SBHD: With TV advertising costs on the up, top brand advertisers are more tuned in to including commercial radio in their marketing campaigns

With national radio revenue up by almost 50 per cent in the first quarter of 1995, commercial radio is on the crest of a wave. Its problem has been to attract the top national brand advertisers. This month’s list of radio newcomers is headed by Kellogg with a test for Variety Pack in London on Capital and “the new North”.

Virginia Voli, senior media executive at J Walter Thompson, comments: “Many advertisers are exploring radio as a result of escalating TV costs – particularly in London. We took a positive decision to use radio and wanted a high reach. The media decision was to use consecutive breaks.”

The drive was aimed at housewives with children and timed to exploit the Easter market – a seasonal high point for Variety pack sales. “Radio made the campaign more efficient,” she adds.

Seagram also entered radio for the first time to link with its Grand National sponsorship. Using JFM stations in London and Manchester, the campaign was constructed around the breakfast show on both. It featured 30 and 40-second ads and there was also a promotional aspect to the initiative.

Midland Bank Live Cash made its radio debut last month through Pattison Horswell Durden. The aim was to take advantage of the generally younger audience profile of the stations used: Atlantic 252, Capital Radio and Kiss in London. The primary target was 15 to 18-year-olds.

Francis Anderson, account director at PHD, notes: “This was the first time we have used a straight airtime package, having opted for sponsorship and promotions before. Easter is a prime time to recruit students. Radio was the support medium last year – this time it is the lead.”

Another client breaking with tradition is Swissair. Having used only TV, broadsheets and specialist press before, the decision was taken to test the London radio market with two weeks on Capital and London Radio, with Manchester’s Key 103 covering the North-west.

Finally, Littlewoods, which took advantage of the relaxation of the advertising rules for football operators. It has been using key market stations including Capital, Radio City, Piccadilly, BRMB and Clyde on Wednesdays and Thursdays.

“We booked an initial four weeks on radio,” says Tim Alnut, senior media buyer at Lowe Howard-Spink. “We wanted to be first on radio and take advantage of the one-to-one relationship that exists between the stations and their listeners.”

Radio Advertising Bureau

NEW ADVERTISERS ON RADIO

CompanyBrand Agencies StationsDateLength

(seconds)

Seagram UKMartell CognacAMV.BBDOJFM London/NWMarch/April30 and 40

SwissairSwissairIdeal MediaILRApril30

Littlewoods PoolsPools Lowe Howard SpinkILRApril20

coupon

Kellogg Variety PackJ Walter ThompsonILR/NationalApril40 and 20

Midland BankLive CashPattison Horswell DurdenILR/NationalApril40