Radio Times is publishing a special bumper issue ahead of the Olympic Games that will be backed by the magazine’s first TV campaign in six years.
The new issue contains an extra 72-page magazine containing a comprehensive TV Guide to all 16 days of action at the Olympics.
It will be supported by a 10-second TV advertising campaign – the title’s first since 2006 - with primetime spots running on ITV1 and C4 from 20 July.
The advert features a swimmer so engrossed in her copy of Radio Times that she forgets to turn up for her race and the strapline: “Don't miss a thing with our complete 16 day TV guide to the Olympics”.
It has been created by Creature of London and directed by Stu Outhwaite and the marketing campaign will be supported by social media activity on RadioTimes.com, Youtube and Twitter.
Radio Times Associate Publisher Zoë Helme said: “This is a fantastic opportunity for retailers and ad clients.
“There has been significant investment into the issue, including our first TV advert since 2006, making Radio Times an essential companion to London 2012”.
The magazine has an extended on-sale period starting on 21 July for London and surrounding areas, with the rest of the country going on sale by 24 July.
The print run has been increased by 200,000 and the special edition will be priced at £2.