NPR Sponsorship Leads Spoken Word Audio Innovation for Brands

NPR39s Path to ExpansionFor Osher the Spoken Word Audio Report results confirm the success of NPR39s efforts to quotexplore how NPR can continue to reach new audiences younger audiences while still servicing and providing a great content experience for the people who have always loved NPR and have been here from the beginningquotquotThe major takeaway from the study is that the time spent with Spoken Word Audio has increased 30 over the past six years and in just the last year it has grown by 8quot commented Megan Lazovick vice president at Edison Research quotWhen we looked closely at who is listening more that the highest levels of growth were coming from women African Americans Latinos and the younger age group age 13 to 34quot Notably as spoken word has been increasing music share of listening has been decreasing quotalmost 8 over six yearsquot She added that 75 of all Americans listen to Spoken Word Audio each month with 43 tuning in dailyquotIt39s a balance but it is something that we are very excited aboutquot Osher added This has led to great experimentation quotseeing what sticks and then see about how to make it sustainable NPR has come a long way in the last decade or so in achieving thatquotAll of this focus on the listener experience across the array of present and future platforms makes NPR a musthave for sponsors Osher noted that quotWe were ahead of the game when it came to brand safety and trust protecting the user experience having an authenticity and respect for your audience all of those things that are really on trend The way we do sponsorship on NPR really lends itself to conveying that trust to our sponsors and in their messaging as well And that beyond anything is our biggest value propositionquotBut it is not just the environment that provides value She explained that quotWe have also developed some interesting different productsquot in areas of product offerings and research quotAs NPR has grown and distributed to more platforms we have iterated and grown more and more new products and evolved with the technology to offer custom audio sponsorship experiences that really invest in storytelling and branding but also more data tools and attribution technologies and better targetingquot There is also the effort to quotcraft the way we deliver and create those sponsorship messages so that they are resonant on whatever platform they are on and with whatever audience is engaging on itquotSponsorship OpportunitiesFor those marketers who seek the advantages of NPR39s content audience and measurement tools there are a myriad of opportunities for sponsorship quotIt really depends on what your campaign needsquot she began quotand that is what I like best about this When we talk to clients the first thing we ask is 39what are you trying to achieve in your campaign who are you trying to reach and how are you measuring success39 You have to understand that before you can come up with a media plan and suggest creative optionsquotFrom a more direct sales brand which may gravitate to a digital platform to a brand seeking scale with audience targeting with less focus on storytelling or a branding campaign with a social responsibility message that seeks to engage via audio with a deeper user experience all options are available quotWhat we have tried to do is to create that rangequot she stated quotAnd to make products that work no matter what the brand is looking to achieve for their campaign and then because of the breadth of our platform and the diversity of our audience it puts us into a really good position to be able to craft the plan and to target that audience to create the right assets to go with that brandquotArguably one of the more compelling value propositions with NPR is lack of clutter quotWe39ve always had a very low sponsorship load which benefits the user experience it sticks with the aesthetic and mission of NPR and it also offers sponsors more value because there is less distractionquot explained OsherThe Audience is KeyRespect for the audience gleaned through careful research gives NPR a clear brand message opportunity for marketers quotFrom my perspective it really comes down to what the audience is most interested in and crafting the right creative to fit the audiences39 interests I think the one common denominator across all of our platforms for our audiences is that they want it to be authentic They39re curious minded so they want to be informed and they don39t want it to be overly promotional They want to hear messages based in fact rather than a list of huge claimsquot Osher concludedClick 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 Sponsorship Leads Spoken Word Audio Innovation for Brands

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Charlene Weisler

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