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.

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