Market Enginuity “We’re Built for This” Campaign Proves the Power of Public Media for Brands During COVID-19 Crisis

As consumers stay at home and seek news to safeguard their health, public radio, TV and podcasts provide the trusted content they need in a safe, brand-building sponsorship environment.

PHOENIX (May 4, 2020) – Market Enginuity, the largest public media sponsorship sales force in the U.S. and representatives for the PRX national podcast and broadcast network, is making a statement about the power of public media with a new campaign titled “We’re Built for This.” In the midst of the COVID-19 pandemic, the call to marketers highlights the unique benefits of public media sponsorship in a time when access to trusted journalism is vital. A 20-year advocate for public media — radio, television and podcasts — Market Enginuity was founded on the belief that supporting quality journalism in America is essential. At this challenging moment in our country, audiences are turning to their most trusted news sources for updates and the latest information about the Coronavirus crisis in their area – their local NPR® and PBS® stations. According to a recent survey of public radio listeners by Jacobs Media, 77% of respondents say they completely trust NPR / public radio to provide answers and solutions to the Coronavirus outbreak.¹ In this crisis, public radio stations are reinvesting revenue by growing newsrooms to cover the important stories that must be told.

Public media is built for the challenges we are faced with today. It was founded on the principals of informing, educating and enlightening the public and local stations are trusted for fact-based journalism. Public media is a community-supported cause and has recently pivoted to broadcast remotely. In fact, a recent Nielsen Audio survey found that 83% of radio listeners are listening as much at home or more than prior to the pandemic.²

The campaign encourages marketers to stand out in the changing media landscape by aligning with inspiring, educational, mission-driven, nonprofit media.

“The benefits that public media sponsorship offers brands right now is unmatched. While some advertisers and marketers are pausing media campaigns in light of the pandemic, we know that retreating from your customer base in a time of crisis can erode share-of-voice and brand equity. Sponsorship of the quality journalism from the stations Market Enginuity represents, and PRX, reinforces brand propositions and business goals while supporting journalistic integrity in America. As the COVID- 19 health crisis continues, access to trustworthy information is key to the health of you and your family,” says Harry Clark, Market Enginuity Chief Revenue Officer.

“The public media audience is highly educated, informed, financially stable, and prepared to help their communities weather this storm and rebuild,” says Jim Taszarek, President at Market Enginuity. “They want to hear from brands and learn how to engage with them today. The shared affinity for public media and trusted journalism along with the commitment to see the community through this crisis will result in brand loyalty for years ahead.”

About Market Enginuity

Market Enginuity links mission-driven media clients and sponsors in mutually beneficial partnerships. As the largest public media sponsorship sales force in the U.S., Market Enginuity represents local and national sponsorship for clients ranging from public media stations in media markets #2-44 to independent podcast networks. Comprised of podcast sponsorship specialists and pioneers in the industry, Market Enginuity Podcast Group is the sponsorship sales agent for PRX — one of the largest podcast networks in the U.S. and public radio’s largest distribution marketplace. More information can be found by visiting marketenginuity.com.

Sources:
1. Jacobs Media Coronavirus Survey, April 2020
2. Nielsen, Radio is Comfort Food, Press Release 3.26.20. Response to question, “Because of COVID-19 outbreak, do you find yourself listening to radio”