Real Radio Secures Ikea’s First On-Air Sponsorship

Real Radio Yorkshire has secured Swedish furniture giant IKEA as the sponsor of its breakfast show, marking the store’s first promotion through a long-term radio partnership.

IKEA’s Yorkshire store near Leeds, which attracts over 14.5 million visitors each year, has signed the year-long deal with Real Radio to receive coverage throughout the station’s flagship morning show.

The sponsorship begins on 12 July and will initially be geared towards promoting IKEA’s new bedroom and kitchen ranges. Commenting on the deal IKEA’s David Owen said: “We have watched Real Radio go from strength to strength increasing listener numbers. Our brands are perfectly suited to each other.”

Real Radio’s managing director, Mike Pennington, added: “If there was ever a perfect partnership it would be IKEA and Real Radio. Our target markets are almost identical and I am delighted that we have attracted one of the world’s strongest brands onto our station.”

The latest RAJAR results for the three months to March reveal a positive performance for Real Radio Yorkshire, which saw its weekly reach rise by a solid 8.3% year on year to just over the 400,000 mark.

Earlier this year IDS and Mediacom secured a deal with IKEA which saw the retailer fund a series of short interior design programmes to be broadcast on UKTV. The series was backed by substantial off-air activity, including a press campaign, and is expected to fuel a much larger take up of advertiser-funded programming throughout the year (see UKTV Secures Ikea To Launch Advertiser-Funded Series).

Real Radio: 0113 238 1114 www.realradiofm.com

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