Capital Radio Advertising Gives HMV The X-Factor

Capital Radio Advertising has secured HMV as the first ever sponsor of Xfm’s ‘Music: Response‘ show.

The twelve month multi-platform deal, which is designed to promote HMV’s new ‘Playlist’ initiative, includes on air promotions and features, online presence on the Xfm website and coverage in Xfm’s quarterly magazine X-Ray.

The deal was negotiated by Xfm’s Capital Radio Advertising sales manager Andy Carr, HMV head of marketing Richard Orr and OMD head of radio Jonathan Gillespie. A spokesman for OMD said: “We felt that Xfm provided the perfect channel to communicate HMV’s new music credentials. We are especially pleased with the number of complementing elements within the deal and see this as the development of a partnership rather than a single sponsorship.”

According RAJAR results for the three month period ending in March 2002, Xfm saw its weekly reach fall by 5.5% year on year to 3,126.000, down from 3,309,000 in the first quarter of 2001.

Xfm is the latest in a long line of radio stations to have signed sponsorship deals in the last month. Earlier this week Vauxhall vans signed a six-figure deal to sponsor part of talkSPORT’s World Cup coverage (see Vauxhall Signs World Cup Sponsor Deal With TalkSPORT) and prior to that Virgin Radio secured Telewest Broadband’s Blueyonder internet service as the seven-figure sponsor of its Pete & Geoff drive-time show (see Virgin Secures Drive-Time Sponsor).

Capital: 020 7766 6000 www.capitalradiogroup.co.uk

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