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TradePoint signs sponsorship deal for The Bald Builders Breakfast on Fix Radio

FIX Radio, which brands itself as the builders’ station, has signed a 12-month, omni-channel marketing deal with TradePoint. The deal, centred around sponsorship of the ARIA-nominated Bald Builders’ Breakfast, will put TradePoint in-front of Fix Radio’s ‘growing audience of tradespeople’.

The omni-channel marketing deal includes elements of digital, social media support and tactical promotions throughout the year.

‘This is one of the biggest advertising deals we’ve put together since we went national, nearly a year ago,’ said Louis Timpany, ceo and founder of Fix Radio. ‘TradePoint came to us with a clear objective – they want to increase awareness of the benefits of TradePoint membership as one of the UK’s leading suppliers for tradespeople. This agreement has a central role to play in helping TradePoint achieve that goal,’ he added.

John Morgan, director of TradePoint, B&Q, said: ‘As we continue to grow our TradePoint proposition and to expand the exclusive range of benefits available to our members, we’re delighted to be partnering with Fix Radio and their award-nominated Bald Builders’ Breakfast.’

Fix Radio has reportedly been building its audience of tradespeople rapidly since switching to a national DAB licence in May 2022. The station’s ‘uplifting onsite soundtrack, authentic trade presenters and on-point banter has driven record audience numbers and listening hours in recent months’.

According to an audience report by Nielsen, Fix Radio had a weekly audience of 295,109 tradespeople between September 2022 and February 2023. Fans of Fix Radio tune into the station’s mix of banging tunes, banter and industry chat for an average 22.9 hours per week.

Fix Radio’s potential weekly reach – a figure that considers that several tradespeople are typically in earshot of the radio while on site – is 422,844 tradespeople.

Fix Radio’s unique proposition also won national recognition, securing three nominations at this year’s ARIAS. In May, The Bald Builders’ Breakfast and the Heating & Plumbing Show competed for top honours in the Best New Radio Show category, alongside shows from the BBC and major commercial radio stations.

Fix Radio also won a silver in the Best Station Sound category, beating competition from major radio brands, such as BBC Radio 1 and talkSPORT.

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