Awareness moment · 27 November 2026

Black Friday on air

Black Friday is one of the awareness days brands use to get on radio and TV. Relations Group has run 3 broadcast PR campaigns for it between 2015 and 2021, for VoucherCodes, F-Secure and PriceRunner. The coverage ran to 138 broadcast items, heard by a combined audience of 16.6 million. Coverage included Central FM, Sky News Radio, Radio News Hub, Jazz FM, Panjab Radio and more. Every campaign met or beat its coverage budget.

138Items of coverage
16.6 millionCombined reach
8h 29mTime on air
97Distinct outlets

Coverage highlights

Listen
Sky News TV · 3m 59s
BBC Radio Leeds · 7m 46s
0:00 / 7m 46s
BBC Radio Nottingham · 7m 34s
0:00 / 7m 34s
Panjab Radio · 4m 35s
0:00 / 4m 35s

What the budget bought

£19,000
£31,625
£106,048
£318,143
17:1return on investment: PR value is 17 times the campaign budget

Coverage delivered is the value of the items at the Relations Group rate card. AVE is what the same airtime would cost as advertising. PR value is three times the AVE. ROI is PR value divided by the campaign budget. Totals across all campaigns on this page.

The campaigns

VoucherCodes, Black Friday 2015

The aim
VoucherCodes wanted to raise awareness of its Black Friday research and position itself as a leading expert in saving money on retail purchases.
The message
New research predicts Brits will spend almost £3 million a minute on Black Friday, and VoucherCodes helps savvy shoppers see all the best deals in one place.
The angle
New research predicted Britons would spend £2,887,500 a minute on Black Friday, £1.39bn across the day and £3.49bn over the four days to Cyber Monday. UK shoppers would account for two thirds of Black Friday sales in Europe.
On air
A VoucherCodes spokesperson and a retail expert
The result
56 items of coverage reaching 2.4 million, including Central FM.
Budget £5,000Delivered £8,575Above budget 72%On air 2h 45m
Read the case study →

F-Secure, Black Friday 2019

The angle
Ahead of the Black Friday weekend, 17% of shoppers said they would consider pulling a sickie to bag a bargain, and over one in five would shop on smartphones with no security software. GCHQ predicted about £30 million of consumer losses to online fraud.
On air
A cyber security expert from F-Secure
The result
63 items of coverage reaching 4.5 million, including Sky News Radio, Radio News Hub, Jazz FM, Panjab Radio.
Budget £4,000Delivered £10,900Above budget 172%On air 3h 57m
Read the case study →

PriceRunner, Black Friday 2021

The aim
PriceRunner wanted to help shoppers spot fake Black Friday deals and avoid overpaying for Christmas gifts amid stock shortages.
The message
Not every Black Friday deal is genuine. Comparing prices across retailers before you buy is the best way to avoid fake deals and paying over the odds for Christmas presents.
The angle
A YouGov survey for PriceRunner found almost 2 in 5 (37%) Brits think Black Friday discounts are not genuine, yet 79% plan to buy Christmas presents online in the sales, while popular gifts such as mobile phones (22%) were already showing high out of stock levels.
On air
PriceRunner's consumer expert
The result
19 items of coverage reaching 9.7 million, including Sky News TV, London Live, BBC Radio Leeds, GB News.
Budget £10,000Delivered £12,150Above budget 22%On air 1h 45mServices interviews
Read the case study →

About Black Friday

Black Friday is the day after American Thanksgiving, on the fourth Friday of November. It began as a US shopping event and is now widely used by UK retailers as the start of the Christmas sales, often running alongside Cyber Monday. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.

Planning Black Friday for 2026?

Black Friday next falls on Friday 27 November 2026. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team