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Advertiser funded content on radio is a fast developing area that is throwing up many new and exciting possibilities for brands. The wide range of commercial radio stations on FM, digital, Sky, Freeview and the web cater for a huge amount of different demographics and make available audiences that can sometimes be difficult to pinpoint on other platforms. AFP crucially allows advertisers to get as close as possible to radio’s unique one-on-one relationship between the radio station / broadcaster and the listener. The brand’s content sits in the programme (as opposed to the ad break) and gives the listener “something back” by offering content with strong editorial value.
Currently the main possibilities open to brands are as follows:
Short form features: normally between 90 seconds and three minutes in length, these pieces offer the strongest possibility to get into primetime shows. Short form features are most successful when run as a regular and on-going series (e.g. daily over 6 or more weeks).
Long form programmes: 30 minutes and more, can be harder to achieve but can offer more penetration. Long form programmes are only possible when the brand is able to offer the radio station content they can not access themselves (e.g. an event, a big name presenter) or that is editorially strong (e.g. exclusive performances).
Brand owned radio stations: Major retail brands in particular are opting to run their own stations broadcasting in-store and often through the web and Sky. Brand stations can be a cost effective way of educating staff and communicating with shoppers at the point of sale, with the advantage that the brand owns the content outright.
Over the next few years as programme budgets are pushed harder and radio stations continue to proliferate, the opportunities for brands to bring content to stations will continue to increase.
Steve Ackerman
Director, Somethin’ Else
Brands: Prudential & Classic FM
Campaign: Prudential Composers' Notes
A tie-up with Classic FM for a 26-part series supported by advertorials on financial planning.
Brand Station: ASDA FM
Company: Teamtalk Broadcast
ASDA FM, one of the UK 's first in-store radio stations, now broadcasts 24/7 to an audience of over ten million ASDA customers and colleagues each week - an audience greater than any other commercial UK radio station. ASDA FM provides customers with a mixture of music, DJs, special offers, advertising, and showbiz gossip. Music is specifically matched to shopper demographics as they change throughout the day. The channel also reinforces the corporate imaging through intermittent station ID jingles and product advertising provides a valuable new revenue stream for the company.
Brand Station: FCUK FM
Company: Delicious
FCUK launched its own digital station to broadcast in-store, online and via DAB. The radio station initially launched to promote the clothing labels new spring collection and stand out from its competitors is continuing to grow its audience and is considering becoming a commercial station in its own right.