PG Tips will sponsor PopMaster with Ken Bruce on Greatest Hits Radio for three months.
The agreement, brokered by Omnicom Media’s PHD, runs from the end of February until May and marks Bauer Media Audio UK’s first partnership with PG Tips.
PopMaster airs on Greatest Hits Radio each weekday and is a key part of the station’s schedule, drawing listeners back at the same time each day to play along.
The sponsorship is built around the idea of putting the kettle on, targeting moments when audiences are most likely to be listening during breakfast and mid-morning.
PG Tips branding will feature through live reads, branded credits around PopMaster, and promotional trails voiced by Ken. Messaging will also appear more widely across the station during the sponsorship period.
Simon Kilby, Managing Director of Bauer Media Advertising, said the partnership brings together two familiar British rituals in a way that fits naturally with listener behaviour.
Heidi Williams, Marketing Controller at PG Tips, said the brand was keen to be part of a shared daily pause that brings listeners together around the quiz.