News UK kicks off football deal with Absolute Radio to promote digital rights
News UK has struck a six-figure deal with Absolute Radio to promote its exclusive digital rights to show Barclays Premier League goals and highlight videos.
The ten-month deal, brokered by media agency M/Six, will comprise on-air, online, and mobile ad packages across the radio network’s Rock N Roll Football show, dedicated to Barclays Premier League coverage.
Absolute Radio has exclusive rights to broadcast 32 Barclays Premier League matches in the 3pm slot on Saturdays, while News UK’s The Sun and The Times newspapers will show video highlights of other Saturday matches, so there is no rights clash.
News UK will stream eight, 30-second video clips from each match it has the rights, and will make them available on-demand via its subscription-based smartphone and tablet apps. Meanwhile 60-second highlight clips will run every Monday morning across The Sun and The Times sites.
Meanwhile the deal will also see News UK use the radio network’s InStream ad product, designed to create a more individually relevant content and advertising experience for registered listeners.
The deal also includes branded ‘goal flashes’ and trails featuring Absolute Radio talent including Rock’N’Roll Football’s Ian Wright, Russ Williams and lead commentator Jim Proudfoot.
Advertisers opting for InStream can run demographic and location-based ad targeting, while listeners will receive 50 per cent fewer and more personally relevant ads.
The campaign will launch next Wednesday (14 August).
The news follows a seven-figure tie-up agreed between Absolute Radio and BSkyB to extend Sky Sports’ sponsorship of Barclays Premier League.
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