Measurement & Research

Delivering results backed by metrics.

Sponsorship is an investment — which means you need to know how your investment performs. From brand lift studies that quantify the impact of your NPR campaign on brand awareness and consideration, to real-time attribution measurement tools that link your audio campaign to actions on digital platforms to offer real time attribution analytics, National Public Media is dedicated to helping you measure the results of your investment.

Proven Success


increase in effectiveness when a sponsor’s campaign is extended across multiple NPR platforms³


average conversion rate for NPR podcast downloaders visiting a sponsor’s website — 6x more effective than traditional display ads¹


lift in brand usage among NPR podcast listeners exposed to a sponsor’s campaign, compared to unexposed listeners²

Sources: (1) Podsights, 2019 NPR campaign average; (2) Lightspeed Research, 2019 NPR sponsor survey average; (3) NPR Digital Impact Study, recall among users exposed to sponsor’s message on radio and podcasts vs. radio alone.

Measurement Tools and Brand Research

NPM offers a variety of cutting-edge tools for measuring campaign impact, allowing sponsors to gain a nuanced and thorough understanding of not just what worked, but why it worked.







Nielsen Podcast Ad Effectiveness

Omnibus Research

Partnership Research


Veritone Attribute

News & Insights

June 2020

Q&A with SVP of National NPR Sales Scott Davis

National Public Media SVP of National NPR Sales answers brands' questions about how public radio can impact marketing strategies.

April 2020

New Attribution Insights Prove NPR Podcast Sponsorship Performs

New attribution data from Podsights and Barometric confirm that NPR podcast campaigns perform for sponsors and surpass industry benchmarks for traditional digital advertising and podcast advertising.

April 2020

How to Make the Most of an NPR Audio Campaign

NPR informs listeners’ understanding of the world and shapes daily routines. From drive-time radio listening to podcasts, listeners choose how to make NPR part of their lives. Learn how your brand can connect with them.

Interested in using our research services for your NPR campaign?

Contact Us