This document provides information on why public radio and WUWM specifically are good options for sponsors. It notes that WUWM has over 90,000 loyal listeners who are well-educated and community-minded. Research shows that public radio listeners pay attention to sponsorship announcements and have a more positive view of sponsors that support public radio. Long-term sponsors of public radio can achieve greater name recognition and brand awareness than similar brands that do not sponsor public radio. The document encourages businesses to sponsor WUWM to generate awareness, create customer loyalty, and support a valuable community resource.

2. MANY MEDIA CHOICES

3. Why Public Radio?
PERSONAL
POWERFUL
INFLUENTIAL
COMMUNITY
VALUED
EFFECTIVE

4. Why WUWM?
REACH
90,000+ Listeners
COST
EFFECTIVE
Tailored to
your budget
AUDIENCE
Well-educated
Community-minded
STAND OUT
Valued partner
Not an intrusion
LOYALTY
Listen 5.25 hours
per week
REPUTATION
NPR Halo Effect

5. 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%

6. 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

7. Informative and Influential
Actions 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:

8. Public Radio Valued as an Oasis
from Commercialism
Listeners 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

9. Different from Commercial Radio
Public radio listeners agree that
advertising on commercial radio:
Source: GfK MRI Doublebase 2012
Total U.S. Adults
Public Radio Listeners

10. 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.
PERCENT
Hold a more positive
opinion of SPONSORS
that support NPR
60 PERCENT
Agree NPR is selective
about companies that
SPONSOR its programming
54 PERCENT
Prefer to buy products
or services from
NPR SPONSORS
52

11. 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

12. 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
“

13. 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

14. Long Term Sponsors
Gain Greater Awareness
Percent of NPR audience aware of brand in third-party study
Source: NPR Listener Surveys, Lightspeed Research, 2007-2011
% Aware of
Financial Services Brand
Before
Sponsorship
1 Year
Later
3 Years
Later
Before
Sponsorship
2 Years
Later
4 Years
Later
34% higher
than Non-Listeners’
brand awareness
% Aware of
Home Improvement Brand
22% higher
than Non-Listeners’
brand awareness

15. 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

16. Why Become a WUWM Sponsor?
• Generate Awareness for Your Business
Achieve name recognition among professionals
and business leaders.
• Create Customer Loyalty
Listeners view underwriters as supporters
and partners.
• Support a Valuable Community Resource
Join the shared commitment of thousands of
individual contributors, businesses and non-
profit organizations.

17. 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

18. 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.

19. Your Message Stands Out
• Listeners view underwriters as supporters & partners.
“WUWM is my
source for name
recognition.”
- Phyllis Mensh Brostoff,
Stowell Associates
· SelectStaff Inc.

20. 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.

21. 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

23. WUWM’S UNDERWRITING TEAM:
DAN GILLE
ANNE JEDRZEJCZAK
LAURIE LOOMIS
wuwm.com/partner