Three Ireland sign sponsorship deal with Today FM’s flagship current affairs programme The Last Word
5th December 2013. Three Ireland has announced a twelve month sponsorship deal with Today FM’s The Last Word programme. The sponsorship will begin in January.
The show, which is hosted by Matt Cooper, is one of Ireland’s most popular drivetime shows for 20–44 year olds with a daily reach of 158,000 listeners.
The sponsorship agreement will see Three Ireland obtain a series of branded stings and branded promos per week as well as two on air promotions during the year.
Commenting on the sponsorship agreement Eoin MacManus, Business & Wholesale Director at Three, said “We’re delighted to have secured the sponsorship of Today FM’s flagship programme The Last Word. It is a show which is dedicated, through the leadership of the well respected Matt Cooper, to providing the very best national news and current affairs to its audience.”
“The programme is an ideal fit for Three Business, as it provides us with a channel to promote our highly competitive offers to businesses of all sizes throughout Ireland. 56% of the Last Word listeners are ABC1 (JNLR) and according to TGI results, top managers have a strong affinity and preference towards The Last Word. They are in fact twice as likely to listen to the show versus the average population so it’s a perfect environment for our business targeting.”
“It’s also an excellent brand building exercise as it exposes the Three brand directly to business customers and to a large national audience. We’re very much looking forward to working with Matt and the Today FM team over the next twelve months.” MacManus concluded.
Also commenting was Frank Dillon, Sponsorship and Promotions Manager at Today FM who said, “We are delighted to have a blue chip client of the quality of Three sponsoring our flagship evening drivetime show The Last Word. Both Three and the show deliver great results while striving for excellence in their own competitive markets, therefore it is a perfect partnership.”