Planet Rock follows Capital ad strategy

GCap Media is rolling out Capital Radio's "never more than two ads in a row" policy on to its sister station Planet Rock.

The radio company claims that the move is a reflection of the success that the strategy has achieved for Capital Radio since it was introduced in January.

Planet Rock, which has 461,000 listeners, according to the latest Rajar results, is available on digital radio, Sky Digital, ntl and Telewest.

Simon Daglish, the national sales director of GCap Media, said: "We want to continue to drive the radio market with innovative programming and this gives us the platform to deliver this.

"We believe it provides a cleaner, clutter-free environment for both advertisers and listeners and further encapsulates GCap's pledge to drive radio's digital future."

Planet Rock also announced the signing of the rock star Alice Cooper as its breakfast host from July. Trevor White, the programme controller at the station, said: "The new ad policy, combined with the signing of Alice Cooper, will help to draw new listeners to the station."

Research from Ipsos shows that the "never more than two ads in a row" policy has led to an increase of 38 per cent in advertising effectiveness on Capital. However, critics of the strategy claim that the number of trails run by Capital to promote the policy created greater clutter.

Planet Rock was recently named the Digital Terrestrial Station of the Year at the Sony Radio Academy Awards.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).