†The Digital Radio Development Bureau is to launch its first retail promotion campaign in the summer in a bid to boost DAB listenership.
The regional campaign is the first point of sale marketing the industry lobby group has initiated. The work is designed to complement its long running press and radio work which runs each Christmas.
Figures compiled by Rajar show radio listening via DAB radio sets increased from 17.9% to 19.9% year on year, †in the first three months of 2009.
The increases contrast to slight dips reported in December compared to the third quarter in 2008 reflecting “strong” Christmas DAB sales, according to DAB DRDB chief executive Tony Moretta.
The DRDB has hired Miles Calcraft Briginshaw Duffy to undertake the work following a pitch, which will also include a radio spot. Its move to increase its promotional activity follows news that the BBC and commercial radio leaders have created a body to boost digital radio.
The Radio Council will seek to promote digital radio content across platforms. The council is a recently formed joint initiative made up of the BBC and commercial radio†stakeholders†