SBHD: Commercial radio is succeeding in its drive to attract new advertisers to the medium and getting others to return, as March’s record figures show
March was another record month for commercial radio, with 24 national advertisers coming to the medium for the first time – or returning after an absence of ten years and more.
Making its debut with a five-week campaign in Scotland is Rennie Rap-eze. Fraser Riddell, media group manager at The Media Business, says: “With a product sector so dominated by high-spending TV brands, we have been keen to investigate ways of getting better value and more efficient ways of generating sales. Radio would seem to offer that alternative.”
Jet Petrol’s move to radio to promote its new cash card used national and local stations, with the syndicated IRN Newslink also a key component in the month-long campaign.
According to Denise Perry, head of radio at Abbott Mead Vickers.BBDO, radio emerged as a natural candidate due to the strong element of in-car listening. “Research shows that there is a peak at the weekends for filling up the car, and radio gave us the flexibility to uprate and match this peak.
“In-car listening is a strong argument for using radio for car products, and also for shopping trips to the local supermarket, garden centre or anywhere which is likely to involve an element of travel.”
Mike Elsey, broadcast director at Young & Rubicam, is using radio over March and April to boost sales of Del Monte’s Fruitini cans of fruit. With a campaign aimed at children and housewives with children, the decision was taken to exploit the opportunities over Easter. Atlantic, the Network Chart Show and a spread of local stations are being used. “This is a first for Del Monte, a brand which, until now, has always been on TV,” says Elsey.
Targeting working housewives aged 25 to 44, Birds Eye Healthy Options has work running through to the end of April. Rob Jayson, media account manager at Initiative Media, is using stations in the Midlands and North. “Healthy Options tends to be an impulse purchase. Using radio we can get our message across right up to the time of a possible purchase.”
Finally, Camelot has been using radio to launch Instants. By concentrating on the period to 11am Camelot was looking to achieve mass coverage in the key morning period. Mike Hope-Milne, media buyer at Zenith Media, adds: “It was a question of reaching as many people as we possibly could, and `morning drive’ seemed the best option to build cover quickly.”
Radio Advertising Bureau