Tuesday 16 January 2018

Sponsors paying less for female RTE radio stars

Miriam O'Callaghan
Miriam O'Callaghan

Fancy your company being featured on air with some of RTE's biggest stars? Well, it will cost you.

The national broadcaster is looking for companies to splash out up to €200,000 to sponsor programmes led by some of their best-known stars.

RTE is offering sponsorship packages of varying lengths and specifications to the public to keep some of their top talent on air.

It seems RTE radio executives believe that veteran broadcaster Ronan Collins is one of the most bankable stars, as a 12-month sponsorship package for his midday Radio 1 music show is on offer for €200,000.

In exchange for forking out this hefty sum, the national broadcaster will ensure the sponsor gets plenty of plugs, including four 10-second stings (short musical introductions) every day.

Previous sponsors of the show include Darina Allen's 'Ballymaloe Country Relish' and 'Odlums'.

Other shows which currently have sponsorship opportunities available on Radio 1 and 2fm include Dave Fanning's weekend show.

For 12 months, you can pay €99,000 for a number of stings, podcast and homepage sponsorship for his Saturday and Sunday show, as well as receiving a bonus package offering promos and production.


Radio chiefs are also asking €150,000 for the 12-month package on offer for Rick O'Shea's 2fm afternoon show and €180,000 for Bernard O'Shea, Keith Walsh and Jennifer Maguire's popular morning programme, Breakfast Republic.

Despite all female radio hosts increasing in their latest JNLR ratings, sharing the airwaves with the doyennes of the radio centre is considered to be worth less bang for your buck with the title sponsorship package for Miriam O'Callaghan's Sunday with Miriam show coming in at just €80,000.

The year-long package for Claire Byrne's Saturday with Claire was priced at €95,000.

A spokesperson for RTE said sponsorship offers them "another way of generating revenues which we can use to generate more programming for viewers and listeners".

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