Mediahuis NRC and WPP Media present new results from multi-year effectiveness study
Adverteren bij NRC-podcasts bleek al zeer effectief voor het vergroten van boodschapbekendheid, campagneherkenning en overweging. Nieuw onderzoek toont nu aan dat het toevoegen van Digitale Impact Pagina’s dit effect nóg verder versterkt. Het toevoegen van advertenties in de digitale krant van NRC zorgt voor een enorm krachtig synergie-effect waarbij de impact van campagnes bijna verdubbelt.
The findings are based on ongoing research conducted by Mediahuis NRC and WPP Media starting in 2022. For this latest analysis, 17 cases from various industries were examined in 2025. All campaigns ran for three weeks and consisted of podcast pre-rolls in combination with three Digital Impact Pages: full-screen pages that are only visible in NRC’s digital newspaper. This advertising proposition provides maximum branding, but is also clickable, generating valuable leads.
Exceptionally strong effects through combination of pre-rolls and NRC digital newspaper
The research shows that NRC podcast pre-rolls by themselves make a clear contribution to campaign recognition, message awareness and consideration. Once NRC users also come into contact with the Digital Impact Page, however, the effectiveness increases significantly:
- Campaign recognition: increase by a factor of 1.8
- Message awareness: increase by a factor of 2.4
- Consideration: increase by a factor of 1.9
The effect of podcast pre-rolls is already visible after two contacts, and a single contact via the Digital Impact Page is enough to generate an additional boost.
The combination of both tools also increases both the reach and the number of effective contact moments, enabling communication goals to be achieved more efficiently.
These insights provide advertisers with concrete tools to design campaigns on NRC more efficiently and strategically
Madelon Fortuin, Commercial Director Mediahuis NRC:The addition of Digital Impact Pages to podcast campaigns demonstrates a very clear synergy effect. We already knew that pre-rolls perform well, but this research proves that with a smart combination, we can double the impact for advertisers. It confirms with hard figures that investing in the right contacts on audio and digital – with an engaged, influential and quality-conscious target group – is essential for effectiveness.”
The synergy between audio and digital
NRC reaches a well-educated and affluent target group that makes intensive use of both podcasts and digital newspapers. The Digital Impact Pages add another type of contact moment: where pre-rolls convey the message at a focused listening moment, the Digital Impact Page provides a strong visual anchor in the digital news environment, with the added possibility of bringing the target group directly to the advertiser’s proverbial cash register.
The combination of auditory and visual attention demonstrably leads to a more consistent campaign effect and doubles the retention of the message.
Sanne Frowijn, Business Insights Director WPP Media:
Pre-rolls and Digital Impact Pages at NRC each fulfil their own role, but reinforce each other when used in combination. Together, they create significantly stronger brand effects than when used separately. This mix allows brands to increase both the intensity and reach of their campaigns, leading to significantly greater impact.
