PARTNER WITH NPR STATIONS. Connecting in Communities Across the Country
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1 PARTNER WITH NPR STATIONS Connecting in Communities Across the Country
2 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.
3 NPR STATIONS BY THE NUMBERS 37.7 MILLION weekly listeners to NPR stations 1 1,098 public radio stations airing NPR programming 1 TOP 2 drive-time programs in America 1 163,296 hours of national and local programming each week 2 1 ACT 1 based on Nielsen Audio Nationwide, Spring 2017, Persons 12+, NPR Programming + Newscasts. 2 NPR Carriage Report Center, Spring The Nielsen Company. May not be quoted or reproduced without the prior written permission of Nielsen.
4 STATIONS ACROSS THE COUNTRY 99.9% of Americans Served by NPR Stations Source: ACT1/Nielsen Audio, Spring 2017, Persons 12+
5 ESSENTIAL NEWS AND COMMENTARY MORNING EDITION FROM NPR NEWS The #1 morning drive-time program, with 14.6 million weekly listeners ALL THINGS CONSIDERED NPR s evening drive-time newsmagazine reaching 14.6 million weekly listeners MARKETPLACE FROM APM Compelling mix of business news and commentary, with 6.3 million weekly listeners Source: ACT 1 based on Nielsen Audio Nationwide, Spring 2017, Persons 12+. Based on broadcast times of 6a-9a for Morning Edition The Nielsen Company. May not be quoted or reproduced without the prior written permission of Nielsen
6 DIVERSE, TOP QUALITY PROGRAMMING
7 NPR AMONG THE TOP 50 MOST RELEVANT BRANDS NPR Ranked #1 for "Has a Mission I Believe in" 7 Based on the following criteria: Customer Obsessed, Innovative, Ruthlessly Pragmatic, Inspired Source: Prophet Brand Relevance Index October 2016
8 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 0:00 NPR Clock 0:00 45:00 15:00 45:00 15:00 30:00 30:00 Source: Media Monitors 2016
9 9 MORNING EDITION ENGAGEMENT IS HIGHER % Engaged Through Sponsorship Messages/Advertising (NPR vs. Commercial) 40% % Engaged Throughout Sponsor Messages/Advertising (NPR vs. Commercial) Morning Edition Commercial News Radio 35% 30% 25% 20% 15% 10% 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 Data reflects average % engaged during sponsor message in each segment, using facial recognition. Source: Research Narrative, Impact of Audio Study, June 2016.
10 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* 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 Source: GfK MRI Doublebase 2016, *Base: Total U.S. Adults Ipsos Affluent Survey, Base: HHI of $100K+
11 QUOTES & INQUIRIES FROM LOYAL LISTENERS 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 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 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 I buy and use and recommend things I hear about on Radiolab. Loyal WNYC/Radiolab Listener, New York, NY
12 THE STRONG INFLUENCE OF NPR In Response to Something They Heard on NPR, listeners: ANY ACTION 79% Watched a television program Considered a new product or service Read a book Attended a performance, cultural event or exhibit Saw a movie Gathered more info about a company/ product Visited a sponsor s Web site Shopped at a particular store or location Purchased a product or a service Recommended a product or a service to others Purchased or downloaded music Considered a new educational opportunity 51% 48% 47% 47% 46% 44% 39% 39% 34% 31% 27% 23% Base: 2016: Morning Edition/All Things Considered listeners (n=500)
13 LISTENERS CONNECT WITH NPR Engaged & Active 65% DISCUSS CONTENT WITH FRIENDS, FAMILY AND COLLEAGUES* 81% CONSIDER NPR PERSONALLY IMPORTANT TO THEM 79% TAKE ACTION IN RESPONSE TO A SPONSORSHIP ANNOUNCEMENT HEARD ON NPR Sources: Lightspeed Research, State of Sponsorship Survey, April 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.
14 14 LISTENERS CONNECT WITH NPR SPONSORS The Halo Effect of NPR % % % Hold a more positive opinion of sponsors that support NPR Agree NPR is selective about companies that sponsor its programming Prefer to buy products or services from NPR sponsors Source: Lightspeed Research, State of Sponsorship Survey, March % Agree or strongly agree among Morning Edition/All Things Considered weekly listeners, n=500
15 EXPAND YOUR SPOT RADIO CAMPAIGN Additional Opportunities and Platforms
16 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.
17 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
18 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 *Source: comscore MediaMetrix June 2016
19 THANK YOU! Jamie Kriegel National Public Media
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