Magazine article Marketing

Radio 2 Pushes New Image

Magazine article Marketing

Radio 2 Pushes New Image

Article excerpt

The BBC is accelerating a drive to draw more listeners to its most successful radio station, Radio 2, by attacking the perception of non-listeners that it is out of date.

The move follows a high-profile campaign for Radio 5 Live last month (Marketing, February 10), and is likely to be followed by marketing support for the corporation's other stations.

The BBC Radio 2 brand continued to show the highest share of listening of all stations in the latest set of Rajar figures, with 12.8%, up from 12.2% in the third quarter of 1999. This compares with Radio 4's 11% share and Radio 1's 10.9%.

The BBC is using a burst of national television advertising and a regional poster campaign focusing on Steve Wright's afternoon show.

It hopes to drive home the message that Radio 2 attracts well-known DJs, aiming to grab a more varied and extensive audience than it currently reaches.

The posters will test-run predominantly in the north of England, with a possible national roll-out later. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed


An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.