For over 50 years, audio fans have turned to NPR for trusted, reliable content. By continuing to uphold its mission to create a more informed public, NPR has created a relationship of trust with listeners that extends to sponsors. NPR’s high-quality journalism does more than inform for the public good – it also provides a brand-safe environment. When surveyed, listeners agreed that not only do they have a positive opinion of NPR’s sponsors and pay attention to their messages, but that they have a strong intent to buy from those sponsors and follow through with action. This halo effect helps make NPR not only the #1 in trust for listeners, but the #1 in trust for brands.
NPR’s programming is personally important to listeners. It’s part of their daily lives, introduces them to new information, and informs their understanding of the world around them. By extension, NPR listeners are more likely to think highly of brands that they hear sponsoring NPR content, and more likely to consider them when it comes time to purchase. NPR’s halo effect helps connect listeners to sponsors more effectively than advertisers on commercial radio. Listeners know that NPR has high standards for its journalism as well as its sponsorship messages, allowing for a sponsorship with NPM to transfer the trustworthiness associated with the NPR name to your brand.