NPR Podcasts

Top Titles. Top Audience.

NPR Podcasts – staples such as Planet Money and Wait Wait… Don’t Tell Me! as well as new hits including Invisibilia and Embedded – hold an essential corner on the market and a close connection with the audience. An audience who shares their engagement and affection for the programs with brands that support them.

NPR delivers podcasts to nearly 16.9 million users each month, a growing audience that tops Podtrac’s Podcast Audience Ranker as the largest in the industry. With new shows set to further expand NPR’s diverse podcast catalog and innovative, cross-platform opportunities for sponsors, NPR is a leader in this ever-important industry.

Source: Podtrac, June 2018

An Enviable Audience

Educated, affluent and younger, NPR podcast listeners are listening all the time. 79% say they listen within 48 hours of downloading an NPR podcast.

61%

of NPR podcast users are age 25-44

85%

hold a Bachelor's degree or higher

55%

earn $75K or more in HHI

41%

are involved in business purchasing decisions

40%

hold executive or managerial positions

61%

of NPR podcast users are age 25-44

85%

hold a Bachelor's degree or higher

55%

earn $75K or more in HHI

41%

are involved in business purchasing decisions

40%

hold executive or managerial positions

Sources: NPR Podcast Users Profile, Spring 2018

Proven Results

81%

hold a more positive opinion of a company when they find out it supports NPR

54%

pay more attention to NPR podcast sponsor messages than they do to ads in other media or places

79%

have taken action in response to a sponsorship announcement in an NPR podcast*

Sources: NPR Podcast User Survey, NPR Listens Panel, September 2017; *NPR Podcast Listener Survey, February 2018; 

 

Sponsor Success Stories

“In our first campaign with NPR, we saw a 59% improvement in CPA and 165% increase in conversions from our podcast sponsorship in NPR’s Wow in the World, compared to similar streaming audio advertising efforts where we actually spent more. The campaign was an overall success!”

Mike Salpeter, Media Analytics Manager, Terra’s Kitchen

“I lead Talent Marketing, and NPR podcasts were the first time our company branched into the podcast sponsorship platform. During our first NPR test, we saw a high amount of traffic to our careers site, which influenced an increase in our inbound applications and talent pipeline!”

Ashley Waxman, Senior Manager of Corporate Marketing, MuleSoft

Nuts and Bolts of Sponsorship

NPR podcasts offer sponsors :30 mid-roll and :15 pre-roll in popular podcast titles. Host-read mid-roll spots allow for expanded messaging and align with the tone of individual NPR podcasts.

Host-read Mid-roll Sponsorship (:30)
Mid-roll Sponsorship (:30)
Pre-roll Sponsorship (:15)
NPR is leading the pack... [it] has substantially contributed to the [podcast] space through cultivating a generation of strong talent... and generally raising the medium’s profile for a wider swathe of audiences.

Hot Pod

Podcasting isn't vulnerable to the technological pressures that are affecting the online news business. Podcasts can create a loyal audience that is willing to listen to ads without complaint.

Inc.com

NPR produces expertly done shows that are available in podcast form, and it often dominates the genre.

The New Yorker

[NPR] views the podcast space as its opportunity to introduce fresh voices, give new talent more experience, and try different formats.

Columbia Journalism Review

Insightful & Entertaining

It’s no wonder 48% of NPR podcast users consider NPR podcasts “favorites” compared to podcasts overall. NPR podcasts offer substance and serendipity.