As the presidential election season heats up, commercial media platforms are bracing for a $16 billion1 influx of political ads. For non-political brands and marketers seeking to cut through the noise, this period poses unique challenges — skyrocketing ad prices, limited space and an overwhelming number of attack ads and competing messages.
However, there's a silver lining for brands that promote themselves through sponsor messages on public media outlets like NPR and PBS.
Why Audiences Tune In
Public media holds a special place in the hearts and minds of its audiences, especially during elections. Here’s why:
- Credibility: Public media is renowned for its in-depth analysis and unbiased political coverage. Audiences trust the platforms for accurate information, making them a reliable go-to source, especially during tumultuous elections.
- Non-profit: The non-profit model reduces corporate and political influence, further ensuring balanced reporting compared to commercial media.
- No Political Ads: Public media platforms do not air political ads, offering a refuge from the cacophony of attack ads and political noise prevalent on other platforms.
- Shorter Breaks: Breaks are limited to just a few minutes of messages per hour. The clutter-free environment keep audiences engaged, reducing the desire to channel surf.
A Unique Marketing Opportunity
Choosing to amplify marketing messages on public media during a presidential election cycle offers several advantages:
- Surging Audience: History shows that as election coverage intensifies, listenership and viewership spikes. More engaged listeners mean more awareness and customers for brands.
- Brand Protection: Choosing public media over commercial media mitigates the risk of a brand being associated with often polarizing and contentious political ads. Ads placed next to political ads can face up to a 34% reputation hit2. Public media’s no-political-ad philosophy offers a haven, ensuring brands are safe and seen positively alongside highly valued content. Adjacency to quality news does not impact brand reputation, regardless of whether the content is unfavorable or political3.
- No Price Hikes: While commercial media platforms increase ad rates during election cycles, public media maintains consistent pricing. This ensures more value for marketing dollars.
- Two-fold Advantage: Every dollar spent on public media advertising not only amplifies brand awareness but also supports trusted, non-profit journalism. This enhances corporate social responsibility initiatives and resonates well with socially conscious consumers.
- Drive Results: With 84% of NPR listeners4 taking action in response to a sponsorship message and 72% of PBS viewers5 saying sponsor messages are different and better than other advertising, brands can increase their impact and ROI.
- Built-in Trust: Public media’s halo effect means audiences' built-in trust extends to sponsors. About three out of four NPR listeners cite trust5 as the main reason they tune in. PBS has been voted #1 in trust for 21 consecutive years5.
Conclusion: Stand Out With Public Radio and Television
Public media stands out as a prime marketing platform during presidential elections. Its trusted, political-ad-free environment provides an exceptional opportunity for brands to connect with an engaged and growing audience.
Choosing public media not only protects brands but also supports the essential role of non-profit journalism. Additionally, with less advertising clutter, brand messages are more easily noticed and remembered.
To start amplifying your message on NPR or PBS fill out the form below.
Sources:
- Group M, U.S. Political Advertising Spend, 2016-2028 projections
- J. Walter Thompson, Forethought, Survey Sampling International
- Stagwell, Future of News, 2024
- Kantar / Lightspeed, NPR State of Sponsorship Survey, Jun 2023
- Public Radio Techsurvey 2023, Jacobs Media
- Kantar SGPTV, US Video Audience Insights, 2023
- PBS Trust Survey, Proof Insights, 2024