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Why Program Sponsorship?
As a Program Sponsor on Classical 90.5 WSMC you have a unique and strategic advantage
Because Classical 90.5 WSMC is non-commercial there is a lack of “clutter”. Your message stands out.
It doesn’t get lost in the “traffic”.
Association with WSMC’s programs gives you an edge—
A recent study conducted by Jacobs Media for NPR found that classical music listener’s perception of an underwriter is greatly enhanced.
This research indicates that you as a sponsor of Classical 90.5 WSMC, are seen by listeners as:
• Up-scale
• Trust worthy
• Socially-responsible
Nine out of ten listeners think more positively of your business. In the mind of the listener, your business is giving back to the community.
The “halo effect” is a major benefit of buying public radio. It’s a benefit that isn’t realized through commercial radio, TV or newspapers.
• When price and quality are equal, listeners prefer to buy products from companies that support public radio
• Companies that sponsor public radio are perceived to be of a different quality than those advertising on commercial radio
• Listeners have a positive opinion of companies that sponsor public radio
• Listeners are more apt to do business with someone who supports “their” station
Classical 90.5 WSMC’s Audience is Affluent, Educated, and Community Minded
| Lifestyle |
| 79% |
Public involvement |
59% |
Own financial securities |
| 87% |
vote |
32% |
mutual funds |
| 30% |
fund raising |
29% |
common stocks |
| 60% |
Theatre/concert/dance |
65% |
HHs own computer |
| 47% |
attend live theater |
43% |
subscribe/use online services |
| 73% |
dine out |
82% |
Domestic travel |
| 28% |
Classical Concert |
43% |
foreign travel past 3 years |
| 47% |
Regular fitness program |
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| 45% |
swim |
|
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| 31% |
hike/backpack/camp |
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| Audience Profile: Classical Music Listener |
| Gender |
Age |
| 52% |
Men |
5% |
18-24 |
| 48% |
Women |
11% |
25-34 |
| Employment |
23% |
35-44 |
| 55% |
Full-time employment |
23% |
45-54 |
| Among the working... |
18% |
55-64 |
| 42% |
Professional/managerial |
20% |
65+ |
| 16% |
Tech/clerical/sales |
Household |
| 2% |
Precision/craft/repair |
33% |
Children at home |
| 8% |
Other |
81% |
Own home |
| Household Income |
60% |
MSA suburban |
| 4% |
$10-19,999 |
33% |
MSA central city |
| 6% |
$20-29,999 |
7% |
Non-MSA |
| 7% |
$30-39,999 |
Census Region |
| 8% |
$40-49,999 |
25% |
Northeast |
| 9% |
$50-59,999 |
30% |
South |
| 12% |
$60-74,999 |
20% |
Midwest |
| 52% |
$75,000+ |
25% |
West |
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Median hh income $78,386 |
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Source: Interep, Mediamark Research , BIA |
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Contact Scott Kornblum at (423) 236.2426 or scottk@southern.edu for more information.
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