The Power of Audio

Today audio is more accessible and personalized than ever before. Audio is the #1 media people engage with on their smartphones. Daily spoken word audio listening is up 40% since 2014. Radio still dominates and is increasingly accessible through streaming and smart speakers. The integration of audio into people’s lives gives brands new opportunities to connect with listeners in powerful, personal ways.

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This is NPR.

Across platforms, audiences are discovering the power of audio. For nearly 50 years, NPR has been honing its craft and attracting loyal audiences across platforms.


weekly NPR podcast listeners¹


weekly NPR radio listeners²


monthly on-demand NPR downloads on smart speakers³


total weekly hours spent with NPR content⁴

Sources: (1) NPR's Podcast Analytics Log Service, Sept 15 - Dec 7, 2022; (2) ACT 1/Nielsen Audio Nationwide, Fall 2022, Persons 12+ © 2023 The Nielsen Company. May not be quoted or reproduced without the prior written permission of Nielsen; (3) Splunk and NPR Podcast Logs, April - June 2019; (4) Weekly averages. Broadcast data is from Fall 2018. Digital platforms are Jan-March 2019.


Radio reaches more U.S. people weekly than any other medium. NPM offers brands access to the most popular public radio programs — locally and nationally.


NPR has led the podcast industry since the beginning, and is currently home to 5 of the top 20 podcasts and an engaged, influential audience.


Voice-activated technology is changing listener behaviors. NPM delivers solutions for brands that extend sponsor messaging and encourage engagement.


Offering NPR’s most custom branding opportunities, a growing and engaged audience, and scale across digital platforms.

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NPR Player

Opportunity to integrate your brand’s message with the uninterrupted listening experience on

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Brand Soundscapes

Custom audio creative crafted by NPM’s in-house production team share brand stories in a way that fits with the NPR environment.

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Let NPM Creative help you share your brand’s story.

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Sierra Nevada Brewing Company

40 years after founding Sierra Nevada Brewing Company, Ken Grossman runs the company with his children Sierra and Brian. In Soundscapes produced by NPM Creative, they share the values that shape their business.

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Comcast Business

To bring their commitment to small businesses to life, Comcast Business partnered with NPM Creative to tell the story of REC Philly, a vibrant co-working space designed to empower creatives in Philadelphia.

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A series of Brand Soundscapes about inclusive beauty, clothes designed for children with special needs, and programs supporting small businesses and entrepreneurs revealed the stories, and people, behind Target’s products.

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Memorability matters.

Explore the 86% correlation between memorable sponsor messaging and in-market activity with the new Transference of Trust report from NPR and Neuro-Insight.
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News & Insights

February 2023

Host or Announcer-Read Sponsorship Messages?: A New Study With Veritonic Decides

In the audio industry, there is a ongoing debate about whether announcer or host-read ad formats are best. A recent study found that 78% of listeners find both types of messages “useful.”

January 2023

NPR Drives Awareness for New Streaming Program

Recall of a campaign can be impactful, especially when promoting a new program. Learn how memorable this streaming program was to NPR’s listeners.

January 2023

NPR & National Public Media's Year in Review: 2022

2022 was another momentous year for NPR & National Public Media. Check out the highlights of the year.

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