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TRANSCRIPT
OPB is the best-kept marketing secret for
reaching the highest concentration of educated,
affluent and influential decision makers in
Oregon and southern Washington. Your best
clients, customers, patrons, and employees
depend on OPB every day.
Reach Your Target Audience
OPB TV far outpaces cable ratings, with an average of more than 30,000 Portland metro-area viewers per primetime program.1
OPB Radio has more than 408,000 weekly listeners throughout Oregon and southern Washington.2
opb.org is visited by more than 385,000 people each month.
OPB outpaces cable audiences
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Make an Impact with OPB Sponsorship
Get ResultsOPB’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 36 percent of the PBS audience has researched a sponsoring company, product or
service.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 76 percent agree that PBS sponsors are committed to quality and excellence.5
Build Brand Loyalty and Trust
n 65 percent of public radio listeners agree their opinion of a company is more positive
when they find out it supports public radio.4
n 62 percent agree NPR is selective about companies that sponsor its programming.4
Demonstrate Your Good Corporate Citizenship
n 62 percent of PBS viewers agree that sponsors are industry leaders.5
n 64 percent believe the sponsors on PBS are more trustworthy than other networks.5
Stand Out from Your Competitors
Your sponsorship messages will stand out because there is less visual and auditory “noise” relative to commercial media outlets.
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
n OPB Radio dedicates no more than three minutes per hour to sponsorship spots, while commercial radio airs eight to 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.
Non-programming minutes per hour
15 min
10 min
5 min
0 min PB
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Oregon Public Broadcasting7140 SW Macadam Avenue
Portland, OR 97219503.244.9900 opb.org
1TRAC Media Services, May 2015, KOPB, M-Sun, 8p-11p, Live+ Same Day, Portland, OR DMA, adults 18+ 2Prepared by RRC, US Total P12+, M-Sun, 6a-12a, Fall 2014, 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 ©2015 Nielsen Audio, Inc. May not be quoted or reproduced without the prior written permission of Nielsen Audio 3Google Analytics, June 2014-May 2015 Average, opb.org, ‘Users’ 4Lightspeed Research, NPR Sponsor Impact Survey, November 2014 52015 PBS Sponsorship Study: Audience Attitudes and Behaviors Research Data. 6TNS Media Intelligence, Nov 2008, Primetime.
DIG
ITA
L
Sponsor Options
opb.org
• 300x250 linked ad above the fold
• 180x150 linked ad
Audio stream
• 180x150 linked ad in the opb.org pop-up player
• Ten-second audio pre-roll
Video stream
• 300x60 linked ad
• Ten-second video pre-roll
eNews
• 140x140 linked ad to 85,000 subscribers
OPB News app
• 320x50 linked ad
opbmusic app
• 320x50 linked ad
OPB’s Digital Audience at a Glance
Active, Educated and Influential
94% are registered voters
74% are white collar workers
68% own their own home
65% have investments
44% have traveled abroad in the past two years
63% have a college degree or more
0-25K 11%
75-100K14%
25-35K6%
35-50K7%
50-75K22%
100K+40%
18-3426%
35-4438%
55-6419%
65+8%
45-549%
FEMALE41%
MALE59%
n Income
n Gender
n Age
Visitors come to opb.org seeking TV and
radio schedules, the latest news, educational
activities for children and more. Above all,
well over 385,000 monthly visitors turn to the
site for online information they can trust—
and they’re more likely to do business with
organizations that support OPB.
(Prepared with Tapscan, Scarborough R1 2015: Mar14-Feb15, A18+ Portland, OR Metro, KOPB-FM)
Digital Sponsor Examples
180x150 linked ad
300x250 linked ad
Research cited: 9Google Analytics, June 2014-May 2015 Average, opb.org, ‘Users’
opb.org
OPB News Mobile app320x50 linked ad
eNews140x140 linked ad
Live Audio Stream180x150 linked ad
OPB’s TV Audience at a Glance
Active, Educated and Influential
87% are registered voters
30% are white collar workers
74% own their own home
61% have investments
40% have traveled abroad in the past two years
31% have a college degree or more
(Prepared with Tapscan, Scarborough R1 2015: Mar14-Feb15, A18+ Portland, OR Metro, KOPB M-S 4a-2a)
18-3413%
55-6423%
65+32% 35-44
14%
45-5418%
50-75K22%
0-25K12%
75-100K18%
25-35K12%
35-50K21%
100K+15%
FEMALE61%
MALE39%
TV
OPB offers an array of high-quality, award-winning PBS and local programming on five stations throughout Oregon.
Loyal viewers tune in weekly for
news, nature, science, history,
drama, children’s shows and other
enriching programming. Viewers
are 38 percent more likely to
watch shows that air on PBS with
their full attention.1
It’s no wonder that OPB TV far
outpaces cable ratings with an
average of more than 30,000
Portland metro-area viewers per
primetime program.2 Sponsor
messages stand out because OPB
includes significantly less non-
programming minutes per hour,
on average, than commercial and
cable TV.3 PBS viewers are more
likely to choose to buy a product or
service from a PBS sponsor.1
n Income
n Gender
n Age
Research cited: 12015 PBS Sponsorship Study: Audience Attitudes and Behaviors Research Data; 2TRAC Media Services, May 2015, KOPB, M-Sun 8pm-11pm, Live +7, Portland, OR DMA, Adults 18+. 3TNS Media Intelligence, Nov 2008.
Sponsor Options and ExamplesTV Spots may contain:Video Animation Still Images
TV Coverage Map
Prineville
PendletonHoodRiver
The Dalles
Halfway
Baker City
John DayMt. Vernon
Lakeview
Astoria
RockawayBeach
Cloverdale
Elkton
Coos BayMyrtle Point
Port Orford
Gold Beach
RoseburgGlide
PaisleyValley Falls
Burns
Ontario
Richland
Enterprise
Milton-FreewaterArlington
Heppner
Silver Lake
Reedsport
Prairie CityMapleton
Portland
Corvallis
Bend
La Grande
Eugene
Oakridge
Grays River
Florence
Newport
stationstranslators
10-second spot“Pratt and Larson Tile and Stone, designing and producing classic and contemporary handmade ceramic tile. Factory and show-room in Southeast Portland. Pratt and Larson dot com.”
15-second spot“Backyard Bird Shop. A local flock of shops offering products and advice to turn your backyard into a habitat for birds and other wildlife. Connecting people with nature for 22 years. Backyard Bird Shop dot com.”
30-second spot“For Oregon business owners, improved employee productivity and morale, as well as workplace safety, can come from upgraded lighting. In the office, warehouse, or on the sales floor, upgraded lighting can also help businesses use less energy. Energy Trust of Oregon can connect you to contractors, resources and assistance. Information about contractors and how to make your business more energy efficient is at Energy Trust dot org slash my business.”
RA
DIO As one of the
most popular stations in the Portland metro-area,5 OPB Radio reaches more
than 408,000 listeners
each week on 25 stations
and translators throughout
Oregon and southern
Washington.6 An influential
audience turns to OPB for
in-depth, thought-provoking
and enjoyable programming.
In fact, those who consider
OPB to be their favorite
station listen to OPB more
than 10 hours per week.7
OPB spots are limited to
12 messages per hour—
significantly less than on
commercial radio—so they
have more impact and are
more likely to influence
buying decisions. In fact,
over half of public radio
listeners say they prefer
to do business with public
radio sponsors when price
and quality are equal.8 Even
a 10-second spot can convey
a meaningful message in
the low-key, straightforward
manner appreciated by
OPB’s highly educated,
active audience.
0-25K8% 25-35K
5%
35-50K16%
75-100K23%
50-75K23%
100K +25%
OPB’s Radio Audience at a Glance
Active, Educated and Influential
92% are registered voters
55% are white collar workers
75% own their own home
64% have investments
47% have traveled abroad in the past two years
57% have a college degree or more
18-3425%
55-6421% 35-44
23%
65+18%
45-5413%
FEMALE46%
MALE54%
Sponsor Examples (10 seconds each)
“C-B-R-E Portland. A full service
commercial real estate company serving
Portland businesses for over 40 years.
Learn more at C-B-R-E dot com slash
Portland.”
“Dick Hannah Dealerships. Creators of
“Strive to Drive”. A high school initiative
encouraging academic achievements.
Dick Hannah dot com.”
(Prepared with Tapscan, Scarborough R1 2015: Mar14-Feb15, A18+ Portland, OR Metro, KOPB-FM)
n Income
n Gender
n Age
BBC World Service
Morning Edition
The Takeaway
Here & Now
BBC Newshour
Q
The World
All Things Considered
Marketplace
Fresh Air FRIDAY: City Club of Portland
MONDAY: TED Radio HourTUESDAY: OPB PresentsWEDNESDAY: OPB PresentsTHURSDAY: Philosophy TalkFRIDAY: Wits
Think Out Loud (REBROADCAST)
BBC Newsday
BBC World Service
BBC World Service
Weekend Edition
Car Talk
Wait Wait ... Don’t Tell Me!
State of Wonder
Radiolab
A Prairie Home Companion
Weekend All Things ConsideredOn The Media
The Moth Radio Hour
Snap Judgement
BBC World Service
BBC World Service
Weekend Edition
This American Life
Car Talk
A Prairie Home Companion
Wait, Wait...Don’t Tell Me
Splendid Table
America’s Test Kitchen
Travels with Rick Steves
On Being
BBC World Service
New Dimensions
BBC World Service
This American Life
Think Out Loud
Sound Opinions
Live Wire Radio
Fresh Air Weekend
Latino USA
FRIDAY: Here & Now Science Friday
Weekend All Things Considered
City Arts & Lectures
MONDAY-FRIDAY SATURDAY SUNDAYmid.
3am
9am
10am
11am
12pm
1pm
2pm
3pm
4pm
6:30pm
7pm
8pm
9pm
10pm
11pm
mid.
3am
4am
5am
10am
11am
noon
2pm
3pm
4pm
5pm
6pm
7pm
8pm
9pm
10pm
11pm
Radio Schedule FM & AM Stations
Radio Coverage Map
Research cited: 5PPM Analysis Tool, Portland, OR Metro, AQH Persons, P6+, M-Sun, 6a-12a, Feb/Mar/Apr 2015 © 2015 Nielsen Audio, Inc. May not be copied or reproduced without the prior written permission of Nielsen Audio; 6Prepared by RRC, US Total, P12+, M-Sun 6am-12am, Fall 2014, Weekly cume, KETP-FM/ KHRV-FM/ KOAB-FM/ KOAC-AM/ KOAC-FM / KOBK-FM / KOBN-FM/ KOPB-AM/ KOPB-AM Stream/ KOPB-FM/ KOPB-FM Stream/ KOTD-FM/ KRBM-FM/ KTMK-FM/ KTVR-FM © 2015 Nielsen Audio, Inc. May not be quoted or reproduced without the prior written permission of Nielsen Audio; 7Audi Graphics, Winter/Spring 2009; 8Lightspeed Research, NPR Sponsorship Survey, November 2014.
PendletonHoodRiver
The Dalles
Halfway
Baker City
John DayMt. Vernon
Lakeview
Astoria
Paisley
Happy Hollow
Ontario
Richland
Silver Lake
Riley
Portland
Corvallis
Bend
La Grande
Eugene
Nedonna Beach
NewportGleneden Beach
Tillamook Enterprise
stationstranslators
n Income
18-3424%
45-5414%
35-447%
55-6424%
65+31%
0-25K 14%
25-35K6%
35-50K30%50-75K
20%
100K+18%
75-100K20%
Stretch your budget. Maximize your impact.
For a modest investment, your
10-second spot will reach
KMHD listeners who appreciate
organizations that support the jazz
and blues they love. Over 134,600
loyal listeners tune in to KMHD
each week.1 With an average income
of $67,000 or more,2 the KMHD
audience has money to spend and
they choose/prefer to buy products
from companies that sponsor
KMHD.3
KMHD’s Radio Audience at a Glance
• 77% are registered voters
• 36% are white collar workers
• 58% own their own home
• 47% have investments
• 39% have traveled abroad in the past two years
• 35% have a college degree or more
MALE58%
FEMALE42%
KM
HD
SPONSOR KMHD
Community-supported
radio station KMHD
has been a staple of the
Portland jazz scene for the
last 25 years, showcasing
the best of jazz and blues.
Licensed to Mt. Hood
Community College in
Gresham and operated by
Oregon Public Broadcasting,
KMHD champions jazz
performances and education
to ensure that this uniquely
American art form continues
to thrive in our region.
(Prepared with Tapscan, Scarborough R1 2015: Mar14-Feb15, A18+ Portland, OR Metro, KMHD-FM)
n Gender
n Age
Digital Sponsor Examples
300x250 linked ad
Radio Coverage Map
Research cited: 1PPM Analysis Tool, Portland, OR Metro, M-Sun 6am-12am, Weekly Cume, Feb/Mar/Apr 2015, KMHD-FM, P6+ © 2015 Nielsen Audio, Inc. May not be copied or reproduced without the prior written permission of Nielsen Audio; 2Prepared with Tapscan, Scarborough R1 2015: Mar14-Feb15, A18+ Portland, OR Metro, KMHD-FM; 3Lightspeed Research, NPR Sponsorship Survey, November 2014.
180x150 linked ad
KMHD Mobile app320x50 linked ad
KMHD.org