NPR Radio and Digital Shine at IAB NewFronts

With eight of the top 20 podcasts including two of the top three shows per Podtrac39s May rankers and the most listenedto drive time radio shows in Morning Edition and All Things Considered Americans are looking to NPR for news information and entertainment across linear and digital platforms As local TV and local newspapers39 budgets are quotbeing evisceratedquot NPR39s role in taking on increased importance noted Up First and Morning Edition cohost Noel King She said that 985 percent of consumers live within listening range of an NPR station providing a stable reliable source for local and national newsAs Americans39 seek out information about the COVID19 pandemic racial and social unrest and the economy that trustworthiness is key The same goes for brands navigating these uncharted waters and want to associate with credible media partners NPR offers a safe haven for both parties with 77 percent NPR listeners saying they trust it to deliver accurate news on COVID19 amp8211 higher than the Centers for Disease Control CDC King saidThat tone echoes in NPR39s brand partnerships The organization39s sponsorship unit National Public Media and its inhouse agency NPM Creative produce custom audio campaigns for brands that match NPR39s editorial style and voice NPM recently created a custom audio campaign for restaurant chain Chipotle spotlighting the company39s emphasis on sourcing ingredients from local familyowned farms In the spots farmers themselves speak about their work and their relationship with ChipotleWhen Chipotle39s Chief Marketing Officer Chris Brandt met with farmers he said he knew the campaign would be most impactful if they told their own stories quotYou get the sense of emotion and gravitasquot he said quotThe voice and tone of NPR lends itself to this type of storytellingquotThrough NPR Brandt said Chipotle connected with young influencers and he added the response from consumers and Chipotle39s own team have been overwhelmingly positiveIn partnership with NPM NPR weaves custom audio campaigns into programs across NPR39s digital landscape As podcast listening booms marketers increasingly want in and NPR is an ideal partner A leader in the podcasting space its lineup is expanding rapidly including news shows such as Up First and Coronavirus Daily as well as podcasts on entertainment science business and race Podcast listeners are tuning in via connected devices including smartphones and smart speakers which helps broaden NPR39s reachIn fact the capability to bridge the old radio and the new digital is helping NPR and audio providers stay relevant quotIt is a medium you can use while multitaskingamp8230 People listen in the bedroom they say I39m hearing you when I wake up I take you in the bathroom you39re in the kitchen with me while I make the kids breakfast you39re with me in the carquot said King39s cohost Steve Inskeep quotWe39re in those intimate spaces because people trust us to be there and because we39re bringing them something of value they can39t get elsewhere and they can do it while they39re busyquot Inskeep addedIn another appealing trait for brands NPR39s digital platforms reach a younger and more diverse audience The median age for its digital content is 36 years old significantly younger than typical overtheair radio listenersClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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NPR Radio and Digital Shine at IAB NewFronts

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Alli Romano

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NPR Radio and Digital Shine at IAB NewFronts

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