Radiocentre mocks marketing hype in new ad campaign
The UK's trade body for commercial radio has launched a new campaign parodying the marketing hype surrounding tech company launches and highlighting radio as the "next big thing" for advertisers.
Created by The&Partnership for Radiocentre, the radio and out-of-home campaign will showcase the advantages commercial radio has over newer media technologies, including its cookie-less and unblockable advertising and the scale of its influence.
The ads will also run across social media and trade news websites, with planners and advertisers called upon to "See Radio Differently".
“Because it has been around a lot longer than the newer ad tech, people don’t always appreciate what an incredible medium radio is," said Lucy Barrett, client director at Radiocentre.
"If radio was invented as a new piece of technology today, we would all be in awe of its reach, engagement, and ad effectiveness. This campaign is designed to help advertisers imagine just that.”
According to the most recent Rajar report for Q3 2019, 48.5 million adults - or 88% of the adult population - tune into radio each week, each listening to 20.4 hours of live radio on average.
Commercial radio took a record total of £713.3 million in ad revenue in 2018, breaking the previous 2017 record of £679.2 million, according to figures released by Radiocentre earlier this year.
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