Modern Media Trends: Why Consumers Trust Public Media

September 2021

“It’s relevant to the public, to people, and to society today,” says Brianna, an NPR listener from Pittsburgh. In our content-saturated lives, NPR programming breaks through the noise, and makes a difference to listeners across the country and around the world. And NPR listeners don’t just trust the content they hear – that trust extends to brand partners. In fact, 82% of listeners have been moved to take action in response to hearing a sponsorship announcement in an NPR broadcast.¹

“This past year, NPR really kept me sane.” says Bella in Vermont. “Really, it’s such a great source of news. It’s a great source of entertainment.” Like Bella, 80% of listeners consider NPR programming “personally important” to them.¹ While fewer than half of all Americans trust the mainstream media,² trust in NPR remains high. Likewise, with 5x fewer brand messages per hour than commercial radio, NPR sponsor messages get heard.³ When compared to traditional radio ads, NPR sponsor messages are 23% more memorable.⁴

“My day starts and ends with NPR,” says Mike in Atlanta. “I like to know what’s going on around me.” For many, NPR is a constant companion, fueling their commutes and their conversations. NPR is home to 6 of the top 20 podcasts in the U.S., which means NPR stories are reaching 19.5 million users each month.⁵

Ready to learn how your brand can reach a highly engaged and discerning audience?

Go Public, Be Heard.

  1. Kantar, NPR State of Sponsorship Survey, April 2021
  2. Edelman Trust Barometer, 2021
  3. Sample station listening, industry data, and Kagan estimates, 2020-2021
  4. Neuro-Insight, NPR Sponsorship Effectiveness Study, 2018
  5. Podtrac, August 2021