick reminder for a brand people already know, while a 30-second spot gives you room to explain an offer and include a clear call to action.

Let's Make Your Next Radio Ad Sound Great

At Media Group, we write, voice and produce radio ads for businesses across Australia, from a single local spot to a full campaign. Request a free demo or a free quote, and let's make your next ad one people actually remember.