Total Survey Area counties for WUSF’s listening area:

Hillsborough* Pinellas* Pasco* Hernando* Citrus Sumter Sarasota Polk Manatee Hardee Highlands DeSoto Charlotte

Total Survey Area (TSA)* (larger circle) Cume equals 245,400 listeners each week. (Cume is the number of unduplicated listeners who tune to WUSF each week for at least 5 minutes.)

Metro Cume* (smaller circle) equals 182,300 listeners each week. WUSF 89.7 broadcasts in the 19th largest radio market in the United States.

AQH Persons: equals 9,000 listeners. Average Quarter Houser Persons (AQH-Persons) is the average number of persons listening to a particular station for at least five minutes during a 15-minute period.

WUSF 89.7 & NPR Fact Sheet

Over 245,400 listeners on a weekly basis (TSA – CUME)* WUSF 89.7 is the NPR station for west central Florida, with listeners and members from Crystal River in the North, to Port Charlotte in the South, and Osceola County to the East NPR Listeners are 305% more likely to have a post-graduate degree

Over 64% of WUSF listeners have household incomes above $50,000

77% of listeners take action in response to an NPR sponsorship announcement

Sources: (On air reach) All Programming (incl. newscasts), Persons 12+ © 2020 The Nielsen Company. TSA Fall 2019 Arbitron and RRC. TapScan - Scarborough Qualitative Profile, May 2020. Action Taken: Lightspeed Research, NPR Sponsorship Survey March 2019, TAMPA-ST. PETERSBURG- CLEARWATER; Scarborough R1 2020: Jan19-Jan20; Metro; M-Su 6a-12m; P 18+; Qualitative Criteria Used: Level of education summaries: Any postgraduate work or postgraduate degree - %of Base Metro Area.

Program Schedule-Week at a Glance

Time Monday Tuesday Wednesday Thursday Friday Saturday Sunday 5:00 AM All Night Jazz

6:00 AM Krista Tippett: Travel with Rick Steves On Being Morning Edition 7:00 AM The Inquiry The People's Pharmacy 7:30 AM Outlook WKD 8:00 AM Weekend Weekend Edition 9:00 AM Edition BBC Newshour (local newscast 9:04-9:06) Saturday Sunday

10:00 Planet Money and How Wait Wait...

AM I Built This Don't Tell Me! 1A 11:00 Wait Wait... Don't Tell Radiolab AM Me! 12:00 Fresh Air (M-Th) and The Florida Roundup (Fridays only) This American Life Ted Radio PM (local newscast 12:04-12:06:30) 1:00 PM The Moth Freakonomics Here and Now 2:00 PM The Splendid (local newscast 2:04-2:06:30) Snap Judgment Table 3:00 PM The Takeaway (local newscast 3:04-3:06:30) Hidden Brain Fresh Air WKD 4:00 PM Reveal On the Media All Things Considered 5:00 PM All Things Considered 6:00 PM Marketplace

The Florida The Daily Latino USA 6:30 PM To the Best of Daily Matters Our Knowledge 7:00 PM Science Fresh Air Sound Opinions Friday 8:00 PM On Point Jazz Night in America Jazz Profiles 9:00 PM

10:00 PM 11:00 PM All Night Jazz 12:00 AM 1:00 AM 2:00 AM 3:00 AM 4:00AM- 5:00AM

WUSF 89.7 Spots Rate per 15-Second Announcement

Day Part Times Programs Per Spot 50+ Spots 100+ Spots AM Drive 5A-9A Morning Edition $185 $175 $165

9A-10A BBC Newshour 10A-12P 1A Midday 12P-1P The Florida Roundup $145 $135 $130 1P-2P Here and Now 3P-4P The Takeaway

4P-6P All Things Considered 6P-6:30P Marketplace PM Drive $185 $175 $165 The Daily and Florida Matters 6:30P-7P

7P-8P Fresh Air and Science Friday Evening $75 $65 $60 8P-9P On Point

Evening 9P-12A All Night Jazz $60 $55 $50 Jazz Saturday and/or Sunday Travel with Rick Steves, Krista Tippett Early 6A-8A on Being; Peoples Pharmacy, The $65 $60 $55 Morning Inquiry, Outlook Weekend Morning 8A-10A Weekend Morning Edition $135 $130 $125 Planet Money and How I Built Early 10A-12P This , Wait Wait …Don’t Tell me!; $160 $150 $140 Midday Radiolab This American Life; Snap Judgment; The Splendid Table; Hidden Brain, Midday 12P-4P $100 $95 $90 Fresh Air Weekend, The Moth, Ted Radio Hour, Freakonomics

Early On the Media; All Things Considered; 4P-6P $120 $115 $110 Evening Reveal, Fresh Air Weekend

To the Best of Our Evening 6P-8P $90 $85 $80 Knowledge, Sound Opinions, Latino USA

Jazz Night in America; Jazz Profiles; Evening 8P-12A Saturday Night Jazz with Mike Cornette; $75 $70 $65 Jazz All Night Jazz; On Point

Package Rates Includes Weekends on WUSF 89.7 Amounts reflect cost per 15-second announcement

Primetime Packages Monday through Friday Rate per 15 Second Spot 6:00 AM. – 10:00 AM. & 3:00 PM – 7:00PM Saturday and Sunday

8:00 AM – 12 Noon & 5:00 PM – 6:00 PM

Mor ning Edition, BBC News Hour, The Takeaway, All Things Considered, Marketplace, BBC News, Florida

Matters $125 Weekend:

Weekend Edition Saturday, Weekend Edition Sunday, and Weekend All Things Considered

Best Times Packages

6:00 AM to 8:00 P.M. Monday through Sunday

Primetime Package above plus:

On Point, Fresh Air, 1A, The Takeaway, All Things Considered, Marketplace, BBC News, Florida Matters,

Science Friday, Travel with Rick Steves, Krista Tippett on

Being, People’s Pharmacy, The Inquiry, Planet Money and How I Built This, Wait Wait …Don’t Tell Me!, $100 Radiolab, This American Life, Snap Judgment, Sound Opinions, The Splendid Table, Hidden Brain, Fresh Air

Weekend, On the Media, Ted Radio Hour, Here and

Now, Reveal, Latino USA, Freakonomics and To the Best of Our Knowledge

Total Audience (ROS) 5:00 AM to Midnight. Monday through Sund ay.

All programming audiences reached seven days per $60 week

Copy Examples

WUSF Public Broadcasting is dedicated to respecting and maintaining the non-commercial quality of our programming. We have established guidelines designed to enhance the value of your association with WUSF and create a clutter-free, commercial-free broadcasting environment.

When you decide support WUSF through underwriting, your message will include your company name, location and a brief non-qualitative description of products or services telling listeners or viewers you made this broadcast possible. This on-air message will be an important element of your communications and marketing plan, demonstrating your support of WUSF Public Broadcasting and favorably impressing your target market. We will be happy to help you develop an announcement that delivers your message and matches our requirements.

All on-air messages follow the station’s pre-amble “Support for programming comes from WUSF members and…”

Below are just some of the on-air messages both local and national organizations are using to reach their target audience through WUSF Public Broadcasting.

 “Support for programming comes from WUSF members and…Armel Jewelers, serving Sarasota and vicinity since 1967. Armel Jewelers is a member of the American Gem Society and an official Rolex Jeweler representing Rolex timepieces at two locations; St. Armand’s Circle, Sarasota and Southbay Fashion Center, Osprey.”

 “Support for programming comes from WUSF members and…Seitenbacher Natural Foods, offering a complete line of oils for cooking or salads, whole grain Musli Cereals, and Happy Fruits, a gluten-free all- natural snack. Seitenbacher, available at a health food store or supermarket near you.”

 “Support for programming comes from WUSF members and…the Tampa law firm of de la Parte & Gilbert assisting clients in business litigation matters as well as counseling in the areas of contracting, corporate governance and risk management. Online at dg firm dot com.

 “Support for programming comes from WUSF members and…Crispers. It's the busy-day solution for a working lunch with fresh soup, salad or sandwiches delivered right to the office. Order online at Crispers dot com or via the mobile app. Crispers, the Florida grown and operated restaurant.

 “Support for programming comes from WUSF members and…Animal Pet Movers, since 1977, providing pet relocation, pet shipping and international pet-travel services. Air Animal Pet Movers is on the web at Air Animal (dot) com.”

 “Support for programming comes from WUSF members and…Johns Hopkins All Children’s Hospital providing services to adolescents and young adults suffering from cancer, helping this young population tackle the disease with a support network focused on their unique needs. Learn about specialized care for kids at Hopkins all children’s (dot) org.”

WUSF & WSMR Sponsorship Guidelines

Your sponsorship message will be carefully crafted to suit your marketing and public relations needs while complying with the FCC (Federal Communications Commission) regulations applicable to non-commercial stations.

Your sponsorship messages may be 15 seconds or up to 20 seconds on WSMR. Sponsorship messages may include some of the following elements:

Sponsor’s business or organization name, or that of the subsidiary, legal DBA, operating division or parent company Business location Business hours Business phone number or web address A value-neutral description of the business of organization Trade names, products or services that identify the underwriter (No more than three) Third party names, corporations or sponsors cannot be included in an NPA An established corporate slogan that complies with all FCC regulations applicable to non-commercial stations

Sponsorship messages must be:

Consistent with WUSF’s image and of general interest to listeners

Not intended to solicit contributions from listeners

Additionally: Acceptance of messages and sponsors with potential conflicts of interest and problems of listener misconceptions will be taken into consideration on a case-by-case basis.

The FCC precludes qualitative, comparative, or promotional language. Calls to action, pricing information and inducements to buy or sell are not permitted. * Mention of awards, favorable reviews, endorsements or testimonials are not permitted.

All sponsorship messages are read “live” by WUSF staff announcers. Submitted copy must be approved by WUSF before the start of a schedule.

These regulations serve to protect the non-commercial content that public broadcasting listeners value so highly. In this way the special integrity of the relationship between the stations and their listeners extends to the underwriter as well. The public broadcasting audience positively identifies the sponsor with the high quality programming of WUSF. WUSF may refuse to accept messaging from companies, businesses, organizations, or any other entities deemed to be inconsistent with WUSF’s image, not of general interest to the WUSF audience, or that could be detrimental to the welfare and image of the stations.

* Section 399B of the Federal Communications Act of 1934, and sections 73.504(d) and 73.503(e), FCC 2D 255 (1994)

Creating Connection with Consumers

In spite of the rise of other audio and podcasts, radio as a medium remains very strong. Radio continues to reach significantly more people than any other medium in the United States; 47% of all audio listened to by audiences is broadcast radio. NPR is now reaching more people than ever before, topping 30 million listeners weekly. NPR stations have the highest drive-time ratings for news compared to other news stations in 46% of U.S. markets. 86% of listeners agree that NPR is personally important to them.

It is fair to say that NPR is more relevant today than ever before as we consider the importance of connecting to consumers and the rise of purpose-driven brands. The voice-activated future is advantageous for NPR stations as 71% of smart speakers are tuning into more audio, which is bringing radio into millions of homes in a new way.

NPR has built a unique trust and connection with audiences and an environment where brands can do the same.

Source: Greater Public July 25, 2018 by BEVERLY JAMES