The Gross Value of Programming
To Underwriters

Gross value to underwriters is defined as the local return on programming from support (cash and trade) in return for on-air mention. National underwriting is not included in these calculations.

The table below shows the gross value of programming to local underwriters in fiscal 1997 (October 1996-September 1997). Underwriting’s total value is estimated at $60 to $75 million; CPB does not specifically request this figure from stations in their annual financial reports.

Alone, Morning Edition and ATC (weekday) generate more than half of all local underwriting dollars.

	Local Underwriting Support
Programming	Low Estimate (in $ millions)	High Estimate (in $ millions)
ALL	60.0	75.0
Local Classical	7.6	9.5
Other Local Music	4.8	6.1
Local News, Call-In, etc.	2.7	3.4
NPR Morning Edition	20.1	25.2
NPR ATC Weekday	13.1	16.3
NPR Weekend News	2.1	2.6
NPR Talk/Information	2.6	3.3
NPR Performance	1.3	1.6
PRI	5.2	6.5
Other Acquired	0.5	0.7

Follow this link to a more detailed table.

Sources:

Program/Format Listening: Arbitron, Fall 1996; Audience Research Analysis.

Program/Format Underwriter Support: Audience 98 Underwriting Survey.

Total Underwriter Support: CPB FY 1997 Public Broadcasting Revenue, Station Financial Survey.

 – David Giovannoni
– Jay Youngclaus
AUDIENCE 98 Core Team

Audience Research Analysis
Copyright © ARA and CPB.  All rights reserved.
Revised: September 01, 2000 12:38 PM.