From Attention to Action: Measuring the Power of NPR Podcasts
ARTICLE
New analysis of NPR podcasts demonstrated an average attention score 10% above the already superior attention typical of podcasts.
#1 in trust,
#1 for brands.
Innovation in action.
Tap into our decades of experience in audio and the latest research into what works for public media. We’re here to help guide you with best practices and measurement services to quantify your results.
Make an impact.
It's not just about what you say or how you say it, it's where you say it. When you engage people on public media platforms they respect, they take notice – and take action.
Learn More- #1 most trusted news brand 1
- 86% of listeners have taken action based on an NPR sponsorship announcement 2
- 23% more memorable — NPR sponsor messages resonate compared to traditional radio ads 3
- 41M weekly audience across NPR platforms 4
Sources: (1) Research Narrative, News Media Brand Study, 2024, among a set of 13 major news brands; (2) Kantar, NPR State of Sponsorship Survey, 2024; (3) Neuro-Insight, NPR Sponsorship Effectiveness Study, 2018; (4) Internal estimate based on Nielsen Audio, Google Analytics, Comscore, and NPR podcast reporting, March – June 2024.
Build your campaign.
From podcast mid-roll to radio spots, NPR sponsorship placements perform because they respect the tone and standards audiences expect from public media, while capturing attention and resonating deeply.
Brand Soundscapes
Sponsorship opportunity
Showcase your brand’s mission, values, or success stories on NPR digital platforms - and beyond.
Become a success story.
Explore award-winning work from our creative studio that brings sound-rich brand stories to life.
Target
Case Study
A series of Brand Soundscapes about inclusive beauty, clothes designed for children with special needs, and programs supporting small businesses and entrepreneurs revealed the stories, and people, behind Target’s products.
Capital One
Case Study
CreditWise® from Capital One® partnered with NPM Creative to produce a series of Brand Soundscapes that educated listeners on the complex topics of fraud, identity theft and the dark web.
Sierra Nevada Brewing Company
Case Study
40 years after founding Sierra Nevada Brewing Company, Ken Grossman runs the company with his children Sierra and Brian. In Soundscapes produced by NPM Creative, they share the values that shape their business.
