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The Power of Audio! The Power of Audio! ***RESTRICTED RIGHTS: NPR member stations, producers of NPR distributed programs, and customers of the Public Radio Satellite System have authorization to use this information in their underwriting materials and proposals, and for internal analysis. Any other usage requires permission from NPR Audience Insights.** WHAT YOU NEED TO KNOW ABOUT AUDIO & THE PUBLIC RADIO AUDIENCE | [INSERT CLIENT LOGO & COPY BELOW] IDENTIFY: Ihavestudiedyourlatestpressreal PROSPECT’S UNMET easeandtalkingpointstalkingpoin tstalkingpointstalkingpointtalkin NEED/PROBLEM gpointtalkingpointstalkingpoints HELP THEM IMAGINE: Imaginereachinganaudiancethat ATTACH A SOLUTION representsHHI$100Ktalkingpoint stalkingpointstalkingpointstalkin TO OUR AUDIENCE gpointtalkingpointtalkingpointst & UNIQUE STRENGTHS alkingpoints BE INNOVATIVE: Iwilldemonstratethepowerofaudio DIFFERENTIATE AND campaignstalkingpointstalkingpoin DEFEND OUR STORY tstalkingpointstalkingpointtalkingp ointtalkingpointstalkingpoints 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 1.1M* 80% 165K* Monthly Unique Broadcast Monthly LISTENERS Reach Of STREAMERS POPULATION * Nielsen Mar-May avg 2020 *Nielsen Mar – May Average 2020 *Monthly streaming sessions 9,903,000 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 all other NPR stations in Michigan, combined. Weekly Cume Rank Station Average Persons Persons 1 Michigan Radio 20,400 491,000 2 WDET-FM 4.000 167,400 3 WKAR-FM 3,500 72,700 4 WGVU/WGVS-FM 1,500 42,400 5 WEMU-FM 1,100 40,200 6 WMUK-FM 1,300 32,000 7 Blue Lake Public Radio 1,200 24,900 8 WGVU/WGVS-AM 600 16,500 9 WKAR-AM 500 14,000 ©Michigan Radio 2020 *Michigan Radio is: WUOM/WFUM/WVGR +Arbitron Total Survey Area, Fall 2019, 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.
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