Audiences turn to NPR podcasts for the news they need
ARTICLE
High-quality news podcasts from NPR unlock a unique, engaged, and growing audience that makes an impact for sponsors.
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Trending Topics
Audio listening reaches an all-time high: Insights from the 2025 Infinite Dial Report
One of the audio industry’s most anticipated annual studies, the 2025 Infinite Dial, explores why audio is an essential part of any brand’s media mix.
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News podcast listeners are ready to hear from service provider brands
According to research from MRI-Simmons, news podcast listeners are in the market for service providers, and NPR can help brands make an impact.
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Mic, headphones, action: Why your campaign needs podcasts
Podcast listeners are responding to ads by taking action at every step of the purchasing funnel. Learn why it's time to add podcasts to your media buy.
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When reaching new podcast users, the first 20 minutes matter
NPR's Audience Insights team breaks down what the new MRI-Simmons research says about people's podcast adoption habits.
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Podcasting's opportunity demographic lies with baby boomers
As the podcasting industry continues to grow, a study by Edison Research and NPR has revealed a largely untapped audience: the age 55+ demographic.
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Host or announcer-read sponsorship messages?: A new study with Veritonic decides
With ongoing debate about whether announcer or host-read ad formats are best, NPM partnered with Veritonic to find answers.
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Success Stories
NPR podcasts connect Odoo with IT decision makers
NPM Creative partnered with Odoo, a suite of open source business apps to craft custom audio tailored to IT executives.
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Travel brand transports listeners with custom immersive audio
A travel brand worked with NPM Creative to craft custom audio spots that bring their luxury experiences to life.
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Special programming performs for NPR sponsors
NPR offers special programming that allows brands to connect with a discerning audience through creative and engaging content.
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Maximizing impact: How ezCater used creative testing to drive brand success
A Veritonic test conducted with NPR enabled ezCater to evaluate how listeners were engaging with their radio messages.
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Creative best practices: Lessons from Organic Valley’s custom soundscape campaign
NPM worked with NPR sponsor Organic Valley to share their story through custom creative and crafted a successful and memorable campaign.
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NPR sponsor success: MassMutual helps small business owners plan for the future
MassMutual utilized NPM’s Campaign Intelligence Analysis service to analyze their campaign’s attribution data.
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Public Media Spotlight
New feel good programs bring culture and entertainment together
Tiny Desk Radio and It’s Been a Minute with Wild Card’s new broadcast hour find unique ways to bring joy and culture to NPR listeners.
Read more
Audiences turn to NPR podcasts for the news they need
High-quality news podcasts from NPR unlock a unique, engaged, and growing audience that makes an impact for sponsors.
Read more
Driving intent: The impact of NPR sponsorship on movie & TV tune-in
A Veritonic study reveals that NPR sponsor messages drive strong intent to see a movie or show, with an audience that over-indexes in movie-watching.
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Understanding measurement tools to maximize NPR campaign impact
Discover the five types of measurement tools offered at National Public Media and how they provide actionable insights to maximize campaign impact.
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From the Tiny Desk to the Grammys: NPR Music’s favorite acts win big in 2025
Many of the major players on music’s biggest night have graced the Tiny Desk, including Sabrina Carpenter, Chappell Roan, Doechii and more.
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NPR & National Public Media's year in review: 2024
2024 was another momentous year for NPR & National Public Media. Check out the highlights from content and audience to sponsorship performance.
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Report
The Advertising Landscape: Attention & Trust
A new report from Sounds Profitable in partnership with NPR and NPM dives into the two metrics that matter most to advertisers today: attention and trust.
Download the Report
Research & Reports
The News Podcast Consumer
From NPR, NPM and Sounds Profitable comes an in-depth look at the audience for news podcasts. Download the report now to get an in-depth look at at news podcast listeners’ demographics and media habits.
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Transference of Trust
How do brands establish trust? A ground-breaking new study from NPR and Neuro-Insight explores how a platform can transfer its trustworthiness to sponsors, what the subconscious can tell us about purchase intent and the effectiveness of NPR radio sponsorship vs. commercial TV news.
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The Spoken Word Audio Report
On November 9, NPR and Edison Research shared the highly anticipated fifth installment of the Spoken Word Audio Report. The latest research explores the ways spoken word audio listening has increased over time, with a special focus on the increased interest younger listeners are showing in the medium.
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The Smart Audio Report
The Smart Audio Report from NPR and Edison Research is a recurring study on trends in smart speaker ownership and voice assistant user behavior. Since its first release in 2017, the Report has revealed trends in smart speaker adoption and usage, and insight into how voice technology is shaping consumer attitudes and behaviors.
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Radio: Live On Air and Everywhere
On April 15, NPR and Edison Research released a comprehensive report exploring the increasingly important role radio is playing in Americans' lives. The report covers the latest trends in radio listening and offers a deep dive into the listening behavior of six unique radio audience segments.
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NPR Podcast Report
As an early podcast pioneer and leading podcast publisher today, NPR believes sharing knowledge lifts all boats and benefits the entire industry. In this semiannual report, NPR shares learnings from audience research and analytics on all things podcast. The Winter 2022 release includes trends NPR is seeing in overall audience, podcast promotion strategies with impact, and effective approaches to sponsor messages.
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Article
August 2025
NPR podcasts connect Odoo with IT decision makers
NPM Creative partnered with Odoo, a suite of open source business apps to craft custom audio tailored to IT executives.
Article
July 2025
New feel good programs bring culture and entertainment together
Tiny Desk Radio and It’s Been a Minute with Wild Card’s new broadcast hour find unique ways to bring joy and culture to NPR listeners.
Article
June 2025
Audiences turn to NPR podcasts for the news they need
High-quality news podcasts from NPR unlock a unique, engaged, and growing audience that makes an impact for sponsors.
Report
June 2025
The Advertising Landscape: Attention & Trust
A new report from Sounds Profitable in partnership with NPR and NPM dives into the two metrics that matter most to advertisers today: attention and trust.
Article
May 2025
Driving intent: The impact of NPR sponsorship on movie & TV tune-in
A Veritonic study reveals that NPR sponsor messages drive strong intent to see a movie or show, with an audience that over-indexes in movie-watching.
Article
April 2025
Audio listening reaches an all-time high: Insights from the 2025 Infinite Dial Report
One of the audio industry’s most anticipated annual studies, the 2025 Infinite Dial, explores why audio is an essential part of any brand’s media mix.
