Sport Social Podcast Network banner
18 July 2022

3 tips to deliver an incredible host-read ad

Want to improve your host reads ads? Look no further as we provide the best three tips to deliver them to perfection

What is a HRA?

A Host Read Advert (HRA), sometimes called a ‘Live Read’ is a commercial read and endorsed by the show presenter during a show.

They are not delivered as scripts to be read verbatim but rather provide ideas and talking points that help the promotion of products or services during the flow of conversation.

Whilst there is some freedom to get creative within HRA’s and the emphasis for hosts to “put their mark” on the content, there are also likely to be some key messages that MUST be delivered within the read ad.

What is the purpose of a HRA?

HRA’s are a valuable part of a podcasts commercial inventory and can command a premium in terms of cost to advertisers. Delivering good quality and impactful HRA’s can greatly improve your chance of an ongoing relationship with that brand, and being approached by more brands and advertisers in the future.

So getting them right can only benefit your podcast moving forward!

Here are some tips to help make sure you are making the most of the opportunity and remember, if you ever have any queries about what you are being asked to do please reach out to your Sport Social Podcast Network account manager.

1. Preparation!

Like with most content, preparation is the key to success!

It’s very easy to identify a HRA that has been picked up and read by the host for the first time – and it’s rarely good.

Take some time to read the brief in full and pick out the key points from the brief. You can then decide how you want to deliver the read!

It can often help to rewrite and bullet point the elements you want to highlight and the ‘must say’ key messages.

2. Make It Something Listeners Will Love

The best Host Read Adverts feel like part of the regular show and flow seamlessly.

Whist you have a commitment to the advertiser to deliver the key messages you also have a commitment to your audience to deliver great content and there is no reason why you can’t do both.

It’s key to know what your show’s tone of voice is. If your show is funny and irreverent, then the read should be done in the same tone whereas if it’s scripted and serious then the same applies.

You should always be respectful to the brand and the messaging but, at the same time the advertiser is buying into you and your relationship with the audience and so the content should feel as natural and ‘in keeping’ with the show as possible – everything is content.

3. You don’t have to love it

It’s tempting when you are delivering a HRA to say that the product is fantastic, even if you’ve never tried it – but you don’t have to!

Whilst you should never be negative about a product, being overly positive about every HRA you deliver will soon sound inauthentic to your audience.

It can help to imagine what problem the product or service MIGHT solve in your life or how you can imagine it helping you or someone you know in the future. That can often be just as powerful as just saying that you love a certain thing.

Keep in mind you may also need to do different versions of the read so think about how you might keep that feeling fresh with different angles, takes and examples rather than just saying; “Its great!”.

On some occasions an advertiser may ask for a ‘personal endorsement’ for a product. In this instance they will usually send you a sample before you record the read.

When delivering a premium campaign such as this, it is important to include “I” statements to demonstrate your endorsement and also to make sure that your opinion and experience is front and centre of the read.

Want to hear more?

You can hear two masters of the art of HRA’s talking about how to ensure great delivery on the Voiceworks: Sound Business podcast. Listen to Paul Sylvester (Content Director at Absolute Radio) and Tim Cocker (Host at Virgin Radio and The Egg-Chasers Podcast) sharing some top tips on delivering fantastic Host Read adverts here: https://pod.fo/e/12b41b

More news

Why Rights-holders should leave content creation to the professionals
30 April 2024

Why Rights-holders should leave content creation to the professionals

Our Director of Sport, Jim Salveson, discusses why it is especially important for Rights-holders to trust the experts when it comes to content creation.
Why Sports Fans Are Flooding To Audio
19 April 2024

Why Sports Fans Are Flooding To Audio

A new study compiled by SiriusXM Media, GroupM and Edison Research has highlighted some key statistics which reflect the power of podcasting. Our Director of Sport Jim Salveson takes a look at what the research teaches us.
2024 Sporting Calendar: A Complete Guide To What’s Coming Up This Year
16 January 2024

2024 Sporting Calendar: A Complete Guide To What’s Coming Up This Year

We've compiled a list of all the major sporting events happening in 2024 so you don't miss a thing!
Why are advertisers and brands racing to be part of the sports podcast crowd? 
11 December 2023

Why are advertisers and brands racing to be part of the sports podcast crowd? 

The power of podcast advertising is coming into its own thanks to engaged and trusting audiences.
Join the network

Join the network

Join the network

Advertise with us