AUDIO

Podcast Sponsorship

Each month, 22.2M people listen to NPR podcasts — and on average they’re listening to five NPR podcasts. They listen at home, in their car, at work, on the go, and they’ve helped make NPR the leading podcast producer. With daily news briefings from Up First, exploration of human behavior with Hidden Brain and the origin story behind some of the biggest brands with How I Built This with Guy Raz, NPR is a podcasting destination. For brands, that means the opportunity to align with a leader in an uncluttered environment where your brand’s voice stands out.

The results speak for themselves.

With nearly 70 active shows, including 8 of the top 20 podcasts, NPR has delivered more than 1 billion podcast downloads and results for sponsors across platforms — mobile, desktop, and smart speakers.¹

+37%

YOY growth in monthly United States podcast users¹

61%

of NPR podcast listeners prefer to buy products or services from NPR podcast sponsors²

82%

of NPR podcast listeners have taken action in response to a sponsorship announcement in an NPR podcast²

75%

of NPR podcast listeners hold a more positive opinion of brands that support NPR²

Sources: (1) Podtrac, November 2019; Splunk; (2) NPR Podcast Listener Survey, April 2019.

Find the right fit.

Image by Mia Baker

Podcast Products

National Public Media partners with sponsors to elevate their audio strategies for today’s media landscape. With a range of products, NPM can build campaigns that perform across platforms, from smart speakers to the NPR One app.

Image by Bram Naus

Measure Campaign Impact

NPM knows podcasting works for brands. From custom pre- and post-campaign surveys and attribution tools to copy testing, we have a variety of measurement and analytics services to help you understand how your podcasting campaign performed.

Target Your Campaign

Audience Targeting

Target core listener demographics — age, gender, household income — with a 90% match rate. Tailor your reach with more than 250 targetable behavioral segments against listener attributes such as occupation and interests.

Podcast Attribution

Measure the performance of your podcast campaign based on the percentage of listeners who visit your website after downloading your NPR podcast spot. Sort metrics by program, episode, and creative for detailed insights.

Content Targeting

From business and tech to health, target your message based on topics covered in NPR podcast episodes and create maximum alignment between your brand and the content.

Be heard where it matters.

Share your brand’s message in some of today’s most beloved, listened-to podcasts.

Featured Work

Capital One

CreditWise® from Capital One® partnered with NPM Creative to produce a series of Brand Soundscapes that educated listeners on the complex topics of fraud, identity theft and the dark web.

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

Target

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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Lagunitas

NPM Creative works with Lagunitas on digital extensions of their sponsorship, natively integrating the beer company into many NPR products, including the Tiny Desk Contest website and Brand Soundscapes.

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Subaru

A long-time NPR sponsor, NPM Creative and Subaru created a Brand Soundscape to showcase how retailers and Subaru give back to their communities through Subaru’s Love Promise.

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