Global’s new TV ad campaign

I know it's Global, not Bauer but this seems the best thread to put it.

Here's Globals new ad campaign that premiered last night. I like it a lot, very slick and well edited

We proudly introduce our brand-new Global ad campaign which, for the first time, brings together our breadth of brands & personalities, special moments, our outdoor portfolio and Global Goodness, all set to the music of ‘Radio Ga Ga’ by Queen. #HearItSeeItFeelIt #OnlyAtGlobal pic.twitter.com/pAjUCXfBEs

— Global (@global) October 3, 2020

EDIT: I've just noticed how stupid that Capital logo is. Not only is 95-106 FM almost the entire FM band above Radios 2,3,4... but nine of their frequencies are above 106Mhz!
https://www.capitalfm.com/how-to-listen/fm/

I think it's a nice campaign. Makes the brand more week.known.

This ad very much feels like end goal for Global. After years of rebrands and building up the portfolio.

The ‘company’ behind a radio station wouldn’t really have been public facing years ago, but in my opinion, it’s like Global see themselves as an alternative to the BBC and the main brand is as important as individual stations.

They’ve been building it slowly with the introduction of the Global name on air, like “Capital from Global” as part of the hour opener sequences. You also have the “Global’s Newsroom” references in all news bulletins. Plus of course Global Player replacing the individual apps and being a single offering a la BBC Sounds.

Global also launched Capital Dance this week on DAB+ with Mistajam, ahead of the Radio 1 Dance Stream on BBC Sounds:

https://www.capitalfm.com/news/how-to-listen-capital-dance-mistajam/

Yeah. They want to be seen as a powerhouse in the radio world.

That was an interesting launch. As I understand it Capital Dance already existed as an online stream. It seemed to morph into a full station over the course of a few days, first with Mistajam leaving Radio 1 then a bandwidth shuffle on DAB, then the announcement about the new station and Mistajam's involvement the day before launch. Virtually no pre-publicity at all.

It's obviously not a co-incidence that Radio 1 Dance launches next week. It makes me wonder if Global were planning this brand extension for a while and brought it forward, or they worked very quickly and did it all in a matter of weeks

Heart also uses a version of their logo with 96–107 on it. I’m not quite sure why they bother. Promoting such a wide frequency range doesn’t help anyone find the stations. Plus, given how many different ways there are to listen these days, including the FM frequencies seems a bit passé now – particularly if promoting the Global Player is clearly so important to them.

They still use the local FM frequencies on local advertising for example on the sides of buses the Capital logo with 102.2 and Heart logo with 100.7 around here.

I even wonder how useful it is giving specific local frequencies these days. Surely on most FM radios these days, you just hit Seek until the station you want comes up on the RDS. It must be a very small proportion of listeners who still have to turn a dial to find the station of their choice.

With such a wide frequency range I definitely search by frequency and then let the RDS confirm I've got the right station. I still think they are useful - and quite a lot of people don't have RDS radios still... Two of our portable radios aren't RDS - but both have digital tuning.

Heart is on 88.0 in Wrexham so the actual frequency range is 88-107, almost the entire FM band.

As a proportion of devices people listen to radio on though, these must be in a very small minority these days. And given digital listening is now over the 50% mark, it’s not surprising that many stations don’t feel it’s necessary to advertise their FM frequencies anymore.