Capital Ad Breaks Boost Cut-Through

Advertising impact at Capital Radio has dramatically increased with the introduction of shorter advertisement breaks.

The scheme, which was launched along with the station’s radical rebranding at the beginning of the year, saw the numbers of adverts in breaks reduced from five to two ads.

Ipsos ASI research has shown that in practice an advert is 38% more likely to be recalled in a two-ad break than a five-ad break, while on a generic level an advert is 33% more likely to be recalled in a shorter break. Other results have shown that the “at home” environment delivered the highest levels of recall compared to at work or in the car.

The results should provide a boost for the station after the latest RAJAR figures showed that its rival, Magic FM, is London’s top station. Capital secured the second place in London in terms of weekly reach with an audience of 1.72 million, despite a period on period dip of 4.55% and a massive 18.44% downturn in year on year analysis.

The reduced ad slots are set to cost the company £4m-£7m in the first year (see Ad Breaks and Minutage Cut on Flagship Capital Radio from December).

Capital Radio: www.capitalradio.com