In the saturated world of marketing, two elements are indispensable:
- Trust, and
- Driving Action.
As seemingly endless advertisements compete for attention everywhere, consumers are increasingly gravitating toward environments they trust, where messaging feels authentic and aligns with their preferences and values.
The Trusted Environment of Public Media
Enter public radio and television. Platforms like NPR and PBS are trusted havens that offer sponsors (advertisers) unique opportunities to connect with engaged and discerning audiences.
- About 3 out of 4 NPR listeners cite trust as the primary reason they tune in to public radio stations.
- PBS has been voted #1 in trust for 21 consecutive years
- 72% of PBS viewers say sponsor messages are different and better than other advertising
Shared Values Help Drive Action
Shared values between public media audiences and brands strengthen connections.
Sponsoring public media creates a halo effect — the trust and positive associations with public media extend to the sponsor's brand. This enhances brand perception and loyalty among engaged, community-focused audiences.
Listeners and viewers support companies they learn about on public media platforms, especially those that align with principles such as education, culture and civic engagement.
- 84% of NPR listeners take action in response to a sponsorship message heard on public radio.
- 68% of NPR listeners prefer to purchase products and services from public radio sponsors.
- 72% of NPR listeners hold a more positive opinion of a company that supports public radio.
- 71% of PBS viewers agree that sponsors have a commitment to quality and excellence.
Minimalist Advertising – Deep Connections
What sets public media apart is its ability to foster a deep, meaningful connection between listeners and sponsors. Unlike traditional commercial media, where frequent advertisements are often perceived as intrusive or disruptive, public media takes a minimalistic approach.
With just a few minutes of messaging per hour, public media creates an environment where sponsorship messages are welcomed and embraced by the audience rather than ignored.
- Public radio and television stations air fewer than 5 minutes of sponsor messages per hour compared to an average of 18 minutes of advertisements on commercial radio.
- 63% of PBS viewers say it’s easier to remember sponsor messages because there are fewer of them compared to ads on commercial networks or streaming services.
Conclusion: Stand Out with Public Radio and Television
In a sea of marketing noise and uncertainty, public media stands as a beacon of trust, engagement and results.
For brands seeking to elevate their presence, forge genuine connections with their target audience, and ultimately drive action, public media like NPR and PBS present powerful marketing opportunities.
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Sources:
- Public Radio Techsurvey 2023, Jacobs Media
- PBS Trust Survey, Proof Insights, 2024
- Kantar SGPTV, US Video Audience Insights, 2023
- Kantar / Lightspeed Research NPR State of Sponsorship Survey, June 2023