NPR Podcasts

Top Titles. Top Audience.

NPR Podcasts – staples such as Planet Money and Wait Wait… Don’t Tell Me! as well as new hits including Invisibilia and Embedded – hold an essential corner on the market and a close connection with the audience. An audience who shares their engagement and affection for the programs with brands that support them.

NPR delivers podcasts to 12.9 million users each month, a growing audience that tops Podtrac’s new Podcast Audience Ranker as the largest in the industry. With new shows set to further expand NPR’s diverse podcast catalog and innovative, cross-platform opportunities for sponsors, NPR is a leader in this ever-important industry.

Source: Podtrac, August 2017

An Enviable Audience

Educated, affluent and younger, NPR podcast listeners are listening all the time. 79% say they listen within 48 hours of downloading an NPR podcast.

65%

of NPR podcast users are age 25-44

85%

count NPR podcasts among their favorites or consider them "essential listening"*

93%

typically consume most or all of a public radio podcast*

82%

hold a Bachelor's degree or higher

57%

earn $75,000 or more in HHI

47%

are involved in business purchasing decisions

42%

hold executive or managerial positions

65%

of NPR podcast users are age 25-44

85%

count NPR podcasts among their favorites or consider them "essential listening"*

93%

typically consume most or all of a public radio podcast*

82%

hold a Bachelor's degree or higher

57%

earn $75,000 or more in HHI

47%

are involved in business purchasing decisions

42%

hold executive or managerial positions

Download NPR Podcast User Profile

Sources: NPR Podcast User Surveys, Fall 2016. *Public Radio Podcast Survey, Edison Research, March 2015.

Proven Results

76%

hold a more positive opinion of a company when they find out it supports NPR

59%

pay more attention to NPR podcast sponsor messages than they do to ads in other media or places

76%

have taken action in response to a sponsorship announcement in an NPR podcast

Source: NPR Podcast User Surveys, Fall 2016.

 

Nuts and Bolts of Sponsorship

NPR podcasts offer sponsors :30 mid-roll and :15 pre-roll in popular podcast titles. Host-read mid-roll spots allow for expanded messaging and align with the tone of individual NPR podcasts.

Mid-roll Sponsorship (:30)
Pre-roll Sponsorship (:15)
NPR is leading the pack... [it] has substantially contributed to the [podcast] space through cultivating a generation of strong talent... and generally raising the medium’s profile for a wider swathe of audiences.

Hot Pod

Our future as an organization will involve a great deal of the work we’re doing in podcasting and the ability to speak to larger and more diverse audiences hinges on our ability to find that talent.

Keith Woods, NPR VP of Diversity

...podcasting isn't vulnerable to the technological pressures that are affecting the online news business. Podcasts can create a loyal audience that is willing to listen to ads without complaint.

Inc.com

NPR... produces expertly done shows that are available in podcast form, and it often dominates the genre.

The New Yorker

[NPR] views the podcast space as its opportunity to introduce fresh voices, give new talent more experience, and try different formats.

Columbia Journalism Review

The media business is in deep trouble… There is one segment of the news media, though, where quality massively outperforms quantity: podcasting.

Inc.com

Insightful & Entertaining

It’s no wonder 48% of NPR podcast users consider NPR podcasts “favorites” compared to podcasts overall. NPR podcasts offer substance and serendipity.