Classic FM Moves Into Advertiser-Funded Programming
Classic FM is launching its first foray into advertiser-funded programming with a series of specially created, hour-long shows backed by insurance company Prudential.
The initiative will see the launch of Composer’s Notes, a series of twenty-six Saturday night shows focusing on the lives, financial situations and musical works of a range of classical composers including Mozart, Bach and Rachmaninoz. The programmes will be presented by John Suchet.
The branded programmes will be supported by a series of specially produced advertorials comparing the tales of composers’ lives to contemporary society and demonstrating the continued importance of financial planning throughout the ages.
The deal was negotiated and implemented by Opus media partnerships executive Lydia Arrowsmith and content specialist Drum PHD’s Head of Radio, Dave Roberts. It is intended to show that the combination of music and money can work in harmony when it comes to content delivery.
Commenting on the initiative, Roberts said: “This is a fantastic example of the flexibility of radio as a medium and of the way in which programmers are beginning to open themselves up to a new generation of mutually beneficial content partnerships.”
Classic FM’s head of media partnerships, Simon Redican, added: “This programme shows how by working closely with clients and agencies, programmes can be funded that allow advertisers to bring real benefits to the consumer.”
Last summer 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. The results revealed that consumers relax when listening to classical music and therefore ads played on Classic FM have a greater impact than those played in a pop music environment (see Classic FM Listeners Respond Better To Ads).
The latest RAJAR results for the three months to December 2003 reveal a less than impressive performance for Classic FM, which saw its weekly reach decline by 6.7% year on year to 6,210,000, down from 6,657,000 in the same period the previous year.
Opus: 020 7518 2642 www.opusonline.co.uk
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