Virgin Radio Classic Rock seeks exclusive sponsor

by Paul McNally, Brand Republic 11-Oct-07, 11:00

LONDON - Virgin Radio is looking for an advertiser to exclusively sponsor its fledgling digital station Virgin Radio Classic Rock for a year.

The rock station, which broadcasts nationwide on Sky and on DAB digital radio in Greater London, is looking to give one company an exclusive sponsorship deal.

The sponsor would take over the Virgin Radio Classic Rock website and their brand would also feature on custom-made on-air trails and promotions.

There is also the opportunity for the advertiser to become involved in creating new on-air features, competitions and online activity to encourage audience interaction.

Louise Reeves, Virgin Radio head of sponsorship, said the package was not intended to replace spot ads, which would continue to air on the station.

Reeves said: "Virgin Radio Classic Rock is one of the brightest and loudest stations available on digital. We've decided to team up with a strong brand for a compelling station-wide sponsorship opportunity that will really resonate with our hundreds of thousands of listeners."

The three-year-old station recorded its highest weekly audience and listening hours in the latest set of Rajar results, covering the first six months of the year.

According to the survey, Virgin Radio Classic Rock has a weekly audience of 234,000 adults, who listen for an average of 4.3 hours a week.

The all-station sponsorship package is part of an ongoing trend in commercial radio away from traditional 30-second spot advertising. In its 2006 results, SMG said sponsorship and promotions had put in a "very strong performance", offsetting a decline in airtime revenue.

Virgin Radio has toyed with dropping spot ads altogether, albeit only for 24 hours on the August Bank Holiday Monday, when it ran a day-long station sponsorship for Magners cider.

Emap, meanwhile, has scrapped ads completely on its newly relaunched digital station, Heat Radio, teaming up instead with a handful of premium sponsors, including car manufacturer Ford.