A new brand character called “D Love” is being introduced to build on the “strong” consumer advocacy for digital radio as part of the organisation’s upcoming marketing activity , which is part of a wider existing two-year £10m communications drive.
D Love will feature in spots on BBC TV, BBC radio and commercial stations, online and in-store from mid-November. The activity was created by ad agency RKCR/Y&R.
Drivers will be a particular target of the push, as more than 20 per cent of radio listening currently takes place inside cars, according to Rajar. More than a quarter (26 per cent) of new car registrations now have digital radio as standard, CAP/SMMT data suggests.
Ed Vaizey, the minister for culture, communications and creative industries confirmed yesterday (5 November) the Government will announce a decision on the digital radio switchover date in 2013.
Speaking at Digital Radio UK’s Drive 2 Digital conference he said: “Digital radio continues to go from strength to strength and the decision on whether we are to switch to an all-digital future will be made next year. We are already looking at the logistics of how and when a full switchover would be possible.”