TalkSPORT Targets Dads With Smooth Nivea Promotion
National sports radio station talkSPORT has secured the deal to promote Nivea For Men’s aftershave balm in the run up to Father’s Day on 15 June.
The ‘Balm or Balmy’ campaign will run on the station’s No Nonsense Sports Breakfast Show and will see presenters, Mike Parry and Alan Brazil, ask listeners if they can guess which substance from around the world have the same ‘cooling and soothing’ qualities as Nivea’s aftershave balm.
Each morning one listener will win the choice of a cool or a soothing prize, including power boat racing, flying lessons, golfing in Sussex, or relaxing in Manchester. A grand prize winner will get an all expenses paid trip to the Maldives at the end of the promotion.
The deal was put together by Ben Nicholls, sponsorship and promotion manager at talkSPORT’s sales house, Impact and Sally Christian from Carat Sponsorship.
Commenting on the deal, Nicholls said: “Having Nivea for men back on the station demonstrates the effective cut-through talkSPORT offers brands who want to reach men.”
The latest RAJAR data for the three months to March shows that talkSPORT saw its weekly reach fall by 7.4% year on year to 2,249,000, down from 2,428,000 in the same period the previous year.
However, controversial new research from talkSPORT’s owner, The Wireless Group, puts the station’s weekly reach at over 8 million, placing it ahead of Classic FM as the UK’s most popular national commercial station (see New Study To Shake-Up Audience Measurement?).
The research has been hotly contested by RAJAR’s managing director, Jane O’Hara, who said the results “will have no effect on RAJAR’s current research methodology and reporting format.”
talkSPORT: 020 7959 7800 www.talksport.co.uk
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