NPR PODCASTS - National Public Media
Transcription
NPR PODCASTS - National Public Media
NPR PODCASTS On Demand Listening, Unparalleled Engagement 2 PRAISE FOR NPR PODCASTS “Podcasts are becoming (or already are) the way millennials listen to the radio.” PolicyMic Top 10 Podcasts To Feed Your Brain And Ease Your Commute Business Insider “It’s hard to stray very far in the podcasting world without stumbling upon a programme by NPR.” Telegraph 12 Storytelling Podcasts That You Need To Be Listening To BuzzFeed NYC’s Top Ten Podcasts Time Out New York “NPR has consistently been one of the most popular podcast providers in the iTunes Store.” MacWorld This Week’s Best Podcasts Telegraph 2013 Best of Chicago: Best Podcast Chicago Magazine 5 Podcasts Every Millennial Should Listen To PolicyMic Fresh Air, Planet Money, Snap Judgment, TED Radio Hour and Wait Wait…Don’t Tell Me! podcasts named among “iTunes Best of 2014” 3 NPR ON DEMAND Industry-leading Listening On-the-go Among the largest, most-listened-to offerings from any provider with 81 million monthly downloads* Consistently ranked among iTunes’ “Top Ten,” “People’s Choice,” and “Staff Favorites,” with five NPR podcast titles named among the “Best of 2014” Created or “curated” from leading NPR programs, topics, and partners Average podcast is between 20-30 minutes in length, optimum for listener engagement Sponsors receive audio recognition of up to :15 Opportunity to feature :30 host-read mid-roll in select podcasts *Source: Splunk, 3-month average, Dec '14 – Feb '15 4 IN THEIR OWN WORDS Quotes from NPR Listeners on the NPR Experience “NPR podcast sponsorships are an effective way to communicate with me.” “It’s a conversation starter. I find so often that I’ll say ‘I heard on NPR the other day.’” “They appeal not only to intelligence but your sense of wonder.” “I strongly value NPR podcasting. And I’m grateful towards sponsors and NPR for making podcasting available.” 5 SAMPLE SPONSOR COPY FOR NPR PODCASTS Support for NPR podcasts comes from… Squarespace, who believes it's never been more important to make a great impression online. Squarespace provides everything you need to create your own website, including customizable designs and 24/7 support. Learn more at Squarespace dot com, promo code N-P-R. Lumosity. Lumosity dot com, dedicated to helping people feel sharper, think faster, and remember more with neuroscience based workouts that challenge your brain. Start training for free at Lumosity dot com. Nautilus, a new literary science magazine that offers readers engaging and informative essays and articles, original fiction, and multi media content. For a free trial issue of Nautilus, check out Nautil.us/radiolab. LOYAL3, the easy and affordable way for everyone to buy stock in their favorite companies. See if your favorite company is on board for fee-free investing, and become an owner in 3 easy steps. More at Loyal 3 dot com. Match.com, for singles to create dating profiles and meet others with common interests. Learn more at Try Match dot com. Use promo code NPR for a free trial. Netflix, with instant streaming – thousands of TV episodes and movies for viewing on a computer or mobile device. Free 30-day trial now at Netflix dot com slash public radio. NPR PODCAST MID-ROLL A New Sponsorship Offering 7 NPR PODCAST SPONSORSHIP MID-ROLL Increased Integration with the Spirit of NPR Programs Mid-roll offers sponsors additional integration with the tone of select NPR podcasts, including Ask Me Another, TED Radio Hour, Wait Wait…Don’t Tell Me!, Pop Culture Happy Hour, How To Do Everything and Car Talk. Messages of up to 30 seconds may be read by podcast hosts and incorporate the character of individual programs. Sample mid-roll copy includes: “Big thanks to one of our sponsors: Betterment. It's a service that's designed to help make you a smarter investor. They've created super advanced software that basically customizes and manages a portfolio to help you hit your financial goals. And you don't have to have a lot of money to get started! There are no minimums, and it's super easy. Betterment - Investing Made Better. Go to Betterment.com slash NPR for more info.” “A shout-out now to one of our sponsors Squarespace. They offer powerful tools that allow you to create beautiful websites really easily – you don’t need to know C++ or HTML or PL360 or anything like that. In fact, after you make a Squarespace page, you can lie to your friends and tell them you know code because it will look that good. Anyway, they’ve got this new platform called Squarespace Seven, with a redesigned interface - it integrates with Getty images and Google apps, has lots of new templates and a really cool feature called Cover Pages, and you, our listeners, get a special deal—10 percent off—if you go to squarespace dot com and enter NPR in little box that asks for the special code.” 8 LISTENERS TAKE NOTE OF MID-ROLL SPONSORS Listeners of sponsored podcasts more likely to recall hearing brand as a sponsor % Saying Brand Sponsored the Podcast Among respondents to surveys about: Sponsored Podcasts Not Sponsored Podcasts 48% 33% 34% 27% 22% 19% Brand 1 n=320 Brand 2 240 320 Brand 3 240 320 240 Arrows note significant difference at 90% confidence level. Source: Podcast Mid-roll Survey, October 2014. 9 SPONSORSHIP DRIVES POSITIVE BRAND OPINION Listeners who recalled mid-roll sponsorship have more positive opinion of brand % Rating Brand 8-10 on a 10-pt Scale (0=not at all positive / 10=completely positive) Among listeners to mid-roll sponsored podcasts: Recall Brand as Sponsor Did not recall brand as sponsor 44% 26% 17% Brand 1 n=103 13% 14% Brand 2 63 62 8% Brand 3 68 104 65 65% of listeners to mid-roll sponsored podcasts say their “opinion of a business is more positive when I find out it supports NPR podcasts” Arrows note significant difference at 90% confidence level. Source: Podcast Mid-roll Survey, October 2014. AUDIENCE PROFILES Targeted Reach to Key Audiences 11 NPR PODCAST USER DEMOGRAPHICS The median age of NPR podcast users is 37 Age 18-24 Gender 8% 25-34 34% 35-44 24% 45-54 18% 55-64 Female 40% Male 60% 11% 65+ years 4% 0% 20% 40% 43% of podcast users are under age 35 Source: NPR Podcast Survey, September 2013 12 AN INFLUENTIAL AUDIENCE NPR Podcast Users Are: Largely Affluent The median HHI of NPR podcast listeners is $82,900 41% have HHI of $100,000 or more Highly Educated 86% hold a Bachelor’s degree or higher 42% hold a post-graduate degree Business Influencers 74% are employed full time 31% hold executive/management positions Source: NPR Podcast Survey, September 2013 13 PODCAST USERS ARE LISTENING EVERYWHERE Places where users listen to podcasts: 76% Includes: Exercising Walking the dog Walk/bike commutes Errands 76% 46% 29% At home In the car or on public transportation At work Other Users listen to podcasts in an average of 2.5 different locations Source: NPR Podcast Survey, September 2013 14 TOP REASONS FOR LISTENING TO PODCASTS Time shifting and content customization are key motivations Please rate how much each of these is a reason why you choose to listen to podcasts: A big reason To listen to a program/story at a time that is most convenient for me A small reason 95% To design my own listening experience – hearing only the programs/stories in which I am interested 4% 75% To control my own listening experience - can pause, jump ahead, or go back within the podcast 19% 61% 30% 42% To listen to a program/story I missed on the radio 0% 20% 29% 40% 60% 80% 100% Source: NPR Podcast Survey, September 2013 15 REACHING HEAVY PODCAST USERS NPR Podcast Users Are Highly Engaged with Podcasts How often do you listen to podcasts from any provider? Several times a week 26% Daily 71% NPR Podcasts About once a week 3% Less than once a week 1% Average number of podcasts per week 8.6 Other Podcasts 8.2 Total Podcasts 16.8 NPR podcasts make up 51% of users’ total weekly listening On average, NPR podcast users listen to 11.3 hours of podcasts per week Source: NPR Podcast Survey, September 2013 16 DEEPLY LOYAL TO NPR PODCASTS NPR Podcast Listeners Strongly Prefer NPR Podcasts Listeners prefer NPR podcasts over others: 60% Consider NPR podcasts essential listening 38% NPR podcasts are some of my favorites 2% NPR podcasts are the same as other available podcasts 0% 10% 20% 30% 40% 50% 60% Source: NPR Podcast Survey, September 2013 17 HIGHLY ENGAGED WITH NPR A Personal Connection 93% DISCUSS NPR CONTENT WITH FRIENDS, FAMILY AND COLLEAGUES 73% HOLD A VERY POSITIVE OPINION OF NPR OVERALL* 99% TAKE ACTION IN RESPONSE TO SOMETHING HEARD ON NPR Sources: NPR Podcast Survey, September 2013. *9-10 on a 0-10 scale. 18 STRONGLY INFLUENCED BY NPR Actions Taken by NPR Podcast Listeners as a Result of NPR Programming Did further research into a topic 85% Visited a particular web site 84% Read a book 74% Saw a movie 65% Gathered more information about a company or a product 61% Purchased or downloaded music 60% Shared or commented on an NPR story via email or social media 49% Attended a performance, event or exhibit 47% Recommended a product or a service to others 46% Purchased a product or a service 39% Donated money to a charitable cause 34% 0% 20% 40% 60% 80% 100% Source: NPR Podcast Survey, September 2013 19 HIGHLY ENGAGED WITH NPR SPONSORS The “Halo Effect” of NPR Podcast Sponsorship % Hold a more positive opinion of a company when they find out it supports NPR % Agree NPR is selective about the companies and products that can sponsor its podcasts % Prefer to do business with NPR podcast sponsors Source: NPR Podcast Survey, September 2013 CONTACT NPR Sponsorship [email protected] 202.513.2093