Hosted by Dublin influencers Shanice Griffin, Brandon Caulfield, and Daniel Devlin, Socially Awkward has resonated with young audiences, offering entertaining and relatable discussions about life in their 20s. With a combined social media following of over 1.5 million on TikTok and Instagram, the podcast has built an impressive reach.

With an exciting lineup of guests, the gang spilled the behind-the-scenes tea on their lives, shared hilarious and cringe anecdotes, while navigating the ups and downs of being successful yet awkward Irish influencers in their early 20s. 

Produced by urbanmedia / Wireless Ireland, The Socially Awkward Podcast has been a hit on the Irish Podcast charts, hitting the top ten downloads on Spotify for their podcast Previous guests on the show have included Irish influencers like Nasti, Kasey Campion, The Galaxy Boys, Darragh Flood and Nia Gallagher

RTÉ Player’s sponsorship has been a game-changer, enhancing the show’s visibility, credibility, and overall impact. The numbers speak for themselves—54,000 downloads (90% from Ireland), 63,253 YouTube views, and 12,300 hours watched, with a core audience of women aged 18-34, a highly sought-after demographic for advertisers.

Beyond metrics, the collaboration enriched the podcast’s content by attracting high-profile guests such as Anna Clifford and Garran Noone. A robust promotional strategy—spanning live reads, branded social posts, and multi-platform activations—ensured maximum exposure for RTÉ Player. The partnership’s success is reflected in Socially Awkward chart-topping performance and nearly 2.9 million combined social views. RTE Player and Socially Awkward will be continuing their Partnership into the third season which will be released in H1 of 2025

This milestone cements urbanmedia and Wireless Ireland as trailblazers in visualised podcast production, reinforcing their ability to deliver premium content that drives results for brands. A true testament to what’s possible when brands and podcasts align, Socially Awkward Season 2 is a well-deserved Campaign of the Month!

As we gear up for the official launch of talkSPORT Ireland, we’re thrilled to introduce a fresh, innovative style of sports programming tailored specifically for the Irish market. With Luke Delaney, our new talkSPORT editor, hitting the ground running, we’re offering a range of clever and engaging visualised podcast opportunities available for sponsorship.  

MNÁsplaining  

Irish female athletes continue to shatter records, inspire future generations, and prove that limits are meant to be challenged. In support of Women in Sport, we are proud to introduce MNÁsplaining—a platform dedicated to celebrating and amplifying the voices of Irish women in sport.  

Through this podcast, we will uncover the untold stories of extraordinary female athletes who have represented Ireland on the world’s biggest stages. MNÁsplaining provides the perfect environment for storytelling that resonates deeply with both listeners and brands alike.  

In recent years, Irish sport has experienced some of its most successful moments, with many of our female sporting heroes leading the charge. From Olympic medals to footballing glory and beyond, these talented athletes have overcome countless barriers to achieve greatness.  

Launching in March, following International Women’s Day, the series will feature inspiring guests who will share the secrets to their success across a range of disciplines. From the Irish Women’s National Soccer Team breaking attendance records at the Aviva Stadium, to the IRFU’s investment in women’s rugby resulting in historic wins over New Zealand and World Cup qualification, and Team Ireland’s record medal haul at Paris 2024 featuring athletes like Mona McSharry and Kellie Harrington—the future of women’s sport in Ireland has never looked brighter.  

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Beyond the Posts  

Our second offering is talkSPORT’s home of the GAA. During the 2025 season, we’re excited to bring you a brand-new style of GAA show. Moving away from the traditional preview/review format, Beyond the Posts will take fans behind the scenes to uncover the untold stories of some of the country’s biggest stars.  

The show will be divided into two separate podcasts focusing on football and hurling:  

– The 45: Hosted by Mayo legend Lee Keegan and Tyrone hero Owen Mulligan, this podcast will give fans an exclusive peek behind the curtain, sharing the stories that real GAA enthusiasts want to hear.  

– The 65: Hosted by two of the most recognisable goal-scorers of their generation, Tipperary’s John “Bubbles” O’Dwyer and current Wexford star Conor McDonald, this podcast promises to deliver likeable, witty, and charismatic content throughout the series.  

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Why Sponsor Our Podcasts?  

Each of our podcasts will be heavily promoted across urbanmedia platforms, offering an excellent sponsorship opportunity for the right client. With a combination of engaging content, high-profile hosts, and a passionate audience, these podcasts are perfectly positioned to connect your brand with Irish sports fans.  

For more details, please contact your urbanmedia representative for any questions and media costs. We look forward to hearing from you!  

The Morning Show with Kathryn Thomas on Dublin’s Q102, sponsored by Kildare Village, promises a feel-good start to the day with lively chats and fun features like Breakie’s Got Talent. Airing weekdays from 7am to 10am, the show sets the tone for Dublin mornings before handing over to The Ryan Tubridy Show at 10am, as part of Q102’s exciting rebrand.

The ultimate feel good way to start your day, listeners can look forward to a bright and energetic morning full of fun, surprises and plenty of laughs along the way. Kathryn Thomas will keep listeners up to date with all the latest news, covering stories that matter to Dubliners, along with weather and travel. All this is paired with feel good music that is guaranteed to brighten your morning, no matter what the weather! Fun features will be introduced like ‘Breakie’s Got Talent’, where children across Dublin can share their amazing talents on air and win big prizes weekly. There’s something for everyone to enjoy as Kathryn wakes Dublin up and brightens their day!

Broadcasting from Q102’s brand new visualised studios in Dublin, Kathryn will helm breakfast on Dublin’s Q102, handing over to The Ryan Tubridy Show in association with Hyundai from 10am to 1pm, followed by Feel Good Afternoons with Liam Coburn from 1pm to 6.20pm. 

Speaking about her new breakfast show, Kathryn said: “I’m absolutely thrilled to be joining Dublin’s Q102 and can’t wait to wake Dublin up every morning! We’ve been working hard over the last few weeks coming up with lots of ideas and building a show that I think Dubliners will truly love. As well as loads of brilliant tunes, there’s going to be plenty of fun, games and surprises to keep everyone entertained. Naturally it will evolve as I find my feet. It’s a big challenge but I’m relishing it. I’ve also been practicing the early morning starts and so far, I haven’t slept through my alarm clock once – so long may that last. The support from everyone at Dublin’s Q102 and the warm well-wishes from all over Dublin have been amazing. I’m so excited to get started!”

Kathryn Thomas is one of Ireland’s best known and well-loved broadcasters, hosting hugely popular TV shows for RTÉ such as ‘No Place Like Home’ ‘My Body Fix’, ‘Operation Transformation’ and ‘The Voice of Ireland’. Kathryn currently co-hosts ‘The Rose of Tralee’ and, of course, began her journey as a globe-trotter and adventure lover on the much loved TV series ‘No Frontiers’. She also has a wealth of radio presenting experience, having worked on RTÉ Radio 1 over the years. More recently, Kathryn combined her passion for travel and well-being to set up her own business Pure Results, where she runs fitness and wellness retreats in Ireland and abroad.

The new schedule for Dublin’s Q102 – Weekdays:

7am – 10am       The Morning Show with Kathryn Thomas sponsored by Kildare Village

10am – 1pm       The Ryan Tubridy Show in association with Hyundai 

1pm – 6.20pm       Feel Good Afternoons with Liam Coburn sponsored by Mooney’s Hyundai

6.20pm – 7pm       Dublin Today with Elizabeth Hearst

7pm – 12am   Feel Good Evenings 

About Kildare Village: 

Discover Kildare Village, home to more than 100 fashion and lifestyle brands offering spectacular savings all year round. Set in the beating heart of horse-racing country, the Village is located just an hour south of Dublin. A bastion of Irish talent, Kildare Village strikes a balance between regional charm and an artful spread of homegrown and international brands. 

Services include a Concierge, complimentary parking & complimentary Hands-free Shopping and Personal Shopping. With a range of restaurants and cafés in the Village, guests can unwind and enjoy the celebrated Irish hospitality. Learn more about Kildare Village, part of The Bicester Collection, at KildareVillage.com. To enjoy a tailored personal shopping experience, lasting approximately 90 minutes, simply email PersonalShopping@KildareVillage.com 

urbanmedia’s Content Editor, Kinga Piotrowska, explains why Greenpeace’s “Repeaters” radio ad was so impactful and how it effectively used the power of audio in raising awareness. 

We hear and see so many campaigns about climate change, that we can often drown them out without even realising. This is why I loved this campaign by Greenpeace. It’s different – and a bit annoying (in a good way). 

We all know that once you hear an irritating song, it usually gets stuck in your head for days. Well,  this ad tried to play on the same kind of nerve. 

In September 2020, Greenpeace launched a striking radio campaign titled “Repeaters”, designed to raise awareness about plastic waste and its long-lasting environmental impact. 

With the pandemic fueling an increase in single-use plastic consumption, the campaign targeted an urgent issue: the sheer length of time it takes for common plastic items, like straws and plastic cups, to break down in nature. 

The “Repeaters” campaign stands out for its effective use of the audio medium.

By leveraging the strengths of sound, the ads communicated the devastating persistence of plastic waste in a way that visuals alone could not have achieved, and that’s why I think this radio campaign is both powerful and memorable

The key strength of audio is its ability to evoke emotions and engage listeners on a deeper level.

In this particular  campaign, the sound of a plastic straw or cup being used creates an immediate connection with the listener, bringing to life an everyday object that many people use without thinking about its environmental impact. 

The sounds of these items—whether it’s the slurp of a straw or the crinkle of a plastic cup—are familiar and relatable, yet the accompanying message about how long these items take to decompose in nature provides a sharp contrast. The mundane sounds with the grim reality of their environmental toll makes the message hit home much harder. 

One of the standout features of the “Repeaters” campaign is its simplicity. The radio spots do not overwhelm listeners with complex facts or environmental jargon. Instead, they focus on a single, clear message: plastic waste takes centuries to break down. 

This approach makes it easy for listeners to understand the scale of the issue, even if they have little prior knowledge of environmental concerns. The radio format allows for concise messaging that sticks with the audience long after the ad has finished playing. 

It’s also a clever reflection of the way repetition is used in the ads to reinforce the key message. This repetition makes the information more memorable and encourages listeners to reflect on their own consumption habits.

Through engaging sound design, clear communication, and clever use of repetition, the campaign successfully raises awareness about the long-lasting impact of plastic waste.

Have a listen here: https://www.youtube.com/watch?v=hsRXPd6efjA

By resonating with listeners on an emotional level, it compels them to reconsider their everyday actions and take responsibility for the environment.

Ireland’s biggest social media stars and best friends, Shanice Griffin, Brandon Caulfield, and Daniel Devlin return for Season Two of their hit series, “The Socially Awkward Podcast” after a very successful Season One.

Sponsored by RTÉ Player, the gang’s new season started on Thursday 17th of October on Spotify, Apple Podcasts with full videos each week uploaded on YouTube. With an exciting lineup of guests, the gang spill the behind-the-scenes tea on their lives, share hilarious and cringe anecdotes, while navigating the ups and downs of being successful yet awkward Irish influencers in their early 20s. 

Produced by Urban Media / Wireless Ireland, The Socially Awkward Podcast has been a hit on the Irish Podcast charts, hitting the top ten downloads on Spotify for their podcast launch earlier this year. Previous guests on the show have included Irish influencers like Nasti, Kasey Campion, The Galaxy Boys, Darragh Flood and Nia Gallagher. 

Season Two of The Socially Awkward Podcast is proudly sponsored by RTÉ Player, the home of live TV and the biggest shows from home and abroad. From hit Irish dramas to documentaries, entertainment, comedy and live sport, RTÉ Player is the go-to platform for hours of entertainment, anytime, anywhere. The Socially Awkward Podcast returned on Thursday 17th October with new episodes available every Thursday. In the meantime, all previous episodes of Season One are now available on Spotify, Apple Podcasts and YouTube. 

Aoife Byrne, Head of RTÉ Player has said she is delighted to be a sponsor of the podcast. 

“We are thrilled to be on-board as sponsors of The Socially Awkward podcast. It is so important as a Public Service Streamer that RTÉ Player connects with young Irish audiences and sponsoring a show with such great talent as Shanice — who starred in one of our RTÉ Player Original series last year— Brandon and Daniel, is a great way of us spreading the word about what RTÉ has to offer audiences of all ages. 

We have so much great content to discover, from nearly 5k hours of on-demand catalogue featuring 100s of premium drama boxsets and doc series, to unmissable and exclusive live sport and entertainment. And, unlike global streamers, we create and curate content for Irish audiences.” 

Listen to the podcast trailer here: 

https://open.spotify.com/episode/7KwQitNEBT31qotMv4Bkrp?si=5b0e8d8c408c4552 

Listen to all twelve of episodes of Series One of The Socially Awkward podcast here: 

https://open.spotify.com/show/4K0ICi9FgGTui3weOKKu1t?si=47596f35117f43ca 

https://podcasts.apple.com/ie/podcast/the-socially-awkward-pod/id1755175876 

What attracted you to the role of editor of TalkSPORT Ireland?

I have always been a huge fan of talkSPORT and the chance to be involved with the world’s largest sports radio station as they launch in Ireland, was an opportunity I couldn’t pass by

Why do you think sport plays such an important part in Irish lives?

Sports is an escape for many, whether it’s playing for your local team or watching your favourite team, nothing comes close to it. The fact that your weekend can be potentially ruined if your team loses the early Premier League kick off can be a thrill too.

What’s your favourite sporting moment?

Ronan O’Gara’s drop goal v Wales in 2009/ Liverpool’s comeback win over Barcelona in 2019.

What sort of content are you looking to create in the new role?

I want talkSPORT to become the new home for all sports content in Ireland. A mix of shows that can be listened to or watched, where you can get expert opinions and analysis in an entertaining manner.

With the success of the Irish Rugby Team and the recent Olympic successes is the future of Irish sport looking bright?

100%, I feel we will look back on Paris 2024 as the games that changed Team Ireland forever. Not only the men’s rugby team, but the women have just beaten the world champions, New Zealand, and with the Women’s World Cup next summer, it’s something to keep an eye on.

Who are your favourite sporting teams?

I’ve been a Liverpool fan since I was four after watching us beat AC Milan in the miracle of Istanbul. On the rugby front, it’s Leinster. Sadly for GAA, as a Wicklow man, there’s little to shout about.

Will GAA feature in TalkSPORT Ireland content?

GAA is going to play a huge role in talkSPORT Ireland content. With a host of some of our greatest ever GAA players recently retired, you can expect to hear the untold stories and secrets from them over the coming while.

Credit: SCS Software

Ever wonder if you spend too much time sitting behind a desk? A trucking company in the US asked players of the video game ‘American Truck Simulator’ the same thing when they started advertising for real Truck Driving careers inside the game.

Since video games first came on to the scene, companies have been curious about how to advertise to their customers through the expansive and ever-changing medium. Over the years there has been everything from straightforward product placement to full games made just for advertising a company/product. However, the ad we’re talking about today is a straight copy and paste of real-world advertising.

In 2023 the trucking industry was struggling to recruit new drivers, so one company turned to a popular but niche game, ‘American Truck Simulator’. The game simulates driving & parking a truck in excruciating detail, even penalising the player when they break any driving laws. The company, Schneider National, displayed their ads across virtual billboards on the virtual highway, calling on the virtual drivers to hit the real road.

This was an expertly crafted campaign that displays the amazing result of when user research and marketing creativity come together. Even gamers, a difficult group to please, reacted generally positively to the ad campaign, showing how well Schneider understood who they were marketing to.

Advertising is not just about the campaign itself; the medium can be just as important. When you truly understand your audience and you meet them on their terms, your ad can start to take a whole life of its own.

Sound Affects 2 – Audio Revival tells us that 41% of adults in Ireland and 67% of 18-34 year olds listen to a podcast on a weekly basis making the podcast generation an important part of the audio landscape.

We know podcasts are used to entertain and this rings through with 38% of listeners saying they’re most likely to listen to a comedy podcast. That increases for 56% in the 18-34 age group. We can also see from the popular genres such as true crime that people use them to inform them on more niche subjects.

In terms of listening moments 49% said they listen while working, with 47% saying they listened while walking and 46% during exercise so it’s definitely a complimentary listen. There’s also a connection built with 29% of listening adults saying that they consider their favourite podcast hosts as a friend.

21% of adults subscribe to a podcast which increases to 38% when we look at 18-34’s. We also see encouraging signs for a pay to listen model with 29% of the 18-34 listening demo saying they pay money to a podcaster’s patreon.

While the commercial model for podcasting is still being figured out it does feel like there’s a big opportunity for brands to get on board and create great audio content that suits their brand. In fact a recent study from WARC has suggested that podcasting is the most underinvested medium when it comes to balancing spend versus consumption.

While completing the research we tested a podcast piece in the true crime genre and reaction from that research has led to it going into full production. The Making Of A Detective tells the story of 5 of Ireland’s most notorious murder cases, told through the lens of the man who once solved them; Ex-Detective Inspector Pat Marry.

Premiering today, the series is a co-production with The Irish Sun. Hosted by urbanmedia’s Ian Doyle, episodes feature step-by-step accounts of how justice was ultimately served, with interviews from victims’ friends and family, Pat’s former colleagues in the force, and The Irish Sun’s Stephen Breen to help tell these stories one by one.

Pat’s story begins with the tragic 2004 death of Rachel Callaly by her husband Joe O’Reilly in their home in The Naul, North Co Dublin. The episode features in-depth interviews with Rachel’s brother Paul who reveals his traumatic account of the investigation and media circus that followed.

You can listen right now below, on Spotify, Apple or wherever you listen to your podcasts!

Source: Sound Affects 2 (2021)

If you’d like further information on how your brand can join the party please say hello@urbanmedia.ie.

Bringing your message to new urban audiences.

urbanmedia is now on Instagram, follow us @urbanmediairl.

It’s clear that audio builds close relationships with its listeners and that trust plays a key part in those relationships.

In the survey 60% of those interviewed said radio is a trusted source of COVID-19 information. During the presentation of the research the government COVID spend on radio was cited as a great example of the power of radio. During the period of March to August 2020 the government spent 49% of their marketing budget on radio campaigns to get the key messages out to the general public. This strategy led to Ireland being voted number one in the world when it came to effective covid communication during that period.

A key element of that trust appears to be the relationship with the presenter. A third of respondents said that they felt like radio presenters are their friends with nearly half of them saying that they would be sad if a radio presenter left a show they liked. 29% also felt like podcast presenters were their friends showing that trust also plays a big part in that genre. There’s genuine relationships built between listener and presenter with FM104 presenter Emma Nolan sharing her own story of how sad she was as a teenager when hearing about her favourite presenter leaving a show. This has helped her develop her own relationship with her own audience. 

Another interesting finding was that 68% of people say they have recommended a piece of audio they have heard to a family or friend. The most popular recommendation is a song but there were also recommendations for individual pieces of content, humorous pieces, news and current affairs pieces and podcasts. 

Commercial messages can benefit from being placed in a trusted environment with the messages from advertisers more likely to be accepted due to their surroundings. It’s another huge positive for audio with increased consumption and high levels of trust providing a myriad of marketing opportunities both digitally and on traditional FM frequencies.

Source: Sound Affects 2 (2021)

If you’d like further information on how your brand can join the party please say hello@urbanmedia.ie.

Bringing your message to new urban audiences.

urbanmedia is now on Instagram, follow us @urbanmediairl.