Classic FM signs the Pru for programme funding

Classic FM, the GWR-owned national commercial station, is launching its first advertiser-funded programming with insurance company Prudential. The deal will also include advertorials about the importance of financial planning.

Composer’s Notes will be a series of hour-long shows about composers’ lives and their financial situations, and will include a showcase of their music. The Saturday evening show, which will start a 26-week run on April 17, will cover a range of composers including Mozart and Haydn. John Suchet will present the programme.

The Pru brand director Angus Maciver says financial services is often seen as a dry subject, but the partnership with Classic FM offered the brand the chance to talk to it listeners about financial services in a more interesting way.

The advertorials, which will support the show, will compare contemporary society with tales of composers’ lives to show how important financial planning has been throughout history.

Advertiser-funded programming is expected to become more prevalent on radio stations this year as advertisers look to build on the success of sponsorship and promotional deals with stations. Composer’s Notes has been created for Classic FM by content specialist Drum PHD.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here