What is Sponsorship?
Sponsorship is assistance in the form of money, goods, or services provided by businesses and not for profit organizations in support of general or specific WGWG programming.
What is the Purpose of Sponsorship?
Sponsorship provides operating funds for WGWG, future growth and programming strengthen WGWG's image within the community and also provides opportunities for sponsors to showcase their support for our programming.
In accordance with FCC rules, entities contributing money, goods or services to WGWG can be identified on air by means of sponsorship announcements or non-profit announcements.
Announcements must be approved compliant by approved WGWG staff familiar with the FCC and WGWG rules.
Sponsorship announcements may be for specific program, or for general support of the station.
The true identity of the organization providing financial support must be disclosed. In other words, the organization that writes the check must be recognized on the air. One organization cannot "buy" announcements for another organization. The exception to this is the case of an advertising agency acting on behalf of the sponsor.
What Sponsorship Copy is Acceptable to the FCC?
Stations are allowed to 'identify', not 'promote' commercial entities that provide general support for the station.
Sponsorship Announcements MAY Contain:
- Legal or recognized name of the sponsor, hours, web address, location(s), telephone number, address, email address, length of time in business.
- Sponsor's product of service line by generic trade name. Brief, objective descriptive phrases are permitted. usually such language would be limited to a product or service's origin (ie: "Chinese food"), its intended use (ie: "Insurance for Seniors"), form of delivery to consumer or method of preparation (ie: "Bottled water," "Pre-treated wood") or product content (ie: "wool suit," "stainless steel").
- A sponsor's slogan, as long as it does not promote.
- Specific events may not be mentioned in sponsorship events if they are for-profit.
- Non-profit organizations are NOT required to follow the restricitions of for-profit announcements, and therefore may promote events.
- WGWG will NOT air announcements in support or opposition for any candidate or political view.
In-Kind Donations and Acknowledgements
WGWG may accept donations of in-kind products or services in return for an apporpriate number of on air donor announcements in number and frequency determined by WGWG in accordance with its current rate card.
Donor acknowledgements must meet the same criteria as cash donations.
WGWG may accept tickets, CD's or other promotional materials for on air giveaways, as long as such items would not be considered an inducement to buy.
Sponsorship Guidelines (What Cannot be Used in Spots)
- Sponsorship announcements may not contain comparatives or superlatives (better, biggest, most, cheapest, "The leading maker of...")
- They may not contain price information, either by an amount, discount, rate, or "free."
- Announcements containing a call to action are prohibited. Calls to action include verbiage like "stop by," "Call," "visit" or "Come in for a test drive."
- Announcements containing an inducement to buy, sell, rent or lease are not permitted. Inducements to buy would include "Sunday special," "Bonus," "first six months free," "Buy one get one" or "Special deals in the month of June."
- Announcements containing Qualitative information are prohibited. Descriptive information that is not value neutral is deemed qualitative and is not acceptable. For example: "Offering exceptional customer service," "A perfect setting for a romantic evening," "High quality medical care."
What is Advertising?
The FCC defines advertising as:
"Any message or programming material which is broadcast or otherwise transmitted in exchange for any remuneration, and which is intended:
To promote any service, facility, or product offered by any person who is engaged in such offering for profit;
To express the views of any person with respect to any matter of public importance or interest; or
To support or oppose any candidate for political office."
Sponsorship Spots - In a Nutshell
This identification can include the following:
- The name of the person or entity
- Location information
- Telephone numbers and website addresses
- Audio logos or slogans that identify but do not promote
- Value-neautral descriptions of a product line or service
- Brand and trade names
- Product or service listings that do not include qualitative or comparative language