Research Helps Xfm Extend Jose Cuervo Sponsorship Deal

Capital Radio’s London-based alternative music station Xfm has extended its deal with Jose Cuervo Gold Tequila, after research revealed the success of the drinks brand’s first sponsorship campaign on the station.

Jose Cuervo has been sponsoring Xfm’s dance shows, The Remix, Rinse and Flo Motion, for the past ten months. The sponsorship package was recently put up for pitch and Xfm retained the deal, which will move to a new slot during Zoe Ball’s weekday drivetime programme.

The new sponsorship will include a range of different promotions during the show and additional trails throughout the day. It will also be supported with online competitions on Xfm’s website.

Xfm retained the account on the strength of a survey from Broadcast Research, which revealed that 46% of Xfm’s core listeners agreed with Cuervo Tequila’s message that the drink “brings me to life”. The research also revealed that listeners to dance programming on Xfm are more likely to have heard of Cuervo Tequila than non-dance music listeners.

Xfm has also secured HMV to sponsor its Music Response show, in a deal which will include an in-store promotion in HMV, whereby consumers will be offered a free play list CD if they purchase albums by selected artists.

Last month GWR’s sales house Opus revealed the findings of a study, which claims that listeners to Classic FM respond better to advertising than their pop music counterparts (see Classic FM Listeners Respond Better To Ads).

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

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