Samsung to sponsor Magic Radio Breakfast

Consumer electronics giant Samsung has agreed a year-long radio partnership with Bauer’s Magic Radio Breakfast Show.

This is Samsung’s first year-long radio partnership, negotiated by its agency, Starcom (Publicis Groupe).

Simon Kilby, MD of Bauer Media Advertising, hailed the deal as a result of “fantastic” work the media owner has carried out in recent years to turn “campaign bursts” for Samsung’s phone launches turn into a 12-month sponsorship.

Listeners to the weekday show, which is hosted by former pop star Ronan Keating and Harriet Scott (pictured) between 6am and 10am, will hear about Samsung’s smartphones, earbuds, smartwatches, tablets and laptops, and have the opportunity to win the latest tech.

There are planned upticks in activity around key product launch times and more activations outside of the weekday breakfast slot, as well as targeted digital audio ads through Octave Audio, and advertorials in Bauer’s magazine Grazia.

Sophie Barr, managing partner at Starcom said: “The content will creatively engage an important demographic for the brand, playing a pivotal role around the launch of new ecosystem products, as well as sustaining our impact throughout the year.”

According to the latest quarterly Rajar figures, Magic Breakfast’s weekly reach grew by 9% year-on-year reaching 1.1 million listeners.