Tuesday 21 November 2017

RTE's male fronted shows command up to double title sponsorship fee of female fronted shows

Despite all RTÉ's female radio hosts increasing their ratings in the latest JNLR figures, sharing the airwaves with the women of Montrose costs considerably less than sponsoring male fronted shows

The year-long sponsorship package for Claire Byrne's 'Saturday with Claire' is priced at €95,000
The year-long sponsorship package for Claire Byrne's 'Saturday with Claire' is priced at €95,000
Ronan Collins's show will cost potential sponsors €200k
RTE are charging €80k for title sponsorship for Miriam O'Callaghan's Sunday programme
Emma Jane Hade

Emma Jane Hade

It costs far more to be in the company of the men of Montrose than the doyennes of the country's most popular radio station.

RTÉ radio bosses are seeking up to €200,000 for title sponsorship for some of their most popular programmes.

But sponsorship for programmes by two of their most popular female broadcasters - Miriam O'Callaghan and Claire Byrne - are less than half that.

It appears the rates reflect the time of day of the broadcast and not just listenership.

It seems RTÉ executives believe veteran broadcaster Ronan Collins is one of its most bankable stars, with a 12-month sponsorship package for his midday Radio 1 music show on offer for €200,000.

The prospective advertiser will be plugged in four 10-second stings (short musical introductions) per day. Previous sponsors of the show include Ballymaloe Country Relish and Odlums.

RTÉ is also looking for a new sponsor for Dave Fanning's weekend show on 2fm.

Advertisers are being charged €99,000 for a 12-month contract that will include a number of stings and podcast and homepage sponsorship, as well as receiving a bonus package offering promos. Radio chiefs are also looking for €150,000 for a 12-month advertising package for Rick O'Shea's 2fm afternoon show and €180,000 for Bernard O'Shea, Keith Walsh and Jennifer Maguire's popular morning programme 'Breakfast Republic'.

Despite all RTÉ's female radio hosts increasing their ratings in the latest JNLR figures, sharing the airwaves with the women of Montrose costs considerably less.

The title sponsorship package for Miriam O'Callaghan's 'Sunday with Miriam' show comes in at just €80,000, while the year-long package for Claire Byrne's 'Saturday with Claire' is priced at €95,000.

RTÉ chiefs are also looking for sponsors for a number of their television programmes. They are asking for €400,000 to sponsor 'EastEnders' and a reported €450,000 for Ray D'Arcy's new Saturday night chat show, which RTÉ hopes will bring in an audience of more than 400,000.

A spokesperson for RTÉ said sponsorship offers them "another way of generating revenues for the organisation, which we can use to generate more programming for viewers".

Irish Independent

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