The Bauer Media-owned Newstalk has secured MG Motor Ireland to sponsor primetime show The Hard Shoulder with Kieran Cuddihy which airs between 4-7pm every weekday.
The 12-month partnership was brokered by the IPG agency UM Ireland and Media Central and it will revolve around a combination of show promotions, in-programme sponsorship stings, digital display advertising, joint co-branding on social media platforms and Newstalk.com as well as a number of activations throughout the year.
According to the latest JNLR, The Hard Shoulder with Kieran Cuddihy saw an increase in listenership in the latest JNLR results, with a daily audience now standing at 153,000 (up 6, 000 book on book) Show highlights are also available to listen back wherever you get your podcasts.
“We are thrilled to partner with ‘The Hard Shoulder’ on Newstalk. As a brand that prides itself on offering high-quality, electric, and hybrid vehicles, we see ‘The Hard Shoulder’s’ diverse content and extensive reach as the perfect platform to connect with our audience. This collaboration not only allows us to engage with listeners across various interests, from politics to tech, but also supports our mission to make electric mobility a mainstream choice for all. We look forward to a successful partnership that drives forward our joint aspiration for innovation and propels us towards a future of sustainable mobility and technological advancement,” says Natasha Maher, marketing & PR manager MG Motor Ireland.
Maura Ashe Managing Partner UM Ireland Quote:
UM Ireland is thrilled to announce our collaboration with MG Motor and The Hard Shoulder on Newstalk, one of Ireland’s leading Drivetime Shows.
Together, we’re excited to raise further awareness of the many advantages of embracing electric and hybrid vehicles, while deepening understanding of the benefits for driving commuters. In a fast-moving environment, that can be challenging to maintain pace with, the Hard Shoulder provides us with the perfect platform to connect with a hyper relevant audience, five days a week, fostering a clearer vision of the future of sustainable driving,” adds Maura Ashe, managing partner, UM Ireland.
