Absolute Radio has created unique D Love commercials to promote the station’s new season of Barclays Premier League Football Commentary.
The animated character was created by digital radio industry body Digital Radio UK and the BBC. He appears in regular radio and TV advertising across, acting as an advocate and evangelist for digital radio.
Written and created in-house by Absolute Radio Associate Producer Dan Benedictus, the trailers explore what would happen if D Love became the co-commentator for Absolute Radio’s Rock N Roll Football programme which is hosted by former Arsenal legend Ian Wright.
Along with Jim Proudfoot, D Love is encouraging listeners to enjoy to the station’s football commentary on digital radio across DAB Digital Radio, Smartphone apps, Digital TV, gaming devices and via the online Radioplayer.
Absolute Radio Head of Presentation Paul Sylvester said, “This is a fun way of letting our listeners know about our football Premier League Commentary and sharing the digital radio love by harnessing D Love and putting him in the commentary box, but I don’t think Wrighty and Co. have got anything to worry about. It’s also a great way of showcasing Absolute Radio’s in-house Production talent.”
Across commercial radio, digital radio listening recently increased to 36.8% from 34.3%, internet listening for the radio industry has also jumped from 5.0% to 6.0% Qtr on Qtr to its biggest ever level.