What is Run of Week (ROW)?
Run of Week (ROW) is a radio advertising model where a media buyer purchases airtime across a full seven-day period, but the radio station retains control over when those spots actually air. Rather than securing fixed time slots (such as 7:30 AM on Monday or 5 PM on Friday), advertisers relinquish scheduling control in exchange for lower rates.
How ROW Works
When you purchase ROW inventory, the station's programming team distributes your spots across different dayparts and days of the week based on availability and audience demand. This flexibility allows stations to fill unsold inventory efficiently while offering advertisers a cost-effective solution.
For example, you might purchase ten spots for the week, but the station could place them across various times – perhaps two spots during breakfast, three during afternoon drive time, and five during evening slots – rather than you selecting specific days and times.
Why It Matters for UK Media Buyers
ROW packages are particularly valuable in the UK market where radio budgets are often constrained. Local and regional stations frequently offer ROW rates at 20-40% discounts compared to fixed-spot placements, making them attractive for smaller brands or those testing campaigns on new stations.
This model also works well for campaigns with flexible messaging. If your creative can run at any time without losing effectiveness, ROW delivers strong frequency and reach within budget constraints.
ROW vs. Other Radio Packages
Unlike fixed spots (which guarantee specific times but cost more), ROW trades certainty for savings. Unlike true Run of Station (ROS), which spreads ads across an entire month, ROW constrains the schedule to seven days, providing tighter frequency if needed.
When to Use ROW
ROW is ideal when: - Your campaign has a modest budget - Your message doesn't require specific daypart targeting - You're running frequency-focused campaigns - You're testing a new radio station before committing to premium placements - You want maximum impressions across a short timeframe
ROW is less suitable for time-sensitive offers (like same-day promotions) or when daypart precision matters to your audience targeting.
Best Practices
When negotiating ROW packages with UK stations, ensure your brief includes any hard constraints – for instance, if you absolutely must avoid late-night slots, clarify this upfront. Monitor performance during the week and use the data to inform whether fixed-spot premium placements are justified for future campaigns.