According to the Spring 2020 Smart Audio Report, 49% of U.S. adults are working from home due to COVID-19. While daily habits have significantly shifted, consumers are still here…and listening! The Ipsos Creative Excellence Survey revealed that 70% of consumers completely agree that they want “to continue to hear from brands and companies on what they have to offer.” Ongoing advertising instills a sense of normalcy and listeners are open and receptive to it, even in today’s climate.
The expectations of NPR podcast listeners reflect a similar narrative. In fact, when asked about what they want to hear from brands that sponsor NPR, 57% of listeners said they appreciate hearing about products that can help them.¹ Since listeners are spending more time at home, it makes sense that this receptiveness extends to home products in particular.
This spring, NPR conducted a listener survey for an NPR podcast sponsor that promoted a new home product in their messages. Results showed that the campaign, which ran from February to April, generated strong levels of interest, brand awareness and purchase consideration for the home product.
Among NPR listeners who were exposed to the home product’s sponsorship message: