NPR One



Be Heard Everywhere

From smart speakers and connected cars to smart phones, NPR One is powering listening in today’s on-demand world, and creating a future of listening that is personalized and frictionless.

For sponsors, NPR One offers NPR’s most custom branding opportunities, an audience that’s grown 169% YOY, and access to scale across platforms with 30M weekly radio listeners, 43M monthly NPR.org users and 11.3M monthly podcast users.

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36

minutes spent with NPR One in an average session length

75%

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

40%

of NPR One users are under 35 years old

From brand names to brand stories, content alignment to content curation, NPR One offers dynamic audio-first messaging formats designed to meet the varied needs of NPR sponsors and the individual preferences of NPR listeners.

Custom sponsorship product

Brand Soundscapes – New in 2017

Let your brand’s mission, values and voice take center stage with long-form – 90-second – audio creative across NPR One, NPR Podcast mid-rolls, NPR.org, or across your brand’s owned channels and campaigns. Partner with National Public Media – a team that has decades of experience in audio brand messaging with NPR and understands the best in audio storytelling – to craft your brand’s sound with Brand Soundscapes.

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NPR One Sponsor

Kia Motors America

To support the release of the all-new Niro – Kia’s first-ever hybrid crossover – National Public Media worked with Kia to activate the NPR’s newest sponsorship offering, Brand Soundscapes. Kia’s Brand Soundscape are original audio stories featuring interviews with the makers of the Kia Niro sharing the craft behind the car. The interviews were featured across NPR One, NPR Podcasts and NPR.org, and included voices from Kia’s design and strategy teams.

Kia’s 15-second audio interstitials in NPR One drove a strong 0.25% CTR, and Brand Soundscapes enhanced conversion even further.

More 13% of listeners who heard a Kia Soundscape in NPR One clicked through to the automaker’s website.

And after placement in just two episodes of NPR’s Hidden Brain podcast, listener surveys revealed more positive perceptions of Kia’s design, versatility and environmental consciousness – all priority brand messages. Most critically, listeners were more likely to consider Kia the next time they were car shopping.

Hear clips of the various iterations of Kia’s Brand Soundscape



CUSTOM SPONSORSHIP PRODUCT

Podcast Halos

Podcast listening accounts for more than half of all content played in the NPR One app, with 2M monthly podcast listens, making it the perfect extension for your NPR Podcast. NPR One’s Podcast Halo units offer co-branded alignment and true engagement with an average 1.85% CTR.

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NPR One Sponsor

Hyatt Place & Hyatt House

As part of a national, “You’ve Come Too Far to Settle Now” campaign celebrating the “unshakable drive” of modern business travelers, Hyatt Place and Hyatt House was a launch sponsor of How I Built This, an NPR podcast on business and entrepreneurism with nearly 29M downloads to date.

Their NPR campaign featured mid-roll and pre-roll in the first 5 episodes of the program (Sept-Oct 2016) and leveraged NPR’s cross-platform scale to extend their alignment and amplify engagement.

Hyatt leveraged NPR One for custom campaign extensions: co-branded click-to-play episode promos served through NPR’s Podcast Halo units.

Hyatt saw strong performance on their Podcast Halos with a CTR as high as 5.42% for an episode featuring Instagram founders Kevin Systrom and Mike Krueger – an all-time high for the unit – and averaged a 3.08% CTR across the five placements.


CUSTOM SPONSORSHIP PRODUCT

Custom Channels

Increase content alignment with co-branded channels of NPR stories curated around your campaign themes. In NPR One, the average CTR to start playing a Custom Channel is 1.49%, with an audio completion rate at more than 70%, and the CTRs on sponsor promo cards reaching as high as 2.8%.

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CUSTOM SPONSORSHIP PRODUCT

Audio Interstitials

Add frequency to your campaign with NPR One Interstitials, which play every 5-10 minutes – that’s three Interstitials during an average user session, with an average CTR of 0.18%.

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