Case study · Black Friday 2021

PriceRunner

Relations Group ran a broadcast PR campaign for PriceRunner around Black Friday 2021. A radio day of interviews, plus TV, put their spokesperson on air, securing 19 items of radio and TV coverage with a combined audience of 9.7 million. Highlights included Sky News TV, London Live and BBC Radio Leeds.

Part of Black Friday on air →
19Items of coverage
9.7 millionCombined reach
1h 45mTime on air

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

The story

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

More campaigns for PriceRunner

PriceRunner has come back to Relations Group for other broadcast PR campaigns:

What the budget bought

£10,000
£12,150
£69,103
£207,309
21:1return on investment: PR value is 21 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.

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