Welcome!

Welcome!Kathy WoodfordDirector of Corporate [email protected]

Linda TalbottAssociate DirectorBroadcast Media [email protected] 243-4215

Outline• MTPR Background• MTPR Program Overview• MTPR versus Commercial Radio• What is a Sponsor?• Our Listeners• The value of a Sponsorship: The Halo Effect• How to become a Sponsor

Number Radio Stations:

Missoula/Bitterroot 23

Helena 8

Kalispell 9

Butte 6

Montana Public Radiothe ONLY place to find:

Your SOURCE for NPR and Montana news, jazz, classical, literary and children’s programs.

• Licensed to The University of Montana.

Montana Public Radio

• We reach over 70,000 listeners every week in Missoula, Hamilton, Kalispell, Whitefish, Butte, Helena, and Great Falls.

•We have 8 transmitters and 6 translators in Western and Central Montana.

•We stream and podcast at mtpr.org (140 users per hour).

Signal Improvement Project

Northwest Montana • New Transmitter for Libby• New Transmitter for

Polson• Better Signal in Kalispell & the North Valley

Signal improvement projectMissoula

• Improve signal in the Missoula Valley, 91.5 FM

• Rebuild MTPR main production studio

Our Mission

Montana Public Radio • enriches the mind and spirit, • inspires a lifetime of learning• connects communities through • access to exceptional programming.

Extensive ServiceNEWSLocal. National. International.

Scott Simon Audie Cornish

We’re proud of our award winning news team with reporters in the Flathead, Helena, & Missoula.

Local. National. International.Sally Mauk

Katrin Frye

Dan Boyce

Extensive NEWS Service

The Food Guys with Greg Patent & Jon Jackson

Great Local Programs

an eclectic mix of local…

Pazz &

Jop

Freeforms

City Lights

*the nation’s longest running children’s program!

Musician’s Spotlight

with John Floridis

Annie Garde

Beth

Judy, a.k.a.

Flora Delaterre

an eclectic mix of local…

National Favorites

…and national programs!

Ira Glass

Brooke Bob Gladstone Garfield

Garrison Keillor

Isaiah Sheffer

Montana Public RadioMarketing

Find New Customers While Strengthening Your Community Ties

A business or organization that supports programming and

receives on-air recognition.

You might hear ‘sponsor’

& ‘underwriter’ used interchangeably.

It’s all the same thing!

What is a sponsor?

Montana Public RadioExcellent to:• Add to your public image - “Halo Effect”• Announce new products, events, services• Get and keep customers• Reach a highly desirable target audience

Not appropriate for:• Price reductions or sales• Special offers• Inducements to buy

Less is More!

One Hour

• Commercial radio airs an average of 9 minutes of advertising announcements

per hour.

• Montana Public Radio hasat the most, 1 minute 15 seconds of sponsorship

announcements per hour.

9 minutes of Commercials

51 minutes of Programming

58.75 minutes of Programming

1.25 minutes of Sponsorships

Less is More!

• The average American is exposed to 600 advertising messages every day.

• Too many radio ads can create clutter and frustrate listeners.

• Younger listeners find too many ads annoying.

• Older listeners are bothered by annoying, loud, or obnoxious ads.

Less is More! Studies show:

• The less copy in a radio announcement, the better it will sound

• The first ad in a break is most often the one that listeners remember

• Repeating a company name or phone number does not guarantee listeners will remember it, but it can irritate them!

• Escape clutter, annoying sound effects, speed reading, & repetitive information.

• Hear short, tasteful & noticeable messages.

Montana Public Radio is an escape!

Listeners turn to MTPR

Craig Shannon, Missoula Attorney & MTPR Sponsor

Who Listens to Montana Public Radio?

Montana Public Radio

• Reach over 70,000 listeners every week

• More than the population of Missoula (population 57,053)

• More than the populations of Helena and Kalispell combined! (Helena’s population 25,780; Kalispell 14,223)*

*2009 U.S. Census figures

Compared to other stations (eastlan) A12+

MTPR Audiences are Loyal & Supportive

• Spend an average of 4 hours PER DAY listening to Montana Public Radio.

• They contribute financially to the station.

• They prefer to patronize businesses who support the station.

65%

23%

13%

0%

10%

20%

30%

40%

50%

60%

70%

Members & Sponsors State Federal

• Members and Sponsors contribute

65% of our total funding.

MTPR Audiences are Loyal & Supportive

Members by County

Lake; Flathead

20%

Missoula; Ravalli57%

Silverbow; Beaver Head

7%

Lewis & Clark; Cascade16%

Montana Public Radio listeners are:

Very active. • driven to learn more• travel more • become more involved in their communities• influence the world around them

From all income brackets.• occupations • political ideologies

Interested and engaged.• pursue many different hobbies

Source: MRI Doublebase 2010

NPR Listeners Value:• Learning: Continuing to learn throughout my life (93%)


• Honesty: Being sincere, having integrity (95%)

• Freedom: Freedom of actionand thought (93%)

• Stable Personal Relationships: Maintaining a long term commitment to family and loved ones (94%)

• Protecting the Family: Having safety for loved ones (93%)

NPR Listeners Value:


NPR Listeners Value:

• Duty: Fulfilling obligations to family, community, & country (84%)

• Having Fun: Having a good time (83%)

• Romance: Having romance in my life (78%)Source: MRI Doublebase 2010

• Enjoying Life: Doing things because I like them (90%)

• Equality: Desire equal opportunity for all (86%)

NPR listeners …

• 65% dining out

• 54% entertain at home

• 65% read books

• 60% listen to music

• 51% go to museums and live theater

• 26% swim or bike for exercise


…leisure activities

Demographics: AgeMedian Age• United States: 45.4 • NPR Audience: 48.8


13%

18%

19%

20%

15%

16%

4%

17%

20%

22%

21%

15%

18-24

25-34

35-44

45-54

55-64

65+

NPR Listeners U.S. Adults

Demographic: IncomeMedian Household Income• United States: $59,500• NPR Audience: $92,400


21%

24%

18%

18%

20%

10%

15%

14%

19%

42%

$150K or more

$100-149K

$75-99K

$50-74K

Less than $50K

NPR Listeners U.S. Adults

39% of MTPR listeners have average household income between $50,000 and $74,000

Education NPR Small Market survey 2012

EducationAdvanced Degree

27%

Bachelors33%

HS16%

Some College

24%

Public participation & politics NPR reaches a politically diverse audience

NPR has a higher concentration of voters in its audience than any of the cable news networks. 71% of NPR listeners voted in federal, state and local elections.


33%

24%

31% Conservative

Middle of theRoadLiberal

NPR listeners …

• 3 times more likely to engage in multiple public activities.• 5 times more likely to participate in environmental causes• 3 times more likely to participate in groups that influence

public policy.

• 43% participated in a club or organization

• 40% gave to a non-religious charitable organization

• 38 % gave to a religious organization

Source: NPR Small Market Survey 2012 & MRI Doublebase 2010

…when compared to the U.S. as a whole

…and they are givers

Family

Our Listeners by Day Part

Weekday Listeners

Saturday ListenersAverageSaturdayListeners93,328

Sunday ListenersAverageSundayListeners78,485

Ages 25-34 Listeners



A50-54 Listeners

A55-64 Listeners

65 and older Listeners

What is the Value of Sponsorship?

Sponsors are noticed!

• Listeners pay attention to them.

• Listeners are comfortable with the selection of sponsors, quantity of credits, length of breaks.

• Listeners appreciate sponsors who have public radio’s core values at heart - “Halo Effect”

• Messages are held to the same quality standards as the programming.

The “Halo Effect”

• Sponsors share our “Halo” of public goodwill

• Listeners think positively about your business because you sponsor MTPR

• They think your business or service is of higher quality

• They’re more likely to patronize your business

The goodwill that MTPR listeners have about the station is transferred to the sponsor via association.

Listeners don’t like commercial radio ads.

Source: NPR & Knowledge Networks; 2010 Halo Effect Studyn=601 public radio station listeners

84% agree

!

68%

Public radio sponsors are perceived to be of a different (higher) quality.


58% disagre

e!

53%

All things equal, listeners prefer to buy from public radio sponsors.


65% agree!

Listeners take direct action as a result of sponsorship.

Direct actions taken in response to public radio sponsorship (percent saying “yes”).

85% of listeners have taken a direct action as a result of NPR sponsorship.


13%

19%

22%

28%

34%

34%

35%

45%

48%

50%

53%

55%

62%

Considered a new healthcare option

Considered a new educational opportunity

Purchased or downloaded music

Recommended a product or service to others

Shopped at a particular store or location

Saw a movie

Purchased a product or service

Read a book

Visited a sponsor's website

Gathered more information about a company or a product

Considered a new product or service

Attended a performance, cultural event or exhibit

Watched a television program

Beyond the “Halo Effect”The New Research on “ROI”

WBUR Public Radio in Boston Conducted the Study

• WBUR invested in an ROI study to measure the effectiveness of WBUR sponsorship messages.

• Study started in December 2010 and ended in June 2011• Unlike other media studies, this one was designed to measure

how being a sponsor on WBUR compares directly against:– other radio stations – local TV stations– local print publications – website audiences.

WBUR Underwriting ROI Study 57July, 2011

Two Survey Groups

1.Public Radio general listeners2.Public Radio donors

1.New Sponsor campaigns2.Current Sponsor campaigns

16%53%

Purchases or Brand Usage

ROI ConclusionsSponsorship is Part of the “Base Buy” in Your Media Mix

• A sponsor campaign on public radio brings in more new customers than traditional commercial outlets

• The highly desirable public radio audience makes public radio a base buy rather than an incremental opportunity

• The longer an underwriting campaign airs on public radio the better the results

• The ability to drive definitive sales and ROI through a sponsorship campaign on public radio is not equal to traditional advertising…… it is better !

WBUR Underwriting ROI StudyJuly, 2011

Okay. We have the “WHY.” Let’s talk “HOW.”

One Call Does it All!

• For one price and one contract you reach all of Western Montana.

• To achieve this kind of reach on commercial radio you would need contracts with several stations in each location. This is time consuming and expensive!

Sponsor Announcements:

“Today’s program is sponsored in part by Barry’s business. Offering goods and services in Montana for 25 years. barrysbusiness.org.”

Announcements are 15 seconds long.

Sponsorships include:

• On air announcements

• A listing on our website, MTPR.org with a direct link to your website

• Recognition in our annual Program Guide

Crafting your sponsorship

To get you started, we need:

• Your budget

• Your target audience

• Your timeline

We’ll do the rest!

Sponsorship Rates per Spot

• Weekday News: $50

• Weekend News: $40

• Morning Classics: $30

• General Programs: $20 Includes: Freeforms, This American Life, BBC World Service,

Performance Today, Prairie Home Companion, and more!

• Sponsorships are a charitable contribution and are tax deductible as allowed by law

Annual Sponsor Packages

Gold Package ($13,000 value)• $10,000 cost per year • 260 prime weekday news spots (about 1 per day)

Silver Package ($6,500 value)• $5,000 cost per year • 80 prime weekday news spots (1-2 per week)• 85 additional spots (1-2 per week)

Copper Package ($1,250 value)• $1,000 cost per year ($83 per month)• 10 prime weekday news spots (about 1 per month)• 25 additional spots (2 per month)

Conclusions

Public radio has a strategic advantage over other media

• Halo effect – add to your company’s image• Credibility• Separate yourself from your competition• Increase sales or participation• Reach a unique and loyal audience• Your message is really heard

Maximize your marketing plan by sponsoring Montana Public Radio!

Get Started Today!Kathy WoodfordDirector of Corporate [email protected]

Linda TalbottAssociate DirectorBroadcast Media [email protected] 243-4215

Documents

Welcome!