Your Underwriting Acknowledgment

Your Underwriting Acknowledgment

An underwriting acknowledgment always begins with the same lead-in: “This programming is sponsored by KRUU listeners and the generous support of…”

What we cannot say is any statement that is qualitative (“the best…”), solicitory (a call to action, as in “call now!”), or includes price information. Nor can we use music beds (that is, theme music behind the acknowledgment). Generally we encourage people to think of the three main things they want to get across, and that works as a good starting point. The acknowledgment must be approved by both the underwriter and the station manager and is likely to look something like the following:

This station/programming is made possible in part by KRUU-LP listeners and the generous support of: [your business name here], specializing in [your product or service]. [your business] is located at [your location]. For more information the number is [your phone number] or [your web address]

Sample Acknowledgments:

This programming is sponsored by KRUU listeners and the generous support of The Walker Group, specializing in residential and commercial insurance adjusting nationwide. The Walker Group is located at 58 south main street in Fairfield For more information the number is 641-469-5900 or www.wgclaims.com.

This programming is sponsored by KRUU listeners and the generous support of Fairfield Eyewear, bringing you an eyewear selection with styles by L.A. Eyeworks, ProDesign and Saki. Fairfield Eyewear, open Monday through Saturday from 9:30 to 5:30, downtown Fairfield at 440 Green Street.

This programming is sponsored by KRUU listeners and the generous support of Mildred’s Sandwich Shop, specializing in home-made sandwiches with a variety of lunch items, and featuring hot soups and chili to heat the body and warm the soul. Mildred’s Sandwich Shop, in business for over twenty five years at 827 East Iowa Street.

Underwriting announcements are intended to acknowledge businesses and organizations that contribute to KRUU-LP and may be up to 30 seconds in length.

In compliance with FCC regulation of the public airwaves and station policy, sponsorship acknowledgments MAY include:
  • Business/organization name
  • Address, phone number and/or website
  • Value neutral description of products and services
  • Up to 3 product names
  • Established, non-promotional business slogan
Sponsorship acknowledgments differ from commercial advertisements and MAY NOT include:
  • comparative or qualitative language (promotional adjectives such as: best, fast, only, dependable, fair, etc.)
  • calls to action (verbs telling the listener to “do” something: “stop by our showroom”, “call us at”, “come on down”, etc.)
  • pricing information (such as: sale, special, discount, free, etc.)
  • inducements or incentives(“bonus available this week”, “gift for first 50 shoppers”, etc.)