Insights

NPR Daily Podcasts Perform for Sponsors

Article
January 2021

With the news moving faster than ever, audiences are turning to daily news podcasts to stay engaged and informed, on their own schedule. In fact, daily news podcasts now make up 10% of all podcast downloads in the U.S., despite being only 1% of all the podcasts produced.¹

As a leader in trusted, fact-based journalism, NPR is home to two of the top three daily news podcasts in the U.S.², with NPR News Now and Up First. But the list doesn’t end there: NPR offers an entire suite of daily podcasts covering politics, economics, science and arts and culture to meet the demand of NPR daily podcast listeners, 81% of whom listen to more than one daily title.³

Not only are daily podcasts serving listeners, they are performing for sponsors. One NPR sponsor – an informational website – saw strong impact after a three-month campaign running in daily news podcasts Up First and Consider This.

22%

lift in awareness of the brand among listeners exposed to the campaign⁴

13%

lift in consideration among all listeners exposed to the campaign⁴

27%

lift in consideration among listeners who recalled the sponsorship⁴

Want to learn how your brand can reach NPR daily podcast listeners?

 

Let’s talk

 

 

  1. Reuters Institute, November 2019; 2. NPR All Podcast Survey, April 2020; 3.Podtrac, November 2020; 4. NPR Listens Panel Survey, September 2020.

Read More

Article
December 2020

NPR's Year in Review: 2020

What a year! Throughout the (rare) ups and (many) downs of 2020, NPR brought fact-based, trustworthy journalism and high quality content to millions of people across the country and around the globe.

Article
December 2020

Code Switch Named "Show of the Year" by Apple Podcasts

In 2020, NPR's Code Switch podcast featuring fearless conversations about race and culture was recognized as the first-ever "Show of the Year" by Apple Podcasts.

Article
September 2020

NPR Sponsorship Results for Outschool

Outschool turned to audio marketing to connect parents with their remote learning platform. Attribution insights gave Outschool the confidence to forecast and scale their marketing according to data.