of NPR’s audience consider NPR personally important to them¹
At the intersection of news, music, culture, business & more.
Every day, millions of Americans turn to NPR and its member stations to understand what’s happening around them globally, nationally and locally. NPR’s mission to inform and engage connects deeply with its loyal, attentive audience – and that engagement extends to the brands that support NPR. In fact, 82% of listeners have taken action based on an NPR sponsorship announcement¹.
NPR’s portfolio of podcasts includes two of the top three podcasts in the U.S., NPR News Now and Up First, and award-winning programming that spans across news, business, culture, music, science and more.
78%
42M
weekly audience across NPR platforms²
#1
most trusted news brand³
Sources: (1) Kantar, NPR State of Sponsorship Survey, June 2023; (2) Internal estimate based on Nielsen Audio, Google Analytics, Comscore, and NPR podcast reporting, Sep-Dec 2023; (3) Research Narrative, News Media Brand Study, Fall 2023, among a set of 13 major news brands.
Watch our Upfront presentation
Updates from NPR at the Upfront
As a leader in the audio industry, NPR joined the annual IAB Podcast Upfront to explore how attention metrics are changing the podcast research landscape, and share a new case study about how one brand used custom audio to engage with NPR’s attentive audience.
A deep dive into attention metrics with Adelaide
As attention metrics continue to gain importance in today’s podcast landscape, advertisers are searching for a privacy-friendly way to measure the quality of media placements. In partnership with Adelaide, we have been able to better understand how NPR sponsorship performs across their omnichannel metrics that incorporate a range of factors contributing to attention.
Bringing Organic Valley's story to life
In 2023, NPR sponsor Organic Valley worked with our in-house brand creative studio to bring an important part of their story to life with NPR listeners. Chief Brand Officer Jaclyn Cardin and her team at Organic Valley partnered with NPM Creative to build a custom audio campaign that captured the essence of Organic Valley’s small family farmers that produce their dairy products. Learn more about why NPR’s environment and audience were the right fit for Organic Valley to share its brand story.
Innovative programming & award-winning hosts.
NPR’s portfolio of industry-leading programs spans across genres.
A 10-minute daily news briefing for when you're on the go.
Making sense of big, complicated forces that move our economy.
Lively roundtable discussions about what’s shaping the world of pop culture.
Discover essential new music from emerging artists and musical icons.
Leading voices with ideas worth spreading.
Everyone needs a little help being a human.
The latest news in five minutes. Updated hourly.
In-depth, objective coverage of everything politics.
NPM Creative:
Custom audio storytelling for brands
Custom audio storytelling for brands
Our award-winning creative studio offers a suite of custom audio products uniquely designed to resonate with the NPR audience. Our flagship custom storytelling product Brand Soundscapes are crafted to share brand stories in a way that fits with the NPR environment. The final product is shared in a variety of native sponsorship placements across NPR digital platforms, including a custom landing page on NPR.org.
More from NPM Creative
Cunard
With custom Immersive and Spotlight Mid-rolls, Cunard partnered with NPM Creative to bring their luxury onboard experiences to life for NPR listeners.
View the work
SAP Concur
To learn how SAP Concur solutions can help businesses increase efficiency, tune in to stories that feature SAP Concur leaders, customers, and partners.
View the work
American Cancer Society
In custom Spotlight Mid-rolls, NPR listeners heard from a variety of voices sharing the impact of the American Cancer Society’s work.
View the work