In a live broadcast, anything can go wrong.This is what made XFM’s Naked Breakfast so enthralling.4 actors, were broadcast performing ads ‘live’ on stage.It was unpredictable, risky.And compulsive listening.No wonder there was up to a 64% in increase in brand consideration for featured brands.After just 2 spots.These were ads they would never ever hear again live.

The audience took everything in first time round.