Capital Retains Kellogg’s As £8 Million Breakfast Sponsor
Capital Radio Group has announced that Kellogg’s is to extend its £8 million network breakfast-show sponsorship throughout 2004 following the publication of a study demonstrating the success of the association.
The twelve-month sponsorship, negotiated through BroadMind, will see Kellogg’s Corn Flakes promoted across stations on the Capital and Century FM networks with on-air idents, trails and a wake-up related feature broadcast daily between 7:00am and 7:30am.
The package also has an online element with branding and monthly advertorials appearing on the homepages of all eight stations on the Capital FM network and four sites within the Century FM network.
The deal was secured following research carried out on a cross section of 2,800 adults who buy breakfast cereals on behalf of their household. It found that one third of listeners are now more likely to choose Kellogg’s Corn Flakes for breakfast as a result of the sponsorship.
The study also found that awareness of Kellogg’s radio sponsorship increased over the duration of the previous 38-week deal and that listeners now show a more positive attitude towards the brand.
Commenting on the deal, Nick Walford, managing director of BroadMind, said: “A number of reasons led Kellogg to continue the relationship, one of the main factors being impressive research results showing high awareness of the sponsorship, with a third of listeners now being more likely to eat Kellogg’s Corn Flakes for breakfast.”
He added: “Another important contributing factor was the constant support and dedication from all involved at Capital Radio Group throughout 2003. Kellogg’s Corn Flakes and Capital’s partnership makes for the best way to start the day and we are all looking forward to building on the relationship in 2004.”
Earlier this month Capital Radio Group appointed Marian Peppers as its new head of commercial marketing, in a move that is expected to complete the long-running restructure of its sales operations (see Capital Appoints New Head Of Commercial Marketing).
Capital Radio: 020 7766 6000 www.capitalradiogroup.co.uk
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