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Sponsorship FAQS

What is the difference between PRI and NPR?

Public Radio International (PRI) and National Public Radio (NPR) are the two major public radio networks. Individual public radio stations can be affiliates of PRI and members of NPR, selecting programming offered by each. The phrase "public radio" is a generic term, while "Public Radio International" and "National Public Radio" refer to each network.

What does national sponsorship cost?

Each program is sold at different rates based on the audience it reaches, time of day and range of distribution. National sponsorship costs range from $40,000 for a 13-week sponsorship to $520,000 for a 52-week sponsorship.

How long are on-air sponsorship credits?

PRI sponsors receive a non-commercial credit of up to 15-seconds. Credits are typically heard near the beginning, the end or at natural breaks within a program.

What is a sponsorship credit?

As the name implies, credits acknowledge the companies that help make public radio programming possible. Unlike commercial spots, credits are imbedded in the program. Because they're concise and informative, listeners don't tune them out or leave the room when they come on. All credits are voiced by professional on-air talent and are provided at no charge to the sponsor.

What information can be included in a sponsorship credit?

The FCC has established guidelines governing the content of non-commercial sponsorship credits. See PRI's sponsorship guidelines.

On-air sponsorship language generally must be:

  • non-commercial in nature;
  • entirely factual and value-neutral;
  • free of qualitative or comparative statements.

Underwriting credits may include:

  • a description of products or services, including brand names;
  • the location of underwriter, products or services;
  • a description of key or target markets;
  • long-standing slogans that identify the underwriter's business;
  • a telephone number or website address, but not a "call to action."

May a company change its sponsorship messages?

Yes. PRI encourages sponsors to rotate different credits to highlight various product, corporate or brand messages. Credit changes can usually be made on a monthly basis.

What is the duration of a sponsorship?

While we believe that underwriting on public radio provides maximum benefit to companies that become involved on a long-term basis, PRI provides many options for our underwriters. In most cases, the minimum sponsorship period is 13 weeks.

Want to learn more?

To learn more about national sponsorship and/or receive a sponsorship proposal, contact Elton Langland by phone at 612.330.9251, by e-mail or mail:

Public Radio International
401 2nd Avenue North, Suite 500
Minneapolis, MN 55401