In the audio industry, it seems that there is a near constant debate about the best ad formats– between announcer or host-read spots, with most publishers favoring host-read credits. However, a recent Sounds Profitable Study, conducted by Edison Research, found that 78% of listeners equally find both types of messages as “useful.”¹
The Sounds Profitable study focuses on produced ads, which are similar to commercial radio advertisements. At NPR, sponsor messages are created using trusted voice talent, a departure from the industry standard. So, in order to better understand how NPR sponsor messages measure up, we partnered with the audio research platform Veritonic to understand:
- How, if at all, do NPR host reads and announcer-read credits differ in effectiveness?
- How do they perform relative to Veritonic’s benchmarks for audio advertising?
We selected nine (9) NPR sponsors and recorded one of their 30-second scripts with announcer Chioke I’Anson and Wait, Wait… Don’t Tell Me! host Peter Sagal. Each test pod consisted of one (1) brand from the Auto, Financial, and Miscellaneous categories. 321 panelists, who all self-identified as NPR podcast listeners, listened and responded to the host and announcer read for each brand.