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Radio Campaign To Promote Advertising

The industry body for commercial radio in UK, Radiocentre, has launched an ad campaign in the pandemic to push advertisers to invest in the media.

Culture Compass
Culture Compass
6.3Good
GenderFemale, Male, Other
Age BracketAll ages
GeographyEurope

A research conducted by Radiocentre in partnership with DRG showed that the listenership for commercial radio has grown almost 40% during the pandemic. The traffic is driven high by the growth in work from home practices.

The ad campaign released by Radiocentre focuses on the fact that radio is one medium that keeps the masses connected and brands have a place to capitalize on. The ads can be created quickly and effectively dispersed, without needing to step out to shoot it or disobey social distancing guidelines. The tagline ‘Business as usual, even when it’s not business as usual’ acknowledges the need of the hour for the companies to find ways to interact with their consumers effectively while the businesses slow down. The ad aims to push radio as the one-stop medium for brands to connect to their fans in a cost-effective way and amass a wide reach.

References – The Drum

Culture Compass
6.3Good
With people working from home more during the pandemic, the radio keeps the listeners connected to the outside world, along with passing on information and entertainment. The spurt of growth in listenership makes it a very lucrative platform for brands to interact with to reach out to their fans and masses.

Breakdown

  • Popularity 8.0
  • Inventiveness 4.0
  • Engagement 8.0
  • Human Centricity 5.0

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