WAMU CONNECTS WASHINGTONIANS WITH EACH OTHER AND THE WORLD- D.C.'S NPR NEWS STATION
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WAMU CONNECTS WASHINGTONIANS WITH EACH OTHER AND THE WORLD — D.C.’S NPR® NEWS STATION —
CONNECT WITH AN AUDIENCE OF 2.6M+ ACROSS MULTIPLE PLATFORMS Sources: Nielsen Audio PPM, Washington D.C. Metro, Feb 2018-Jan 2019, A18+ M-Su 6a-12m; Google Analytics, Sep 2019; StreamGuys, Sep 2019; Mailchimp, Oct 2019
WAMU IS
MODERN
AUDIO
An educational mission and fact-based journalism are
the DNA of public media. WAMU and NPR® trace their
legacies in narrative audio to these tenets, but a greater
force captivates fans — WAMU’s brand of storytelling.
WAMU AMPLIFIES
YOUR STORY
RADIO
WAMU platforms help your marketing message shine
beyond words. Your sponsorship signals that you invest
in a local, independent source for news and culture.
An ever-engaged audience responds in your favor WAMU.ORG
thanks to public media’s powerful halo effect.
DCIST.COM
STREAMING
PODCASTS ON-DEMAND
NEWSLETTERS EVENTS SOCIAL
Use a multiplatform WAMU strategy to extend
audience reach and reinforce message frequency.
COMPREHENSIVE MARKETING
DEEPENS
CONNECTIONS
WAMU platforms place your message in the context of a safe, credible
environment. Your organization’s presence signals support for a trusted
source of balanced journalism, cultural entertainment and civil conversation.
ACROSS PLATFORMS, WAMU ENGAGES MORE THAN
2.6 MILLION TOUCHPOINTS EACH MONTH
RADIO and 1,075,000 :15 messages written in an objective style that
24/7 LIVE AUDIO unique listeners1 listeners expect and appreciate. Streaming
STREAMING
messages air at the gateway to the stream,
which attracts 2,320,000 monthly sessions2
WAMU.ORG, 1,145,000 Sponsored content, display ads
WAMU SHOW SITES unique visitors3 including rich media and mobile
and DCIST.COM
PODCASTS 353,000 podcast :15 or :30 audio messages in podcasts that
and on-demand average 924,000 monthly downloads4
unique listeners4
NEWSLETTERS 83,000 subscribers to Sponsored content, dedicated
WAMU Insider5, 32,000 emails and display ads
subscribers to DCist Daily5
EVENTS Networking opportunities for sponsors at community
celebrations and educational forums
Sources:
1. Nielsen Audio PPM, Washington D.C. Metro, Feb 2018-Jan 2019, M-Su 6a-12m, A18+
2. Webcast Metrics, Sep 2019
3. Google Analytics, Sep 2019
4. StreamGuys, Sep 2019
5. Mailchimp, Oct 2019
Photo Credit: Meridian Hill Park by Wayne Thume on Flickr
WAMU
AUDIENCE
SNAPSHOT
EDUCATED EACH MONTH, MORE THAN
113% more likely to have a
post-graduate degree2
1,075,000
DIFFERENT PEOPLE
INFLUENTIAL LISTEN TO WAMU1
145% more likely to be a business
owner or partner2
AFFLUENT
55% more likely to earn a household
income of $250K+2
CULTURAL
98% more likely to contribute to an
arts or cultural organization2
COMMUNITY-MINDED
81% more likely to donate money
to social care causes2
Sources:
1. Nielsen Audio PPM, Washington D.C. Metro,
Feb 2018–Jan 2019, M-Su 6a-12m, A18+
2. Nielsen, Washington D.C. Metro, Scarborough
R1 2019 Feb 2018-Feb 2019, A18+
Photo Credit: 2019.08.30 NPR® Wait Wait...Don’t Tell Me!,
Vienna, VA USA 242 16016 by Ted Eytan on Flickr
WAMU
INSPIRES
PEOPLE WHO
SHAPE THE WORLD
In a hub brimming with intellect, creativity and
devotion to public service, WAMU engages people
who influence personal and professional networks.
BUSINESS
M O R E L I K E LY T O
Be a business owner / partner
EDUCATION Have a post-graduate degree
ECONOMY Earn a household income of $250K+
ARTS Contribute to an arts or cultural organization
COMMUNITY Donate to social causes
GOVERNMENT Work for the federal government
Source: Nielsen, Washington D.C. Metro, Scarborough R1 2019 Feb 2018-Feb 2019, A18+
NPR listeners are more than
3x as likely to
be influential.
Compared to the average American,
NPR listeners are significantly more
likely to drive social trends, influence
mass opinion and create word of
mouth for ideas and products.
Source: GfK MRI Doublebase 2018
WAMU IS
TRUSTED
Professions in and related to public service
require discernment of credible news.
WAMU’s award‑winning, rigorous
reporting makes it trusted among
Washington Insiders. It helps
them declutter the barrage of daily
information and get in‑depth insight
into the relationships between
Washington and the world.
Washington Insiders
consider WAMU
#7
among the Most Trusted
Media Outlets for
Washington‑focused
News and Information
Source: National Journal, Washington
in the Information Age 2019
INSIDERS SEEK FACTS — WAMU DELIVERS Business leaders and government influencers must have faith in their news and information sources — their careers depend upon it. In today’s hype‑driven media landscape, Washington Insiders dig beyond headlines for fact‑based journalism. That’s why government and policy professionals rank WAMU highly in the media they trust. INSIDERS TRUST WAMU, D.C.’S NPR® NEWS STATION 75% trust national media brands 62% trust inside-the-Beltway brands for Washington news and information Of the 48 media brands Washington Insiders reference as “trusted,” WAMU | NPR RANKS 7TH and is THE ONLY AUDIO BRAND IN THE TOP 10 ACROSS PUBLIC AND PRIVATE SECTORS, WAMU DRAWS A TOP SHARE OF AUDIENCES 39% of Capitol Hill and private sector Insiders rely on WAMU as a top source of Washington news and information Source: National Journal, Washington in the Information Age 2019 Photo Credit: Half Akimbo by Mike Maguire on Flickr
WASHINGTON INSIDERS
LISTEN LIKE
IT’S THEIR JOB
In every U.S. city’s circle of influence, NPR® news stations
fulfill a drive to be in-the-know, lending context for
decisions that shape the locale’s major industries. WAMU
empowers professionals who impact government and
public policy in the heart of D.C. and the world at large.
THOUGHT AND
OPINION LEADERS
RELY ON WAMU
1
39% Senior Level Policy Professionals
37% Capitol Hill Insiders
40% Private Sector Executives
70%
70% of federal employees
45% 39%
Federal employees in the D.C. NPR news listeners are 39%
in the D.C. Metro area have Metro area are 45% more more likely than the average
confidence in WAMU. 2 likely to listen to WAMU. 3 American to work in local,
state or federal government.4
Sources:
1. National Journal, Washington in the Information Age 2019
2. Market Connections, Federal Media and Marketing Study 2019
3. Nielsen, Washington D.C. Metro, Scarborough R1 2019 Feb 2018-Feb 2019, A18+
4. GfK MRI Doublebase 2018
Photo Credit: Roberto Nickson from Pexels
LEAN-IN LISTENING Time Spent Listening1 Daily: 1 hour, 30 minutes Weekly: 5 hours 58% of weekly listeners choose WAMU as their first preference station; this core audience listens an average of 7 hours, 15 minutes per week.1 #1 in AM drive for A25-542 One of the top NPR affiliates in the nation3 Sources: 1. Nielsen Audio PPM, Washington D.C. Metro, Jul 2018-Jun 2019, M-Su 6a-12m, A18+ 2. Nielsen Audio PPM, Washington D.C. Metro, Jul 2018-Jun 2019, M-F 5a-9a, A25-54, AQH Persons 3. Nielsen Audio PPM, Washington D.C. Metro, Fall 2018, M-Su 6a-12m, P6+, AQH Persons Photo Credit: 06a.ManInSuit.Bench.WDC.20February2017 by Elvert Barnes on Flickr
MESSAGES
STAND OUT
AND INSPIRE ACTION
In public radio’s clutter-free environment, listeners pay
attention throughout short sponsorship breaks.
PER HOUR, WAMU VERSUS COMMERCIAL RADIO
6
minutes of sponsor
vs. 18
minutes of advertising
messages air on WAMU air on commercial radio
CONCISE, HYPE-FREE
sponsorship messages win
listener appreciation.SPONSORSHIP
ELEVATES
BRANDS
Your support builds a connection with
audiences, instilling a HALO EFFECT
that drives brand lift and preference.
77%
“I received such great feedback from our
campaign with WAMU. As D.C.’s NPR
have TAKEN ACTION in station they’re one of the most respected
response to a public radio brands in the Beltway, and one that I’ll
sponsorship message definitely work with again to communicate
our message to D.C. decision-makers.”
75%
— MATTHEW HALLER
SVP, Public Affairs
International Franchise Association
hold a MORE POSITIVE
OPINION of a company that “I know I can always count on WAMU’s
supports public radio campaigns to reach a wide, responsive
and diverse audience of listeners.
Mosaic’s partnership with WAMU
69%
PREFER TO PURCHASE
has consistently helped us reach
and bring in new audiences.”
— SERGE SEIDEN
Managing Director
PRODUCTS AND SERVICES Mosaic Theater Company
from public radio sponsors
Source: Lightspeed Research, NPR State
of Sponsorship Survey, March 2019D.C.’S
NPR NEWS STATION
®
AUTHENTICITY. CONTEXT. CONNECTION.
Bridging regional life and world news, WAMU combines
programs from top public media producers with its
own distinctive originals for a robust award-winning
roster of news, talk, lifestyle and entertainment.
PROGRAM HIGHLIGHTS
MORNING EDITION The nation’s number one morning drive program;
consistently top-ranked AM show in D.C.1
BBC NEWSHOUR
1A #1 in D.C. in its time slot2
THE KOJO NNAMDI SHOW “The best interview in town” — The Washington Post
FRESH AIR
HERE & NOW
THE DAILY Powered by New York Times journalism
ALL THINGS CONSIDERED The most listened-to afternoon drive
news radio program in the country1
MARKETPLACE
WAIT WAIT…DON’T TELL ME!
THIS AMERICAN LIFE
TED RADIO HOUR
FREAKONOMICS RADIO
Sources:
1. ACT 1 based on Nielsen Audio nationwide, Fall 2018, based on program broadcast times M-Su 12m-12m, P12+, Talkers magazine
2. Nielsen Audio PPM, Washington D.C. Metro, Jan-Jun 2019, M-F 10a-12p, A18+, AQH Persons
Photo Credit: Kojo Nnamdi by WAMULOCAL RELEVANCE
STARTS HERE
STRENGTHEN YOUR BRAND’S COMMUNITY TIES WITH
WAMU ORIGINALS REFLECTING TODAY’S D.C.
THE KOJO NNAMDI SHOW
Kojo Nnamdi welcomes a lineup of interesting and provocative
guests to discuss current events, political issues, social policy, art,
science and emerging stories. His inviting style encourages guests
and callers to discover new points of view, embrace controversy and
spark new ideas. The show creates dynamic dialogue about issues
that are important or interesting to the Washington, D.C. region.
1A
Inspired by the First Amendment, 1A celebrates free speech and the
power of the spoken word. Daily conversation explores the most
important issues of our time: public policy, political power plays, new
technology, as well as delving into pop culture, sports and humor.
DCIST
DCist.com covers local news that often can’t be found anywhere else,
telling stories about what matters most to Washingtonians every day.
Readers rely on DCist’s smart and distinctive voice for everything from
what’s happening in city politics to how to spend the weekend.
EVENTS
WAMU and DCist bring people together, facilitating the exchange of ideas
and networking opportunities for sponsors. Events range from intimate
to large gatherings and span various interests, drawing diverse crowds.
Photo Credit: WAMUWAMU PODCAST PORTFOLIO
CAPTIVATES
LISTENERS D.C. RANKS
Perfect for on-the-go and on-demand listening, a growing
lineup of podcasts produced by WAMU serves local #1
IN U.S. PODCAST
interests and has universal appeal with intellectually
curious audiences. Shows explore diverse themes, such USE BY MARKET.1
as reporters investigating listener questions in What’s
With Washington and conversations with writers,
artists and thinkers in Diane Rehm: On My Mind.
WAMU LISTENERS WHO ALSO LISTEN TO PODCASTS
ARE MORE AFFLUENT AND EDUCATED THAN
THE AVERAGE PODCAST LISTENER IN D.C. 2
71% 73% 75% 73%
58% 59%
Listen to WAMU and Podcasts
Listen to Podcasts
HHI $100K+ College Degree+ Ages 25-54
Sources:
1. Nielsen PPM Panel Characteristics Report, Q1 2019
2. Nielsen, Washington D.C. Metro, Scarborough R1 2019 Feb 2018-Feb 2019, A18+“WAMU keeps me informed “WAMU is yoga for the mind “NPR and particularly
about the world, the country and heart. Many thanks.” Morning Edition is my lifeline.”
and the local scene.” — Vanessa, D.C. — Mark, Alexandria, VA
— Karim, Lucketts, VA
“WAMU feels like home.” “WAMU is my favorite window to
“Because WAMU speaks — Emily, Takoma Park, MD the world while commuting.”
truth to power.” — Jeanne, Sterling, VA
— Michael, D.C. “WAMU is journalism
at its finest.”
— Omolola, Bowie, MD
4401 Connecticut Ave, NW
Washington, D.C. 20008
(202) 885-8231 | sponsorWAMU.org | sponsorDCist.com
Market Enginuity® manages sponsorship sales for WAMU, linking the station and corporate supporters in a mutually beneficial partnership that enables each to fulfill its mission.
Photo Credits: Photo by Jorge Alcala on Unsplash, 2018.10.26 Howard Theatre at Dawn, Washington, DC USA 0543 by Ted Eytan on Flickr, Adams Morgan Day by angela n. on Flickr
(Cover); Photo by VREDOR on Unsplash; 2018.02.06 DC People and Places, PaintTheSky, Washington, DC USA 3176 by Ted Eytan on Flickr; Martin Luther King Memorial in the early
evening by John Brighenti on Flickr; 2017.03.23 Stonewall Bocce featuring Ruby Corado, Washington, DC USA 01848 by Ted Eytan on Flickr; Seeing Deeper Aqua Blue by Geoff Livingston
on Flickr; 2018.07.19 DC People and Places w Sony AIII, Washington, DC USA 04816 by Ted Eytan on Flickr; HDS-2.jpg by Hillel Steinberg on Flickr; and This is NPR book by WAMU.You can also read
