A Six Part Series 
for Public Television

Become a Sponsor of this Series

Underwriting The World of Roses

The World of Roses is seeking corporate sponsors and foundations to underwrite part of the cost of producing this series.  In return, major underwriters will receive a unique branding opportunity: a promotional spot of up to 15 seconds in length at the start and finish of each episode.  These marketing spots, produced by the corporation or foundation, will be an attached component of each show and will be aired every time the series is presented.  Much of this series will have a timeless quality, so underwriting The World of Roses will allow sponsors to connect with millions of viewers over repeated airings for many years to come. Sponsors will also receive promotional opportunities on the series web site, DVD, podcasts, and print advertising.

Exceptionally generous funders may qualify for promotional spots of up to 30 seconds on a case-by-case basis.  The underwriter must contribute at least $300,000 in support.  The funding must be received and used by the producer for a single broadcast season or other appropriate time frame within a 12 month period. 

The fiscal sponsor of The World of Roses is the International Documentary Association, a non-profit 501(c)3 organization.  To view a copy of the IDA Fiscal Sponsor Letter for this series click here.  Underwriting contributions made on behalf of the project to the IDA are tax-deductible.  Contributions made directly to the production are not tax-deductible. For details about becoming a sponsor please contact: Andrew Burke, Project Director, 2554 Lincoln Blvd, #1058, Marina del Rey, CA 90291, phone 310-574-2770 or e-mail roses@acburke.com.

What is Underwriting?

In the commercial world of television, underwriting is called advertising. In the world of public television, we seek underwriting funded by corporations and the business community, government agencies, unions, associations, and foundations. In return for this support, we run a 15 second sponsor message and thank you at the start and finish of each program. This is built into the program and must be aired each time the show is broadcast.


What Are the Benefits of Sponsorship?

Enhance Your Brand

Support of public television programming can help build brand identification and strengthen your organization’s image. Sponsors benefit from the “halo effect” of being associated with PBS and its mission to make a meaningful contribution to the community.

  • Almost 85% of consumers believe such higher purpose, cause-related marketing creates a positive image for sponsors.
  • Nearly 75% of public television viewers believe that PBS sponsors are committed to quality and excellence.
  • Nearly 66% of public television viewers are more likely to purchase the product or service of a PBS underwriter.
  • Your support will make possible the continuation of a tradition of quality non-commercial television.

    (Source: Cone/Roper Worldwide, PBS Image Study)

    Increase Your Impact

    Sponsor messages have greater impact in the low-clutter environment found only on public television.  Prohibition against “hard sell” spots, and trustworthiness of PBS combine to make underwriting messages extremely credible and memorable. PBS’ dignified approach to on-air support of programs is appreciated and respected by its viewers.

    Build a Relationship with Viewers

    The World of Roses series offers additional unique marketing opportunities to underwriters including:

      • Your logo and sponsorship acknowledgement on all print advertising for the series.
      • Your logo and sponsorship acknowledgement on the companion DVD and book for this series.
      • Acknowledgement on The World of Roses web site and a link to your organization's web page.
      • Publicity for your organization at program related events such as in-store sales, gardening clubs, professional or industry activities, and awards.

        Guidelines for On-Air Sponsor Messages

        On-air sponsor credits are intended as a way of thanking and identifying underwriters.  Public television spots should maintain a noncommercial tone in keeping with the noncommercial nature of public broadcasting.  Most existing image or business brand spots are ideally suited for PBS’s unique low -clutter, highly credible environment.  Underwriting messages that do not meet FCC standards for public television may require minor changes.

        Sponsor messages may:

        • Be up to 15 seconds in length.
        • Identify and depict sponsor’s products or services.
        • Show a logo.
        • Use a well-established slogan or corporate positioning statement.
        • Show a telephone number or web site address.
        • Use music, sound effects or voice-overs identifying the organization.
        • Make an association between the sponsor and the program.

        Sponsor messages may not:

        • Use comparative or superlative language.
        • Offer price, discount or financing information.
        • 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.


        The Public Television Audience


        • 51.7% of total adult viewers are between 18-49 years of age.
        • 48.3% of total adult viewers are 50 and over.
        • 58.1% of viewers are married.
        • 50.7% of audience is male; 49.3% is female.
        • 63.1% of audience use the Internet.
        • 38.1% of total adult viewers have one or more college degrees.
        • 67.7% of audience votes

        Financial Characteristics

        • 44.7% have a household income of $60,000+.
        • 27.2% have a household income of $75,000+.
        • 13.2% have a household income of $100,000+.
        • 74.9% of viewing households have an ATM card.
        • 48.9% have an IRA/Keogh account.
        • 72.8% are homeowners.
        • 30.7% have auto loans.
        • 27.9% have liquid assets in excess of $100,000.

        A majority of PBS viewers:

        • Feel that companies that fund PBS have a commitment to quality and excellence.
        • Believe underwriters are usually industry leaders.
        • Would choose to buy a product from a company that supports PBS, all other things being equal.

        (Sources: Nielsen Research 2008-2009; Sep-Oct 2002 The Media Audit Program and Report; International Demographics, Inc. and 1998 PBS Image Study.)


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