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Make an Impact with OPB Sponsorship

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Make an Impact with OPB Sponsorship OPB is the best-kept marketing secret for Make an reaching the highest concentration of educated, affluent and influential decision makers in Impact with Oregon and southern Washington. More than one million people tune in to OPB – including OPB Sponsorship your best clients, customers, patrons, and employees. Reach Your Target Audience OPB TV far outpaces cable ratings, with an average of more than 26,000 Portland metro-area viewers per primetime program.1 40000 35000 30000 25,000 20,000 15,000 10,000 5,000 Y Y OPB HISTOR 0 DISCOVER HGTV FOX NEWS FOOD TLC A&E CNN OPB outpaces cable audiences OPB Radio has more than 448,000 weekly listeners throughout Oregon and southern Washington.2 opb.org ranks #3 among Portland metro-area media Web sites.3 Get Results OPB’s loyal audience appreciates sponsors who support the programs they love. By supporting OPB, you’ll build a deep connection with OPB’s large and engaged audience, driving more interest in doing business with you. Increase Return on Investment n 95 percent of public radio listeners have taken direct action as a result of sponsorship, and have shown preference to do business with supporters of their station.4 n PBS viewers are more likely to choose to buy a product or service from a PBS sponsor.5 Cultivate Clients and Consumers n More than half of public radio listeners prefer to buy products and services from companies that support public radio.4 n 70 percent agree that PBS sets the standard for quality and excellence, that sets it apart from other TV.5 Build Brand Loyalty and Trust n 61 percent of public radio listeners agree their opinion of a company is more positive when they find out it supports public radio.4 n 48 percent of public radio listeners surveyed believe companies that sponsor public radio are more credible than those that advertise on commercial radio.4 Demonstrate Your Good Corporate Citizenship n PBS viewers are loyal to companies who sponsor PBS.5 n PBS viewers are twice as likely to recommend PBS sponsors to friends and family than commercial TV audiences.5 Stand Out from Your Competitors Non-programming minutes per hour Your sponsorship messages will stand out because there is less 15 min visual and auditory “noise” relative to commercial media outlets. 10 min n OPB TV includes fewer non-programming minutes per primetime hour: 3:22 minutes on average compared to 14 minutes (or more) on commercial broadcast and cable TV.6 5 min n OPB Radio dedicates no more than three minutes per hour 3 9 to sponsorship spots, while commercial radio airs eight to OMMERCIAL TV 4:2 4:4 PBS 3:22 CABLE TV C 0 min 1 1 15 minutes (or more) of commercials per hour. Customize Your Approach Our Corporate Support staff provides high quality, attentive service. n We are an experienced team committed to understanding your needs first, then offering solutions to reach your goals. n We provide recommendations based on solid research, demographic information and decades of experience. n We help craft creative, effective spots and ads that communicate your marketing message within the public broadcasting framework and FCC guidelines. Connect with the OPB Community n Special event invitations – Meet your favorite public broadcasting personalities and network with other Business Partners. n Partnership promotion – Promote your support of OPB at your place of business, in your organization’s materials, and link to OPB’s Web site. *Please request logos, specs, and window clings. n Your company name on opb.org – Your company name will appear on opb.org/sponsorlist. n Individual membership discounts – Encourage employees to become new OPB members at 20 percent off the regular rate. n Lending library – Enjoy free borrowing privileges from our library of PBS “favorites.” You may access our entire list of available videos at opb.org/support/library. Oregon Public Broadcasting 7140 SW Macadam Avenue Portland, OR 97219 503.244.9900 opb.org 1TRAC Media Services, February 2014, KOPB, M-Sun, 8p-11p, Live+ Same Day, Portland, OR DMA, adults 18+ 2Prepared by RRC, US Total P12+, M-Sun, 6a-12a, Fall 2013, Weekly Cume, KETP-FM/KHRV-FM/KOAB-FM/ KOAC-AM/KOAC-FM/KTMK-FM/KOBK-FM/KOGL-FM/ KOPB-AM/KOPB-FM/KOPB-Stream/KOTD-FM/KRBM-FM/ KTVR-FM ©2014 Nielsen Audio, Inc. May not be quoted or reproduced without the prior written permission of Nielsen Audio 3The Media Audit, April-May 2013, adults 18+,opb. org/KOPB-FM 4Lightspeed Research, NPR Sponsor Impact Survey, November 2013 52013 Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study 6TNS Media Intelligence, Nov 2008, Primetime. As one of the OPB’s Radio Audience most popular at a Glance RADIO stations in Active, Educated and Influential the Portland 95% vote 5 54% are white collar workers metro-area, 78% own their own home OPB Radio reaches more 36% have $100,000+ in than 448,000 listeners liquid assets each week on 25 stations 31% have traveled abroad in the and translators throughout past two years. Oregon and southern 65% have a single or 6 Washington. An influential advanced degree audience turns to OPB for n Gender in-depth, thought-provoking and enjoyable programming. In fact, those who consider FEMALE MALE 57% 43% OPB to be their favorite station listen to OPB more than 10 hours per week.7 n Age n Income 65+ 18-34 0-25K 25-35K 16% 12% 13% 4% OPB spots are limited to 75K+ 55-64 46% 35-50K 12 messages per hour— 25% 35-54 22% significantly less than on 47% 50-75K commercial radio—so they 15% have more impact and are more likely to influence (The Media Audit, April-May 2013, adults 18+ KOPB-FM) buying decisions. In fact, over half of public radio Sponsor Examples listeners say they prefer (10 seconds each) to do business with public “EasyStreet. Building secure, high radio sponsors when price availability cloud computing and quality are equal.8 Even environments that meet HIPAA and a 10-second spot can convey HITECH Act requirements for healthcare a meaningful message in clients. EasyStreet dot com.” the low-key, straightforward manner appreciated by “Terwilliger Plaza. A continuing care OPB’s highly educated, retirement community for inquiring active audience. minds. Lectures, classes, theater groups, wine tastings, and more. Terwilliger Plaza dot com.” Radio Schedule FM & AM Stations MONDAY-FRIDAY SATURDAY SUNDAY mid. mid. BBC World Service BBC World Service BBC World Service 3am 3am Morning Edition New Dimensions 4am BBC World Service 5am Weekend Edition Weekend Edition 9am The Takeaway 10am 10am FRIDAY: Here & Now Car Talk This American Life 11am Here & Now 11am Science Friday Wait Wait ... Don’t Tell Me! Car Talk 12pm noon Think Out Loud State of Wonder A Prairie Home Companion 1pm BBC Newshour This American Life 2pm 2pm Q with Jian Ghomeshi Radiolab Wait, Wait...Don’t Tell Me 3pm 3pm The World A Prairie Home Companion Splendid Table 4pm 4pm All Things Considered Marketplace Money Weekend Weekend 5pm All Things Considered All Things Considered On The Media America’s Test Kitchen 6pm 6:30pm Marketplace 7pm Fresh Air FRIDAY: City Club of Portland The Moth Radio Hour Travels with Rick Steves 7pm 8pm 8pm Think Out Loud (REBROADCAST) Snap Judgement On Being 9pm MONDAY: TED Radio Hour TUESDAY: OPB Presents WEDNESDAY: State of the Re:Union THURSDAY: Philosophy Talk 9pm FRIDAY: Wits Live Wire Radio City Arts & Lectures 10pm 10pm Tell Me More Sound Opinions Fresh Air Weekend 11pm 11pm BBC World Service BBC World Service BBC World Service Radio Coverage Map stations translators Astoria Nedonna Beach Hood Pendleton Tillamook River Enterprise Portland The Dalles La Grande Happy Hollow Halfway Gleneden Beach Newport Baker City Richland Corvallis John Day Mt. Vernon Eugene Bend Ontario Riley Silver Lake Paisley Lakeview Research cited: 5 PPM Analysis Tool, Portland, OR Metro, AQH Persons, P6+, M-Sun, 6a-12a, Jan/ Feb/March 2014 ©2014 Nielsen Audio, Inc. May not be copied or reproduced without the prior written permission of Nielsen Audio; 6Prepared by RRC, U.S. Total, P12+, M-Sun, 6a-12a, Fall 2013, Weekly Cume, KETP-FM/KHRV-FM/KOAB-FM/KOAC-AM/KOBK-FM/KOGL-FM/KOPB-AM/KOPB-FM/KOPB Stream/KOTD-FM/KRBM-FM/KOAC-FM/KTMK-FM/KTVR-FM ©2014 Nielsen Audio, Inc. May not be quoted or reproduced without the prior written permission of Arbitron; 7Audi Graphics, Winter/Spring 2009; 8Lightspeed Research, NPR Sponsorship Survey, November 2013. OPB offers an array OPB’s TV Audience of high-quality, at a Glance TV award-winning Active, Educated and Influential PBS and local 81% vote programming on five 43% are white collar workers stations throughout 73% own their own home Oregon. 28% have $100,000+ in liquid assets 20% have traveled abroad in the past Loyal viewers tune in weekly for two years news, nature, science, history, 38% have a single or advanced degree drama, children’s shows and other enriching programming. n Gender 70 percent agree that PBS sets the standard for quality and FEMALE MALE 52% 48% excellence, that sets it apart from other TV.1 It’s no wonder that OPB TV far outpaces cable ratings with an n Age average of more than 37,000 65+ 18-34 23% 25% Portland metro-area viewers per 55-64 primetime program.2 Sponsor 21% 35-54 31% messages stand out because OPB includes significantly less non- programming minutes per hour, n Income on average, than commercial and 0-25K 10% 25-35K 3 cable TV. PBS viewers are more 75K+ 10% 32% likely to choose to buy a product or 35-50K 28% service from a PBS sponsor.1 50-75K 20% (The Media Audit, April-May 2013, adults 18+, C10 KOPB PBS total) Sponsor Options and Examples TV Spots may contain: Video Animation Still Images 10-second spot “SAIF is committed to Oregon businesses and workers.
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