increase in effectiveness when a sponsor’s campaign is extended across multiple NPR platforms³
Measurement & Research
Delivering results backed by metrics.
Sponsorship is an investment — which means you need to know how your investment performs. From brand lift studies that quantify the impact of your NPR campaign on brand awareness and consideration, to real-time attribution measurement tools that link your audio campaign to actions on digital platforms to offer real time attribution analytics, National Public Media is dedicated to helping you measure the results of your investment.
Proven Success
118%
0.84%
average conversion rate for NPR podcast downloaders visiting a sponsor’s website — 5x more effective than traditional display ads¹
20%
lift in brand usage among NPR podcast listeners exposed to a sponsor’s campaign, compared to unexposed listeners²
Sources: (1) Spotify Ad Analytics, 2023 NPR campaign average, vs. 2023 desktop display benchmark from Google Ad Manager. (2) Kantar, NPR sponsor survey average, 2021-2023; (3) NPR Digital Impact Study, recall among users exposed to sponsor’s message on radio and podcasts vs. radio alone.
Measurement Tools and Brand Research
NPM offers a variety of cutting-edge tools for measuring campaign impact, allowing sponsors to gain a nuanced and thorough understanding of not just what worked, but why it worked.
Veritonic
Claritas
Spotify Ad Analytics
Lucid
Nielsen Podcast Ad Effectiveness
Omnibus Research
Partnership Research
Veritone Attribute
News & Insights
Article
March 2023
Outdoor Brand’s Community Engagement Stories Resonate with NPR Listeners
NPR sponsorship boosts positive awareness of an outdoor brand while highlighting its community efforts in custom creative.
Article
February 2023
Host or Announcer-Read Sponsorship Messages?: A New Study With Veritonic Decides
There's ongoing debate about whether announcer or host-read ad formats are best. A recent study reveals 78% of listeners find both types of messages useful.
Article
October 2022
Heard & Remembered: How NPR Audio Made Kroger’s Message Stick
Research conducted with Neuro-Insight, which features grocer brand Korger, reveals that NPR sponsorship audio generates strong “memory encoding.”