Opus Digital, the GWR Group’s digital sales division, has secured a
raft of spot advertising deals to be broadcast on its new digital radio
Planet Rock and Core have attracted new advertisers who are, according
to Opus Digital, keen to experiment with interactive radio. The two
channels, launched last Monday, are now up and running on the national
digital multiplex, Digital One.
Core has already won airtime deals with Budweiser, Metz, Renault, Warner
Brothers, Nescafe, NatWest and the One to One Zone. Rock music station
Planet Rock has attracted Guinness, Honda, PC World, Renault, BT and
Jack Daniels and Mars Flyte have ads on both channels.
Although the new digital multiplex is already attracting advertisers,
Opus could not disclose the going rate for ad spots, but said that the
’costing reflects the uncertainty of audience size’. It’s also likely
that GWR’s existing analogue advertisers will be offered cost-effective
airtime to sample digital.
Opus Digital sales head Steve Cray claimed that while audience reach is
indecipherable on the new digital medium, it already offers advertisers
advantages over and above analogue. Campaigns are exposed on three
different platforms including the internet, Sky Digital and Digital One
and many of GWR’s existing advertisers will have the opportunity to
elevate campaigns to a national level. Cray said: ’We are aware that we
really need to build audiences at this stage. People will be dipping in
and out of our new channels, so their snapshot has to be exciting.
Innovative advertising is essential.’
From next week, Opus is advertising the film The Matrix on Core, in a
deal with Warner Home Village.