Digital Radio Industry Launches New Promotional Push

The Digital Radio Development Bureau is launching the next phase in its £11 million advertising campaign to promote the digital radio industry in the run up to the key Christmas sales period.

The campaign will run for four weeks across more than 200 analogue radio stations, including national and regional platforms. A version of the 20-second execution will also run on selected DAB digital-only commercial stations.

Creative for the push has been devised by Radioville, which uses a voiceover by Press Gang and Trevor’s World of Sport actor Paul Reynolds to drive pre-Christmas sales. There are eight spots which suggest that ‘without a digital radio you don’t know what you’re missing.

Commenting on the campaign, DRDB chief executive, Ian Dickens, said: “Retailers see their biggest sales volume over the Christmas period and it is important that we support them by keeping DAB digital radio front of mind with consumers in the months leading up to December.”

He added: “We’ve had a great year so far with more than 50 new products coming to market since January, and nearly 250,000 sets sold through July of this year. While we’re not Decking the Halls just yet, we need to maintain that momentum through the vital Christmas period.”

Earlier this week it was revealed that the number of DAB digital radios offering high-quality sound and dozens of additional stations will increase to 13 million over the next four years, a significant boost from the one million sets expected to be sold by the end of this year.

The latest forecasts from the DRDB show that digital radio will steadily increase in popularity to the point where retailers will be selling around five million DAB receivers every year, creating a market worth almost £500 million by 2008, up from the current market value of £90 million (see Third Of UK Homes To Have Digital Radio By 2008).
DRDB: 020 7306 2630 www.drdb.org

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