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Entertainment Marketing: Movies, TV, Music and Gaming Auto Trader Bauer Media

Bauer Radio launches ‘ad embargo’ during Friday drive-time thanks to Auto Trader


By Ishbel Macleod, PR and social media consultant

August 14, 2014 | 2 min read

Listeners to Bauer Radio will notice a lack of adverts during Friday drive-time, following a partnership with Auto Trader which will see ad time replaced by music.

The partnership, implemented by Vizeum, sees ads replaced by songs chosen by listeners as part of a wider campaign to raise awareness of Auto Trader’s ‘What Drives Us Is You’ positioning.

Jonathan Williams, marketing director at Auto Trader, said: “Offering UK motorists an ad-free hour every Friday evening will improve the driving experience and is a way for us to pay tribute to the 11 million Brits that use Auto Trader every month. We have been listening to UK motorists for 37 years, designing a market place based on their needs and feedback. Our ad-free radio hour celebrates their contribution, while expanding the concept of ‘What drives Us Is You’, for all those looking forward to a relaxing weekend ahead.”

Listeners to Absolute Radio, Magic 105.4, heat Radio and Kerrang Radio will be able to win the chance to choose a song during this ad free hour, with three winners per station.

This will be supported by traditional sponsorship and ad spots across the Bauer network of radio stations, as well as digital billboard advertising.

Jody Aird, head of performance planning at Vizeum, added: “With so many drivers listening to their radios, the journey home provides the perfect platform to thank Auto Trader’s loyal fans and customers.”

The ‘ad embargo’ on Bauer will run for eight weeks.

Entertainment Marketing: Movies, TV, Music and Gaming Auto Trader Bauer Media

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