Why is a Balanced Sponsorship Schedule Important?

Running a balanced schedule on Michigan Radio means that your spots will be placed in multiple dayparts, which means you can reach more Michigan Radio listeners.

 

 Here’s why that matters:

  • Quality: The Michigan Radio audience is high quality all the time: No matter when you run your schedule, your sponsorship messages will reach the most educated, affluent, influential and engaged audience in the state.

  • Quantity: Drive times aren’t the only time that people listen to Michigan Radio. Some of our most popular programming is in the evenings and on the weekends, like Fresh Air, The Moth, This American Life and On Being.

  • Value: Placing your spots in broader and more varying dayparts helps you get more spots for your budgeted marketing bucks, helping increase your reach and frequency without increasing your financial investment.

Don’t miss out on reaching as many of our listeners as possible!  Contact us today to request a customized sponsorship schedule!

The Core Values of a Michigan Radio Listener

Michigan Radio’s audience growth in 2016 and 2017 was unprecedented.  More important, perhaps, than knowing that more people are listening, is understanding WHY they are listening.

Michigan Radio listeners have a commitment to core values that translate to a level of support for the station that goes far beyond their financial membership. Michigan Radio listeners are more likely to highly recommend the station in general, and their favorite programs in particular, to others.

The Public Radio Techsurvey from Jacobs Media helps to provide an understanding of why our audience listens to Michigan Radio in the first place and underscores the values-based nature of the relationship between stations and listeners.

Learning, credible and objective programming, new perspective, respecting the listener’s intelligence, and balance are all key components in explaining the appeal of Michigan Radio to those who value it most.  The programs, the hosts and the specific content are, of course, important, but it’s the core value that Michigan Radio stands for that make it the most appealing to our listeners.

Simon Sinek discusses in his TED Talk why it’s essential for brands to “start with why.”

“People don’t buy what you do, they buy why you do it,” says Sinek.

This is where the value to your brand comes in.

Our listeners are loyal to Michigan Radio because they value what we provide – they value it enough that they recommend it to their friends and family, and they value it enough that they pay for it, even though they don’t HAVE to.

Your sponsorship message on Michigan Radio lets our listeners know that you value what they value.  Your association with Michigan Radio creates the halo effect, which lends YOUR brand credibility, just by association with us!

Contact your account executive today to reach listeners who are passionate about Michigan Radio!

Michigan Radio Audience Growth Across the State

Michigan Radio’s listening audience has grown substantially across the state. According to this spring’s Nielsen Audio Report*, the station’s weekly listening audience grew by 3% in Detroit, 12% in Grand Rapids, 21% in Flint, 24% in Ann Arbor, and 26% in Kalamazoo.  Michigan Radio continues to be the top NPR station in each of these markets.

Michigan Radio’s audience growth in West Michigan is particularly noteworthy, as the station now ranks among the top three stations in both Grand Rapids and Kalamazoo in terms of average listening audience. This top three ranking includes both commercial and public radio stations serving these markets. Michigan Radio also remains the most-listened-to radio station of any kind in Ann Arbor, a distinction the station has held for over a decade.

This recent audience growth solidifies Michigan Radio’s position as Michigan’s most-listened-to NPR station, and among the top public radio stations nationwide in terms of listening audience.

In addition to the station’s over-the-air broadcast audience, more than 100,000 people across the state listen to Michigan Radio’s online audio stream each month.

If your business isn’t already reaching the Michigan Radio audience with your sponsorship message – what are you waiting for?

Contact Us today to be heard on Michigan Radio across the state!

*Source:  Nielsen Audio- Spring 2017; Persons 12+, Mon-Sun, 6AM-12Midnight.

Align Your Brand with Michigan Radio

We’re proud to share that NPR has been named 2017’s ‘Brand of the Year’ by the  Harris Poll EquiTrend News Service. More than 100,000 U.S. consumers voted on 4,000 brands. The “News Service” category includes newspapers, news websites, wire services and news aggregators.

NPR ranked the highest in this category when voters considered familiarity, quality and consideration.

“Forty one million listeners trust their local public radio station each week to deliver the fact-based, unbiased journalism they need to stay informed about the news in their communities and the world,” said Meg Goldthwaite, NPR’s Chief Marketing Officer. “But listeners love NPR because public radio provides insights on life and culture—authentic voices they may not hear anywhere else and stories that will spark their curiosity.”

As Michigan’s most listened to NPR station, Michigan Radio provides award winning, locally produced coverage and content, as well as delivering NPR news and cultural programming to more than 530,000 people each week.

With record-breaking audience increases in 2016 and a wildly successful spring 2017 Member Drive, Michigan Radio listeners continue to demonstrate their appreciation and support of the unbiased, informative and authentic journalism that we provide.

Their support also extends to our corporate sponsors.

“Sponsors are increasingly concerned about the quality of the environments their brands align with and how it reflects on their business,” says Gina Garrubbo, President & CEO of National Public Media, NPR’s sponsorship subsidiary. “This affirmation of trust and quality reinforces our research demonstrating the halo effect that sponsors of NPR programming benefit from.”

As research has shown, our audience is also committed to supporting our sponsors: 74% of listeners say they’re more likely to do business with a company that sponsors public radio.

Take the opportunity to align your brand with Michigan Radio and NPR. Deliver your message to our engaged, intelligent and supportive listeners across Michigan.

Check out our series on Branding with Michigan Radio to learn more.

Converting Obstacles to Opportunites: Sponsorship Copy & The Halo Effect

As you consider Michigan Radio sponsorship as a way to promote your business, mission or event, you should also be considering the copy message you’d like to air.

Your copy message is an important consideration: not just any message, but the right kind of message.

An appropriately worded sponsorship message is one that resonates with the listeners and fits in with the sound of the station.

Just as you wouldn’t pair brown shoes with a black tuxedo at a formal event, you don’t want a message that strikes listeners like an out-of-tune piano in a symphony orchestra. You want copy that fits in with the sound of the station.

The things that make Michigan Radio unique in sound and substance are why our listeners tune-in. In addition to providing exceptional programming, it’s important that we maintain an uncluttered environment, so that listeners are engaged during breaks, stay tuned to the station, and hear our sponsor’s messages.

That’s why crafting underwriting messages that are in keeping with our programming values is important.

When it comes time for writing copy, there are important questions to keep in mind:

  • Does the copy focus on brand and community messages instead of just a list of the sponsor’s products?

  • Is the length of the message appropriate?

  • Is the tone appropriate? Is it produced in a calm, authentic voice?

  • Is the copy reinforcing a trust relationship?

We’ll take a look at two ways an sponsorship message can be written for the same sponsor. Here’s an example of a credit for a business that’s in the finance category.

 

The first of the two is a good message, FCC-compliant, and written with the focus on the product:

Support for Michigan Radio comes from Wealth Investment Advisors, providing a wide range of investment options, from stocks, bonds and mutual funds, to comprehensive portfolio management since 1995. On the web at Wealth Investment Advisors dot com.

Here’s a second version, also a good message and FCC-compliant. It’s also a message that’s locally oriented and supportive of the local community:

Support for Michigan Radio comes from Wealth Investment Advisors, helping local families navigate the investment landscape since 1995. On the web at Wealth Investment Advisors dot com.

Both examples are good copy and FCC-compliant. The second is to-the-point, an example that makes for a clear, uncluttered message that resonates with the listener. When fewer words are used, it’s easier for a listener to remember the details, compared with a longer list of product or service offerings.

Information in shorter spots is easier for the listener to remember. That’s a good guide to use when choosing the wording that will resonate with the listener. The second credit is poised to deliver on the halo effect, creating the image of the business that supports the station.

Sponsorship messages should resonate with the listeners. When you’re listening to the radio everything that comes out of the speakers is heard as programming, and that includes the sponsorship messages.

Contact us for more information about how we can help you get your clear, concise message out to our audience with a Michigan Radio sponsorship.

Looking Beyond Ratings

Marketing professionals, like gourmet chefs, are on the lookout for key ingredients when they are planning their strategy.

Specifically, when buying radio, those in the know are looking at things like reach, frequency and ratings.

Michigan Radio has the numbers that the professionals are looking for. As the most listened-to public radio station in the state, we reach more than a half a million listeners per week with our on-air broadcast – and that’s not counting our streaming or web audience.

Beyond the ratings, marketers today know they should also be looking at audience engagement. Put simply, audience engagement = how much the audience takes action as a result of the content produced by the station.

Taking action or audience engagement could look like:

  • social media interaction: liking, sharing, commenting on content;

  • web interaction: commenting on stories on the web or going to the web to follow up on a story they heard on-air;

  • calling the station with feedback;

  • contacting sponsors or advertisers;

For Michigan Radio, audience engagement also includes listeners who become donors/members of the station.  This is the ultimate in audience engagement: our listeners value our content enough to contribute financially.

This means that sponsorship messages aired and associated with our high-quality content, are HEARD by our audience.  Since we don’t have commercials and limit our sponsorship messages to only a few an hour, our listeners don’t change the station during sponsorship messages.

As a marketing professional, we know that you recognize the value in what Michigan Radio sponsorship has to offer – contact us to find out how to put your marketing dollars to work in our high-quality, content-rich environment!

Audience Profile: Buying Habits

Michigan Radio’s audience is intelligent, affluent and engaged…and they are interested in what you have to offer!
By putting your message directly in front of your target audience, you will be able to showcase your product and build brand awareness with a broader scope of consumers.

Contact us to find out more about how a Michigan Radio Corporate Sponsorship can reach our engaged audience!

Creating a Marketing Plan

Here we are in December, with a busy year ahead of us!  Are you planning for success in 2018? A marketing plan is essential to building your business, providing a guideline for your goals and strategies and a document to analyze your success at the end of the year.

As you consider your marketing plan, there are a few questions to be considered:

  • General vs. Specific – Are you trying to build general awareness or do you want to promote a specific event or product?

  • Audience – Who are you trying to reach? Where do they live?  Are they affluent, educated? What are their buying habits?

  • Budget – How much have you allocated to marketing and growing your business?

Once you’ve built your plan, let us help you meet your goals!

We can customize a campaign to focus the attention on a specific product or event, or we can build a branding campaign to build awareness for your company.

With a Michigan Radio Sponsorship, you will reach our highly-coveted audience of affluent, educated and engaged Michiganders across the bottom half of the state.

Consider making a Michigan Radio Sponsorship a part of your marketing plan for 2018 – contact us for more information.

How to Keep Your Brand Growing

Studies* have shown that sponsorship of public radio continues to benefit brands after years of sponsorship.   Not only that, sponsorship benefits actually INCREASE over time – the more your name appears on public radio, the more your brand awareness with our listeners increases.  There is no sign that brand awareness ever “levels off” – so the longer you sponsor, the better it gets!

Contact us to find out how you can get started with a Michigan Radio sponsorship to grow the awareness of YOUR brand exponentially!

 

Brand Awareness Graphic

 

*Source: Lightspeed Research NPR Sponsor Impact Survey, 2009-2012

Audience Profile: Charitable Giving

NPR attracts an audience distinguished by its educational excellence, professional
success and community involvement. Listeners are choice consumers, savvy
business leaders and influencers who are active in their communities.

Contact us to find out more about how a Michigan Radio Corporate Sponsorship can reach our engaged audience!