Radio builds brand awareness. Public radio builds brand loyalty. Public radio stations — from WNYC to KPCC — attract listeners so loyal that in the top 10 markets alone, 750,000 contribute financially to their station, despite the fact the content is free to access. And that connection extends to public radio sponsors.
AUDIO
NPR Radio
Broadcast radio reaches more people in the U.S. each week than any other medium — and we’re proud to say public radio plays a big part.
After nearly 50 years on the air, NPR reaches 21.7M listeners each week across 1,000+ Member stations and is home to the #1 and #2 most-listened-to drive time news/talk programs in the U.S.¹
And that’s just NPR. The public radio network at large has even broader reach and influence. Combined with just a few minutes of sponsor messages per hour and a deeply loyal audience, public radio delivers a powerful platform for brands.
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Why Public Radio?
72%
of NPR listeners have a more positive opinion of a brand when they find out it sponsors an NPR station²
68%
of NPR listeners prefer to buy products from companies that sponsor an NPR station²
88%
of NPR’s 21.7M weekly radio listeners do not listen to commercial news/talk stations in a typical week¹
78%
of listeners agree that the programming on their NPR station is personally important to them, and that they would miss it if it went away²
Sources: (1) ACT 1/Nielsen Audio Nationwide, Fall 2023, Persons 12+ © 2023 The Nielsen Company. May not be quoted or reproduced without the prior written permission of Nielsen; (2) Kantar, NPR State of Sponsorship Survey, June 2023.
National Reach. Local Connection.
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Reach Listeners Across The Country
Public radio stations reach a combined 33.4M people weekly. National Public Media has helped brands share their message on these airwaves for decades, delivering impact like this: NPR sponsor messages are 23% more memorable than ads on commercial radio.
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And In Their Backyards
A network of more than 1000 Member stations means that public radio connects at a community level, targeting a message to select markets. National Public Media offers multi-market campaigns that deliver on the goals and budgets of clients across NPR Member stations.
Measuring Radio's Effectiveness
Brands and agencies can track how a radio campaign affects website traffic and social media engagement in real time to ensure your campaign is meeting your objectives & KPIs. Research shows that NPR sponsorship messages generate 20% more listener engagement than commercial radio ads.
Learn More
Be heard where it matters.
Share your brand’s message in some of today’s most beloved, listened-to programs on the air.
America's #1 morning news/talk radio program.
America's #1 drive time news/talk radio program.
Intimate conversations with newsworthy guests.
NPR’s weekly current events quiz — full of laughs.
Keeping listeners informed all weekend long.
Offering context and insight on some of the most important issues of the day.
Conversations to make sense of today's news and culture.
A conversation about life's unseen patterns.
"I love radio's ability to turn around a story within minutes of airtime for our listeners. It's stressful. But, in the service of our listeners, it's worth it."
Lakshmi Singh, NPR Newscast Anchor
"I am an elementary teacher. I often make connections between texts we are reading in class and science or environmental issues that I have heard on NPR. I have purchased books after hearing about them on NPR. I have tweaked exercise habits based on information I’ve heard on NPR.”
NPR Listener
"NPR's political coverage over the years helped me understand the importance of good local governance in areas/neighborhoods that are different from my own, which is part of what inspired me to leave working for a private business and work in municipal government."
NPR Listener
