Top 17 Audio Partnerships in 2020

Jul 2020  RadioWorks Blog

audio partnerships

It’s no secret that branded content just works. Premium content like this provides a natural fit for advertisers. Audio partnerships create relevant, uninterrupted dialogue with listeners and deliver outstanding results and cut-through. And the numbers don’t lie – take podcasts for instance. Research shows that 76% of UK listeners have acted on a sponsorship or ad.

So, it’s a no brainer. The nation is gradually returning to normal and now’s as good a time as any to create meaningful content, through effective audio channels to welcome customers back into the fold.

In this blog, we’ll take you through the top 17 audio partnerships on radio and podcasts to get your brand ready for the country’s come back.



Absolute Radio: ‘I Was There’ Series

Lockdown has left a gig-shaped hole in all our lives, so Absolute Radio is filling that by remembering some of the most iconic gigs of all time. Throughout July to September, the station will be hosting a brand-new series of documentary specials to air every Sunday evening at 8pm. Each 30-minute programme, introduced by Don Letts, features one of the world’s most iconic Rock n Roll gigs, told from different perspectives and by the people who were there.

This exciting new partnership will tap into Absolute Radio’s audience of reluctant adults as they tune in and transport themselves to these iconic performances. As a partner, your messaging will tag the episodes and will be included in promotional activity in the run up to each programme, aligning your brand with high quality content and audience escapism.

KISS: Afternoons with Michael Lewis

audio partnerships

KISS afternoons are available to sponsor. Michael presents between 1-3pm every weekday, playing the biggest tunes across this key lunchtime period.

Since lockdown, KISS has seen the highest uplift in streaming across all Bauer Media brands, with the last week in June showing an impressive 41% uplift in reach and 43% uplift in hours, compared with the average listenership just before lockdown began in March.

talkSPORT: Drivetime with Adrian Durham and Darren Gough

talkSPORT’s key Drivetime daypart is available for sponsorship at the end of August. Tearing through the latest news from the Footballing world, Drivetime brings you the most explosive Football chat on the radio. Join Adrian and Darren every weekday from 4-7pm for scintillating debate, views and exclusive interviews.

talkRADIO: Breakfast Show with Julia Hartley-Brewer

The home of the great British debate is available for partnership. Ex-political correspondent’s Julia Hartley-Brewer presents mornings between 6:30 – 10am, bringing listeners the latest no-nonsense news first thing in the morning every weekday.

talkRADIO: Drivetime with Dan Wootton

New talkRADIO presenter Dan Wooton on Drivetime, promises a show you can’t afford to miss. Dan is a New Zealand-born journalist and broadcaster, as well as executive editor of The Sun. Expect breaking stories, entertainment news and political guests.

Virgin Radio: Mid-Mornings with Eddy Temple-Morris

If you’re looking to tap into Virgin’s music-loving audience, Eddy’s your man. Eddy loves life-affirming music and inspirational people. He’s a record producer and former MTV presenter who has a secret superpower of finding brilliant new music to sit alongside the tunes he grew up playing as a DJ. Every day, from 10am – 1pm, he finds nuggets of Good News from around the world to brighten the morning. 


Thinking Out Loud with Konnie and Liz

Topics: Society & Culture, Curious Thinkers

Do you remember before lockdown when you sat in pubs and someone said something you didn’t understand? It was about bitcoin, or the eco system or the effects of sugar or something. Everyone else had nodded sagely and then you were too afraid to ask for fear of looking like a complete wally. Fear not, for that situation will never happen again, not now Konnie Huq has launched her new podcast, Thinking Out Loud, where she asks all the dumb questions for you, to an expert. Konnie and her pal, Liz quickly clocked up over 30k listens during the early episodes and the opportunity to be part of this growing brand will give the right partner an invested audience of ABC 1 women in the 25-34 and 35-44 age categories. As well as being championed by Acast and iTunes, the show has picked up media interest from the national press and is set to be one of the go-to podcasts for next year.

Brazil & Porky Podcast

Topics: News, Entertainment, Comedy, Society & Culture

Radio’s most dynamic pairing reunited this year for two Bank Holiday Specials and the response was phenomenal. In just two episodes Brazil and Parry were getting figures similar to the Peter Crouch podcast…and without the free advertising on BBC 1! For two decades the broadcasters delivered on brand sponsorship, but what the boys are up to now is all about finding a strategic brand partner in the same way that Uber and Age UK created entertainment strands with All 4. For this project, think being in charge of editorial for a show that was a cross between Saturday Morning Kitchen and Graham Norton, and hosted by Ant and Dec’s Dads.

Oprah’s SuperSoul Conversations

audio partnerships

Topics: Society & Culture, Positive

The iconic Oprah Winfrey makes a perfect and inspirational candidate for podcasts – and there’s an opportunity to align your brand with her content. Awaken, discover and connect to the deeper meaning of the world around you with Oprah’s SuperSoul Conversations. Hear Oprah’s personal selection of her interviews with thought-leaders, best-selling authors, spiritual luminaries, as well as health and wellness experts. All designed to light you up, guide you through life’s big questions and help bring you one step closer to your best self. A 3 Month sponsorship with this podcast can reach up to 1.3 million listeners. Not surprising really… It’s OPRAH!

Vicky Pattison: The Secret To…

acast podcasts

Topics: Entertainment, Comedy, Millennials, Reality TV, Society & Culture

Vicky Pattison’s The Secret To is available for sponsorship now. TV personality, author and Jungle Queen launched the podcast back in April. She is on a mission to find ‘The Secret To’ a whole host of different things, from body confidence, to getting over a nasty break up. Vicky is joined each week by some amazing celebrity guests, finding out their deepest, darkest secrets, spilling some of her own and hearing from her listeners. The podcast reaches 30K listeners every week, with the large majority female and aged between 18-34.

Office Ladies

audio partnerships

Topics: Comedy

The Office co-stars and best friends, Jenna Fischer and Angela Kinsey, are doing the ultimate The Office re-watch podcast for you. Each week Jenna and Angela will break down an episode of The Office and give exclusive behind the scene stories that only two people who were there, can tell you. A 3-month sponsorship with the Office Ladies reaches 693K listeners – an incredible feat for the newly launched podcast.

The Gap (LADbible)

acast podcasts

Topics: Society & Culture, Curious Thinkers, Storytelling

Recently launched on 22nd June, LADbible’s The Gap features a conversation between two people from two very different generations, who have a life experience in common. The podcast opens up discussion around confronting issues and experiences, from war and crime to mental health and addiction. The first episode features sporting legends Tyson Fury and Dean Windass. The podcast reaches approximately 15K listeners every week, aged between 25-34 and is available for sponsorship now.

Literally, with Rob Lowe

Topics: Comedy

Rob Lowe may have a very handsome face, but did you know his brain is also very handsome? The podcast launches 9th July, making this the newest of all the audio partnerships listed. In the podcast, Rob is using that stunning cerebral cortex to discuss topics big and small with his very famous friends – everything from addiction struggles to finding love to the best way to prepare a Cornish game hen (slow-roasted, in a tarragon reduction). A 3-month sponsorship on this brand-new podcast is estimated to reach half a million listeners in the UK.

Getting Curious with Jonathan Van Ness

audio partnerships

Topics: Society & Culture, Positive, Millennials

Getting Curious with Jonathan Van Ness is a weekly exploration of all the things Jonathan is curious about. Come on a journey with Van Ness and experts in their respective fields as they get curious about anything and everything under the sun. Listeners of the popular podcast are predominately female, aged mainly between 25-34 and a 3-month sponsorship can achieve a reach close to 388K. The podcast is ongoing, however now is as good a time as any to align your brand with it, following Netflix’s launch of the new Queer Eye season.

Spinning Plates with Sophie Ellis-Bextor

acast podcasts

Topics: Kids & Family, Careers, Society & Culture

Next Monday (6th July), Sophie Ellis-Bextor will be making her podcast debut with Spinning Plates, where she speaks to busy working mothers about how they make it work. Sophie has had first-hand experience in spinning a few plates herself – juggling 5 children and a career. She says being a mother can be the most amazing thing… but it can also be hard to find time for yourself and your own ambitions. This podcast gets nosy to see how other people balance everything, interviewing a host of interesting and inspirational women who’ve really made her think – and laugh, and sometimes cry. It’s estimated that the podcast will reach 30K listeners every week.

Fleur East’s ‘The Reality of Reality TV’ Podcast

audio partnerships

Topics: TV & Film

Fleur East’s The Reality of Reality TV is launching July 7th.  Sponsorship will see one client across all live episodes over a certain period of time, with 3 host reads per episode by Fleur. The sponsorship is complete with supporting digital audio, display and social media campaign to promote the partnership across other Bauer Media channels.  Guests are said to include The Vivienne from UK Drag Race, Harry Redknapp, JB from JLS and Vicky Pattison.

I Weigh Jameela Jamil

Topics: Society & Culture, Positive, Millennials

Writer, actress, model, and television host Jameela Jamil (NBC’s “The Good Place”) can now add podcaster to her expansive repertoire with the introduction of her new show “I Weigh with Jameela Jamil.” Based on her long-standing, viral social media campaign, which first gained traction amongst Jameela’s 2.7 MM Instagram followers and 1 MM Twitter followers in early 2018, the podcast encourages women to find value beyond their flesh. Each episode will challenge society’s definition of worth through weight via hilarious, vulnerable conversations, featuring thought-leaders, performers, activists and influencers – like Aisling Bea (Netflix’s “Living with Yourself”) and Matt McGorry (ABC’s “How to Get Away with Murder,” Netflix’s “Orange Is the New Black”). Listeners are aged between 25-34 and a 3-month sponsorship can achieve a reach close to 393K.


To find more about any of the above partnerships, please contact the RadioWorks team here or email




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