Rundfunkspots

Rundfunkspots are short audio advertisements broadcast on radio stations to promote products, services or events. They are typically aired between programmes or as part of sponsorship messages and are designed to be concise and memorable. The term is common in German-speaking contexts, where radio advertising is a standard revenue stream for commercial stations and, to varying degrees, for public broadcasters.

Spot formats vary in length and style. Common durations include 15, 20, or 30 seconds, with longer formats used for special campaigns. A typical spot combines a hook, a concise message, a call to action and an identifying jingle or sound cue. Production involves copywriting, voice talent, music and sound effects, and often licensing for any third-party music used. With digital radio and podcasting, spots can be delivered as pre-roll, mid-roll or integrated endorsements.

Regulation and ethics govern Rundfunkspots to varying extents by country and broadcaster. Regulations address advertising time, sponsorship labeling, content restrictions (for example regarding alcohol or tobacco), and protections for minors. Public broadcasters in many systems limit or prohibit traditional advertising, while private or commercial stations rely heavily on spots and campaigns. Transparency, clear separation from editorial content, and compliance with data protection and consumer protection standards are important.

Economically, spots are a major source of revenue for radio stations and are sold based on audience reach and time slots. The rise of digital audio has expanded targeting options and programmatic buying, while podcasting and streaming radio have created new formats for advertising via audio spots, dynamic inserts and sponsor messages.