The verdict in three sentences
For the sales house of a group of local radio and TV stations, custom ad sales and traffic software costs EUR 70,000 to 150,000 excl. VAT in 2026, delivered in 5 to 7 months, while market solutions charge EUR 2,000 to 6,000 a month. Over 5 years the two options land within a few tens of thousands of euros of each other, and the decision rests on handling your playout logs, proof of broadcast and advertiser and agency billing without re-keying. The fastest gain comes from ending spots that were missed or wrongly billed, which often cost 1 to 1.5% of ad revenue in credit notes.
What the budget covers
When airtime orders live in a shared spreadsheet, every last-minute change goes through email, the log is rebuilt by hand, and the invoice goes out without checking what actually aired.
| Module | Key functions | 2026 range (excl. VAT) |
|---|---|---|
| Campaigns and orders | Insertion orders, advertisers, agencies, rate cards, discounts | EUR 12,000 to 25,000 |
| Break scheduling | Inventory per station and daypart, category exclusions, sell-out alerts | EUR 15,000 to 32,000 |
| Playout logs | Log generation, export to radio and TV playout systems | EUR 12,000 to 25,000 |
| Proof of broadcast | As-run log import, spot-by-spot reconciliation, certificates | EUR 10,000 to 22,000 |
| Advertiser and agency billing | Compliant invoices (Sapin law in France), agency mandates, credit notes, accounting export | EUR 10,000 to 24,000 |
| Management reporting | Revenue per station, sell-out rate, average spot price | EUR 5,000 to 12,000 |
| Migration and training | Advertiser and rate card import, sales and traffic training | EUR 6,000 to 10,000 |
The low end covers 3 or 4 radio stations and a single playout system. The high end covers radio and TV, several playout systems, and rate cards by season and daypart.
Market subscription or custom build
| Criterion | Market solution | Custom build |
|---|---|---|
| Upfront cost | EUR 10,000 to 30,000 setup | EUR 70,000 to 150,000 excl. VAT |
| Recurring cost | EUR 2,000 to 6,000 a month | Maintenance EUR 1,500 to 3,000 a month |
| 5-year total cost | EUR 130,000 to 390,000 | EUR 160,000 to 330,000 |
| Lead time | 2 to 4 months | 5 to 7 months |
| Integration with your playout systems | Per the vendor's list | Built for your equipment |
| Discount rules and multi-station packages | Limited configuration | Reproduced exactly |
| Data ownership | Vendor | Sales house |
A market solution is the right choice if your playout systems are on its compatibility list and your commercial offers stay standard. Custom wins with cross-media packages spanning radio, TV and digital, or with older playout systems.
Compliance points to scope
| Topic | Requirement | What the software does |
|---|---|---|
| Invoicing rules | In France, the Sapin law requires invoicing the advertiser with itemised discounts; in the UK, agency terms are contractual | Invoice templates and mandate management |
| Category exclusions | No two competitors in the same break | Automatic check at booking |
| Regulated messages | Mandatory wording (alcohol, credit, food), Ofcom and ASA codes in the UK | Alert when the campaign is entered |
| Proof of broadcast | Certificate for the advertiser | As-run log vs playout log reconciliation |
| Record keeping | Accounting records retained 6 to 10 years depending on the country | Archiving of invoices and certificates |
Mini case study
Camille runs the sales house of a group of 6 radio stations and 2 local TV channels, with EUR 9 million in ad revenue and 120,000 spots a year. Today, credit notes for missed or wrongly billed spots amount to 1.2% of revenue, i.e. EUR 108,000; automatic reconciliation targets 0.3%, i.e. EUR 81,000 recovered a year. The three traffic assistants save 1,200 hours on building logs, valued at EUR 38: EUR 45,600. With a project at EUR 110,000 excl. VAT and EUR 2,500 monthly maintenance, year one costs EUR 140,000 against EUR 126,600 in gains: break-even comes around month 13. A London group can apply the same reasoning in GBP.
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FAQ
How much does broadcast ad sales software cost in 2026?
Expect EUR 70,000 to 150,000 excl. VAT for a custom build for a group of local radio and TV stations. Market solutions charge EUR 2,000 to 6,000 a month plus EUR 10,000 to 30,000 setup.
Can the software feed our playout systems?
Yes, it generates logs in the format each playout system expects. Each new interface usually costs EUR 4,000 to 10,000 excl. VAT depending on available documentation.
How is proof of broadcast handled?
As-run logs are imported daily and reconciled spot by spot against the playout log. Discrepancies, often 0.5 to 2% of spots, surface before invoicing.
Is invoicing compliant with local rules?
Yes, invoice templates follow the rules of each market, such as the Sapin law in France, with itemised discounts and recorded agency mandates. This module accounts for EUR 10,000 to 24,000 excl. VAT of the budget.
Can we keep the spreadsheet during the transition?
Yes, a pilot on 1 or 2 stations for 4 to 6 weeks lets you compare both flows before switching the whole group.
Let's scope your project. Tell us your stations, playout systems and spot volume: we will scope the perimeter, an indicative budget and a 5 to 7 month plan. 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.
