wuwm 89.7 fm's power of public radio
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Learn how to harness the power of public radio through business sponsorships or underwriting.TRANSCRIPT
WUWM 89.7 FM’S
POWER OF PUBLIC RADIO
MANY MEDIA CHOICES
Why Public Radio?
PERSONAL
POWERFUL
INFLUENTIAL
COMMUNITY
VALUED
EFFECTIVE
Why WUWM?
REACH90,000+ Listeners
COST EFFECTIVE
Tailored to your budget
AUDIENCE Well-educated
Community-minded
STAND OUTValued partner Not an intrusion
LOYALTY Listen 5.25 hours
per week
REPUTATIONNPR Halo Effect
Listeners Connect with Public Radio
Sources: Lightspeed Research, NPR Listener Survey, May 2011; NPR/Knowledge Networks Underwriting Study, February 2011
Consider public radio“personally
important” to them.
87%Take action in
response to what they hear on NPR.
96%Discuss content
with friends, family and colleagues.
76%
WUWM’s Audience
• 83.4% ages 25-64
• 64% college degree
• 27.2% professional/technical
• 56.7% household income of $50K or more
Educated, active, business & community leaders
Place a high value on curiosity, creativity and social consciousness.
Source: Media Audit Feb-Mar / Aug-Sept 2012
Informative and InfluentialActions Taken as a Consequence of Listening to NPR
Source: Lightspeed Research, NPR Listener Survey, May 2011
In response to something they heard on NPR, listeners:
Public Radio Valued as an Oasis from CommercialismListeners See Public Radio as Non-Commercial and Distinct from Commercial Radio
Source: NPR/Knowledge Networks Underwriting Study, February 2011, base: 521 NPR News Listeners
On a scale of 1-10, where 1 is “non-commercial” and 10 is “very commercial,” how would you rate your local public radio station(s) compared to commercial radio stations?
Non-commercial Commercial
Different from Commercial RadioPublic radio listeners agree that advertising on commercial radio:
Source: GfK MRI Doublebase 2012
Total U.S. Adults
Public Radio Listeners
Listeners Connect with Public Radio Sponsors
The “Halo Effect” of NPR
Source: Lightspeed Research, NPR Sponsorship Survey, November 2012.
Percentages based on respondents who agreed with each statement, where “agree”=7-10 on a 0-10 point scale.
PERCENTHold a more positive opinion of SPONSORS that support NPR
60PERCENTAgree NPR is selective about companies that SPONSOR its programming
54PERCENTPrefer to buy products or services from NPR SPONSORS
52
8%
51%
28%
5%7%
Agree Strongly Agree Disagree Disagree Strongly
Don’t Know
I pay attention to the sponsorship announcements I hear on Public Radio.
Listeners Pay Attention to Sponsorship Announcements
Base: 601 public radio listeners ”
“In Their Own Words:
“Because they are willing to support public radio, I tend to remember and recognize the names of such businesses even if they are of a sort which I do not frequent or use.” – Male, Age 25-34
“When they’re mentioned, it puts their name in my head. So when I’m looking to buy a product/ service, their name will come up.” – Female, Age 25-34
59% of listeners
agree
Listeners Have a Higher Opinion of Sponsors
50%
52%
63%
72%
Public radio is selective about the businesses and products that can
sponsor its programming
The businesses I hear in sponsorship announcements ... are more credible
than those I hear advertising on commercial radio stations
The social and cultural values of public radio sponsors usually fit
closely with my own values
My opinion of a business is more positive when I find out it supports
public radio
How much do you AGREE or DISAGREE with each of the following statements?%AGREE
Base: 601 public radio listeners ”
“I generally think of them as higher quality establishments.”
“They are more educated and may offer better services.”
“I think of them as benevolent and trying to better the society we live in.”
“Companies which support public radio get a gold star in my book.”
In Their Own Words: Listener Perceptions of Funders
“
17%
48%
18%
3%
15%
Agree Strongly
Agree
Disagree
Disagree Strongly
Don’t Know
When price and quality are equal, I prefer to buy products from businesses that support public radio.
”
“
Halo Effect Translates to Purchase Preference
Base: 601 public radio listeners
In Their Own Words:
“I support businesses that support public radio and encourage my friends to do so as well.”– Male, Age 35-44
“I like to see corporations investing in public media, and where possible, I try to include those companies in my market decisions.”– Male, Age 35-44
65% of listeners
agree
Long Term Sponsors Gain Greater AwarenessPercent of NPR audience aware of brand in third-party study
Source: NPR Listener Surveys, Lightspeed Research, 2007-2011
% Aware of Financial Services Brand
BeforeSponsorship
1 Year Later
3 Years Later
BeforeSponsorship
2 Years Later
4 Years Later
34% higher than Non-Listeners’
brand awareness
% Aware ofHome Improvement Brand
22% higher than Non-Listeners’
brand awareness
Stronger Frequency, Stronger Awareness
NPR case study for health insurance SPONSOR shows more frequent exposure leads to more positive brand perceptions.
Source: NPR Listens Internal Advisory Panel, Dec. 2010
Loyalists = listen to an NPR station most often and listen at least 3 days/week for at least 1 hour/day (one-third of NPR’s audience)
19% Higher 21%
Higher
% Agree:SPONSOR has developed tools and
programs to make healthcare simpler
% Agree:SPONSOR is committed to using the power of
information technology to personalize healthcare
Why Become a WUWM Sponsor?
• Generate Awareness for Your BusinessAchieve name recognition among professionals and business leaders.
• Create Customer LoyaltyListeners view underwriters as supporters and partners.
• Support a Valuable Community ResourceJoin the shared commitment of thousands of individual contributors, businesses and non-profit organizations.
Promote Your Business
• Brand• Product• Service• Event
And, support WUWM’s mission of providing in-depth news and quality entertainment in southeastern Wisconsin.
UNDERWRITER = SPONSOR
“My business, B & L Photo, is unique and WUWM tells
listeners what I do and where I am located.”
- Bob Pecher, B & L Photo
Deliver a Well-Crafted Message
• Follow FCC Guidelines:(1) identify the sponsor(2) give location information (3) provide "value neutral“ descriptions of the underwriter's products or services.
• Announcements are efficient.
• Announcements are produced by WUWM.
INFORMATIVE. EFFECTIVE.
Your Message Stands Out
• Listeners view underwriters as supporters & partners.
“WUWM is my source for name
recognition.”- Phyllis Mensh Brostoff,
Stowell Associates · SelectStaff Inc.
Quality Customer Service
• Discuss your marketing goals
• Work with your budget
• Plan an effective schedule– Target your underwriting message
by specific program or time of day
• Prepare well-crafted messages
Your Underwriting Representative will work with you.
Benefits of WUWM Sponsorship
CONNECT • 90,000+ weekly inquisitive, active and loyal listeners • 60,000+ unique monthly online visitors
ENGAGE • Local motivated decision-makers and business innovators
DELIVER • Your well-crafted message: on-air and online • Reach customers, clients and partners
QUESTIONS?
THANK YOU!WUWM’S UNDERWRITING TEAM:
DAN GILLEANNE JEDRZEJCZAKLAURIE LOOMIS
wuwm.com/partner