Brand Safety Matters Now More Than Ever

December 2022

Brands need trust, but building trust is challenging.

With the major changes to Twitter, marketers and advertisers across the industry are asking themselves one question: is the platform still a brand safe environment? As brands and agencies navigate these changes, half of Twitter’s top 100 advertisers appear to no longer be advertising on the website

At a time when trust matters more than ever to consumers — 70% say trusting a brand is more important today than in the past¹ — it is not easy to come by.

Consumers are seeking trust from brands.

Trust is a key factor in all buying decisions, but trust is hard for brands to build on their own. Consumers see fewer than 50% of brands as trustworthy.² 

Despite an air of cynicism towards brands, consumers are desperately looking for brands that are making a meaningful impact. 81% of consumers say “I must be able to trust the brand to do what is right” is important to their purchase decisions.³

Building trust through NPR sponsorship.

That’s where NPR comes in as a beacon of credible journalism and as a trusted media partner. This year, NPR partnered with Neuro-Insight to measure unconscious trust in NPR among its listeners. Using memory encoding technology, the study found that NPR owns key drivers of trust in comparison to TV news, providing a valuable platform for brands to boost trust among coveted consumers. In a study of unconscious trust, NPR was strongly associated with “ethical,” “relevant,” “reliable,” and “accurate.”⁴

Furthermore, E-Poll found that NPR consistently ranked #1 for trustworthiness among the 17 news brands measured.⁵ With 48M listeners per week, NPR’s impact is sizable for any brand looking to be heard where it matters. 


NPR podcast listeners hold a more positive opinion of brands that support NPR.⁶


of NPR broadcast listeners prefer to buy products or services from NPR sponsors.⁷


of NPR podcast listeners have taken action as a result of podcast sponsorship.⁶

NPR sponsorship is memorable, too.

But the edge NPR has against other news sources does not simply end with trust. It’s also effective at being remembered. According to Neuro-Insight, ads with high detail-memory responses correspond directly to a shift in consumer behavior in-market. When compared to a competitive TV news brands, NPR is more effective at delivering peak memory at branding. Audio, and specifically NPR, gave brands a 13% lift vs. TV news.⁴  

The bottom line: NPR is not only incredibly brand-safe and trusted among consumers, but also memorable. In today’s media climate, that’s rare and valuable. 

Want to learn more about how NPR can drive trust for your brand? 

Let’s Talk

1. Edelman Trust Barometer, 2022; 2. Havas Meaningful Brand Report 2021; 3. National Public Media, “Heard and Remembered,” 2022; 4.  Transference of Trust, Neuro-Insight and NPR, 2022; 5. E-Poll, April 2022; 6. Kantar, NPR State of Sponsorship Survey, March 2022; 7. NPR Podcast Sponsorship Survey, February 2022.