Classic FM Signs £900K Deal With Sky

GCap Media has signed a £900,000 deal with Sky, which will see the broadcaster integrating into Classic FM’s morning programming for the next six months.

From today, during the Simon Bates Breakfast Show, Sky will be endorsed by the radio DJ, who will present the Sky TV Guide, a synopsis of the programmes that Bates thinks his listeners will most want to watch that day.

The campaign will be kick started with a Breakfast Show promotion to underpin Sky’s current ‘Entertainment Your Way’ brand campaign. The promotion will communicate the different packages and variety of programmes available, demonstrating the different ways viewers can watch and access Sky, from HDTV through to portable means like a laptop and 3G mobile phones.

“We have a very good relationship with Classic FM and the Breakfast Show so it’s great to be able to build on this and sponsor the TV Guide with Simon,” said Bob Suppiah, head of promotional marketing at Sky. “Together we can communicate the content available on Sky that is right for Classic FM listeners every day.”

GCap Media says the deal was secured based on evidence from RAJAR and TGI that shows Classic FM successfully delivers against Sky’s target audience.

By delivering the Sky message from within the relationship Classic FM shares with its audience, Sky aims to educate listeners about the Sky proposition and engage them in its benefits in relation to their specific interests. Pre and Post research will be implemented to identify movement in listeners’ perceptions and understanding of Sky’s content.

Q3 RAJAR figures, released last Thursday, showed Classic FM had a weekly reach of 5,898, up almost 1% year on year.

GCap Media: 0207 663 7000 www.gcapmedia.com