WAMU CONNECTS WASHINGTONIANS WITH EACH OTHER AND THE WORLD — D.C.’S NPR® NEWS STATION — CONNECT WITH AN AUDIENCE OF
2.6M+ ACROSS MULTIPLE PLATFORMS
Sources: Nielsen Audio PPM, Washington D.C. Metro, Feb 2018-Jan 2019, A18+ M-Su 6a-12m; Google Analytics, Sep 2019; StreamGuys, Sep 2019; Mailchimp, Oct 2019 WAMU IS MODERN AUDIO
An educational mission and fact-based journalism are the DNA of public media. WAMU and NPR® trace their legacies in narrative audio to these tenets, but a greater force captivates fans — WAMU’s brand of storytelling.
WAMU AMPLIFIES YOUR STORY
RADIO WAMU platforms help your marketing message shine beyond words. Your sponsorship signals that you invest in a local, independent source for news and culture.
An ever-engaged audience responds in your favor WAMU.ORG thanks to public media’s powerful halo effect.
DCIST.COM
STREAMING
PODCASTS ON-DEMAND
NEWSLETTERS EVENTS SOCIAL
Use a multiplatform WAMU strategy to extend audience reach and reinforce message frequency. COMPREHENSIVE MARKETING DEEPENS CONNECTIONS
WAMU platforms place your message in the context of a safe, credible environment. Your organization’s presence signals support for a trusted source of balanced journalism, cultural entertainment and civil conversation.
ACROSS PLATFORMS, WAMU ENGAGES MORE THAN 2.6 MILLION TOUCHPOINTS EACH MONTH
RADIO and 1,075,000 :15 messages written in an objective style that 24/7 LIVE AUDIO unique listeners1 listeners expect and appreciate. Streaming STREAMING messages air at the gateway to the stream, which attracts 2,320,000 monthly sessions2
WAMU.ORG, 1,145,000 Sponsored content, display ads WAMU SHOW SITES unique visitors3 including rich media and mobile and DCIST.COM
PODCASTS 353,000 podcast :15 or :30 audio messages in podcasts that and on-demand average 924,000 monthly downloads4 unique listeners4
NEWSLETTERS 83,000 subscribers to Sponsored content, dedicated WAMU Insider5, 32,000 emails and display ads subscribers to DCist Daily5
EVENTS Networking opportunities for sponsors at community celebrations and educational forums
Sources: 1. Nielsen Audio PPM, Washington D.C. Metro, Feb 2018-Jan 2019, M-Su 6a-12m, A18+ 2. Webcast Metrics, Sep 2019 3. Google Analytics, Sep 2019 4. StreamGuys, Sep 2019 5. Mailchimp, Oct 2019 Photo Credit: Meridian Hill Park by Wayne Thume on Flickr WAMU AUDIENCE SNAPSHOT
EDUCATED EACH MONTH, MORE THAN
113% more likely to have a
2 1,075,000 post-graduate degree DIFFERENT PEOPLE LISTEN TO WAMU1 INFLUENTIAL 145% more likely to be a business owner or partner2
AFFLUENT
55% more likely to earn a household income of $250K+2
CULTURAL
98% more likely to contribute to an arts or cultural organization2
COMMUNITY-MINDED
81% more likely to donate money to social care causes2
Sources: 1. Nielsen Audio PPM, Washington D.C. Metro, Feb 2018–Jan 2019, M-Su 6a-12m, A18+ 2. Nielsen, Washington D.C. Metro, Scarborough R1 2019 Feb 2018-Feb 2019, A18+ Photo Credit: 2019.08.30 NPR® Wait Wait...Don’t Tell Me!, Vienna, VA USA 242 16016 by Ted Eytan on Flickr WAMU INSPIRES PEOPLE WHO SHAPE THE WORLD
In a hub brimming with intellect, creativity and devotion to public service, WAMU engages people who influence personal and professional networks.
BUSINESS Be a business owner / partner EDUCATION Have a post-graduate degree ECONOMY Earn a household income of $250K+ ARTS Contribute to an arts or cultural organization COMMUNITY Donate to social causes Work for the federal government GOVERNMENT M O R E LI K E LY TO
Source: Nielsen, Washington D.C. Metro, Scarborough R1 2019 Feb 2018-Feb 2019, A18+
NPR listeners are more than
as likely to 3x be influential. Compared to the average American, NPR listeners are significantly more likely to drive social trends, influence mass opinion and create word of mouth for ideas and products.
Source: GfK MRI Doublebase 2018 WAMU IS TRUSTED
Professions in and related to public service require discernment of credible news.
WAMU’s award‑winning, rigorous reporting makes it trusted among Washington Insiders. It helps them declutter the barrage of daily information and get in‑depth insight into the relationships between Washington and the world.
Washington Insiders consider WAMU
#7 among the Most Trusted Media Outlets for Washington‑focused News and Information Source: National Journal, Washington in the Information Age 2019 INSIDERS SEEK FACTS — WAMU DELIVERS
Business leaders and government influencers must have faith in their news and information sources — their careers depend upon it. In today’s hype‑driven media landscape, Washington Insiders dig beyond headlines for fact‑based journalism. That’s why government and policy professionals rank WAMU highly in the media they trust.
INSIDERS TRUST WAMU, D.C.’S NPR® NEWS STATION
75% trust national media brands 62% trust inside-the-Beltway brands for Washington news and information
Of the 48 media brands Washington Insiders reference as “trusted,” WAMU | NPR RANKS 7TH and is THE ONLY AUDIO BRAND IN THE TOP 10
ACROSS PUBLIC AND PRIVATE SECTORS, WAMU DRAWS A TOP SHARE OF AUDIENCES
39% of Capitol Hill and private sector Insiders rely on WAMU as a top source of Washington news and information
Source: National Journal, Washington in the Information Age 2019 Photo Credit: Half Akimbo by Mike Maguire on Flickr WASHINGTON INSIDERS LISTEN LIKE IT’S THEIR JOB
In every U.S. city’s circle of influence, NPR® news stations fulfill a drive to be in-the-know, lending context for decisions that shape the locale’s major industries. WAMU empowers professionals who impact government and public policy in the heart of D.C. and the world at large. THOUGHT AND OPINION LEADERS RELY ON WAMU1 39% Senior Level Policy Professionals 37% Capitol Hill Insiders 40% Private Sector Executives
70% 45% 39% 70% of federal employees Federal employees in the D.C. NPR news listeners are 39% in the D.C. Metro area have Metro area are 45% more more likely than the average confidence in WAMU.2 likely to listen to WAMU.3 American to work in local, state or federal government.4
Sources: 1. National Journal, Washington in the Information Age 2019 2. Market Connections, Federal Media and Marketing Study 2019 3. Nielsen, Washington D.C. Metro, Scarborough R1 2019 Feb 2018-Feb 2019, A18+ 4. GfK MRI Doublebase 2018 Photo Credit: Roberto Nickson from Pexels LEAN-IN LISTENING
Time Spent Listening1
Daily: 1 hour, 30 minutes Weekly: 5 hours
58% of weekly listeners choose WAMU as their first preference station; this core audience listens an average of 7 hours, 15 minutes per week.1
#1 in AM drive for A25-542
One of the top NPR
affiliates in the nation3
Sources: 1. Nielsen Audio PPM, Washington D.C. Metro, Jul 2018-Jun 2019, M-Su 6a-12m, A18+ 2. Nielsen Audio PPM, Washington D.C. Metro, Jul 2018-Jun 2019, M-F 5a-9a, A25-54, AQH Persons 3. Nielsen Audio PPM, Washington D.C. Metro, Fall 2018, M-Su 6a-12m, P6+, AQH Persons Photo Credit: 06a.ManInSuit.Bench.WDC.20February2017 by Elvert Barnes on Flickr MESSAGES STAND OUT AND INSPIRE ACTION
In public radio’s clutter-free environment, listeners pay attention throughout short sponsorship breaks.
PER HOUR, WAMU VERSUS COMMERCIAL RADIO
6 vs. 18 minutes of sponsor minutes of advertising messages air on WAMU air on commercial radio
CONCISE, HYPE-FREE sponsorship messages win listener appreciation. SPONSORSHIP ELEVATES BRANDS
Your support builds a connection with audiences, instilling a HALO EFFECT that drives brand lift and preference.
“I received such great feedback from our campaign with WAMU. As D.C.’s NPR 77% have TAKEN ACTION in station they’re one of the most respected response to a public radio brands in the Beltway, and one that I’ll sponsorship message definitely work with again to communicate our message to D.C. decision-makers.”
— MATTHEW HALLER SVP, Public Affairs International Franchise Association 75% hold a MORE POSITIVE OPINION of a company that “I know I can always count on WAMU’s supports public radio campaigns to reach a wide, responsive and diverse audience of listeners. Mosaic’s partnership with WAMU has consistently helped us reach 69% and bring in new audiences.” PREFER TO PURCHASE — SERGE SEIDEN Managing Director PRODUCTS AND SERVICES Mosaic Theater Company from public radio sponsors
Source: Lightspeed Research, NPR State of Sponsorship Survey, March 2019 D.C.’S NPR® NEWS STATION
AUTHENTICITY. CONTEXT. CONNECTION.
Bridging regional life and world news, WAMU combines programs from top public media producers with its own distinctive originals for a robust award-winning roster of news, talk, lifestyle and entertainment.
PROGRAM HIGHLIGHTS
MORNING EDITION The nation’s number one morning drive program; consistently top-ranked AM show in D.C.1
BBC NEWSHOUR
1A #1 in D.C. in its time slot2
THE KOJO NNAMDI SHOW “The best interview in town” — The Washington Post
FRESH AIR
HERE & NOW
THE DAILY Powered by New York Times journalism
ALL THINGS CONSIDERED The most listened-to afternoon drive news radio program in the country1
MARKETPLACE
WAIT WAIT…DON’T TELL ME!
THIS AMERICAN LIFE
TED RADIO HOUR
FREAKONOMICS RADIO
Sources: 1. ACT 1 based on Nielsen Audio nationwide, Fall 2018, based on program broadcast times M-Su 12m-12m, P12+, Talkers magazine 2. Nielsen Audio PPM, Washington D.C. Metro, Jan-Jun 2019, M-F 10a-12p, A18+, AQH Persons Photo Credit: Kojo Nnamdi by WAMU LOCAL RELEVANCE STARTS HERE
STRENGTHEN YOUR BRAND’S COMMUNITY TIES WITH WAMU ORIGINALS REFLECTING TODAY’S D.C.
THE KOJO NNAMDI SHOW
Kojo Nnamdi welcomes a lineup of interesting and provocative guests to discuss current events, political issues, social policy, art, science and emerging stories. His inviting style encourages guests and callers to discover new points of view, embrace controversy and spark new ideas. The show creates dynamic dialogue about issues that are important or interesting to the Washington, D.C. region.
1A
Inspired by the First Amendment, 1A celebrates free speech and the power of the spoken word. Daily conversation explores the most important issues of our time: public policy, political power plays, new technology, as well as delving into pop culture, sports and humor.
DCIST
DCist.com covers local news that often can’t be found anywhere else, telling stories about what matters most to Washingtonians every day. Readers rely on DCist’s smart and distinctive voice for everything from what’s happening in city politics to how to spend the weekend.
EVENTS
WAMU and DCist bring people together, facilitating the exchange of ideas and networking opportunities for sponsors. Events range from intimate to large gatherings and span various interests, drawing diverse crowds.
Photo Credit: WAMU WAMU PODCAST PORTFOLIO CAPTIVATES LISTENERS D.C. RANKS Perfect for on-the-go and on-demand listening, a growing lineup of podcasts produced by WAMU serves local #1 interests and has universal appeal with intellectually IN U.S. PODCAST 1 curious audiences. Shows explore diverse themes, such USE BY MARKET. as reporters investigating listener questions in What’s With Washington and conversations with writers, artists and thinkers in Diane Rehm: On My Mind.
WAMU LISTENERS WHO ALSO LISTEN TO PODCASTS ARE MORE AFFLUENT AND EDUCATED THAN THE AVERAGE PODCAST LISTENER IN D.C.2
71% 73% 75% 73% 58% 59% Listen to WAMU and Podcasts
Listen to Podcasts
HHI $100K+ College Degree+ Ages 25-54
Sources: 1. Nielsen PPM Panel Characteristics Report, Q1 2019 2. Nielsen, Washington D.C. Metro, Scarborough R1 2019 Feb 2018-Feb 2019, A18+ “WAMU keeps me informed “WAMU is yoga for the mind “NPR and particularly about the world, the country and heart. Many thanks.” Morning Edition is my lifeline.” and the local scene.” — Vanessa, D.C. — Mark, Alexandria, VA — Karim, Lucketts, VA “WAMU feels like home.” “WAMU is my favorite window to “Because WAMU speaks — Emily, Takoma Park, MD the world while commuting.” truth to power.” — Jeanne, Sterling, VA — Michael, D.C. “WAMU is journalism at its finest.” — Omolola, Bowie, MD
4401 Connecticut Ave, NW Washington, D.C. 20008
(202) 885-8231 | sponsorWAMU.org | sponsorDCist.com
Market Enginuity® manages sponsorship sales for WAMU, linking the station and corporate supporters in a mutually beneficial partnership that enables each to fulfill its mission.
Photo Credits: Photo by Jorge Alcala on Unsplash, 2018.10.26 Howard Theatre at Dawn, Washington, DC USA 0543 by Ted Eytan on Flickr, Adams Morgan Day by angela n. on Flickr (Cover); Photo by VREDOR on Unsplash; 2018.02.06 DC People and Places, PaintTheSky, Washington, DC USA 3176 by Ted Eytan on Flickr; Martin Luther King Memorial in the early evening by John Brighenti on Flickr; 2017.03.23 Stonewall Bocce featuring Ruby Corado, Washington, DC USA 01848 by Ted Eytan on Flickr; Seeing Deeper Aqua Blue by Geoff Livingston on Flickr; 2018.07.19 DC People and Places w Sony AIII, Washington, DC USA 04816 by Ted Eytan on Flickr; HDS-2.jpg by Hillel Steinberg on Flickr; and This is NPR book by WAMU.