Amid a media landscape which capitalizes upon an ‘attention economy,’ a captivated audience is nearly priceless. A new study conducted by NPR with the listeners of All Things Considered reveals how NPR gets, and keeps, audiences’ attention more than other platforms.
NPR’s new study measured listeners’ habits against other forms of media found:
of podcast listeners pay close attention to NPR sponsorship message.
of listeners agree that “I am more attentive to the content when listening to NPR than I am when watching TV.”
NPR Sponsorship Survey, 2023.
Not only is this true for NPR programming– it also extends to NPR’s sponsors and the messages they share. While 47% of commercial radio sponsors agree they pay attention to ads on their favorite station, NPR has an even higher rate of attention, with 64% of listeners agreeing that they pay “close attention” to the sponsorship messages on NPR.¹
What’s more, NPR sponsorship messages do not simply drive attentive listeners, they also make sure that messages stick with their audience. Neuro-Insight found NPR’s sponsor messages to be 23% more memorable than traditional radio ads, and, in a test of CSR-focused ads, NPR’s sponsorship messages were 40% more memorable than video ads.²
Sources:
There's ongoing debate about whether announcer or host-read ad formats are best. A recent study reveals 78% of listeners find both types of messages useful.
NPR sponsorship boosts positive awareness of an outdoor brand while highlighting its community efforts in custom creative.
Trust matters to consumers now more than ever, but it’s not easy to come by. Learn how your brand can build trust through NPR sponsorship.
