We know that NPR listeners are movie lovers at home and in the theater. In a new study with Veritonic, NPR evaluated a variety of copy for movie and TV sponsorship messaging, and to no surprise: NPR radio and podcast messages drive strong intent to see a movie or show. Learn more about why you should make the most of your next tune-in campaign with NPR.
NPR Listeners are Movie Watchers Across Platforms
NPR listeners are avid movie watchers at home and in the theater. They are more likely to regularly see movies in theaters, with 67% of NPR radio listeners seeing more than two movies in the last six months compared to 51% of non-listeners (NPR Listener Survey). They are also more likely to see a movie opening weekend, and are more likely to be interested in seeing both major studio and independent films.
Streaming video is also an important media platform for NPR listeners. They are more likely to use streaming services across age groups, with their preferred subscription service varying by age.
NPR Works for Movie & TV Tune-In
This Spring, NPR worked with research partner Veritonic to evaluate a variety of copy for movie and TV sponsorship messages. The results? NPR radio and podcast messages drive strong intent to see a movie or show.
NPR supports a strong halo for movies – over half of listeners say they are more likely to watch a movie they hear about on NPR.
And that halo effect extends to the brands that work with NPR. When comparing NPR TV and movie messaging versus the Veritonic norm, the data shows that NPR performs well above CPG industry benchmarks. The study also found that NPR messages are especially effective in being seen as unique, motivating and trustworthy.
NPR radio and podcast messages drive strong intent to see a movie or show. In fact, lift in intent after hearing the messages on NPR is well above the norm. With NPR’s strong halo for movies, be sure to consider NPR for your next tune-in campaign.
