Underwriting Rates
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Underwriting Rates Effective January 2007

Underwriting is the term the FCC has used to categorize announcements acknowledging the supporters of public broadcasting from the business community. By airing underwriting announcements on WUTC-FM, businesses target a valuable audience that can be hard to reach on commercial stations. WUTC listeners tend to be more affluent and better educated. In addition, your message is heard in a clutter-free environment. 

WUTC's signal is heard by decision makers in over 30 counties around Chattanooga, well as listeners around the country through its web-streaming on-line at wutc.org.

Customized quarterly Arbitron ratings estimates are available through WUTC's development department to enable companies to target specific populations. Contact Ken-Dryden@utc.edu Office: 423-425-4364 or Office: 423-425-2376  Michael-Manderson@utc.edu .

TIER 1
Weekdays: Morning Edition 6-10 am, Fresh Air 12 noon-1 pm, Day to Day 1-2 pm, All Things Considered 4-8 pm, NPR Top of the Hour Newscasts 11:01am and 3:01pm. Saturday: Car Talk 10-11am, Whad' Ya Know 11am-1 pm,. Bob Edwards Weekend 2-4 pm, Prairie Home Companion 6-8 pm. Saturday & Sunday:  Weekend Edition 8-10 am, Sunday: Car Talk 6-7 pm.

TIER 1 (Drive Time & Most listened to Hours) ** Program inclusion listed below chart

No.  Spots

27sec

13sec

1 spot/wk

$60.00

NA

3 spots/wk

$135.00   [$45.00/spot]

$81.00    [$27.00/spot]

5 spots/wk

$210.00  [$42.00/spot]

$126.00    [$25.20/spot]

10 spots/wk

$360.00   [$36.00/spot]

$216.00  [$21.60/spot]

15 spots/wk,

$ 450.00  [$30.00/spot]

$270.00  [$18.00/spot]

15 + spots/wk

[$30.00/spot]

[$18.00/ spot]

ROS: Flexible schedule with programs, days and times selected by WUTC

No.  Spots

27sec

13sec

5 spots/wk

$105.00  [$21.00/spot]

$63.00     [$12.60/spot]

10 spots/wk

$190.00  [$19.00/spot]

$114.00   [$11.40/spot]

15+ spots/wk

$240.00  [$16.00/spot]

$144.00   [$9.60/spot]


§         R.O.S. spots will run 7 days a week between 6am-9pm (7am-9pm on weekends). Underwriter may exclude one program from the mix if desired.

§         Regular Tier underwriting rates will apply to underwriting schedules of less than 7 days.

§         Programs, days, and times of R.O.S. spots are subject to change from week to week.





Underwriting Copy Restrictions

1)       WUTC will not include third party sponsors in an underwriting statement for any event, whether hosted by a not-for-profit organization or business.

2)       Copy cannot exceed 30 seconds on local programs (27 seconds on syndicated shows). All copy will be voiced by WUTC staff.

3)       Credits may not include qualitative claims or descriptions. Qualitative definition: Referring only to the characteristics of something being described, rather than exact numerical measurement. 2. Indicative only of relative sizes or magnitudes, rather than their numerical values. A qualitative comparison would say whether one thing is larger, smaller, or equal to another, without specifying the size of any difference. As opposed to quantitative. Examples include the word convenient.

4)       Credits may not contain comparative claims or descriptions. (Voted “Best Restaurant…”,” Winner of the 2005 award for…”, “With the only ___ available in Chattanooga”, “The area’s only certified provider”.

5)       Credits may not contain jingles or background music. WUTC reserves the right to leave in the background music in syndicated programs (at a low level).

6)       Credits may not include personal pronouns: Ex:  the words “you” or “your”.

7)       Credits should not contain any information regarding the price of, or value or savings received from the underwriter’s products or services. No solicitations of cash, checks, goods or services can be included in a statement for any non-profit organization, though a benefit can be mentioned.

8)       Credits should not contain any imperative or other language that could be construed as a “call to action”.

9)        Credits should not contain any inducement to buy, sell, rent, lease, or to “call” or “visit” the underwriter.

10)   Credits cannot mention any awards given or reward/incentive program or guarantee offered by the underwriter.

11)   Contests or giveaways of any kind are prohibited.

12)   One established slogan within the text is acceptable.


All of the above restrictions are due to constraints placed upon public radio stations by the FCC.  If there is a gray area, please discuss it with us. WUTC reserves the right to give all final approval for spot copy.

 

Ken Dryden                            Development Director          (423) 425-4364

Ken-Dryden@utc.edu

 

Michael Manderson         Development Assistant   (423) 425-2376
Michael-Manderson@utc.edu


 

 

 

 

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