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Toyota sticks with SpikeRadio

Published on .

Toyota Motor Corp., Tokyo, following an eight-month test signed a 12-month deal to remain the exclusive advertiser on Spike Internet Radio's global programs. Toyota is trying to attract younger buyers around the world, and the demographic for SpikeRadio's 24-hour Internet radio is 18-to-25-year-olds. SpikeRadio, Los Angeles, developed in-house new :15 and :30 flash animation spots for the Toyota brand and vehicles that arrive soon at spikeradio.com. About 60 percent of SpikeRadio's audience is in North America, said Ashley Farr, a former ad agency and Virgin Records marketing executive who founded the radio company and is president.

Copyright June 2000, Crain Communications Inc.

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