Why sponsor PRI?
For 30 years, Americans have identified PRI as the source of news, information and cultural insights essential to understanding our interconnected world. On almost 900 radio stations across the U.S. and on digital platforms that reach millions around the world, PRI helps people understand their place in the world and make informed decisions every day by enabling them to "hear a different voice™." Our powerful programming provides a trusted environment for your brand and product messages.
As a sponsor of PRI, you’ll reach a highly desirable demographic of decision-makers, opinion leaders and upscale consumers and be appreciated by those consumers for making their favorite programs possible. Your brand will be associated with trusted news leaders like the BBC (the co-producer of PRI’s The World®) and the CBC, and cultural icons including Ira Glass (host of This American Life), Kurt Andersen (founder of Spy Magazine, celebrated author and host of Studio 360 from PRI and WNYC) and Jian Ghomeshi (host of the CBC’s Q with Jian Ghomeshi).
The benefits of sponsoring PRI
PRI believes that sponsorship is most effective when our editorial content is aligned with sponsors’ corporate/product brands. This unique "brand-match" approach is further strengthened strategically because:
Sponsor messages stand out in our unique environment. PRI offers category exclusivity to its sponsors and limits the number of credits in a pod to two underwriters. We work with sponsors to develop messages that can be rotated to highlight product and corporate initiatives, ensuring you make the most of your sponsorship.
Sponsorship packages go beyond broadcast. In addition to on-air credits, major sponsors of PRI programs receive access to custom components like presence on program websites and digital aggregation platforms (e.g., Flipboard), host visits and content sharing. We work with your team to develop a comprehensive package that will meet your specific needs.
Sponsorship offers proven effectiveness. Because of our approach, sponsors have seen increased brand awareness, Web traffic and sales. Here’s what some have had to say:
“PRI delivers our message at the right time and in the right place, allowing us to talk to folks when they are most receptive to our message. We want to attract inquisitive minds, people who are interested in exploring the subjects we explore, who are interested in their backyard and worlds beyond, places far afield from the office and the home, places we can reach for together, and for that crowd, we turn to PRI.”
— Jim Dreesen, Senior Director, Communications and Marketing, PBS KIDS and Primetime
"The Economist" has enjoyed significant increases in newsstand sales and trafffic to economist.com that can be directly attributed to our underwriting of specific topics on PRI shows.
— Marketing Manager, "The Economist"
I bought a VW (Jetta wagon) because of their lovely sponsorship (and their lovely car). Keep up the good work.
— Listener to "This American Life," sponsored by Volkswagen
PRI offers sponsorship of a variety of programs to meet your marketing and media objectives. Our most popular programs include:
- PRI's The World® (daily, afternoon drive)
- The Takeaway from PRI and WNYC (daily, mid-day)
- Q with Jian Ghomeshi (daily, placement varies)
- Studio 360® with Kurt Andersen (weekly, Saturday and Sunday afternoons)
- This American Life (weekly, Saturday and Sunday afternoons)
Corporate underwriters of PRI programs receive exposure to a targeted, valuable audience of consumers, executives and influential citizens in an uncluttered, editorially compatible environment. Our audience profile (GfK MRI Doublebase 2012):
- 53% male, 47% female.
- Median age 49.5
- Median household income $92,900.
- 67% have a Bachelor’s Degree or higher (compared to 27% of the U.S. total).
- 41% are business-to-business purchasers of buys greater than $35k (as compared to 18% of the U.S. total)
In addition, our listeners appreciate sponsors. Research shows that 88% of public radio listeners think highly of program sponsors (Jacobs Media Research, 2003).
Want to learn more about how sponsorship of PRI programs can help you meet your goals? Call us at 612.330.9251.