Listeners to two commercial radio stations may have noticed a slight change last week. Virgin Radio and Times Radio have started carrying spot ads, rather than relying on 'sponsor' notices to deliver funding.
Both stations have been trying to lure listeners away from the BBC - Chris Evans from Radio 2, Times Radio from both Radio 4 and Radio 5 Live. It was thought repetitive commercials might drive them away. The Chris Evans show has been sponsored by Sky for three years. At Times Radio, mid-morning host Matt Chorley has read out sponsor notices from companies like NatWest and GoDaddy, as well as incessant exhortations to take up a 'first-month-free subscription' to The Times. (Spookily, Matt's website site for his stand-up tour is powered by GoDaddy).
Radio guru Matt Deegan secured a comment from NewsUK about the change at Times Radio: Introducing spot ads on Times Radio is the next phase of our commercial strategy for the station. The ads will be limited in number, allowing premium brands to reach our AB audience, which is the highest of any commercial radio station.
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