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Virgin Radio at Moto - reaching 2.5m new consumers a week

Provided by Virgin Radio
Virgin Radio will broadcast into Moto service stations. The ad feed will be exclusive to Moto and their huge captive audience.

Tell us about the Opportunity / What is it?

Virgin Radio have begun broadcasting live into Moto service areas. The feed is different to our FM and digital feeds and so we are able to carry ads exclusively to the 2.5m captive consumers visiting Moto each week. Virgin Radio can be heard in all areas of the service area (petrol stations 2009 onwards) with the exception of Marks and Spencer.

What is the Marketing Objective?

Clients within the motoring sector are ideally placed to take advantage of this opportunity: motorists during a motorway journey - 100% relevance of location. In addition, motorway service area consumers are highly impulsive consumers with confectionary, chocolate, drinks, newspapers and magazines being big sellers. A high volume of purchases are for sharing en-route.

How does it work?

The feed of Virgin Radio that is broadcast in Moto service areas will carry exclusive advertising spots that are different to those heard on the FM or digital feed. We are offering the opportunity to target a captive audience that is in urgent need of food, drink or car essentials. In order to balance our minutage with our national and London feeds, we will run three ad breaks per hour, each three minutes in duration. These will run at 20, 40 and 55 minutes past each hour which means that with an average dwell time of 26 minutes, each visitor will hear your ad twice.

Who's used it in the past?

This is a new venture.

Features / Benefits

The UK's motorways handle 33% of total traffic giving motorway service stations a disproportionate footfall compared to other retail areas: . Stores achieve 22 times the footfall of a branded high street store . On average spend is 60% higher per head Combine this with 73% of consumer purchase decisions being made at the point of sale, and its' easy to see why you would not want to hear your competitor advertising at Moto.

Guide PriceReach & FrequencyTarget AudienceMedia Types
£51k to £100kAudience: 62% male; 42% aged 35-54 and 59% ABC1
25 - 34
35 - 44
Male
AB
RADIO / NATIONAL
LocationTimingsMarketing ObjectiveOpportunity Type
NATIONALAll YearBUILD AWARENESS
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