Michigan Radio/NPR Sponsorship Contract
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Meeting Date: 09/16/2020 211 Williams Street Royal Oak, MI 48067 Phone: 248-246-3286 downtownroyaloak.org MEMORANDUM Date: September 10, 2020 To: DDA Board of Directors Subject: NPR/Michigan Radio Advertising At the September 9th Consumer Marketing Committee meeting, the committee recommended becoming a sponsor of NPR/ Michigan Radio in order to promote downtown Royal Oak to target demographics. The duration of the sponsorship is intended to be approximately 12 weeks, in synchronous with other advertising campaigns currently proposed by the committee. If approved, staff will work with Michigan Radio representatives to determine level of sponsorship and the content of the on-air mentions. The committee recommended a budget of $20,000 for the Michigan Radio sponsorship. Additional funds would have to be allocated to the advertising budget in order to execute the extension of the advertising agreement. The board may recall that various events the DDA sponsors have been canceled this year, including Spooktacular, Holiday Jingle, and Rock ‘n’ Rides, allowing for the possibility of reallocating those funds to media buys for advertising. Should the DDA concur with this recommendation, the following resolution has been prepared for its consideration. Be it resolved, the DDA approves the Consumer Marketing Committee’s recommendation that in order to promote downtown Royal Oak to receptive audiences, the DDA pursue a sponsorship of Michigan Radio in the amount of $20,000, which is to be reallocated from the event sponsorship budget. Be it further resolved, that the DDA authorizes the Executive Director to execute an agreement with Michigan Radio, which is subject to any revisions by the city attorney. Respectfully submitted, Sean Kammer Downtown Manager MICHIGAN RADIO | A Founding NPR Member Station BY THE NUMBERS | National Reach MILLION USERS 265 132 MONTHLY MEMBER STATIONS BY THE NUMBERS | Reach All Major Markets in MI 825k+M* 80% 179K+** Monthly Unique Broadcast Monthly LISTENERS Reach Of STREAMERS *Nielsen Radio National Regional Database, Spring **Triton Analytics Average Monthly Unique 2020, Mon-Sun, 5am-5a, Adults 12+, Monthly Cume POPULATION Connections 3/1-8/31 2020 Average Monthly streaming session for same time frame: 1,093,651 LISTENERS & MEMBERS | Reach All Major Markets in Michigan WUOM 91.7 Quad County Area+: Macomb, Oakland Washtenaw, Wayne, Lansing, Toledo WFUM 91.1 Mid-Michigan: Flint,Saginaw WVGR 104.1 West Michigan: Battle Creek, Kalamazoo, Grand Rapids, Holland, Muskegon Listening Area Density of Membership Base LISTENERS & MEMBERS | Reach All Major Markets in Michigan WUOM 91.7 Quad County Area+: Macomb, Oakland Washtenaw, Wayne, Lansing, Toledo WFUM 91.1 Mid-Michigan: Flint,Saginaw WVGR 104.1 West Michigan: Battle Creek, Kalamazoo, Grand Rapids, Holland, Muskegon Listening Area Density of Membership Base MICHIGAN RADIO | Reaching more listeners than the other public radio stations in our coverage area, COMBINED Weekly Cume Rank Station Average Persons Persons 1 Michigan Radio 17,800 394,700 2 WDET-FM 4,600 126,400 3 WKAR-FM 3,100 58,900 4 WGVU/WGVS-FM 1,300 37,100 5 WEMU-FM 1,200 31,200 6 Blue Lake Public Radio 1,300 29,300 7 WMUK-FM 1,000 26,400 8 WCMU 800 20,500 9 WGVU/WGVS-AM 1,100 18,900 10 WKAR-AM 300 8,000 ©Michigan Radio 2020 *Michigan Radio is: WUOM/WFUM/WVGR +Arbitron Total Survey Area, Spring 2020, Mon-Sun, 6am-12Mid, Adults 12+, Weekly Cume PROGRAMS | Connect your brand with award winning public radio content. Deliver your message to an informed, affluent, audience. MICHIGAN RADIO | Programs, Podcasts, Talent Zoe Clark, Doug Program Tribou, Director Morning Edition Lester April Baer, Graham, Stateside The Environment Report Vince Duffy, News Director MICHIGAN RADIO | Award Winning Journalism MICHIGAN RADIO | Daily Programming Schedule 12:00 AM Stand Out In An Uncluttered 5:00 AM Environment 9:00 AM Commercial Radio Clock 10:00 AM 14 - 16 minutes per hour 28 - 36 ads per hour 12:00 PM 1:00 PM 45:00 15:00 3:00 PM 4:00 PM 30:00 Public Radio Clock 6:30 PM 2 ½ minutes per hour 8 messages per hour 7:00 PM 8:00 PM 45:00 15:00 9:00 PM 10:00 PM 30:00 11:00 PM MICHIGAN RADIO | Weekend Programming Schedule Saturday 6:00 AM 4:00 PM 7:00 AM 5:00 PM 8:00 AM 6:00 PM 10:00 AM 7:00 PM 11:00 AM 8:00 PM 12:00 PM 9:00 PM 1:00 PM 10:00 PM 2:00 PM 11:00 PM 3:00 PM MICHIGAN RADIO | Weekend Programming Schedule Sunday 6:00 AM 4:00 PM 5:00 PM 7:00 AM 6:00 PM 8:00 AM 7:00 PM 11:00 AM 12:00 PM 8:00 PM 1:00 PM 9:00 PM 2:00 PM 10:00 PM 3:00 PM 11:00 PM AUDIENCE | NPR listeners are distinguished. AFFLUENT 41% more likely to have a HHI of $100K+ EDUCATED 99% more likely to have a Bachelor’s degree or higher INFLUENTIAL 97% more likely to be in Top Management at a company INVOLVED Connect your brand with a uniquely 105% more likely to be a member engaged audience. of a charitable organization agree that NPR is ATTENTIVE 80% personally important to them. 74% are more attentive when prefer to buy products listening to NPR than when watching 66% TV* from companies that support NPR Stations. ACTIVE 81% more likely to go backpacking or hiking CURIOUS 42% more likely to own a passport Sources: MRI-Simmons Doublebase 2019; NPR State of Sponsorship Survey, April 2020 *Lightspeed Research, NPR Sponsorship Survey Nov 2016 NPR LISTENERS | Are engaged with NPR content, with a stronger halo effect than commercial radio. NPR listeners are informed and influential. INFLUENTIAL 24% more likely to be president of a company, and more than twice as likely to work in top management INVESTED 99% more likely to own at least $150,000 in investments, 89% more likely to use a financial planner Base: Adults 18+ who listen to an NPR News Station Source: MRI-Simmons Doublebase 2019 *Weighted by Value Statements; recalibrated to make up for low respondent rate NPR NEWS | Audience Profile NPR News attracts a distinguished audience. They are educated, business decision makers that are active in their communities. LIFESTYLES* 94% Involved in public activities 77% Voted 25% Participated in fundraising 52% Consider themselves somewhat/very liberal 17% Somewhat/ very conservative 27% Middle of the road DEMOGRAPHICS 42% Theatre/concert/dance attendance 65% Dine out 53% Men 47% Read books 47% Women 37% Went to zoo or museum 49% Aged 25 to 54 52% Participate in a regular fitness program 19% Aged 18 to 34 33% Walk for exercise 35% Aged 35 to 54 21% Swim 69% College degree or beyond 30% Own any financial securities 34% Post graduate degree 23% Own stock or bond mutual funds 16% Own common or preferred stocks 84% HHI $50,000+ 68% HHI $75,000+ 91% Own a smartphone Median HHI: $105,000 64% Visited a site on phone for news 65% Married 72% Domestic travel in past 12 months 19% Never married 46% Foreign travel over past 3 years 68% Employed 50% View job as “career” 29% Professional occupation 17% Involved in business purchases of $1,000+ each year 8% Work in top management READS: More than half (53%) of NPR News listeners are men BASE; Adults 18+ who listen to an NPR News station. SOURCE; MRI-Simmons Doublebase 2019 *past year activities PLATFORMS | Reach Your Audience When, Where & How They Listen 14% Podcasts 12% Computer 19% Mobile % Spending Time Listening: 26% Home 10% Smart 19% Car Speaker READS: More than half (53%) of NPR News listeners are men BASE; Adults 18+ who listen to an NPR News station. SOURCE; MRI-Simmons Doublebase 2019 *past year activities CAMPAIGN PLANNING | Elevate Your Brand BRANDING Recommended: 6mo-12mo Duration Decide: Duration, Frequency, Messaging Platforms of Relevance: Audio, Display/Banners, Streaming, Events, Newsletters, Social PUBLIC Recommended: 6mo-12mo Duration RELATIONS Decide: Duration, Frequency, Messaging Platforms of Relevance: Audio, Display/Banners, Streaming, Events, Newsletters, Social EVENTS Recommended: 1-4 week duration Decide: Duration, Frequency, Timing Platforms of Relevance: Audio, Display/Banners, Events, Social PRODUCTS | Audio Connect with listeners as they tune in across platforms throughout the day Radio spot duration 15 seconds and read live by one of our Michigan Radio hosts. Radio Preamble “Support for Michigan Radio comes from (business Streaming name)” and state who you are, what you do, and where listeners Podcasts can learn more. Podcasts mid-roll and post-roll - duration 15 seconds included in popular Michigan Radio podcast titles Streaming pre-roll 10 seconds Audio Examples PRODUCTS | Display Be seen in a brand safe, uncluttered environment 300 x 250 display ads that will appear Michiganradio.org, Website LinkedIn, and all newsletters Mobile App 728 x 90 streaming banner ad LinkedIn at MichiganRadio.org Newsletters 320 x 50 banner ad on Michigan Radio’s mobile app PRODUCTS | Sponsor Events Amplify your brand’s message and connect in person Music, politics, culture, thought- provoking live events that Live Events represent the range of our Podcasts diverse programming. NPR On the Road WHAT’S NEXT | How to schedule a campaign Budget, Choose Frequency Platforms & & Campaign Products Dates Discuss & Final Schedule Revise Copy & Contract Submit Campaign Display Assets Launch.