What Can I Sponsor? TV

Corporate Sponsorship and underwriting is a way to "Go Public" and reach the quality audiences that watch WXXI TV. A custom-tailored schedule adjacent to news, science, nature, history, arts, and other programming will reach a broad audience that appreciates PBS programming as a trusted, very important, and a highly valued media resource.


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WXXI TV Sponsorship

Companies can underwrite broadcasts of WXXI local productions as well as national PBS programs on WXXI-TV 21. Fifteen-second underwriting message will be viewed in an uncluttered environment.

Why Television Belongs in an Underwriting Mix

  • Customers watch TV.  Ninety-nine percent of all Rochester households receive WXXI's broadcast.  Nearly 12% of the community receives WXXI "over-the-air" -- without cable or satellite subscriptions.
  • TV viewing continues as a common leisure activity. On average, people view as much as four and a half hours of television a day.
  • Broadcasting a message with sight, sound, and motion can provide instant credibility for a business, product or service. It also can be helpful to showcase a product or service.
  • TV reaches a much larger audience than local newspapers and it does so during a short period of time.
  • TV provides an opportunity to be creative and attach a personality to a business, which can be particularly effective for small businesses that rely on repeat customers.
  • TV is well suited for conveying evergreen, timeless messages that enhance corporate identity.
  • WXXI includes the cost of a basic spot for new campaigns.  Producing an underwriting spot can be is as simple as providing a company logo for a unique branding opportunity.

Targeted program underwriting on WXXI-21 (15-second spots) 

TV Underwriting spots can be:

  • crafted by WXXI when a client provides the visual elements (company logo and up to three value-neutral images) with an approved voiceover script


  • pre-produced by a client based on WXXI's broadcast standards and guidelines.

Timing of the spot begins with a company's name and may contain between 32-35 words.  

Each underwriting break has a maximum of three local underwriting positions available for non-competing organizations. Spots may rotate within selected programs, or air at fixed times, based on the company's media budget.

WXXI dayparts include:

Children's ProgrammingM-F 7 a.m. - 6 p.m.,
Sat 7 a.m. - 9 a.m.,
Sun 7 a.m. - 11 a.m.
Prime Time & NewsHourM-Sun 7 p.m. - 11 p.m.
Early & Late FringeM-Sun 6 a.m. - 7 a.m., 6 p.m. - 7 p.m., 11 p.m. - 6 a.m.,
Sat 2:30 p.m. - 7 p.m.
How-To, Health & CookingSat 9 a.m. - 2:30 p.m.,
Sun 11 a.m. - 6 p.m.


View the Television Creative Guidelines

Contact WXXI Underwriting