Nationwide signs up as headline sponsorship of Times Radio Breakfast

Times Radio’s weekday breakfast will be sponsored by Nationwide for the next twelve months in a deal made by media agency Wavemaker.

The programme, presented by Aasmah Mir and Stig Abell from Monday to Thursday and Chloe Tilly and Calum Macdonald on Fridays, will promote Nationwide’s recent brand repositioning.

To bring the sponsorship to life, Aasmah, Stig, Chloe and Calum will remind listeners that Nationwide is the ‘good way to bank’. The deal includes a new weekly feature called ‘Money Talks’, in which a journalist or commentator will join the presenters to discuss a big news story and give listeners an understanding of how it impacts their own lives and personal financial situation.

Times Radio Programme Director, Tim Levell, said: “We’re delighted to have agreed a long-term partnership with Nationwide and the breakfast show. Times Radio is a highly respected and trusted station for news and politics with a strong ABC1 audience, and this fits perfectly with the brand principles of Nationwide. We look forward to working with them over the next twelve months.”

Richard Warren, Director of Brand Marketing and Experience at Nationwide, said: “We’re excited to sponsor the breakfast show and highlight how Nationwide is a good way to bank. Our relationship with our money has never been more relevant than at this time and to surface issues and stories in an engaging way is incredibly important and will resonate with many listeners.”

Monica Newell, Content Lead at Wavemaker UK said “Following the launch of Nationwide’s rebrand, Times Radio is the perfect partner to land Nationwide’s ‘a good way to bank’ campaign by sparking new opinions through renown expertise and thought leadership.’

The latest RAJAR figures shows Times Radio has a weekly reach of nearly 500k, with weekly listening hours up 21.9% year-on-year to 3.9m weekly.