Wow – I love NRJ in France. They have all the big stars on air and on their TV ads:
But hang on – I love Capital FM in London the UK – and they’ve got a fantastic new TV ad too:
These artists can’t surely love both NRJ AND Capital?
Can they?
Both these adverts are great examples of bringing brands closer to the music. They take a huge amount of planning – but give so much payback. They aren’t necessarily the sort of thing you can do if you are a small station with little real-time access to the big artists. But for Capital and NRJ, with big events to draw these stars in, increasingly, they are part of the deal. I’m not sure if any money changes hands with these things, but let’s face it – if you get to associate your face/name/band with the big stations in the market, and they hold events/play music/ do contests promoting your album/single/gig – then who loses out? And they got Justin Bieber and Rihanna speaking French too.
Of course, radio station TV ads don’t always need to feature the music you play or the stars of the station. But I can’t imagine NRJ or Capital would ever run something like this!
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- Capital: National treasure? (independent.co.uk)
JAMES STODD 
Interesting, nice introduction to Capital’s new national brand core artists. I’d like to know the value the potential listener places on such advertisements. Endorsements clearly work for BIG brands, yet this is that step further – we’re a part of this…
I’d like to see the effect it has on rajar.