PARTNER WITH NPR STATIONS

Connecting in Communities Across the Country

2

The mission of NPR is to work in partnership with

member stations to create a

more informed public – one

challenged and invigorated

by a deeper understanding

of events, ideas and cultures.”

“

NPR STATIONS BY THE NUMBERS

1ACT1/Nielsen Audio, Spring 2016, Persons 12+ 2NPR Carriage Report Center, Spring 2016

© 2016 The Nielsen Company. May not be quoted or reproduced without the prior written permission of Nielsen.

36.6 MILLION weekly listeners to NPR stations

1

1,092 public radio stations airing

NPR programming1

TOP 2 drive-time programs in America

1

163,296 hours of national and local

programming each week2

STATIONS ACROSS THE COUNTRY

99.9% of Americans Served by NPR Stations

Source: ACT1/Nielsen Audio, Spring 2016, Persons 12+

ESSENTIAL NEWS AND COMMENTARY

Source: ACT 1 based on Nielsen Audio Nationwide, Fall 2016, Persons 12+. Based on broadcast times of 6a-9a for Morning Edition.

© 2016 The Nielsen Company. May not be quoted or reproduced without the prior written permission of Nielsen

The #1 morning drive-time program,

with 14.7 million weekly listeners

MORNING EDITION FROM NPR NEWS

NPR’s evening drive-time

newsmagazine reaching

14.4 million weekly listeners

ALL THINGS CONSIDERED

Compelling mix of business

news and commentary, with

6.3 million weekly listeners

MARKETPLACE FROM APM

DIVERSE, TOP QUALITY PROGRAMMING

7

NPR AMONG THE TOP 50 MOST RELEVANT BRANDS

NPR Ranked #1 for "Has a Mission I Believe in"

Source: Prophet Brand Relevance Index October 2016

Based on the following criteria: Customer Obsessed, Innovative, Ruthlessly Pragmatic, Inspired

PUBLIC VS. COMMERCIAL

Your Message Stands Out In An Uncluttered Environment

Commercial Music stations play between 12 and 14 minutes of ads per hour - between 26 and 32 ads.

Commercial News stations play between 14 and 16 minutes per hour - between 28 and 36 ads. NPR stations

play 2 and ½ minutes of sponsorship messaging per hour – an average of 8 ads per hour!

Commercial Radio Clock NPR Clock

Source: Media Monitors 2016

15:00

30:00

45:00

0:00

15:00

30:00

45:00

0:00

9

MORNING EDITION ENGAGEMENT IS HIGHER

% Engaged Through Sponsorship Messages/Advertising (NPR vs. Commercial)

10%

15%

20%

25%

30%

35%

40%

0:00 0:05 0:10 0:15 0:20 0:25 0:30 0:35 0:40 0:45 0:50 0:55 1:00 1:05 1:10 1:15 1:20 1:25

% Engaged Throughout Sponsor Messages/Advertising

(NPR vs. Commercial)

Morning Edition Commercial News Radio

Data reflects average % engaged during sponsor message in each segment, using facial

recognition. Source: Research Narrative, Impact of Audio Study, June 2016.

REACHING A DYNAMIC AND ENGAGED AUDIENCE

Affluent

64% of NPR listeners have a

HHI of $75,000+

Educated

36% of NPR listeners have a post

graduate degree

Tech-savvy

66% of NPR listeners enjoy reading

and learning about technology

products*

Source: GfK MRI Doublebase 2016, *Base: Total U.S. Adults. 2016 Ipsos Affluent Survey, Base: HHI of $100K+

Civic-minded

120% more likely to serve on a

local committee for a local

organization

Travelers

72% of NPR listeners traveled

domestically in the past year

Active

55% of NPR listeners engage in

regular exercise 2+ times a week

“On commercial radio you’re forced to listen to them pitch a product, and on NPR they’re a little

more subtly trying to suggest something to you.”

NPR Listener, Los Angeles, CA

QUOTES & INQUIRIES FROM LOYAL LISTENERS

“As an avid listener of MPR, I feel that it’s important to support its programming. In addition, I

know that it matters to our customers because they not only tell us they hear the ads, but they

also thank us for supporting public radio.”

Ellen Hertz, Owner, Max’s at Excelsior and avid Minnesota Public Radio Listener

“I buy and use and recommend things I hear about on Radiolab.”

Loyal WNYC/Radiolab Listener, New York, NY

“85% of our field offices agree with our decision to sponsor NPR. 43% say they have heard

positive responses from clients regarding our support. 11% have received new clients as a result.”

Michael White, Marketing Director, Raymond James Financial

THE STRONG INFLUENCE OF NPR

23%

27%

31%

34%

39%

39%

44%

46%

47%

47%

48%

51%

79%

Considered a new educational opportunity

Purchased or downloaded music

Recommended a product or a service to others

Purchased a product or a service

Shopped at a particular store or location

Visited a sponsor’s Web site

Gathered more info about a company/ product

Saw a movie

Attended a performance, cultural event or exhibit

Read a book

Considered a new product or service

Watched a television program

ANY ACTION

Base: 2016: Morning Edition/All Things Considered listeners (n=500)

In Response to Something They Heard on NPR, listeners:

Sources: Lightspeed Research, State of Sponsorship Survey, April 2016. Base: 500 Morning Edition/All Things Considered Listeners age 25-64;

*Lightspeed Research, State of Sponsorship Survey, May 2015 and NPR Impact Study, November 2015.

CONSIDER NPR “PERSONALLY IMPORTANT”

TO THEM

81%

TAKE ACTION IN RESPONSE TO A SPONSORSHIP

ANNOUNCEMENT HEARD ON NPR

79%

LISTENERS CONNECT WITH NPR

Engaged & Active

DISCUSS CONTENT WITH FRIENDS, FAMILY

AND COLLEAGUES*

65%

LISTENERS CONNECT WITH NPR SPONSORS

The “Halo Effect” of NPR

Source: Lightspeed Research, State of Sponsorship Survey, April 2016.

% Agree or strongly agree among Morning Edition/All Things Considered weekly listeners, n=500

Prefer to buy products

or services from NPR

sponsors

Agree NPR is selective

about companies that

sponsor its programming

Hold a more positive

opinion of sponsors

that support NPR

% % %

EXPAND YOUR SPOT RADIO CAMPAIGN

Additional Opportunities and Platforms

PODWAVE

A Growing Podcast Network

In 2016, approximately 57 million people had listened to a

podcast in the past month

PodWave is the world’s largest and fastest growing premium

podcast and on-demand audio ad market place, with almost

half of the PodWave inventory consumed on mobile devices

In partnership with National Public Media, PodWave offers

advertisers a simple way to buy inventory across a vast

podcast network

Allows for bundling of many contextually relevant podcasts at

scale, across a variety of topics and genres

A sampling of podcasts included in the PodWave network

Source: Edison Research and Triton Digital, Infinite Dial 2016.

NPR EXTEND

Access to 99% of the US online universe

NPR Extend provides sponsors targeted reach to

the NPR online audience across brand-safe

inventory, including:

Video pre-roll

Display

Mobile

Facebook Exchange

Reach NPR users, and users who share attributes

with the NPR audience, in environments where

they are more receptive to commercial messaging

Ability to reach specific segments of NPR users

through precise targeting by demo, geography, and

specific qualitative and lifestyle attributes

NPR Extend campaigns are continually and

aggressively optimized toward a sponsor’s goal of

performance or conversion

*Source: comScore MediaMetrix June 2016

THE PUBLIC MEDIA INFLUENCER (PMI) CHANNEL

A Network of Station and Partner Sites

A strategic digital sponsorship network comprised of

nearly 100 leading local station sites

Also includes targeted presence on major public

media and other non-profit media sites, including

NPR.org, PBS.org, ProPublica and more

Target sponsorship to segments most relevant to a

sponsor’s objectives, with the PMI News, Arts & Life

and Music segments

Reaching an audience of highly affluent, educated

and influential users, with 38.2 unique monthly

visitors for National Public Media*

Placements include 160x600, 300x250,

and 728x90 units

THANK YOU!

Jamie Kriegel

National Public Media

jkriegel@nationalpublicmedia.com

310.321.5442