New Research Confirms NPR’s Halo Effect for Brands

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.

Positive Opinion

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.

In a survey of NPR and Commercial Radio Listeners:

Holding Attention

Thanks to NPR’s uncluttered environment, sponsor messages have a greater impact and are more likely to be heard and noticed. Programming on NPR stations keeps sponsor messaging to a minimum, allowing your brand’s message to shine. Listeners agree that not only do they pay attention, they are also significantly less likely to change the channel during sponsor messages than listeners are during advertisements on a commercial radio station.

Results rooted in Action

Listeners are willing to take action on behalf of NPR sponsors. From visiting a sponsor’s website, to visiting their local car dealerships, sponsorship messages in NPR programming inspire listeners to take action. Across platforms, the NPR Halo Effect goes beyond improving brand opinion ﹘ it increases listeners’ trust in the brand name and influences their purchase decisions.

And the NPR Halo Effect is nothing new for NPR: these recent results are consistent with listeners’ attitudes over the past 10 years, and are no surprise given NPR’s track record of more than 50 years of quality journalism and storytelling. Embed your brand in content that is uniquely valuable to listeners, has a stronger halo effect than commercial radio, and leads to a real connection with listeners. Check out the full deck below to see more of the data from the 2023 NPR State of Sponsorship Survey.