2Day FM: Advertisers will return but only because it is Christmas

2Day FM: Advertisers will return but only because it is Christmas
SHARE
THIS



The combination of a desire to tap into Christmas spending and to be seen as helping the family of nurse Jacintha Saldanha will drive advertisers back to 2Day FM tomorrow, a media analyst said.

Steven Allen, media analyst at Fusion Strategy, told B&T that the Sydney station’s five-day advertising blackout was long enough.

All advertisers will to return to the scandal plagued Today Network as the countdown to Christmas accelerates, according to Allen who said if it was a different time of year that brands would “probably” stay away.

“This is the worst time of the year to drop advertising, not so much from 2Day’s point of view, but from an advertisers point of view this is the run up to Christmas,” Allen said.

“This is when you really need to get extra people through the front door and buying.”

Southern Cross Austereo (SCA) has announced it will donate all profits from advertising on 2Day FM from tomorrow until the end of the year to the family of deceased nurse Saldanha.

Saldanha was the nurse on duty at London’s King Edwards VII hospital who transferred a prank phone call from two 2Day FM DJs through to the ward housing the pregnant Duchess of Cambridge, Kate Middleton.

Saldanha is believed to have committed suicide. The results of a post mortem examination on Saldanha’s body are expected to be released today.

SCA has pledged to contribute a minimum of $500,000 to the charity that will help the nurse’s family.

In a statement Rhys Holleran, SCA’s chief executive, apologised again for the now infamous prank phone call.

“It is a terrible tragedy and our thoughts continue to be with the family,” Holleran said.

“We hope that by contributing to a memorial fund we can help to provide the Saldanha family with the support they need at this very difficult time.

“The company today reiterates that it is deeply saddened by this tragic and unforeseen event and offers its condolences to the family of Jacintha Saldanha.”

SCA’s move will help “soothe” any nervous advertisers, according to Allen who expects ad profits for the 19 remaining days of 2012 to be “north of half a million”.

Please login with linkedin to comment

Latest News

Kyle Sandilands and Jackie Henderson (Kyle & Jackie O) from KIIS at the 2015 ACRA Awards
  • Media

Kyle & Jackie O Crowned Best On-Air FM Team At Commercial Radio Awards

KIIS 1065 breakfast duo Kyle Sandilands and Jackie “O” Henderson have won the Best On-Air Team (Metro FM) category at the 30th Australian Commercial Radio Awards (ACRAs). Held on Saturday night at the Melbourne Exhibition and Convention Centre, and hosted by The Chaser’s Chris Taylor and Andrew Hansen, the ACRAs celebrated the best and brightest talent in […]

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative
  • Technology

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative

Digital asset management solution Collaboro claims its offering is a natural fit with Adobe’s, Microsoft’s and SAP’s new Open Data Initiative, as more organisations centralise their data on a single platform to improve their customer management and improve marketing performance.   According to Warwick Boulter (main photo), co-founder and CEO of Collaboro, a leading full-service solution for managing enterprise-level […]