Classic FM is launching a series of advertiser initiatives aimed at
expanding its client base in 1996.
From next year, the station is introducing a series of three airtime
packages targeting specific demographics. The first is aimed at AB
adults, the second at AB men/businessmen and the third at ABC1
Advertisers will also be given six additional commercials, called ‘mood
breaks’, which will be scheduled in programmes where the audience is 20
per cent higher than the station’s average for that target audience.
Nigel Reeve, sales director at Classic FM, said: ‘We want to expand our
client base to protect ourselves against fluctuations in the market.
‘We’ve picked out the half hours where our audience is 25 per cent
higher than normal. We guarantee the advertiser airtime within that half
hour,’ he explained.