Magnet 81
Welcome to another week of Magnet! Today we’re talking about Absolute Radio, Love Island and eBay, and we’re raising our arches for McDonald’s.
Enjoy.
Absolute Radio
As of Monday 23rd January, the Absolute Radio Network will become a digital-only network, as it moves off its AM frequency. The Absolute Radio network currently attracts its biggest ever audiences (5.3m in RAJAR Q3 2022) and is home to the ARIA award-winning Dave Berry Breakfast Show.
By going 100% digital, the network will become the UK’s biggest digital station, with the added benefits of better sound quality and improved energy efficiency.
Shifts in media consumption over the last 3 years and the acceleration in listening via connected devices, mean that more people are listening in more ways than ever.
Bauer currently dominates the market with a digital listening profile of 75% – ahead of an industry average of 70% – and is home to 3 of the top 5 digital only commercial radio stations, one of which is Absolute Radio 80s.
Listeners will be able to continue to listen to the network on DAB radio, via their mobile apps, on digital TV or via voice-activated devices.
Love Island x eBay
Love Island are continuing the partnership with eBay, once again sending the islanders in wearing imperfect luxury and vintage designer clothing, footwear and accessories, launching again January 16th.
Research shows that 53% of Love island viewers surveyed who are aware of the eBay partnership said they had bought pre-loved clothing between October and December 2022 - more than double the amount for respondents who don’t watch Love Island. Since the announcement of the initial partnership last May, searches for “pre-loved clothes” on eBay were up 1,600% compared with the previous year, while searches on Google are up 170%.
More research shows that Gen-Z consumers were most likely to buy (31%) and sell (44%) secondhand items, with millennials close behind.
Campaigns:
McDonald’s has launched an ad campaign that opts not to show its restaurant or its food.
The spot from Leo Burnett is built around the idea that an invite to grab a Maccie D’s is so universal it can be communicated with a mere eyebrow wiggle.Titled ‘Raise Your Arches’, it tells the story of a group of office workers who all conspire to head to McDonald’s without uttering a single word to each other.
The creative was directed by British filmmaker Edgar Wright, who was behind box office hits including Baby Driver, Last Night in Soho and Shaun of the Dead, and produced by Moxie Pictures.
“In a challenging time, our ’Raise Your Arches’ invitation to McDonald’s provides the nation with a small but much-needed moment to let go and feel good. We hope the campaign raises arches and smiles across the country and I can’t wait to see everyone get involved, ” said Michelle Graham-Clare, the chief marketing officer for McDonald’s UK & Ireland.
Watch the spot below!