Capital Radio To Broadcast Extended Harry Potter Ad

Capital is to broadcast commercial radio’s first ever 90 second advertorial to promote the release of the popular children’s novel, Harry Potter, on BBC audiobooks.

The ad, which features snippets of the book read by Stephen Fry, will run across Newslink’s 265 stations from Monday next week. The extended execution will be broadcast daily at 8.00am and it is believed that the five spots will reach around 11 million adults.

The six-figure deal was brokered by Duncan Owen, media manager at PHD and Clare Quartermaine, sales executive from Capital Radio Group.

Research from the Henley Centre shows that the modal targeting adopted by this campaign is highly successful at reaching consumers at times when they are most receptive to advertising message.

Commenting on the initiative, Alison Finch, head of network sales at Capital Radio Group, said: “This is a great example of how the solus nature of Newslink can be used creatively.”

James Whitaker, marketing manager from BBC Audiobooks, added: “We wanted to give listeners a genuine flavour of the story and Stephen Fry’s exhilarating reading style. It became clear that a standard 20-second ad just wouldn’t be able to do the performance justice and that therefore a longer advert would make that typical journey into work or school each morning that little more stimulating.”

Capital Radio Group recently appointed John McGeough as its new group sales director across its portfolio of brands, including Capital FM, Capital Gold, Century and Xfm (see Capital Appoints McGeough As Group Sales Director).

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

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