Rightmove has sponsored the hugely popular Hits Radio’s weekend shows hosted by reality TV star Sam Thompson in its first deal of this type, as the portal seeks new ways to drive property search activity.

Thompson, who is known for winning I’m A Celebrity… Get Me Out Of Here! and appearing on Made in Chelsea, presents his radio show on Saturday morning and Sunday evening. The three-month partnership covers both weekend slots, giving Rightmove access to the station’s 6.9 million weekly listeners and coincides with peak property browsing activity.

The deal was arranged by Bauer Advertising, the commercial arm of Hits Radio owner Bauer Media Audio UK.

A unique opportunity to reach people in a personal and trusted environment.”

Matt Bushby, Chief Marketing Officer at Rightmove, says the deal represents “a unique  opportunity to reach people in a personal and trusted environment, while Sam’s brilliant energy will bring our brand to life in unexpected and entertaining ways.”

And Simon Kilby, the Bauer’s advertising MD, describes Thompson as having gone “from King of the Jungle to King of Weekend radio” with “a special bond with Hits Radio listeners.”

The sponsorship includes bespoke 30-second audio trails voiced by Thompson himself, directing listeners to co-branded content highlighting Rightmove’s property inventory. An on-air promotion running through autumn offers listeners the chance to win cash towards home improvements.

Beyond traditional radio

The campaign extends beyond traditional radio with short-form video content across social channels, all emphasising that people can find “the UK’s largest choice of homes on Rightmove.”

Katherine Erskine, Media Lead at WPP Media’s Wavemaker team, calls the partnership “a strategic move that showcases the continued power of audio in today’s media landscape.”