What does it mean to a sponsor to have a “Halo” associated with their brand?
The Halo Effect is a selling point unique to public media. It is the idea – supported by research – that Americans attribute specific qualities of brand trust, excellence, and community to public media, and that these qualities translate to our sponsors by association.
Because our audience trusts and values public media, they are predisposed to trust and support companies that support us.
Now more than ever sponsors are looking for a trusted environment for their message to protect and elevate their brand. In commercial environments sponsors don’t always know what other brands they may be associating with.
The very characteristics that define non-commercial public media create a trusted, quality media environment that translates to real value for our sponsors by association.
Consider this quote from “Inside Radio” on September 7, 2021:
Eight in ten (82%) advertisers say they are vetting media partners based on trust-related attributes. That is up from six in ten (58%) a year ago. This is according to the 2021 Advertiser Perceptions Trust Report.