The Halo Effect
In addition to support from our members, the Community Idea Stations relies on its corporate sponsors to contribute to the cost of providing our award-winning programming. Sponsors choose to support us because they believe in the work we do and also because it provides real benefits to their organizations. Through sponsorship on the Community Idea Stations, the companies and organizations that support us can find a unique place to build relationships with our active, engaged audiences.
Public broadcasting audiences are made up of greater percentages of people who are top business executives, are well-educated and affluent, and are community-minded. These individuals trust public broadcasting because of our commitment to quality and excellence. That loyalty and trust becomes associated with the companies that support us.
A recently completed update of research conducted in 2003 and 2007 demonstrates again that public broadcasting provides a "halo effect" for sponsors, meaning that audiences have a higher opinion of our sponsors just because they support public media. The research suggests that the halo effect has caused listeners to take action as a result of this positive association. Among other things, listeners say sponsorship credits have led them to attend cultural events or exhibits, consider new products, gather more information about a product or company, and visit sponsor websites.
By demonstrating your support for the Community Idea Stations, you build brand trust and commitment among the very people you want to attract, which means they are more likely to choose you over your competitor when it comes to making a buying decision.