The public radio audience is growing. This combination of audience size and quality makes public radio an attractive medium for marketers. Public radio listeners value their stations. According to Audience 98, most listeners agree with the statement that the programming on their public radio station is important and that they would miss it if it were to go away. Many listeners contribute money to keep their stations on the air.
Listeners appreciate business support of public radio.
According to Audience 98, nearly 9 out of 10 listeners think more highly of businesses that support their stations. Businesses generate goodwill by investing in something that their potential customers value. Simply put, listeners appreciate business support of public radio. Public radio is the best way for many businesses to reach an important segment of their market. Understanding how to leverage these two assets is the key to underwriting success.