Podcasts can be a compelling way to connect with your target audience, especially if that audience is involved in critical purchasing decisions that contribute to growth for your brand.
NPR podcasts are particularly effective at reaching listeners who play a role in making important decisions for their business, including IT. At work, 20% of NPR podcast listeners hold management, business, or financial operations roles. 32% of NPR’s podcast audience have participated in company purchasing decisions within the past 12 months, making them 10% more likely to be decision makers than podcast listeners overall. More specifically, NPR podcast listeners are 7% more likely to be involved in purchasing technology, like computer hardware or software, than podcast listeners overall.¹
Two technology brands’ recent campaigns with NPR demonstrated how NPR podcast sponsorship successfully reaches IT decision makers.
Impact research that surveyed NPR podcast listeners gave the sponsors insights into campaign effectiveness in topics such as brand awareness, product familiarity, brand use, recall as a sponsor, and consideration, and more. At the end of their 7-week NPR podcast campaign, one technology brand saw standout results among IT decision makers: