Earlier this month, Planet Rock announced it is parting with UTV-owned First Radio Sales, the company that has represented it for the past six months. First Radio wants to return to focusing on servicing its local radio stations.
Absolute chief executive Donnach O'Driscoll negotiated the deal directly with Planet Rock owner Malcolm Bluemel and Planet Rock's head of national revenue, Rob Corlett. The rolling contract begins from 1 April.
O'Driscoll said the deal supported Absolute's belief in DAB's future. He added that Absolute would consider signing more third-party ad sales agreements as and when such opportunities arise.
"Selling ads for Planet Rock makes real sense to us. It gives us a larger aggregate of hours in terms of an agency sell and the brand fits perfectly into the family. There isn't any danger of cannibalisation, as more than 80% of the Planet Rock audience don't listen to Absolute, according to Rajar," explained O'Driscoll.
Absolute will take over Planet Rock's agency and online sales agreements, but sponsorship and promotion will stay with Planet Rock for the present time under Corlett's direction.
O'Driscoll said the rock station would be sold in combination with Absolute and its two digital stations, Absolute Classic Rock and Absolute Xtreme.
The existing Absolute sales team will take on responsibility for selling Planet Rock.
Meanwhile, Absolute is still on the hunt to replace its commercial director, Nick Hewat, who is leaving to take up the position of sales director at Telegraph Media Group. His leaving date is being negotiated - however, he has a six-month notice period.
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