Radiocentre’s new coronavirus-focused ad campaign

Radiocentre, the industry body for commercial radio, has launched a new advertising campaign to encourage advertisers to continue investing in the medium despite the challenges of the COVID-19 pandemic.

Created by Radioville, the spot explains how radio can help brands communicate with their audience during the ongoing crisis quickly, safely and cost-effectively, with modern technology allowing this to be done efficiently while working from home.

The ad also highlights the current role radio is playing in keeping the UK informed and entertained whilst in lockdown, and closes with the tagline: “Business as usual, even when it’s not business as usual”.

“We understand there are lots of companies that still need to communicate with customers,” said Lucy Barrett, client director at Radiocentre.

“This ad demonstrates that radio ads can be made quickly and remotely in a time when getting a message out is critical for both businesses and customers. So to brands that need to communicate with a large audiences, as ever, we need you to know that radio is here for you.”

The new campaign has been launched alongside a new “coronavirus hub” on Radiocentre’s website, which provides support for both advertisers and members and offers advice on how radio can be used during these times.

Recent figures released by local and national radio stations revealed that the COVID-19 crisis is driving double-digit growth in online listening.

Radio giants Bauer and Global have reported a 15% rise in reach, with Global’s LBC up 43% online and Bauer reaching a record daily reach for Bauer Radio Streaming on Friday March 20, the weekend lockdown was first enforced.