Magic Breakfast Show Announces Partnership With Sky

Emap Advertising has announced a major new partnership between Magic 105.4 and Sky, which will see the radio station’s breakfast show promote Sky Movies and Sky Real Lives (formerly Sky Travel).

The three-month campaign takes the form of breakfast sponsorship and a bespoke cross-station promotion.

This is the first new activity to be announced since October’s RAJAR results revealed that Neil Fox’s Magic 105.4 More Music Breakfast Show was enjoyed a year on year rise in weekly reach of 22%, taking its listener base to 885,000.

The station was just ahead of 95.8 Capital Radio, which had a weekly reach of 880,000, whilst Heart 106.2 FM dropped into third place with Londoners at breakfast, with a weekly reach of 810,00 (see Magic 105.4 Is London’s Top Breakfast Listen).

Sky’s Bob Suppiah said: “Radio enables Sky to entertain while reaching its target audience. The Magic breakfast show team is great to work with because of the creative way they help us showcase the breadth of our products and services. Sponsorship and promotional ideas have to be fun – they need to make people smile – and the Magic team has come up with what we’re looking for in a way that is just right for their listeners.”

Karen Stacey, broadcast sales director, Emap Radio said: “With Magic 105.4 the number one station in London for the third time in a row, we are delighted to have developed an integrated campaign with Sky that takes its messages into the fabric of our programming.

The More Music Breakfast Show with Neil Fox now has more listeners than any other commercial station in London and provides the perfect platform to communicate the benefits of subscribing to Sky’s services, particularly with the festive season approaching.

“Sky is a great supporter of radio and we are really looking forward to developing this exciting branded content campaign.”

Emap: 01733 568 900 www.emap.co.uk Sky: 08702 40 40 40 www.sky.com