What is Underwriting?

In the commercial world of television underwriting is called advertising. In the world of public television we fund programming by asking local businesses for their financial support.  In return for this support, KACV runs underwriter spots on our air.

Why Underwrite Programs?

• Image - Build a Brand

Sponsors benefit from the "halo effect" of being associated with KACV and its mission to make a meaningful contribution to our community. Nearly 85% of consumers believe such marketing creates a positive image for sponsors. Nearly 75% of PBS viewers believe that PBS sponsors are committed to quality and excellence. And almost two-thirds of PBS viewers are more likely to purchase the product or service of a PBS underwriter. (Source: Roper Worldwide; PBS Image Study)

• Greater Impact - Credible and Memorable

Sponsor messages have greater impact in the low-clutter environment found on KACV.  "Hard sell" spots are not allowed by FCC regulations and this fact makes underwriting messages extremely credible and memorable. KACV’s dignified approach to on-air support is appreciated and respected by our viewers.

• Greater Value - Build a Relationship

KACV has unique marketing opportunities for business partners that the commercial broadcasters or cable networks cannot offer. On KACV, sponsors build a relationship with the community.
 

Underwriting Guidelines

Guidelines for On-Air Sponsor Messages

Underwriting spots are intended to thank and identify underwriters. In general, these spots should maintain a noncommercial sound, in keeping with the noncommercial nature of public broadcasting.  Many existing image or business-brand spots can work on KACV’s air; existing spots that do not meet FCC standards may require minor changes.

Sponsor messages should:

• Make an association between sponsor and the program or station
• Indicate support for KACV

Sponsor messages may:

• Identify and depict sponsor's products or services
• Show a logo
• Use a well-established slogan or corporate positioning statement
• Show a telephone number
• Show a website address

Sponsor messages may not:

• Use comparative or superlative language
• Offer price, discount or financing information (including "free")
• Use calls to action which direct the viewer to call, visit, try or compare
• Use inducement-to-buy statements that direct the viewer to purchase the product
• Include endorsements

For more information about underwriting opportunities on KACV, please contact Lynne Groom at 806-371-5474 or lagroom@actx.edu.

 

“My gift to KACV helps underwrite one of my favorite programs – Antiques Roadshow.  Interestingly, I have gotten better results from KACV than from a recent cable buy that I made.  So while I support a favorite program, my business benefits from the exposure.”

- Michael Wellborn
Owner, Wellborn Sign Company