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, Spring 2023, 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 2 of the top 10 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

May 2023

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.

April 2023

Podcasting's Opportunity Demographic Lies with Baby Boomers

As the podcasting industry continues to grow, new data from a study by Edison Research and NPR has revealed a largely untapped audience: the age 55+ demographic.

April 2023

Probiotic Brand Catches NPR Audience’s Attention with Informative Campaign

Culturelle's NPR campaign messaging encouraged a healthy lifestyle, and ran in a combination of audio and display to extend its reach and impact to NPR listeners.

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