In April of 2022, public radio corporate support representatives got together as part of the "Why Radio: Making the Case for Corporate Support" roundtable hosted by Greater Public to discuss the best ways to articulate public radio’s unique marketing power to clients and prospects.
They agreed on the following top 10 reasons for public radio sponsorship:
Engage listeners
"Live reads" are a premium radio product that deliver the highest radio message engagement. Advertising firms love “live reads” on radio.
Be known as a community supporter
Sponsors will be recognized by listeners as a supporter of their community and a supporter of their favorite station. Engagement in local community translates positively with listeners.
Associate with a trusted station in a trustworthy environment
NPR member stations are nonprofits, dedicated to the highest journalistic standards delivering a trusted environment. Public radio is viewed as safe, trusted media that doesn't take sides, providing community connectivity and trust. This also reflects in a trusted, and safe digital ad environment. No bots or fraud impressions here. Sponsors are in good company.
Stand out in a clutter-free message environment
Most public radio stations only have eight sponsor messages per hour compared to more than 16 per hour on commercial stations. Sponsor messages on public radio stand out and are heard.
Align your brand with a market-leading audience
The core public radio listening demographic is educated with resources and credit, three great qualities for any sponsor. Often more than 25% of news station listeners are decision-makers, perfect for B2B.
Reach listeners through multiple platforms
Sponsorship options allow sponsors the flexibility of reaching listeners through broadcast and streaming, and through multiple devices such as smart speakers, desktops and smartphones.
Connect with "lifelong learners"
Public radio listeners are self-described "lifelong learners" and early adopters.
Invest in the highest reach media
According to Nielsen (2021), radio reaches 90% of the American population. It's easy to access. This reach is even stronger than Facebook.
Achieve higher engagement than social media
According to "Audio Active" (January, 2022), AM/FM radio content is far more engaging than social media. Audio gives listeners "cues" to act upon. Public radio messages offer significantly more frequency and exposure than social media advertising.
Amplify your SEO
Attribution studies have shown that public radio messages amplify sponsors' SEO and increase traffic on their websites.
Source: Greater Public
