Ford’s campaign endorsing its C-MAX model, a car which has in-built digital radio as standard, will be broadcast on Global, GMG, Absolute, UTV, Bauer and Planet Rock radio stations.
The advert runs from 3 January until 16 January and features three different executions explaining the benefits of having digital radio in the car.
Earlier this year the Society of Motor Traders and Manufacturers (SMMT) announced it expects all new cars to have digital radios fitted as standard by the end of 2013.
Chief Executive of Digital Radio UK Ford Ennals says: “With more car manufacturers installing digital radio as standard I am sure this will be the first of many ad campaigns from Ford and other car manufacturers.”
Digital listening now makes up 24.8% of all radio listening, according to RAJAR Q3 data, and over 35% of UK homes have a digital radio.
In November the radio industry launched its “biggest ever” promotion of digital radio devices as it looked to accelerate the rate of digital take up ahead of the 2015 switchover target.