Spots scheduled for more than 250 stations.
The initial phase of a $200 million ad campaign intended to accelerate the adoption of HD radio begins this week in 28 markets. Thirty- and 15-second spots promoting the benefits of HD radio are scheduled to air on more than 250 stations in the 28 markets that recently launched HD2 sidechannels.
One dozen HD Digital Radio Alliance member companies, including Clear Channel, CBS Radio, Citadel Broadcasting, Cumulus Media, ABC Radio, Emmis Communications and Entercom, are participating in the campaign.
Created by Dick Orkin and the Radio Ranch, the campaign includes eight 30-second spots and eight 15’s, many featuring “Jake & Josh,” a pair of regular dudes engaged in conversation about HD radio.
Descriptions such as “brilliant digital sound,” “audio explosion” and “new stations from your favorite local stations – free just like radio has always been” populate the sparsely produced spots. Each closes with the tagline, “HDRadio.com, the revolution has begun.”
A handful of the ads mention Boston Acoustics’ Receptor Radio, the tabletop unit capable of receiving HD2 broadcasts. On February 1, Boston Acoustics slashed the radio’s suggested retail price to $299
“We’re moving much faster than originally expected,” Peter Ferrara, president and CEO of the alliance, said in a statement. “The support from radio companies has been unwavering, and since we’ve launched in the first 28 markets, response from receiver manufacturers, retailers and automakers has been extremely encouraging.
“The creative on these spots is fun, entertaining and informative,” Ferrara added. “With the industry and listener momentum we’re seeing, we’re able to showcase what radio does best – engage and inform.”