HD Digital Radio Alliance Kicks Off $200 Million Ad Campaign
February 20, 2006 at 3:16 PM (PT)
This week, the HD DIGITAL RADIO ALLIANCE is kicking off the first phase of a massive, $200 million advertising campaign to accelerate the adoption of HD digital radio. Broadcasters will air specially created ads nationwide on more than 250 stations in the first 28 markets where HD Radio has been launched. The campaign is spearheaded by the HD DIGITAL RADIO ALLIANCE and includes spots developed by longtime radio advertising specialists DICK ORKIN AND THE RADIO RANCH.
"We’re moving much faster than originally expected," said HD DIGITAL RADIO ALLIANCE Pres. and CEO PETER FERRARA. "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."
Radio companies will devote a portion of the ad time to promoting the receiver makers, retailers and automakers who make early commitments to HD digital radio. In this first wave, some 25% of the spots highlight BoSTON ACOUSTICS’ Receptor RadioTM HD. Citing expanding popularity of HD digital radio broadcasts and the launch of HD2 multicast channels, BOSTON ACOUSTICS lowered the price on its Receptor Radio HD model to $299, effective FEBRUARY 1st.