NPR Revs Up Podcast Offerings for Brands, Listeners

quotThe two biggest challenges facing everyone in the media industry today are the changing ways people consume media and how audiences are getting more diversequot Michael Smith NPR39s chief marketing officer said as part of the organization39s Upfront presentation at the IAB39s virtual 2020 Podcast Upfront quotWe39re all about meeting people where they are and with content for who they arequotDigital is one of those places and one where NPR is enjoying record growth Smith said the organization now reaches 34 million listeners across podcasts NPRorg and the NPR One app and boasts sevenamp160of the top 20 podcasts per Podtrac39s August rankers On the radio NPR remains a leader and its morning drive show Morning Edition and afternoon newsmagazine All Things Considered rank as the country39s toprated radio newstalk drivetime magazinesEven with that success this is no time to rest To broaden its reach NPR is enhancing its podcast lineup The organization has focused on developing what Smith describes as quotdaily habit podcastsquotamp160which include highlyrated morning news show Up First Planet Money NPR Politics Podcast The Indicator Short Wave and Consider This This fall hit culture podcast Pop Culture Happy Hour will expand to five shows per weekquotThis is compelling content that audiences want to engage with every dayquot said Neal Carruth senior director ondemand news programmingThe newest addition is Consider This an afternoon podcast hosted by the All Things Consideredamp160radio team It evolved from the Coronavirus Daily podcast which launched last spring to provide listeners with the latest COVID19 news To expand the show NPR is adding local content from member stations in nine markets Under the hybrid localnational model the show will open with 10 minutes of national content followed by the local contentFor deeper dives and longer listens NPR is prepping new seasons of longform shows including Rough Translation and Radio Ambulante its first Spanishlanguage show The next frontier is limitededition shows including No Compromise a sixpart investigative series on Second Amendment Rights and coming in October Louder Than a Riot about the rise of hip hop and mass incarceration which will be hosted by veteran NPR Music reporters Rodney Carmichael and Sidney MaddenAmid the resurging Black Lives Matter movement and calls for police reform NPR podcasts addressing race and diversity are gaining followings with Code Switch Throughline and It39s Been a Minute with Sam Sandersamp160all enjoying record listeningquotWe want our podcasts to serve the many different needs and aspirations of our audiencesquot Carruth saidNPR is diversifying its portfolio at a time when podcast ad spending is flourishing with new advertisers eyeing the medium and early adopters increasing investment While other media are struggling with declining ad sales podcast billings were up nearly 15 percent this year and are expected to surpass 1 billion by 2021 according to IAB projectionsAs the market grows more crowded NPR executives say their value proposition is theamp160quothalo effectquot it offers sponsorsamp160quotWe work with brands across the country to craft messaging that really suits and speaks to the NPR listener within the NPR environmentquotamp160said NPR39s senior vice president of corporate sponsorships Scott Davis quotIf we do it right we39ve learned that messaging really resonates with our audience That halo effect leads to affinity and trust for the brands and an increased likelihood for our listeners to seek out those brandsquotIn general Edison Research indicates podcast listeners are largely accepting of sponsor messaging with 60 percent saying they appreciate advertisers who support their shows while 44 percent sayamp160they have a higher opinion of a brand mentioned in a podcast Also 43 percent sayamp160when price and equality are equal they39d rather buy products and services from podcast advertisersNPR39s listeners are particularly receptive Davis noted that 73 percent of NPR listeners have a positive opinion about brands they hear advertisedNational Public Media the organization39s sponsorship unit works with clients to create audio campaigns that reflect NPR39s narrative storytelling rather than pitching products The inhouse creative agency NPM Creative crafts long and shortform audio vignettes including its signature product Brand Soundscapes which are longer pieces that feature customers or company employees discussing their experiences with a brandRecently NPM Creative partnered with familyowned craft beer company Sierra Nevada on a wideranging campaign that included a Soundscape featuring founder Ken Grossman and his children discussing the family39s experience building the company and their values Sierra Nevada representatives said the campaign accomplished their goals and demonstrated NPR39s capabilitiesquotNPR really appreciates the power of a great story well toldquot said Sierra Nevada39s director of communications Robin Gregory quotAs a brand that is very connected to our story and to the stories of people that love us that couldn39t be more importantquotquotIt really captured the personality of the entire Grossman family in two minutesquot added vice president of marketingamp160Noelle Haley quotWe came away with this authentic compelling story that will allow us to have a deeper connection with the NPR audiencequotEXPLORE MOREClick 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 MediaVillagecomMyersBizNet

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NPR Revs Up Podcast Offerings for Brands, Listeners

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Alli Romano

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