Virgin Premieres DAB Text Ads

Virgin Radio is to run its first DAB visual text advertising campaign, it was announced today. A campaign supporting the National Geographic Channel’s Sunday evening quiz show National Geo Genius will run for ten weeks, scrolling across the programming messages screen instead of the usual Virgin Radio programming message.

Lee Roberts, commercial development director at SMG Radio said: “Now that DAB digital radio sets are starting to get out to the public, this is a great time to be offering advertisers something innovative. ”

Digital radio has not had the same success in initial uptake rate as enjoyed by digital TV. A major prohibitive factor is thought to be the cost of recievers, the cheapest still costing only just below the £200 mark. Sales, and therefore potential audience, is thought to remain in the thousands rather than millions, although the holders of 18 of the 45 digital multiplex licences so far awarded by the Radio Authority have begun rolling out services.

SMG: 0141 300 3300 www.smg.plc.uk

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