The latest batch of radio commercials aimed at encouraging advertisers to invest in radio has been created by Boys and Girls. Choose Radio ads are designed to show the medium’s creativity, power and reach. Jointly developed by RTÉ and the Independent Broadcasters of Ireland (IBI), the promos go out three times a day on all 36 radio stations across the country over the next two weeks. The theme of the sixth annual Choose Radio campaign is a take on the much maligned T&Cs, or terms and conditions, which regularly feature in ad breaks.
A recent Eurobarometer study on listenership put Ireland at the top of its list with more people in this country listening to radio and listening for longer than elsewhere in Europe. Some 3.5 million Irish adults tune into radio for an average of four hours a day. Fiona Scott (pictured), CEO, Boys and Girls, and an experienced media director, says nine out of 10 adults listen to radio every day. In a radio ‘mockumentary’, sufferers of the T&Cs, the hard sells and even the jingles say how their lives and those of their loved ones have been affected.
Written by Rory Hamilton and John Kilkenny, the Choose Radio ads were produced by Mutiny.
