The Radio Marketer Of The Year: A Top TV Brand


A big TV brand has been selected to receive the 2018 Radio Mercury Awards “Radio Marketer of the Year” Award.

It’s being given to Comcast’s Xfinity brand “in recognition of the significant programs they have implemented to support their suite of video, broadband, mobile, phone and home security products and services that leverage the very best of radio.”

According to the RAB, Xfinity is a 52-week advertiser in local radio and leverages air talent relationships to garner results. “Brand efforts activated during the past year consistently demonstrate how the brand leverages radio’s multi-platform capabilities,” the RAB says.

Among the examples of this, according to the RAB, are a Dr. Martin Luther King Jr. Day event that saw the use of a #KeepMarching campaign. This served as both a consumer experience and a community platform that celebrated the legacy of Dr. King. Painted by a Philadelphia-native artists, a total of nine sculptures were created, each inspired by words of wisdom from the leader himself.  The campaign was supported across multiple media platforms; radio presence was strongly supported in key Comcast markets such as Philadelphia, Atlanta, Houston, and Detroit.

Meanwhile, Hispanic-targeted WURD-AM (and W241CH at 96.1 MHz) in Philadelphia teamed with Xfinity and the Free Library of Philadelphia in launching the Summer Library Tour. This effort encouraged students and families of Philadelphia to turn to their local library for a range of free activities during the summer months.  In partnership with Comcast Internet Essentials, the tour included on-site broadcasting live from 16 library locations throughout the Philadelphia area.

Additionally, Xfinity Mobile partnered with iHeartRadio to execute their “Gigs” launch events across four priority markets: Philadelphia, Chicago, Boston, and Denver. Local stations hosted Xfinity Mobile’s radio remotes that included a four-hour station appearance at Xfinity Stores, with live concerts and sweepstakes entry.

Xfinity was also singled out for partnering with Katz Radio’s Sports Marketing division to activate contextual placement within select MLB, NFL, NBA, NHL and college sports broadcasts.

“Xfinity and their agencies, Spark Foundry and Goodby Silverstein & Partners, have been and continue to be tremendous partners to the radio industry,” said RAB President/CEO Erica Farber, who also serves as chair of the Radio Creative Fund. “Broadcast radio is proud to collaborate with them as they have truly unlocked the power of audio to drive results, and we welcome their continued innovative thinking and execution.”

Hubbard Radio President/COO Drew Horowitz will present the Marketer of the Year award on behalf of the radio industry to Comcast at the 2018 Radio Mercury Awards on May 31 at The Cutting Room in New York. 

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