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Radio
Radiocentre: Impression
Radiocentre, the industry body for commercial radio, is airing new ads to encourage advertisers to invest in the medium. As lockdown restrictions continue to be eased and streamed radio listening continues to be high, the two new 30-second radio spots, created with Eardrum founder Ralph van Dijk, focus on the speed with which an ad can go from brief to broadcast and radio’s ability to cut through. The ads develop the theme of Radiocentre’s ‘Welcome to Radio’ campaign from last year, presenting radio as a ‘world first’ and a ‘technological breakthrough’, in the style of high-profile tech launches. The first spot, ‘Speed’, promotes radio as a medium where you can “write your ad today, record it in the morning and be on air by the evening,” while ‘Impression’ reminds advertisers that radio ads will always be heard because they are “unskippable and unblockable”.
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