NPR was also the Most Trusted Brand and Most Loved Brand Based on the 2017 Harris Poll EquiTrend® Study
April 19, 2017; Washington D.C.— NPR has been named the 2017 Harris Poll EquiTrend News Service Brand of the Year. NPR received the highest equity score among a subset of brands evaluated in the News Service Brand Category.
"We're honored to be named the highest ranked News Service brand— it confirms that the American public values NPR's work with Member stations around the country to provide the best combination of national and local news," said Jarl Mohn, NPR's president and CEO. "It is fitting for this to happen on the 50th anniversary of the Public Broadcasting Act of 1967 and on a year when public radio audiences have been growing across all demographics – reaching an all-time high."
The 29th annual Harris Poll EquiTrend study measures brand perception of more than 100,000 U.S consumers across more than 4,000 brands - from automobiles to TVs and technology. The "News Service" category includes newspapers, news websites, wire services and news aggregators. The EquiTrend Brand Equity Index is comprised of three key factors - familiarity, quality and consideration - that result in a Brand Equity rating for each brand. Brands that rank highest in Equity receive the Harris Poll EquiTrend "Brand of the Year" award in their category.
"Forty one million listeners trust their local public radio station each week to deliver the fact-based, unbiased journalism they need to stay informed about the news in their communities and the world," said Meg Goldthwaite, NPR's Chief Marketing Officer. "But listeners love NPR because public radio provides insights on life and culture—authentic voices they may not hear anywhere else and stories that will spark their curiosity."
"Sponsors are increasingly concerned about the quality of the environments their brands align with and how it reflects on their business," says Gina Garrubbo, President & CEO of National Public Media, NPR's sponsorship subsidiary. "This affirmation of trust and quality reinforces our research demonstrating the halo effect that sponsors of NPR programming benefit from."
This distinction in the Harris Poll EquiTrend(R) ratings confirms NPR's own research on the strength of the brand and how audiences distinguish NPR from commercial media. A report released in March showed continued increases in brand perception - particularly among persons A25–34 who ranked NPR an 8.8/10 on the scale – and a strong 8.5/10 rating on "overall quality of public radio programming." The study also found that compared with commercial radio, NPR listeners are 54% more likely to identify the programming they hear on their NPR station "personally important to me" and 163% more likely to apply their high opinion of NPR to brands that support NPR through sponsorship. (Source: Lightspeed Research, NPR Sponsorship Surveys 2010-2017. Each wave conducted with 500 ME/ATC weekly listeners)
NPR received the highest numerical Equity Score and the highest numerical score relating to Trust/Love among News Service brands included in the 2017 Harris Poll EquiTrend® Study, which is based on opinions of 102,617 U.S. consumers ages 15 and over surveyed online between December 30, 2016 and February 21, 2017. Your opinion may differ. "Highest Ranked" was determined by a pure ranking of a sample of News Service brands
NPR's rigorous reporting and unsurpassed storytelling connect with millions of Americans every day—on the air, online, and in person. NPR strives to create a more informed public—one challenged and invigorated by a deeper understanding and appreciation of events, ideas, and cultures. With a nationwide network of award-winning journalists and 17 international bureaus, NPR and its Member Stations are never far from where a story is unfolding. Listeners consider public radio an enriching and enlightening companion; they trust NPR as a daily source of unbiased independent news, and inspiring insights on life and the arts. More information at npr.org/aboutnpr and following NPR Extra on Facebook, Twitter and Instagram.