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SpikeRadio Secures Toyota Sponsorship

27 October 1999

SpikeRadio Secures Toyota Sponsorship

    SYDNEY, Australia--Oct. 27, 1999--SpikeRadio, the content provider of Spike Networks Limited, has secured its first major sponsorship agreement with global car manufacturer, Toyota.
    "The deal gives Toyota exclusivity to SpikeRadio in the automotive sector. The deal is about building a relationship with our audience of young, smart, early adopter rather than pure advertising," said Ashley Farr, CEO of SpikeRadio.
    The sponsorship deal, worth $2 million, extends the existing relationship between Toyota and Spike Networks and includes a mix of "on-air" spots as well as visual interstitials on the SpikeRadio Web site. There will also be links to Toyota's global Web sites.
    The deal with Toyota confirms previous statements from Spike that SpikeRadio is expected to reach its revenue projections contained in the Spike Networks prospectus issued in July.
    SpikeRadio will have only six minutes of on-air advertising per hour, and three minutes visual interstitials. As such, it will be an environment where digital audiences can enjoy listening with minimal commercial interference.
    C. Chris O'Hanlon, founder and CEO of Spike Networks Limited, believes broadcast radio as we know it is dying, "The youth market is now an international culture immersed in a digital lifestyle and the Internet is the most effective way to reach them."
    Further sponsorship deals are currently being discussed with other companies and SpikeRadio expects to make further announcements shortly.
    SpikeRadio, which broadcasts 24 hours a day, seven days a week, was launched on Aug. 1, 1999 and is located at www.spikeradio.com. Based in Los Angeles, SpikeRadio is a purpose-built, live global Internet radio station, targeting the hardcore youth culture with aggressive original programming and an attitude-loaded mix of music, news and live chat.