As a whole, NPR listeners are financially equipped to make an impact. They tend to have spending power – the median household income of NPR listeners is around $100,000. At work, they’re more likely than average to be part of business purchase decisions. And in their personal life, they’re interested in managing their finances. Listeners are 40% more likely than the average adult in the U.S. to plan to invest in some way in the next 12 months.1
Financial brands sponsoring NPR podcasts see an average 23% lift in users who have ever used their brand – 3x greater than NPR’s overall benchmark for podcast campaigns. Financial companies also see greater lift than NPR campaigns overall in brand rating and users visiting the brand’s website.2
Two financial brands that sponsored NPR this year demonstrate the kind of results that NPR sponsorship can drive for financial companies.
One financial brand saw promising results early in their NPR radio campaign. An impact study in February 2020 showed that in addition to an 8% lift in awareness, the campaign generated interest and opinion in the brand and an increase in visits to their website.
Among NPR listeners exposed to the campaign: