“Biggest ever” digital radio push looks to increase take up

The radio industry is set to launch its “biggest ever” promotion of digital radio devices in the run up to Christmas, as the sector looks to accelerate the rate of digital take up ahead of the 2015 switchover target.

/p/b/g/digitalradio160.jpg

The activity, backed by BBC and commercial radio chiefs, pushes the messages that “digital radio gives you more of what you love about radio” – namely extra content and digital features, such as internet radio and iPod docks – hence makes the “perfect Christmas gift”.

Comedians David Mitchell, Arthur Smith, Hugh Dennis and Sue Perkins will appear in the AMV.BBDO created advertisements to run across commercial and BBC stations from 22 November to the new year.

Digital Radio UK, the body set up to encourage digital radio sales and facilitate expansion of the digital radio platform, will be hoping the campaign creates enthusiasm for digital radio among the public, amid recent signs that interest in the medium is flagging.

Half of all radio listening must be via digital devices by 2015 if the Government’s target of a 2015 switchover from analogue, as set out in July’s “Digital Radio Action Plan”, is to be achieved.

In the third quarter digital’s share stood at 24.8%, according to Rajar, an increase of just two percentage points from the 24.6% registered in the second quarter.

However, despite sluggish growth in the third quarter, digital radio listening has grown by almost 20% this year, with over 20 million listeners in 35% of all homes, Rajar data shows.

Radio chiefs are hoping that the launch of commercial digital-only services including Absolute 80s, Absolute Radio 90s and Smooth UK this year will help boost migration to digital devices.

It is also hoped that the BBC’s plan to extend coverage of its digital services nationally, the launch of Radio 4 Extra next year, and the newly popular 6Music, which saved from the axe earlier this year, will accelerate take up.

Andrew Harrison, CEO of RadioCentre, says of the campaign: “2010 has been a milestone year for commercial digital radio with the passage of the Digital Economy Act and the launching of major new national commercial radio stations.

“We know listeners love digital radio and we believe that the Christmas campaign will help to accelerate the momentum towards digital radio switchover.”

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 3711 or email subscriptions@marketingweek.com

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