Which station millsy, Pirate FM?
Most advertising channels seem to work better through repetitive use. You may find that it take 3-4 months before it starts to really work. I also think radio advertising is very dependant on the ad itself being clear and catchy. I've been paying a lot of attention to radio advert as I'm looking at it myself. some just go in one ear and out the other, some really grab your attention.
Yeah pirate fm. But that is only for west cornwall. East cornwall is cheaper or you can do both for 8k!
That's what I thought about it taking a few months for it to start to pay back so I couldn't afford to stand 7-12k before it kicks off properly.