GMG Slammed For Misleading Digital Radio Commercial
Media super-regulator Ofcom has slammed GMG Radio for a series of on-air commercials claiming that DAB digital radio provided CD-quality sound, following a number of complaints from particularly technology savvy listeners.
The commercial, which was broadcast on Jazz FM as part of a wider London-centric campaign, attracted complaints from nine listeners, who argued that DAB did not provide CD-quality sound as most broadcasters did not have the technology to achieve it.
GMG said that it has tried to use listener-friendly language to portray the message that DAB digital radio provides much better quality that traditional analogue radio. However, it has suspended all DAB on-air advertising pending its own investigation into the complaints.
Ofcom agreed that many listeners would equate the clean sound of DAB with that of CDs, but consulted an expert who felt that some would perceive a difference in sound quality between the two. The advertising watchdog found the commercial to be misleading and ordered it to be withdrawn pending an immediate amendment.
The uptake of digital radio is increasing at a rapid rate following a number of high-profile promotional campaigns from a variety of broadcasters. A new report by marketing consultancy Eureca Research predicts that by 2010 there will be nearly 40 million digital radio receivers in Europe, growing rapidly at a compound annual growth rate of 86.1% (see Digital Radio Set For Boom In Europe).
The latest RAJAR results for the second quarter of 2004 show that the increasing popularity of new digital radio stations on the Freeview digital terrestrial platform helped to boost All National Commercial’s weekly reach by a notable 12.6% year on year to just over 13 million (see RAJAR Results Q2 2004: National Commercial Riding High).
Ofcom: 020 7981 3040 www.ofcom.org.uk
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