What makes NPR stand out from other media partners? Its attentive, engaged audience. NPR listeners lean into the stories and programming heard on NPR, and that attentiveness transfers to the brands that support NPR and their sponsorship messages.
“We have been exploring attention for over five years, starting with a Neuro-Insight study in 2018 that measured the memory impact of NPR sponsorship versus. commercial radio advertising,” said NPR Director of Audience Insights Susan Leland. “We followed that up with another Neuro-Insight study in 2022 exploring NPR audio messages versus video and we’ve regularly explored our audience’s perception of attention via survey research.”
Last year, Adelaide assessed multiple campaigns running across more than 60 shows for various advertiser categories including CPG, auto, financial services and tech. Ad delivery and contextual data for specific episodes, like ad position and ad load, along with full-funnel outcome data including brand lift survey results and attributed site conversions were all processed by the AU model. This AU score, between 0-100, rates placement quality and enables an apples-to-apples comparison in media quality. 
The study also found that shows with high AU scores delivered 30% higher site visitation than lower scoring AU shows, and saw brand lift across several metrics including 19% higher consideration. 
