Kellogg’s Cornflakes to sponsor Capital’s new-look Breakfast show

Kellogg’s Cornflakes is to sponsor Capital Radio’s new-look Chris Tarrant Breakfast show when it relaunches on January 6. It is the first time in the show’s 15-year history that it has had a sponsor.

The show has been the subject of widespread speculation since Tarrant indicated several times that he wanted to give up presenting the show, but then committed to another year in September. The relaunched show will start half an hour later at 7.30am and it is understood Tarrant will take more time off.

Capital has poached BBC Newsround presenter Becky Jago to co-host the show after it failed to attract Radio 5 Live presenter Caroline Feraday, who has joined LBC. Capital is also thought to be searching for a deputy to fill in for Tarrant while he is away, and who could replace him when he does eventually leave.

The show relaunched after losing 300,000 listeners over the past year. It is a trend seen across the group, as Capital’s audience share fell from 10.3 per cent to 8.8 per cent for the last quarter.

The new Capital breakfast show will be supported by a TV campaign that will break on January 3.

The two 20-second ads, created by Delaney Lund Knox Warren, will use audio clips from the show’s new features and will carry the strapline “The All New Capital Breakfast Show starts Monday with New Features, New Faces and Fun – the only thing that’s not new is where you’ll find us.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here