Remember the days when Radio Times was a must-buy, reaching a peak of 12 million homes? You must have a good memory then… although to be fair, it is still surviving in the digital world, with its print edition readership remaining around 1.1 million individuals.
And in a drive to ensure it remains relevant, this week sees Immediate Media (which publishes the title under licence from the BBC) launch the brand’s first major ad campaign in nearly two decades, running on ITVX for the next six weeks.
Developed in partnership with Why Projects, with media planning and buying managed by December19, the campaign brings Radio Times’ new What’s Worth Watching proposition to life through by showing the brand helping a couple escape entertainment indecision.
Set in a Twilight-Zone-style, time-lapse sequence, the film follows them as they scroll endlessly through viewing options while time slips away and the man actually misses the birth and first few months of his child.
The creative is rooted in a simple audience insight uncovered during Radio Times’ repositioning work: people are overwhelmed by the sheer volume of entertainment available to them. Across Radio Times’ three core target audiences, people repeatedly reported spending excessive amounts of time searching for something to watch.
Ultimately, the ad aims to position Radio Times as the knight in shining armour; the ultimate shortcut to better entertainment experiences.
Radio Times head of marketing Sophie Tudor said: “With so much choice across so many platforms, Radio Times’ role has never been more important: helping audiences cut through the noise and find what’s truly worth watching. This campaign brings that purpose to life in a bold, entertaining way, while showing how the brand continues to evolve for today’s viewers.”
Why Projects creative director Stephen Brennan added: “We really wanted to bring a sense of humour and joy to the TV ad and tap into that frustration people feel when looking for something decent to watch. We loved the idea that the main character wastes so much time scrolling that he misses a big life moment.”
So, what is the consensus around the Decision Marketing office?
Well, we must admit, we do love a bit of print, so when we see a magazine that is still surviving against all odds, it is something to celebrate, even though this particular campaign seems to focus on getting viewers to download the app.
The premise is sound enough; the brand can give you complete control. It’s just a shame the magazine is nowhere to be seen…
Decision Marketing Adometer: A “scrolling back the years” 8 out of 10
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