Underwriting on Public Radio (& TV) Is a Good Idea
Apr 23, 03:56 AM
Underwriting on public radio represents a unique opportunity for for-profit businesses and nonprofit organizations to enhance their corporate images while demonstrating a commitment to the community. Public radio underwriters connect with specific target markets while aligning themselves with excellent, popular and trusted programming, such as “Car Talk,” “Morning Edition,” “Prairie Home Companion” and “Fresh Air.”
Here are a few good reasons why:
Public radio has grown. During the past 20 years, public radio’s audience has grown to reach almost 30 million listeners per week. During the last 10 years, in the era of governmental deregulation of broadcasting and consolidation of ownership of media, public radio offers a refreshing alternative to the often mind-numbing assault of commercials, nonsensical jingles, annoying morning zoo DJs and obscene shock jocks. Public radio listeners are a unique and desirable group who are not being served through the traditional commercial media.
Public radio offers a clutter-free environment and top-of-mind awareness for your message. Underwriting announcements are not commercials. They are acknowledgements of support from entities for public radio. Because your message is integrated into public radio’s regular programming, there is very little tune-out. Public radio listeners regard underwriting announcements as a statement of character from a company that supports public radio – just like they do with their listener support.
The public radio audience is composed of the “Three B’s”: baby boomers with brains and lots of bucks. Public radio audiences encompass affluent, influential, highly educated (57% are college grads), well-traveled, intellectually curious people who are intensely loyal to public radio. They also listen almost eight hours a week to unique programming, like NPR News, classical and jazz musical offerings and other alternative shows not found on the commercial band. That equates to thousands of opportunities for public radio listeners to hear your message each week. Retailers please note, this group also has more than $10 billion in annual spending power and is not being reached by the traditional commercial media.
Public radio complements your current marketing plan. About 70% of public radio listeners say a business’s support of public radio positively influences their decision to purchase that company’s products and services. As an integral part of your media mix, public radio is a highly targeted and cost-effective complement to your promotional plan.
Public radio enhances your corporate image. Every underwriting announcement on public radio reaches into the homes, automobiles and offices of consumer, civic and business decision-makers. An association with public radio identifies your company as a civic- and community-minded organization that has an interest in the public good that goes beyond simply selling a product or service.
Kevin Donohue is president of KFD Media in Ellicott City. He can be reached at 410-884-4220 and kevin@kfdmedia.com.