Virgin Gets First Advertisers On Roadies
Virgin Radio has secured the first three brands to use its recently launched Roadies advertising initiative.
Orange, Landrover Dealers and Virgin Trains have all signed up to the package, which is aimed at in-car audiences and provides brands with solus advertising within Virgin Radio’s traffic bulletins.
Advertisers are given a unique slot in the bulletin, which is equipped with an RDS tone-burst that automatically switches enabled car radios from CD or tape mode to traffic updates when they are broadcast.
Virgin Radio has adapted the offering as an alternative to Emap’s Trafficlink package, which it left last year. The group now sells the bespoke service in-house as part of its Access All Areas initiative.
Lee Roberts, sales director at Virgin Radio, said: “We are very pleased these brands have come on-board for the Roadies travel bulletins package. We aim to deliver them to over 2 million in-car Virgin Radio listeners in a captive radio environment.”
The Roadies package can be booked and verified through the J-ET electronic trading system, which according to Virgin, makes it the only fully accountable radio advertising slot.
Virgin Radio recently expanded its Access All Areas initiative to give advertisers access to programming for the first time. The scheme offers clients on air editorial ‘Spotlight’ segments allowing them to embed their marketing messages into the station’s content (see Virgin Offers Advertisers Access To Programming).
The latest RAJAR data for the three months to March 2003 shows that Total Virgin Radio saw its weekly reach decline by 15.6% year on year to 2,708,000, down from 3,210,000 in the same period the previous year.
Virgin Radio: 020 7434 1215 www.virginradio.co.uk
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