Halo dei webinar final

The Public Radio
Halo Effect

January 2013
Susan Leland
sleland@npr.org
202.513.2815

CONFIDENTIAL / For internal use only 2

The Public Radio Halo Effect

Definition:
Ha lo eff ect
(noun) – the positive sentiment that listeners have
towards companies that support the community
service of NPR and public radio stations


Research to Understand the Halo
NPR Audience Insight & Research has conducted a number of studies over the past several
years to understand the dimensions of the Halo and how they benefit sponsors. This research
has included:
Halo Investigation Qualitative/Dial Test Study, Jacobs Media, 2012
• Conducted in October-November 2012 in partnership with three geographically dispersed
stations: WFYI Indianapolis (Oct.), WLRN Miami (Nov.), KPCC Pasadena (Nov.)
• Three research elements were conducted in each market:
– Dial test
– Focus group
– 8-10 one-on-one interviews
• Participants:
– 20% members of the local public radio station/80% non-member public radio listeners
– 50% male/50% female
– Equal age distribution: 25-34 / 35-44 / 45-54 / 55-64
– Listenership to “Morning Edition” or “All Things Considered” on their local public radio station
at least three days in an average week.
– Listenership to their local public radio station for at least an hour in an average week.
– Respondents were required to have a college degree, but not a PhD.


Research to Understand the Halo
Research for NPR National Sponsors

• Sponsor Impact Studies – various studies for individual sponsors, ongoing

• Credit Effectiveness Studies – assessments of the impact of alternative credit language,
2007-2011

– Impact and credit studies all conducted by Lightspeed Research with 300-500 NPR listeners
and 300-500 Non-Listeners in each study

• Sponsor Focus Groups – conducted to explore attitudes about particular sponsors and
reaction to a variety of credits and digital banners

– Four studies conducted between 2011-2012


Key Findings
The new Halo Effect research by Jacobs clarifies the elements of the Halo Effect
and best practices to maintain it. These findings are also reinforced by the
findings of quantitative and qualitative studies conducted for specific sponsors
over the past several years.

• The Public Radio Halo Effect remains strong.

• The Halo continues to provide clear benefits to sponsors including perceptions
of quality, credibility, and community connection.

• Public Radio can help maintain the Halo by following best practices such as
focusing on brand and community messages and limiting length and number of
credits.


The Halo Effect remains strong
• Listeners’ passion for public radio is solid
• Public radio sponsorship continues to convey strong benefits for sponsors, including
improved brand perceptions and consideration.

“I want to know who considers public radio a worthy place to advertise. I believe
public radio has a different audience than many other radio stations. And maybe
it‟s being snobbish but I believe it‟s a little more educated and connected
audience. And so I listen to hear who‟s advertising on that medium to have that
connection because most of the time it does fit me.”

Craig/Indianapolis
Source: Halo Investigation Qualitative Study, Jacobs Media, 2012


Sponsorship does not drive tune-out, but topics, overly
long elements, and digital migration are factors
• No listeners report changing channels due to sponsorship announcements – in
contrast to commercial radio behavior

• Most common reasons for tune-out:
• Boring topic
• Off-mood story
• Topic repetition horizontally and vertically
• Lifestyle issues
• Long music segments

• Digital listening – internet streams, podcasts, apps – is common among listeners
of all ages, but more prevalent among younger listeners.



Sponsorship does not drive tune-out, but topics, overly
long elements, and digital migration are factors

“I listen in the car and at work
on the computer. I don‟t have a
radio in the office. It‟s easier – I
can get some work done while
listening.”

“I have the KPCC app and that
helps me when I go to work
because I work in San Bernardino,
and the signal gets pretty fuzzy…so
I use the app to get a clear feed.”

Gene/Los Angeles
Stacy/Miami


Benefits of the Halo for Sponsors


Public Radio Sponsorship builds brand awareness

Percent of NPR audience aware of brand in third-party study:

% Aware of % Aware of
Financial Services Brand Home Improvement Brand

77%
71%
68%

22% higher than
47% 46%
34% higher than Non-Listeners’
Non-Listeners’ brand
brand awareness
awareness
17%

Before 1 Year 3 Years Before 2 Years 4 Years
Sponsorship Later Later Sponsorship Later Later

Source: NPR Listener Surveys, Lightspeed Research, 2007-2011


Association with public radio builds positive brand
perceptions
Listeners commonly describe sponsors/sponsorships as:

• Low-key • Community-focused
• A “different tone” • Smart marketers
• Giving back • Supporters
• Unobtrusive • Forward-leaning
• Public information • Kindred spirits



perceptions

“There‟s more people like me that think if they advertise on public radio that
says something about them as a company. So I hold them in higher esteem.
They are a classy organization rather than go out and mass market. They see
an audience they want to go after so I hold that company just a hair different
than their peers because they advertise on public radio. . . So I call that „good
will‟ . . . Most are in it for the long haul.”

“I feel like NPR is
special, and if you‟re
on there, you‟re
special, too.”

Craig/Indianapolis
Michelle/Miami
Source: Halo Investigation Qualitative/Dial Test Study, Jacobs Media, 2012


perceptions
“It obviously shows a community
interest and we all need to be “They sound very authentic, real. Sometimes
„community fish.‟ And I‟m sure that commercials sound fake. But with WLRN, the
many of them have an altruistic belief in sound for me is very credible.”
public radio.”

Hugh/Indianapolis Maria/Miami

[What does it say about Ally that they sponsor NPR?] I think it gives a seriousness or
a responsibility to [Ally]…where you‟re involved with what‟s going on the community,
and you‟re helping support it, but not just for commercialism.

Ally Bank Sponsorship Focus Group
Sources: Halo Investigation Qualitative/Dial Test Study, Jacobs Media, 2012. Ally Bank Sponsorship Focus Groups, March 2012.


Association with NPR builds positive brand perceptions

More than half of listeners agree their opinion of a company is more positive
when they find out it supports NPR:

Q: How much do you agree or disagree that…My opinion of a company is more positive when I
find out it supports NPR (0-10 Scale, 0=Completely disagree / 10=Completely agree)

Disagree
(Rating 0-3)
6%

Neutral
(Rating 4-6)
34% Agree
(Rating 7-10)
60%

Source: Lightspeed Research
NPR Sponsor Impact Survey, 2012
Among age 25-64


Association with NPR builds positive brand perceptions

Impact research for sponsors consistently shows that NPR sponsorships build
positive brand image:

Overall Opinion of Automotive Sponsor Overall Opinion of Bank Sponsor
% Rating 8-10 on 10-Point Scale % Rating Sponsor “Excellent” or “Good”

51%
49%

+76% 38% 37%
+69%
33%
29% 29%

2009 2012

Non-Listeners Listeners Recall NPR Listeners Non-Listeners
Source: Lightspeed Research Sponsorship Source: Lightspeed Research
NPR Sponsor Impact Survey, 2012 NPR Sponsor Impact Survey, 2009-2012
Among age 25-64 Among age 35-64 with income $50K+


Public radio sponsorship drives brand consideration
In interviews, many listeners report that a company supporting public radio is enough to
be a tie-breaker when deciding on a product or service.

“If you had a choice between two “If everything was the same I‟d
companies, and you heard an underwriter, all probably check them out first.
things being equal, you‟d think this one Because when I drive by I
underwrites for WFYI, and this one does not. realize I hear this commercial
Obviously, I listen to WFYI so I‟d be likely to all the time. I think I might
go with them.” check out both of them, but I‟ll
check out the one I hear all the
time on [public] radio first.”

Katie/Indianapolis
Michelle/Miami


In focus groups about specific sponsors, listeners also affirm their preference to do
business with sponsors:

If a company …supports NPR I kinda like that. …it's
“It would make me think about
not that I think that they're being particularly
[Progressive] in terms of
altruistic. They're gonna throw their money wherever
me…looking at them in the
they think they can get their listeners. But if they'd
future, because it would go
like to help pay for NPR…I will take note of that and
along with the other advertisers
support that business for supporting NPR as
I‟ve heard on NPR in that it‟s –
opposed to anything else.
they seem to be good
companies. I mean like you
Ally Bank Sponsorship wouldn‟t expect to have
Focus Groups second-rate companies
advertise on that station.”
“If I heard a security company [as an NPR sponsor], if
it was one I haven‟t heard of before, then that would
be very interesting. That would get me flying to the Progressive
web browser to look these people up.”
Sponsorship Focus
Groups
ESET Focus Group – IT Professionals

Sources: ESET Focus Groups, August 2011. Ally Bank Focus Groups, March 2012. Progressive Focus Groups, April 2012



Half of listeners assert that they generally prefer to buy products from NPR
supporters

Q: How much do you agree or disagree that…When price and quality are equal, I prefer to buy
products from companies that support NPR. (0-10 Scale, 0=Completely disagree / 10=Completely
agree)

Disagree
(Rating 0-3)
5%

Neutral Agree
(Rating 4-6) (Rating 7-10)
43% 52%

Source: Lightspeed Research
NPR Sponsor Impact Survey, 2012
Among age 25-64


When asked about specific sponsors, sponsorship consistently is shown to
drive brand consideration and pre-purchase behavior such as visiting the brand
website:

% Likely to seek more information about After one year of sponsorship by a
service from sponsoring brand bank…
77%
• 74% of listeners said they were more
likely to consider doing business
with the bank because of the
46% sponsorship
• 52% of listeners said the sponsorship
influenced them to visit the website

All Listeners Those who Recall
Sponsorship
Source: Lightspeed Research Source: Lightspeed Research
NPR Sponsor Impact Survey, 2007 NPR Sponsor Impact Survey, 2009-2012
Among age 35-64 with income $50K+

Best Practices to Support the Halo


Specific credit practices are recommended to maintain
the strength of the Halo

1. Focus on Brand/Community Messages, not Products

2. Limit Number of Credits in a Row

3. Keep Credits Short

4. Use the Expected Tone – Calm, Respectful

5. Use Adjacencies – but Reinforce Trust


Focus on Brand/Community Messages, not Products

Messages that best resonate with
listeners focus on:
• Community support “They got very detailed about the (spa) services
they have and it felt more like a commercial.
• Linking company values with They were telling you to come in and they‟d sell
listeners'/public radio's values you all these services. . . It felt very
• Corporate responsibility disconnected from what NPR stands for.”

Messages with a strong product
focus start to cross the line into
"advertising" – inconsistent with
expectations for public radio
sponsors.

Ben/Indianapolis

Source: Halo Investigation Qualitative /Dial Test Study, Jacobs Media, 2012


Focus groups to assess alternative credits for Ally Bank also support the importance
of brand vs. product messages:
• 8 credit scripts and 8 banners evaluated
• Preferred elements included:
"…smart listening and smart banking go together…”
“…values straightforward reporting and straightforward banking…”
"Straightforward and trustworthy. Good for radio and for banks."

• Listeners rejected messages with a product focus – “offering Popmoney, a way to pay
other people online”, “24/7 live, knowledgeable customer service”

Because …it‟s just no-nonsense
[It‟s] empowering the listener to go find out
banking…they‟re not trying to glam it
the information, because clearly, they are an
up by Jimmy Fallon and all these other
online bank…Radio, I think, is the perfect
people that are trying to push their
spot, because you‟re just giving them…the
products. It‟s just kind of like, here it
site, and you go check it out for yourself.
is, go online, check it out…we offer the
services.

Source: Ally Bank Sponsorship Focus Groups, March 2012


Tests of alternative credit language demonstrate that credits which avoid product-specific
messages tend to be seen as more appropriate for public radio and have greater impact on
listeners' intent to do business with a sponsor.

% “Strongly Agree” or “Agree”
Makes me more likely to do business Is appropriate for public radio
with this company
90%
84%

65%
56%


Product Message No Product Product Message No Product

Arrows indicate significant difference at 90% confidence level Source: Lightspeed Research, Credit Effectiveness Study, 2011


Limit Number of Credits in a Row
Listeners are understanding of the need for sponsorship but running long sets of credits leads
to substantial drop off in listener appeal. Ideally, credits should be limited to two or three (short
credits) in a row.
The following two charts show:
1. The impact of a long set of 4 credits, with a particularly large drop during the last product-
focused credit, on the appeal of the break to listeners
2. The relatively little impact on appeal in a brief 2 credit set.

Arrows indicate significant difference at 90% confidence level Source: Lightspeed Research, Credit Effectiveness Study, 2011



Traffic
Music Sponsor
Program
/ Tease Weather
Traffic Program
CREDITS
(female)
CREDIT
CREDIT (male)
2
3
“Morning Edition” 4 5 6
MTM8 1
Credits:
1) Spa at Torrey Pines (m) (:25)

2) Nature & Culture Int’l (f) (:12)
3) 5 Hour Energy (f) (:15)
Avg. Credit Score 4) Univ. Arkansas (f) (:08)
48.6 5) Constant Contact (f) (:09)
6) Kohls Fine Flooring (m) (:18) Avg. Credit Score
Fit: 60.7 48.5
Def. Change: 14%
Def. Not Change: 10% Beginning of credit




Program

CREDITS
Music Music
Music
Program
Traffic
1
2

“Morning Edition”
Avg. Credit Score Credits:
59.0 1) Indiana Transportation
Museum (:15)
2) Indianapolis Public Library
(:22)
Fit: 78.3
Def. Change: 4%
Def. Not Change: 24%
Beginning of credit



Keep Credits Short
Longer credits (more than 10-15 seconds) lead to loss of listener
attention and perceptions that the announcements are sounding more
like "commercials."

“I don‟t like long ads. I don‟t mind if it says
it‟s sponsored by XYZ, but when it goes on
and on it starts to sound like a commercial
radio station and I don‟t like that.”

Los Angeles Focus Group



Keep Credits Short

Call “Marketplace” CREDIT
letters/ Promo
Slogan / CREDIT
Time
Music
Program
“Florida
2
Roundup”
1 Promo Music

4
MTM16

“Morning Edition” 3
Credits/Promos:
1) “Marketplace” (promo) (:15)
2) Palmer Trinity School (:31) Avg. Promo/Credit
3) “Florida Roundup” (promo) (:06) Score
4) Employ Florida.com (:13) 52.8
Fit: 70.5
Def. Change: 7%
Def. Not Change: 15%
Beginning of credit



Maintain Expected Tone
A unique strength of public radio credits vs. commercial advertising is
the calm, respectful tone.

Pushy
Commercial radio
Aggressive
advertising
Shouting

Calm
Public radio Subtle
sponsorship States message simply
Respects the listener
Even keel



Maintain Expected Tone
“From what I‟ve listened to, I think they‟re pretty
“Commercial radio shouts at me. . . On straightforward. They‟re not trying to change
public radio you get an even keel.” their voices and get you sucked into
them, they‟re just pretty much saying what it is.”

Progressive Sponsorship
Focus Groups

“On commercial radio, they‟re more
aggressive and pushy, whatever it is
they‟re trying to sell…You‟re being
blasted. So, they (sponsors) can roll the
Rick/Indianapolis
dice and create two different types of
commercials. One on commercial radio
“It certainly leaves you with a feeling that
where you‟re forced to listen to them
they‟re altruistic, that somehow they‟re
pitch a product, and on NPR that‟s
gracious enough to withhold blasting you for
maybe a little more subtly trying to
30 seconds but obviously they still want your
suggest something to you.”
attention.

Progressive Sponsorship Los Angeles
Focus Groups Halo Focus Group
Source: Halo Investigation Qualitative/Dial Test Study, Jacobs Media, 2012. Progressive Sponsorship Focus Groups, April 2012


Use Adjacencies – but Reinforce Trust
• No indication that having a sponsor aligned with the content of a
program is a problem for listeners.
• Listeners describe adjacency credits as “smart marketing”
• There is a high level of trust in NPR and the local stations – not one
respondent felt that journalistic integrity has been compromised.
• As adjacencies are used more often it is critical to be aware of
potential issues and be transparent with listeners about addressing
concerns.



Use Adjacencies – but Reinforce Trust

“From listening to the content of
their programming over time I feel “. . . (Ally) doesn‟t have
that they report on things very undue influence. But
fairly and broadly. If Ally Bank what‟s going to happen
was a problem I‟d think that NPR at some point when they
would just get rid of the need to do a story on
problem, but I don‟t think it would auto lending or a story
deter them if they are a sponsor where Ally might be
from reporting accurately and implicated? You have to
fairly.” keep editorial separate
Hugh/Indianapolis from revenue and I trust
NPR to do that.”

Trevor/Miami

Glenn/Miami “They‟re two completely separate things. It („Planet
Money‟) is about business and money but they
aren‟t interjecting their message into the content.
They‟re just supporting it.”



Summary
The Public Radio Halo Effect remains strong
• Passion for public radio is high and listeners continue to have positive feelings
about sponsors
• Sponsorship practices are not driving tune-out but digital migration is a factor

The Halo continues to provide clear benefits to sponsors:
• Public radio sponsorship builds awareness
• Association with NPR builds positive brand perceptions including
quality, credibility, and community connection
• NPR sponsorship drives brand consideration

Public Radio can help maintain the Halo by following best practices:
• Focus on Brand/Community Messages, not Products
• Limit Number of Credits in a Row
• Keep Credits Short
• Maintain Expected Tone – Calm, Respectful
• Use Adjacencies – but Reinforce Trust

Halo dei webinar final

Recommandé

Recommandé

Contenu connexe

Similaire à Halo dei webinar final

Similaire à Halo dei webinar final (20)

Plus de St. Louis Public Radio

Plus de St. Louis Public Radio (12)

Dernier

Dernier (20)

Halo dei webinar final

Notes de l'éditeur