Emap Advertising Cuts Rates To Drive DAB Uptake
Emap Advertising has announced the launch of an innovative digital radio initiative to provide subsidised advertising rates for DAB radio retailers in the all-important run up to Christmas.
In an attempt to drive sales of digital radios in the UK and boost listening figures, the company is offering to pay half the total cost of any on-air advertising campaign promoting DAB receivers between September and December this year.
The offer is available on all of Emap’s digital-only radio stations, such as Smash Hits, Q and Heat. It is partly aimed at getting listeners who currently tune in via their televisions to make the switch to a DAB digital receiver.
Commenting on the initiative, Emap Advertising’s head of client development, Rob Tomalin, said: “The majority of digital radio listeners currently do so via their television. By advertising across Emapšs portfolio of digital stations, the campaign will directly reach consumers who are already exposed to and enjoy digital radio but are likely not to own their own DAB radio.”
DAB digital radio uptake has gone through the roof recently as more and more low cost receivers enter the market. The latest figures from the Digital Radio Development Bureau show that sales rose by more than 200% in the twelve months to February, pushing penetration past the 500,000 mark (see Digital Radio Sales Hits Record Number In Last Year).
The Radio Advertising Bureau has also forecast a massive upturn in overall radio listening hours thanks to the growing popularity of digital stations. However, it warns that the new technology also brings considerable dangers to conventional programming and advertising (see RAB Forecasts Listening Growth Through Digital Radio).
Emap Advertising: 0207 295 8537 www.emapadvertising.com
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