Automotive

Powerful Results for an NPR Sponsor

What did they need?

This national automotive brand was completely new to NPR sponsorship and looking to increase awareness of the company’s offerings and to target automotive consumers A25-49, who were in the market for a new car.


Why did they choose NPR?

NPR listeners are curious and influential automotive enthusiasts, who are significantly more likely than non-listeners to say they expect to purchase a car in the next twelve months.

 

65%

of NPR listeners look forward to technology advances in new vehicles

68%

research/compare as many vehicles as possible before making a final purchase

78%

agree that the craftsmanship of a vehicle is more important than anything else

71%

consider safety first when shopping for a new vehicle

65%

of NPR listeners look forward to technology advances in new vehicles

68%

research/compare as many vehicles as possible before making a final purchase

78%

agree that the craftsmanship of a vehicle is more important than anything else

71%

consider safety first when shopping for a new vehicle

Source: 2015 GfK MRI Doublebase

 

How did we help?

NPR aligned this automotive brand in the Weekend Newscasts and strategically positioned radio spots in NPR’s flagship news and weekend shows:

What were the benefits?

The percentage of NPR daily listeners likely to turn to this automotive brand for their next car increased by 86% from the start of the campaign. Research also showed a 57% increase in NPR daily listeners’ familiarity with the brand — and 32% of daily listeners had a more positive opinion of the brand after the sponsorship campaign.

Percent Likely to Visit for Next Car Purchase
Before and After Sponsorship
23%
34%
21%
39%
16%
19%
NPR Listeners
NPR Daily Listeners
Non-listeners

 

Looking to raise awareness and consideration for your brand?

We can develop a customized media plan across platforms, including turnkey research that will measure how your brand connects and engages with target audiences.

 

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