What the package includes

• Extensive branding on the unit for a period of 2 years (open to negotiation)
• On-air credit every time then unit is mentioned in promos, links, presenter live mentions
• 3 x Outside Broadcasts per year, FREE for the title sponsor
• Branding on the WLR EV’s – our EV’s operate as part of the OB team, and travel to all Outside Broadcast. They are also used on a daily basis for other promotional activity, sales, news and sports teams as station vehicles
• Facility for sponsor to run 4 on air campaigns, FREE per annum 
• Backlink to sponsor website from WLRFM website (over 1.4m visitors per month)

For more information and to discuss potential partnership please contact your urbanmedia representative.

The on-air portion of the campaign features six lively, custom-made commercials, airing daily between 1 pm and 2 pm to effectively target the lunchtime audience. Given Tayto’s frequent new partnerships and product launches, this flexible campaign allows us to rotate in fresh stings, spotlighting new flavours or launches for a specific period of time.

In addition to the on-air stings, all eight stations participate in bi-monthly product sampling of various Tayto crisps and snacks. These lunchtime activations take our local promotion teams to a wide range of events, from celebrating the gold medal homecoming for our Olympic rowers in Skibbereen to activations in bustling commercial areas and family-friendly events across the country. The response has been overwhelmingly positive, with Tayto products flying out and bringing smiles to faces wherever they go.

To further enhance the campaign’s reach, we’ve maintained a vibrant social media presence across Instagram and TikTok, leveraging the platforms of all eight stations. As part of the partnership, we’re running four competitions and releasing nine additional reels that capture the energy of Mr. Tayto and the overall campaign. These organic social media efforts have already reached 160,622 users.

@dublinsfm104 Us trying to sneak into the canteen to grab another packet of Tayto during lunchtime.. What’s your favourite Tayto flavour to have with your sambo? #addsomecrunchtoyourlunch @mrtaytoireland ♬ original sound – dublinsfm104

“It’s been a great experience to work alongside Tayto and Urban Media for the #AddSomeCrunchtoYourLunch campaign. The partnership offers the ideal touchpoints for Tayto to access their audience at the important lunchtime snacking hours. This is seen via our adaptable radio stings, social media competitions and on-street sampling – providing a strong always-on feel to the campaign. The response so far has been fantastic” – Chiara Locatelli, Media Sponsorship Associate, Core Media

Everyone loves a sing along but if you are like me you probably get the odd lyric wrong, or maybe a few more than that…and it’s normally hilarious.

People avoid getting hearing tests as it makes them old but mishearing can be funny. 

Specsavers wanted to create a hearing test that people wanted to listen too.

Rick Astley’s “Never Gonna Give You Up” is one such iconic song that people mishear all the time with people making up their own lyrics. So they got Rick to record the classic hit with a misheard lyric version.

 It was released to the UK market with no explanation over the airwaves and social media exploded and started a national conversation on hearing loss. It was such a clever concept and it drove Specsavers hearing test bookings by over 1200% on target. Now that’s a campaign that’s never gonna let you down.

Hear it from the man himself.

The result

The teaser tweet on Astley’s own social channels became his most-viewed tweet of all time. The campaign also earned push media on This Morning, The Times, Sky, Mail Online and drove a Google Trends spike. 

According to the agency, hearing test bookings increased by 1,220% above the initial target, with Specsavers reporting a 66% year-on-year increase in bookings during launch week versus the target of 5%. The song was played over 20 million times in the first eight hours of the campaign, driving a 138% increase in hearing loss searches and making hearing the UK’s number one trending topic. 

The campaign garnered 400 pieces of coverage, more than 100 million reach. Earned coverage also directly drove business impact: Lorraine TV coverage resulted in +19% on forecast (call centre volume), and This Morning coverage drove +15%.

At the 2024 Cannes Lions International Festival of Creativity, it won a Grand Prix and a Gold in the Radio & Audio category, and the Grand Prix in PR.

We had a great night at the Irish Sponsorship awards where Pride Vibes won Best Radio Broadcast Sponsorship Award.

Launched in 2022, Pride Vibes returned to the airwaves this summer for the third year running with a lineup of presenters including Sean Munsanje, Shivani Dave, Crossy, Stephen Byrne and Vicki Blight. We’re really proud of the work we’ve done on Pride Vibes in UrbanMedia and we’re dedicated to ensuring it goes from strength to strength. The station’s mission is to shine a light on Irish life by celebrating the successes of the LGBTQIA+ community and initiating conversations around the issues that matter. 

Commenting on the win Brian McCarthy, Group Commercial and Operations Director for Wireless Ireland said:

“Pride Vibes is such a passion project for everyone involved in it. I’m so happy for the wide range of talent in our group who have contributed to the station and it makes me so happy to see Gra, who has been a constant driver of the project from day one receive this award.

The project is built on a desire to strive for equality and to give an audio voice to the LGBTQIA+ community in Ireland. We’re so happy to see our station recognised at such a prestigious event at the Irish Sponsorship Awards, especially when you consider the calibre of the other winners on the night.

“When we launched it would have been beyond our wildest dreams to believe we’d be celebrating winning two marquee awards in 2024. This “Best Radio Broadcast Sponsorship” award follows on from winning the “Audio for Change” Award at the Irish Audio Awards earlier this year and is brilliant recognition for the amazing cross department work that is done to create Pride Vibes. A huge thank you to our brilliant team and also to our commercial partners, Core, Dalata Hotels and An Post without whom none of this could happen.”

The fabulous Lyrath Hotel in Kilkenny was the venue for the 2024 IMRO Radio Awards last Friday – a celebration of all that is great in audio in Ireland. The star studded event saw Dermot Whelan return as host, and his hilarious critique of radio in Ireland set the tone for a great night.

It was an incredibly successful night for the urbanmedia represented stations with wins in some of the most prestigious categories. This included WLR FM winning local station of the year and the urban media digital team winning the Best Social and Digital Innovation for the work they did on FM104’s Quid Games with Graham and Nathan. Our brilliant on-air talent was recognised with Simon Murdoch of Cork’s 96FM winning Gold in the Radio DJ of the Year category while Zeinab Elguzouli from FM104’s Strawberry Alarm Clock won best newcomer. The Michael Reade Show on LMFM  took home the coveted Local Current Affairs Show while FYI Galway on Galway Bay FM won Best Local News Programme, highlighting the great informative content the stations are creating on a daily basis.

The brilliant fundraising and awareness work that Cork’s 96fm does was again recognised as they took home gold in the Community/ Social Action category for Cork’s 96FM Giving for Living Radiothon. The future of our planet was also in focus as  WLR FM won out in the Sustainability category with their thought provoking 10 part series Waterford in Action – A Climate Discussion.

Lastly Dublin’s Q102 beat off significant competition to win the Sports Story of the Year with “Doubters to believers, Jurgen, Liverpool and the Irish reds” which was created by the Dublin News team, including recently appointed TalkSPORT Ireland editor Luke Delany.

A further 9 silver and bronze awards made for a brilliant night of celebration and everyone at urbanmedia passes on our congratulations to all of the winners!!

Full details of the winners: 

GOLD

• FM104 – Zeinab Elguzouli – Gay Byrne award, Newcomer of the year
• Cork’s 96FM – Simon Murdoch – Radio DJ of the year
• LMFM – Michael Reade Show – Current affairs show local/regional
• FM104 – FM104 Quid games with Graham and Nathan – Digital/Social innovation  
• Cork’s 96FM – 96FM Radiothon – Community/social action
• Dublin’s Q102 – Doubters to believers, Jurgen, Liverpool and the Irish reds – Sports Story
• Galway Bay FM- FYI Galway – Blockades, Bottles and Birthdays – News Programme
• WLR FM- Waterford in Action – A Climate Discussion
• WLR FM- The Sound of Waterford – Local Station of the Year

SILVER

• Cork’s 96FM – Lorraine and Ross in the morning – Entertainment inserts
• Cork’s 96FM – Brian McEvoy – Radio DJ of the year 
• Dublin’s Q102 – Q102 lunchtime news – News programme Local/regional
• Cork’s 96FM – Music station of the year 
• LMFM – Go back to your country, exposing exploitation – Radio moment of the year 

BRONZE

• C103 – Up for the match – Sports programme local/regional
• LMFM – Why me – Radio Moment of the year 
• Galway Bay FM- Plugged In Lyra Special – Irish Music programme or initiative
• WLR FM- WLR Men’s Health Matters – Community/Social Action

Graham O’Toole (FM104), Cian Murphy (Men’s football), Grace Kos (Ladies football), Vivienne Nagle (Managing Director FM104 & Q102), Aine Rafter (Camogie), Tomás Quinn (Commercial Director Dublin GAA), Conor Burke (Hurling), Nathan O’Reilly (FM104) Photo credits: Paul Lundy / John Kirwan, Sports – Events Photography

As Dublin GAA’s official media partner, FM104 will play a key role in promoting and amplifying GAA events and news across Ladies and Mens Football, Hurling and Camogie. FM104 will ensure that fans across the city and beyond stay connected with their favourite teams and the sport they love. 

FM104’s coverage will feature dedicated on-air segments and social media coverage highlighting Dublin GAA news, events, and fixtures. This will include on-air sponsorships supporting key Dublin GAA moments, bringing fans closer to the action. Additionally, there will be live activations at key fixtures in Parnell Park and ticket giveaways, providing listeners with opportunities to attend major games and events. Throughout the season, our on-air coverage will include dedicated previews and roundups every Friday and Monday, along with extensive coverage of the games at the weekend.

‘Both Dublin GAA and FM104 are rooted deeply in the fabric of the city and share a common purpose: to inspire and engage the people of Dublin’ said Vivienne Nagle, Managing Director at FM104. ‘We are proud to partner with such an iconic organisation that mirrors our dedication to Dublin’s vibrant community and strongly aligns with FM104’s brand values. We look forward to connecting with GAA clubs across Dublin in the coming weeks and months as the official media partner of Dublin GAA’.

Tomás Quinn of Dublin GAA, added: ‘FM104 has been a voice of Dublin for decades, and we are delighted to partner with a trusted media brand that shares our values and dedication to the community. Together, we aim to elevate Dublin GAA and bring fans closer to the excitement of our games’.  

Both organisations have served generations of Dubliners and have earned a place in the hearts of the local community. This partnership between FM104 and Dublin GAA promises to deliver unrivaled coverage and create exciting content and experiences for fans across the city.

About FM104
FM104 is Dublin’s leading commercial radio station, delivering top-tier entertainment, music hits, and trusted local news for the past 35 years. Known for its iconic Breakfast Show, The Strawberry Alarm Clock and The Graham & Nathan Show during drive time from 3pm to 7pm, FM104 has a strong local presence and deep roots in the Dublin community, supporting major events like Dublin Pride, the St. Patrick’s Parade, and the Dublin Marathon. As a beloved part of daily life for Dubliners, FM104 continues to champion the spirit and vibrancy of the city.

For the second consecutive year, urbanmedia partnered with Fáilte Ireland to inspire people to explore their local surroundings through the Best Daycation Ever initiative. A Daycation offers the experience of a holiday packed into a single day, encouraging families and friends to plan outings within a 90-minute drive from home, where they can discover new experiences and uncover hidden gems in their area.

With urbanmedia’s reach across 8 local stations, we were able to effectively promote local exploration and offer our listeners recommendations for full day trips, consistently highlighting a range of activities and attractions as a key component of the campaign. We produced region-specific commercial features that aired biweekly throughout the campaign and designed a tailored weeklong competition that alternated with these features.

The on-air promotions highlighted 240 local businesses over the 4-week period, which was a crucial aspect of the campaign. Each day, presenters shared a unique local itinerary and posed a related question to listeners, offering them a chance to win a One4All voucher. This daily incentive was designed to encourage participation and inspire more people to head on their own Daycations.

During the dynamic 8-week campaign, we featured a week-long promotion on Galway Bay FM, presented entirely in Irish. Kayte O’Malley urged her listeners “as Gaeilge” to set off on their adventures.

This collaboration highlighted urbanmedia’s strength as a network of local stations. Presenters actively encouraged listeners to explore their surroundings while spotlighting local businesses and promoting community engagement.

Client Testimonial: Failte Ireland

“We were delighted to partner with UrbanMedia on our “Best Daycation Ever” campaign for the second consecutive year.

This campaign’s objective was to support local tourism businesses around the country by encouraging people nationwide to explore the abundance of activities and attractions available right on their doorsteps during the summer months.

Local radio provided us with a unique platform to infiltrate local communities with a customised local narrative and deliver our campaign message in a meaningful and impactful way. By leveraging trusted local voices to create bespoke content, we successfully highlighted over 220 local activities and attractions to communities throughout Ireland in a fun and engaging manner that resonated with listeners.

Each station and presenter enthusiastically supported the campaign, championing daycations in their local areas.

The UrbanMedia team were a collaborative, solution-oriented partner who were a pleasure to work with. The power of local radio really shone through during this campaign. “

Deirdre O’Brien, Advertising and Media Manager, Fáilte Ireland

This year, we sent our dream team down to Electric Picnic to cover the festival for Wireless, and what a weekend it turned out to be!

Our digital and news team joined forces covering the popular festival from all angles, and interviewing stars such as headliner of Friday night Noah Kahan, Teddy Swims, Jazzy and Tom Grennan.

From capturing the energy of the crowd to creating memorable moments with the artists, this year’s content did not disappoint. The results? 5.1m views and 3.6m in engagement across our brands in just four days!

Our audience loved every second of it and it’s easy to see why. The festival was packed with unforgettable experiences – we were right there in the thick of it.

Here are some of the highlights that made this year’s Electric Picnic truly special:

Noah Kahan’s Love for Niall Horan:
One of the standout moments of the weekend was Noah Kahan expressing his admiration for none other than Niall Horan. The singer shared his love for the former One Direction star with us and it was a heartwarming moment that fans couldn’t get enough of. We’re all hoping for a collaboration between these two talented artists soon!

Along with that.. We challenged Noah to pronounce a few “difficult” Irish towns! Take a look below how he got on…

Simon Murdoch’s Jersey Moment with Tom Grennan:
Simon Murdoch had his own star moment when he actually dressed Tom Grennan for his Electric Picnic set.

Simon presented his Ireland jersey to Tom during our interview. Funnily enough he loved it so much that he simply couldn’t take it off. It certainly brought a unique flair to Tom’s performance – the audience absolutely loved it. It’s not every day you see a radio presenter playing stylist to a top artist, but that’s the kind of unexpected magic that happens at Electric Picnic.

The Lidl Twins: A Festival Favorite

Our coverage included various vox-pops from festival-goers, such as camping horror stories, what artists that they were excited to see, and of course, what they were wearing.

The Lidl twins definitely made a huge splash at the festival, with their unique outfit choice.

The pair were dressed head to toe in Lidl’s own brand’s festival gear and they absolutely killed it. Our video performed extremely well on socials, eventually hitting 1.1 million views, 63k likes and thousands of shares on FM104’s TikTok.

The Kylie Singalong:
What’s a festival without a good singalong? This year, Kylie Minogue was at the centre of it all. The crowd belted out her greatest hits, creating a moment of pure joy ahead of her performance on the final night. Our roving team loved connecting with everyone at the festival and creating content that made viewers at home feel like they were there with them.

It was one of those experiences that reminds you why live music is so powerful—it brings all kinds of people together in the best way possible.

Electric Picnic 2024 was a festival for the books, from the invigorating musical performances to the iconic festival fashion to the unforgettable experiences, it’s safe to say that everyone had an amazing time.

As we look back at the amazing content captured from this year, we can’t help but look forward to what Electric Picnic 2025 will bring.

Till next year…

We are delighted with the performance of our network of stations with a total of 32 nominations across all categories – what an amazing achievement. We wish all our stations the best of luck on the 4th October 2024. Bring it home!

For the full shortlist check out https://www.imroradioawards.ie/shortlist-2024/

urbanmedia station shortlist below:

FM104
Specialist Music Programme – FM104’s Freaks with Al Gibbs
Specialist Speech Programme – FM104’s Come In
On-Air Competition/Promotion – FM104’s Quid Games with Graham and Nathan
Digital and Social Innovation – FM104’s Quid Games with Graham and Nathan
Station Imaging – FM104
Music /Entertainment Presenter of the Year – Graham O’Toole
The Gay Byrne Award – Newcomer of the Year – Zeinab Elguzouli

Q102
News Programme Local /Regional – Q102 Lunchtime News
Sports Story – Doubters to Believers – Jurgen, Liverpool and the Irish Reds
The Gay Byrne Award – Newcomer of the Year – Luke Delaney

Cork’s 96FM
News Programme Local/Regional – Cork’s 96FM News Extended Bulletin
Sports Programme Local/Regional – The Score with Trevor Welch
Drama – Miracle on McCurtain St – Lorraine & Ross
Community/Social Action – Cork’s 96FM Giving for Living Radiothon
Entertainment Inserts -This is – Lorraine and Ross in the Morning
Station Imaging – Cork’s 96 FM
Radio DJ of the Year – Brian McEvoy
Radio DJ of the Year – Simon Murdoch

C103
Sports Programme Local/Regional – Up for the Match
Speech Broadcaster of the Year Local/ Regional – Patrica Messinger

LMFM
Current Affairs Programme Local/Regional – The Michael Reade Show
Radio Moment of the Year- Go Back to Your Country
Radio Moment of the Year – Why Me

Galway Bay FM
Magazine Programme – TY Takeover
Irish Music Programme/Initiative – Plugged In Lyra Special
General Music Programme – On the Move with Kayte O’Malley
News Programme Local / Regional – FYI Galway – Blockades, Bottles and Birthdays
Sports Programme Local/Regional – Ollie Turner – The Men of ’23
News Reporter of the Year – David Nevin

WLR
News Programme Local/Regional – Waterford @ 6 – 30 Year Search for Imelda Keenan
Sustainability – Waterford in Action – A Climate Discussion
Community/Social Action – Men’s Health Matters

Across our stations few opportunities offer the chance to directly connect with engaged, local audiences as effectively as talk show sponsorships. Three of our most prominent local talk shows—The Opinion Line on Cork’s 96FM, Galway Talks on Galway Bay FM, and Limerick Today on Live 95—are currently available for sponsorship, presenting a unique opportunity for brands to align themselves with trusted voices in local areas. All shows run from 9am-12pm across three key stations targeting 3 key cities, with a combined weekly reach of over 372,000 weekly listeners 

The Opinion Line on Cork’s 96FM

Hosted by the ever-popular PJ Coogan, The Opinion Line has been a cornerstone of Cork’s morning radio landscape. Airing every weekday morning, the show dives deep into the issues that matter most to the people of Cork, from local politics to social issues, and everything in between. PJ’s engaging and personable style encourages listener interaction, making the show a powerful platform for advertisers looking to connect with the people’s republic of Cork.

Galway Talks on Galway Bay FM

Galway Talks, is a dynamic and engaging radio show that captivates the hearts and minds of listeners across County Galway. Hosted by John Marley, it is Galway’s go-to program for in-depth discussions on the issues affecting the west of Ireland. The show airs every weekday morning and covers a wide array of topics, from local news and politics to human interest stories. John Morley brings a unique blend of warmth, insight, and curiosity to the show, making each episode an interactive platform where listeners feel connected and informed. Whether delving into the latest political developments, exploring cultural events, or highlighting personal stories, Morley’s adept interviewing skills and genuine interest in his guests create an atmosphere of trust and openness. 

Limerick Today on Live 95

Live 95 FM
Joe Nash, Limerick’s 95 fm with Michelle Coughlan and Ellen Tuffy, Down Syndrome Limerick been announced as Charity Partners with Limerick ‘s Live 95 FM
Picture Brendan Gleeson

Limerick Today, presented by Joe Nash, is a daily talk show that serves as Limerick’s pulse, providing a platform for local news, events, and conversations that matter to the city and surrounding areas. With its mix of interviews, listener interactions, and expert opinions, the show enjoys a broad listenership across the region. This is a fast paced show with varied discussions covering a wide range of topics from current affairs to heart-rending stories. It is the voice of Limerick

For brands looking to establish or reinforce their presence in Cork, Galway, or Limerick, these sponsorship opportunities represent a strategic investment in local media that can yield significant returns in brand recognition, customer loyalty, and community goodwill. Whether you’re a local business or a national brand looking to make a local impact, these talk show sponsorships offer a direct line to the hearts and minds of the Irish public.

The Package

The Opinion Line on Cork’s 96FM (Monday to Friday 9-12)

• 3 x Pre-recorded tags per Hour
• 20 x Promos per week
• 320 Mentions per month minimum

Galway Talks on Galway Bay FM (Monday to Friday 9-12)

• 40 X 10 second sponsors stings per week at the top of the ad break 
• 10 X Show Promos per week, with a client credit
• 200 Mentions per month minimum

Limerick Today on Live 95 (Monday to Friday 9-12)

• 4 x Pre-recorded tags per Hour
• 21 x Promos per week
• 404 Mentions per month minimum

Sponsoring local radio talk shows like The Opinion Line, Galway Talks, and Limerick Today is a way to become part of the conversation in communities that matter to you. These shows not only provide extensive reach but also offer the chance to engage with listeners in a meaningful and memorable way.

Please get in touch with your urbanmedia representative today to discuss potential partnerships or if you require further details.