The verdict in three sentences
In a three-station radio group, insertion orders arrive by email, logs are rebuilt by hand and proof of play is missing when an advertiser disputes an invoice: the result is 10 to 15 % of ad revenue lost to unbilled or unpaid spots. A custom traffic and billing system links sales, scheduling, playout and invoicing. In Toronto in 2026, the market range for this build is 80,000 to 200,000 CAD, delivered in 12 to 16 weeks.
Where a radio sales house loses money
The figures below are 2026 estimates for a Canadian group earning about 6,000,000 CAD a year in advertising across three stations.
| Source of loss | Mechanism | Estimated share of ad revenue |
|---|---|---|
| Aired but unbilled spots | Last-minute order never entered in billing | 4 to 6 % |
| Disputes without proof | Advertiser claims the spot never ran | 2 to 3 % |
| Unchased receivables | No tracking of due dates, missed reminders | 3 to 5 % |
| Unauthorised discounts | Reps grant concessions without approval | 1 to 2 % |
| Unsold avails | Poor inventory visibility, no last-minute offers | Opportunity cost, not counted |
| Total recoverable losses | 10 to 15 % |
On 6,000,000 CAD, a 12 % loss is 720,000 CAD a year, several times the cost of the system.
Modules and budget
The core is a strict chain: no spot airs without an approved order, and no aired order escapes the invoice.
| Module | Scope | Indicative share (80k to 200k CAD) |
|---|---|---|
| Advertiser and agency CRM | Accounts, contacts, rate terms, 15 % agency commission | 10 to 12 % |
| Rate card and proposals | Rates per station, daypart (morning drive, afternoon), 15, 30 or 60 s spots | 10 to 12 % |
| Insertion orders | Campaigns, flight plans, discount approval workflow | 15 to 18 % |
| Traffic logs | Automatic logs per station and break, export to playout | 18 to 22 % |
| Proof of play | Reconciliation with playout as-run log, PDF affidavit per campaign | 12 to 15 % |
| Billing and collections | Invoices, credit notes, HST, reminders, card and EFT payments | 15 to 18 % |
| Dashboards | Sell-out rate per break, revenue per rep, receivables | 8 to 10 % |
The key technical point is the playout integration. If the automation system exports a time-stamped as-run log, reconciliation is simple. If not, you need a manual confirmation step, which is less reliable.
A 12 to 16 week plan
| Weeks | Step | Outcome |
|---|---|---|
| 1 to 2 | Discovery, rate cards and playout analysis | Signed-off specification |
| 3 to 6 | CRM, rates, insertion orders | Sales team live |
| 7 to 10 | Traffic logs and proof of play | Automated scheduling |
| 11 to 13 | Billing, collections, payments | Full order-to-cash cycle |
| 14 to 16 | Pilot on one station, then the other two | Whole group in production |
Mini case study
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Marc, sales director of a three-station group in Toronto (illustrative example), bills 6,000,000 CAD of advertising a year. He estimates losses at 12 %, or 720,000 CAD. If the system recovers half of that, 360,000 CAD a year, a 160,000 CAD build plus 30,000 CAD of annual support pays back in about 6 months. Automatic affidavits also save the traffic team an estimated 2 days a month spent justifying airings.
FAQ
Will it work with our current playout system?
In most cases yes, as long as the automation can import a log and export a time-stamped as-run file (CSV, XML). The connector is usually 8 to 12 % of the budget.
Can we handle media agency commissions?
Yes, the standard 15 % or a negotiated rate per agency is applied to every order. Invoices show gross, commission and net.
Does it handle Canadian sales tax?
Yes, 13 % HST for Ontario advertisers and the correct GST or HST for clients in other provinces. Tax rules account for roughly 3 % of the build.
How long is training?
Plan 2 to 3 half-days for sales and traffic staff. Full adoption usually takes 2 to 3 weeks.
What does support cost?
In Toronto, support and hosting typically run at 15 to 20 % of the build per year, so 12,000 to 40,000 CAD for this scope.
Let's scope your project. Tell us about your stations, playout system and order volume, and we will scope a traffic system delivered in 12 to 16 weeks. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
