Jingle Sell? Why Brands May Ring Up Radio In ’17


By Adam R Jacobson

Radio stations owned by iHeart Media in 12 major U.S. markets recently reveled in the 2016 Jingle Ball Tour Presented by Capital One.

On Monday (12/26), the nation’s top owner of AM and FM stations will shift from the Jingle Ball to “Jingle Day.”

This may be a far bigger deal for radio, and for brand managers seeking to connect with consumers.

Why? Because it marks a return to a tried-and-true audio branding opportunity for brands, and does so with the help of a digitally savvy bi-coastal operation born out of a very millennial need — to provide stock music to unscripted television shows.

jingledayCome Boxing Day, that day after Christmas when many bargain seekers hit the shopping centers and grab their credit cards, iHeart Media will present the first-ever National Jingle Day Presented by Jingle Punks.

What exactly does this mean?

Throughout Monday, hundreds of iHeartMedia radio stations will air 13 original jingles — produced in less than 13 hours by Jingle Punks — for 13 top brands.

The challenge has energized Jingle Punks’ Los Angeles-based Chief Creative Officer Jared Gutstadt so much that, thanks to iHeart, a lucrative new business segment may have just been added to a company that since its 2008 launch had very little to do with jingles.

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Adam R Jacobson is a veteran radio industry journalist and advertising industry analyst with general, multicultural and Hispanic market expertise. From 1996 to 2006 he served as an editor at Radio & Records.