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