Radio advertising in the Netherlands.
Measured in Google.
According to Ster, 6.6 million Dutch people listen to the NPO radio stations every week. We plan your radio campaign, write the commercial, book it with Ster and measure what happens afterwards in Google and in your enquiries.
Which NPO station fits your brand?
Ster sells the advertising on six NPO radio stations. Each has its own audience, and you often combine a few.
NPO Radio 1
News, sport and current affairs all day. Your commercial airs around the news, for listeners who pay attention.
NPO Radio 2
According to Ster the market leader, with a broad audience aged 25 to 67. Often the first choice for a national brand.
NPO 3FM
Pop, rock and new music, for a younger audience than Radio 2.
NPO Klassiek
Classical music all day. A good fit for brands in culture, travel and leisure.
NPO Radio 5
Music from the fifties to the seventies plus current information, for listeners aged 55 and over.
NPO FunX
Urban music and culture. According to Ster it reaches many young listeners in the big cities.
From plan to commercial on air.
Ad breaks run around the hour and half hour, before and after the news. A radio campaign usually runs for two to three weeks.
Plan
Goal, budget and audience. We choose stations and weeks with the Ster account manager and start the baseline measurement.
StartProduce
We write the script. Recording goes through a production partner or Ster’s commercial service, and Ster AdMeasure can test it.
Before Ster’s deadlineOn air
The commercials run. We track brand searches, visits and enquiries every week next to the broadcast schedule.
Two to three weeksEvaluate
What stuck, what an extra enquiry cost, and which station worked best.
Four weeks after
What does radio advertising cost?
According to Ster, a radio campaign on the NPO starts from €10,000. What you pay in the end depends on the stations, the period, the audience and the number of spots. You pay the media budget to Ster. Our work is quoted per project, after an intro call.
- Radio campaign with Ster: from €10,000
- The price depends on stations, period, audience and number of spots
- Plus producing the commercial: script and recording
- Want to test first? Online on the NPO starts from €1,000
- Source: ster.nl, 2026 rates
Good to know.
Other services:
What does radio advertising cost in the Netherlands?
According to Ster, a radio campaign on the NPO starts from €10,000 in media budget. On top of that come the production of the commercial and our work for the plan, management and measurement.
Which stations can I advertise on through Ster?
NPO Radio 1, NPO Radio 2, NPO 3FM, NPO Klassiek, NPO Radio 5 and NPO FunX. Ster does not sell commercial stations such as Radio 538 or Qmusic.
Can you make the radio commercial?
Yes. We write the script and the briefing. Recording goes through a production partner or Ster’s commercial service, and we deliver the commercial to Ster.
How long is a radio commercial?
That is up to you. We pick a length that fits your message and budget: a shorter commercial can be played more often.
How do you measure whether radio works?
With a baseline first and then every week: brand searches in Search Console, direct visits and enquiries in Google Analytics, and Google Trends, next to Ster’s broadcast schedule.
