Television and Radio ...

' Digital television and radio allow for a higher quality transmissions, more channel and programming choices and a higher degree of interaction than analogue systems. The move to this technology therefore increases the uses and effectiveness of these media for marketing communications. Interactivity is provided in a similar way to the Internet, with the viewer or listener being able to click for additional information, to respond to surveys, to enter competitions and to make purchases' (G. Masterman & E. Wood, 2006)



Crufts have coverage on the More 4 channel who will be covering the event over the 4 days. Viewers will be able to watch the event from the comfort of their home on the 8th to the 11th of March, from 18:30 - 21:00. As well as being able to stream live videos from Youtube and videos on the C4 website. Documentaries commissioning editor Anna Miralis ordered the coverage and said: “Crufts is an extremely popular event, with a loyal audience that looks forward to coverage on More4''
 http://www.broadcastnow.co.uk/news/commissioning/channel-4/crufts-gets-third-run-on-more-4/5038320.article

According to TGI, we can see the type of people that watch More4 and find out everything about them.

From this information, we can see that the average age of people that watch More4 are people aged between 25- 44. The average total personal income before tax is £30,000- £33,000 and it shows that the majority of the people watching this channel have children. The people that watch this channel are more likely to go to Crufts as this is the target market they are trying to target, and so having Crufts on this channel is a good idea. It also means that many different countries around the world can watch Crufts.

Here is an advert for the event;

Crufts will be covering the event through iTunes podcasts. There is an easy link on the website which takes you directly to the page, showing all of the various podcasts. The page is also going to be updated throughout the weekend so you wont miss out on the lasted news and interviews.

Maverick Sabre doesn't have any coverage of his tour on TV although he does get a lot of coverage on Radio1. Being a listener myself of Radio1 I have now heard Maverick Sabre twice being interviewed, on searching the website Maverick Sabre has got 15 different videos of interviews and songs which fans can watch and catch up with his latest songs and news.

This is an interview with Fearne Cotton:

From TGI we can see that the majority of listeners of Radio1 are aged between 15 and 34 and that the highest working status for the listeners are non working but full time students, which are the people Maverick Sabre  is targeting his tour to.


I think both of the events have considered the marketing through television and radio very carefully. Although with radio you are only limited to sound, however Maverick Sabre is an artist and so if you like the sound of his voice you do not necessarily need to see him. Also, Radio1 listeners are diverse and like many different genres of music, being able to have interviews on the show means he can advertise to a wider range of people. Crufts being on television means that viewers will have the visual of colour and movement that can be combined with sound, unlike radio. This means that they are able to be creative to build the atmosphere effectively in order to build brand image. Crufts will also be able to offer the sponsors a lot more coverage as it is on the television for the four days throughout the event and you can now watch Crufts after the event on catch up channels. This doesn't affect Maverick Sabre as he doesn't have any sponsors.

Overall, television offers the highest potential for reach, while it is in the relatively higher rates paid, the cost per contact is low, and with all media selection, targeting is crucial. I feel they have both got the targets right and are using the right advertising for their type of event.