NPR Sponsorship Drives Impact for Remote Work Tool Brands

April 2021

Remote work has become a reality for up to 71% of employed adults in the US, according to a survey from Pew Research Center in October 2020. Even as vaccines bring the possibility of returning to office, the desire for telework continues, keeping the future relevance of remote tools strong. During the COVID-19 pandemic, brands that offer remote tools from collaboration to communication have seen great sponsorship performance in a time when these tools are critical.

Part of the success relies on customized campaigns, which help these technology brands reach their key audiences of business and IT decision makers. At work, NPR radio listeners are 116% more likely to be top management¹ and 20% of NPR podcast listeners hold management, business, or financial operations roles²  By meeting these hard to reach audiences where they are, these technology companies grew brand awareness in a trusted environment. 

Three brands offering remote work tools demonstrate the reach and impact brands can achieve with NPR sponsorship.

Brand Awareness

Among NPR listeners exposed to each of the campaigns:


lift in brand awareness among the total exposed and heavily exposed listeners³


more likely to be aware of the brand than unexposed listeners⁴


lift in agreeing they knew this brand well, compared to four months prior⁵

Beyond awareness, NPR impact research can also capture listener sentiment around a brand. These technology companies established themselves as leaders in their spaces and improved perception.



Among NPR listeners exposed to each campaign who recalled the sponsorship:


lift in agreement that this company is a leader in identity-driven security³


lift in perception of this brand as a leader in modernizing teamwork / collaboration⁵


lift in listeners who agree completely that this brand is a leading player in shaping the future of software⁴

And this increase in brand awareness and positive perceptions translate into action. Results also show that campaigns are impacting purchase consideration. One brand saw 41% lift in consideration to use their services for a listener’s business³, while another saw 100% lift in website and app visits⁵. 

Interested in how NPR sponsorship can share your brand’s message?


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  1. MRI-Simmons Doublebase 2020, among custom NPR News audience; 2.  Nielsen Scarborough Podcast Buying Power, 2020; 3. NPR Podcast Listener Survey, August 2020; 4. NPR Radio Listener Survey, April 2020; 5. NPR Podcast Listener Survey, July 2020;

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