This move by NPR will be significant. Project this kind of thinking four years forward, and I think you can imagine -- if it's done right -- the transformation of NPR into an even bigger player. They have a lot of the elements in place already.
UPDATE: Kasey pondered the question in terms of the technology used by the campaigns. I would agree that the campaigns tend to be a microdot or two ahed of the media -- because they're smaller and can react faster.