What does it mean to a sponsor to have a “Halo” associated with their brand?    

Everything.

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.

Nielsen recently announced that the company is shifting local TV from ratings-based to impressions-based buying and selling (i.e. cost per thousand or CPM) as of January 2022, as it integrates broadband-only homes into its metrics. And local radio may not be far behind. In fact, in major markets where most buys are agency-driven, this is already starting to take place. 

What does this mean and why is it happening?

A shift from ratings to impressions would change media measurement from the percentage of the population reached by an ad campaign (rating points) to the projected number of viewers or listeners reached. Driving the shift is a desire from media buyers and agencies to simplify cross-platform media buying; transacting on impressions allows for a common metric that can be used across media channels. 

That’s not to say that rating points are totally going away, as gross rating points are important for planning purposes in order to account for reach and frequency. According to Nielsen Audio Managing Director Brad Kelly, “Impressions aren’t coming at the expense of ratings but in addition to them. You still have to plan with ratings points.”

There is nothing like having the phone ring or receiving an email from a prospect who wants information about how they can become a station sponsor. Call-ins and leads represent companies or organizations that are already interested in buying sponsorship. These leads are “sweet” for sponsorship representatives because they know they have a much greater chance of closing.

Before I give you the list, I want to give a “shout out” to the Middle Market Underwriting Group that I have the pleasure of working with, who shared some of the ways that they are increasing sponsorship call-ins and leads. It’s important to remember how many touches it takes (more than eight) to educate and start building a relationship with a potential sponsor. 

Marketing to prospective sponsors is important and supports the work of your sponsorship representatives. It reinforces your brand and value. You can harness the power and reach of your broadcast and email lists to educate listeners on your unique value proposition and how easy it is to become a sponsor.

What is the “Cookie Apocalypse?” Sounds like a chocolate chip-ageddon, which really wouldn’t be all that bad if you like chocolate chip cookies. But, the “Cookie Apocalypse” is the current name for the disappearance of tracking cookies in digital ads. Browser cookies identify a computer and its user(s) and help advertisers serve up more relevant ads. But have you noticed that websites now ask your permission to “track you across apps”?

When you say “No, don’t track,” then the tracking cookie can’t be used and those programmatic digital ads that used to follow you around everywhere are no longer viable. This is a new IAB best practice that advertisers are adopting.

“Yay!” many say, and rightly so.

The IAB published in their Post-Cookie Whitepaper that "the proliferation of cookies has increased anxiety over online privacy. Data collection is fragmented over many websites, devices, browsers, apps, etc. making it exceedingly difficult for consumers to understand who may be doing what with their data and to apply privacy controls centrally and consistently, while ensuring these choices persist over time. For third parties, the reliance on cookies has resulted in a battle between a rapidly degrading economic model, and the costly, persistent, and high-volume deployment of cookies.”  

What does this mean for public media digital sponsorship?

If you have been thinking about adding streaming audio pre-rolls to your mix of digital sponsorship offerings, now is the time to jump in and  jump in all the way.  If you have just been offering a “baked in” single or dual streaming audio sponsorship and are only selling it to one or two sponsors,  it’s time to change to dynamic pre-roll insertion and sell to multiple sponsors.  

Stations can more than make up the monthly service cost for dynamically inserted streaming audio pre-rolls through added sponsorship sales and increased digital revenue.  Borrell Associates recently released “The 2021 Mindset of Streaming Audio Advertisers,” including their survey of 2,262 local advertisers and agencies conducted in Q2 and Q3 2020.  The results showed that almost half of local agencies were buying streaming audio, while only 11% of local advertisers were doing the same. This may indicate that streaming audio is currently bought by more sophisticated marketers, but is starting to gain traction on direct buys, too.  With smart speakers now in over 87.7 million U.S. households (up over 32% year over year) and the ubiquitous use of smart phones, it just makes sense to capture the most sponsorship revenue you can with streaming audio.

The Borrell Associates study mentioned above goes on to show that half of streaming audio sponsorship buyers are in arts & entertainment, retail, civic organizations, and health care.  Most of these are strong public media sponsorship categories. And indicators suggest that streaming audio buyers have bigger budgets.

Once upon a time, early in FY20, many public radio stations were enjoying their best corporate revenue year ever. They needed more inventory to sell to keep up with demand, and to grow and diversify their corporate revenue and corresponding client and prospect lists. 

Then, along came impeachment. 

Midway through FY20, the impeachment hearings were upon us, and with many sponsorship messages preempted for live coverage, stations struggled to make good on their existing and prospective sales. They needed more digital and off-air inventory to sell!

Suddenly, everything changed. 

Then, as the last quarter of FY20 approached, the COVID-19 pandemic disrupted corporate support operations as never before. In an instant we were back to having more inventory to sell than we knew what to do with. We were forced to think creatively about tactics to keep sponsors engaged and on-the-air as listening shifted and the economy tanked, all the while thinking about new ways to support the small local businesses suffering the most in our respective communities. Stations couldn’t imagine they needed new inventory to sell!

But they did.

Digital ad revenue is more important now than ever before, given the shift to listening on digital platforms. NPR’s new Grove Content Management System (CMS) will replace Core Publisher for station websites and is intended to make website content management easier, more flexible, and more dynamic. The new CMS is being beta-tested by a handful of stations now.

Grove and Digital Sponsorship Ads

Grove CMS was designed to have parity with Core Publisher to make migration easy. The digital ads that were available in Core Publisher are also available in Grove’s CMS. Here are the digital ads that are “baked in” to Grove CMS which were, for the record, also available in Core Publisher:

• 728 x 90 Banner ad (at the top) (Can be replaced with a 970x50 banner ad) (both of these can support Rich media ads that include In Banner Video or push downs
• 300 x 250 ads (3 down the right rail)
• 320 x 50 small smartphone banner (disappears when user scrolls)

If you are - or are considering - migrating to Grove, you may have questions about the more detailed capabilities of the new system. Here are answers to such questions, based on those raised during our recent PMDMC Summer Series session “Leveraging Grove for Sponsorship.”

1. Does the Grove audio player still support pre-roll banners? 

Yes, Grove supports pre-roll ads. We will likely need to work directly with your site during set up to make sure they are working properly.

Grove CMS expertise provided by Tutuwa Ahwoi, Director, Spot Sales Operations, National Public Media.

It’s more important than ever for stations to leverage increasing website and streaming impressions to capture as much digital sponsorship revenue as possible. Listening behaviors are changing and station sponsorship revenue depends on additional digital revenue. Jacobs Media recently reported that “With more Americans working remotely and the number of functioning AM/FM receivers in households slowly shrinking, digital delivery of broadcast content has never been more important.” 

Data Behind the Growth of Digital

The IAB recently released the COVID Impact on Consumer Media Usage Report demonstrating the importance of digital. The report showed that consumers spent 14% more time online during the time period of March-April 2020 versus the same time period in 2019. In fact, by March 31 of this year a whopping 87% of consumers reported increased media consumption compared to pre-pandemic; 23% are listening to more radio and 13% are podcasting more. A majority of users in each medium - television, radio, and podcasting - report they’ll increase consuming more on different formats. Smart-speaker growth was up 10% in 2019; mobile phone use is also way up and will continue to be so with many working from home. It goes without saying that having a 320 x 50 and/or 300 x 250 mobile digital ad is more important now than ever.

A handful of stations have been beta-testing NPR’s new Grove Content Management System (CMS) over the last six months. Grove CMS will replace Core Publisher for station websites and is designed to make website content management easier to manage, more flexible, and dynamic. If you are - or are considering - migrating to Grove, here are the ways in which the new system supports the growing importance of digital sponsorship.

Before the recent pandemic, public media stations had been enjoying years of solid growth in digital advertising. COVID-19 will certainly impact revenue for the near term, but digital is still one of the fastest growing media platforms in the world. That’s not likely to go away. Our audiences continue to listen more and more to our digital audio content. And now that many listeners work from home, they are engaging with our digital content in increasing numbers. 

As we work to establish a “new normal” in the wake of the COVID-19 pandemic, it’s important to be ready to talk about the value of our digital offerings, so we are well-positioned to monetize our increased traffic and audience engagement when digital advertising revenue begins to come back.

Here are three areas to focus on when pitching digital:

Know Your Selling Points

• Audience: Our digital audience is just as high-quality as broadcast, but tends to be younger, more affluent, more highly educated, more diverse.