98FM spends €500,000 on ad campaign

Dublin commuters targeted in promotion for breakfast and drivetime shows

The 98FM ad campaign is targeting commuters

The 98FM ad campaign is targeting commuters


Communicorp-owned Dublin music station 98FM is investing €500,000 in a new advertising campaign to promote its recently-installed breakfast presenter Ray Foley and afternoon/ drivetime show Dermot and Dave.

Clíona Hayes, marketing director at 98FM, said the idea of the commuter-targeting campaign – which includes Dublin Bus T-sides, super-sides and super-rear formats – was to “ensure listeners make the connection between the on-air presenters and their television shows”.

The “Dermot” in “Dermot and Dave” is Republic of Telly host Dermot Whelan. Foley, the presenter of TV3’s Take Me Out , took over the 98FM breakfast show last November after the exit of Aidan Power and Claire Solan, whose Morning Crew show was promoted in a similar 98FM campaign last May.

Listenership figures
“It is key that the station continues to invest in highlighting our fantastic on-air talent,” said 98FM chief executive Chris Doyle.

Meanwhile, new Joint National Listenership Research figures for Irish radio audiences are due to be published today.