Burtons Biscuits has become the first advertiser to strike a radio deal
where the ad airtime is paid for through a performance-related formula.
The deal is expected to increase radio’s share of advertising in the
fmcg sector, which has not traditionally used the medium.
Burtons is using the new-media and marketing solutions company, Cobbe
Smith Terris, to devise an above-the-line ad strategy for its Jammie
Jerry Charter, marketing director of Burtons, said: ‘We are looking to
bring the brand back into mainstream advertising. This is the first
Burtons is thought to be using a Cobbe Smith service known as the Loop,
where, instead of paying for airtime upfront, advertisers agree to pay
the media owner based on a share of the profits resulting from the ad
Radio stations such as Atlantic 252, Talk Radio, Virgin Radio and Choice
FM have linked-up with Burtons.
Nigel Smith, a partner at Cobbe Smith, said: ‘We believe this will be
the forerunner to the stations developing a substantial fmcg ad market.’