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, 4 state or federal government. 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 3 in the nation 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.