Driven by online, the audience volumes for many digital-only radio stations tend to rise in the afternoon, so Heat Radio's flagship show is being broadcast after lunch.
From an advertiser perspective, digital radio provides a great chance to talk to a clearly defined group of listeners and is more flexible in terms of how it can be used commercially; instead of taking spot ads, Heat Radio has established branded content relationships with five key commercial partners.
Diet Coke partners afternoon show Diet Coke Break on Heat Radio and the tie has already been extended into Heat magazine.
With a new batch of digital radio stations on the horizon next year it is important to see media owners, advertisers and their agencies reinventing the way the radio medium as a whole is used. I look forward to seeing more such innovation.
Media owner: Emap.