Audience

Cultural, Connected, Intellectual and Influential

Across platforms, NPR reaches the nation's best and brightest. On air and online, the NPR audience is influential and curious. They are learning more and leading more. Connected to their local communities and tuned in to the latest public affairs and cultural conversations, the NPR audience embodies the thought and opinion leader.

Reach & Engagement

On air, NPR reaches 30 million weekly listeners through more than 1,000 public radio stations. Online, NPR.org attracts a growing audience of 43 million unique monthly users.

86%

of listeners consider NPR "personally important to them"

83%

of listeners take action in response to an NPR sponsorship announcement

87%

of listeners discuss content with friends, family and colleagues*

69%

of users hold a more positive opinion of companies that support NPR.org

55%

of NPR.org users prefer to buy products and services from NPR sponsors

76%

of NPR podcast users hold a more positive opinion of companies that support NPR podcasts

76%

of NPR podcast users have taken action based on an NPR sponsorship announcement

86%

of listeners consider NPR "personally important to them"

83%

of listeners take action in response to an NPR sponsorship announcement

87%

of listeners discuss content with friends, family and colleagues*

69%

of users hold a more positive opinion of companies that support NPR.org

55%

of NPR.org users prefer to buy products and services from NPR sponsors

76%

of NPR podcast users hold a more positive opinion of companies that support NPR podcasts

76%

of NPR podcast users have taken action based on an NPR sponsorship announcement

Sources: (On air reach) ACT 1 based on Nielsen Audio Nationwide, Fall 2016, All Programming (incl. newscasts), Persons 12+ © 2016 The Nielsen Company. May not be quoted or reproduced without the prior written permission of Nielsen. (Online reach) Google Analytics, 3-month average, January-March 2017. (Engagement): (NPR Listeners) Lightspeed Research, State of Sponsorship Survey, March 2017; *NPR Impact Study, NPR Listens, January 2017; (NPR.org Users) Lightspeed Research, State of Sponsorship Survey, August 2015; NPR Impact Study November 2015; (NPR Podcast Users) NPR Podcast User Surveys, Fall 2016. 

Audience Profiles

The Business Leader
The Cultural Connoisseur
The Educated Lifelong Learner
The Civic Leader
The Sustainability Champion
The Curious Explorer
The Tech Trendsetter
The Business Leader

NPR listeners are 133% more likely to be top management and 148% more likely to be C-suite executives

NPR.org users are 19% more likely to be owners/partners of their own business*

NPR.org users are 22% more likely to be chief officers*

NPR listeners are 88% more likely to be B2B decision makers involved in one or more purchase decisions valued at $1,000+

The Cultural Connoisseur

NPR listeners are 117% more likely to attend two or more live concerts per month

NPR.org users are 14% more likely to visit museums and art galleries

48% of NPR.org users watched movies in theaters in the last 6 months

NPR listeners are 82% more likely to have taken 3+ vacation/personal trips in the past year

The Educated Lifelong Learner

NPR listeners are 240% more likely to have a post-graduate degree

NPR.org users are 108% more likely to be graduate students

NPR listeners are 456% more likely to have a doctorate degree

NPR.org users are 34% more likely to work in elementary and secondary education

The Civic Leader

NPR listeners are 120% more likely to serve on a committee for some local organization

64% of NPR.org users participate in political activities

NPR listeners are 235% more likely to have been an active member of any group that tries to influence public policy or government

NPR.org users are 30% more likely to frequently advise others on politics and current events, and 22% more likely to contact elected officials

The Sustainability Champion

NPR listeners are 73% more likely to purchase natural/organic foods

62% of NPR.org users recycle

91% of NPR.org users sometimes or always look for ways to lead a healthier life

NPR listeners are 333% more likely to participate in environmental groups or causes and are 176% more likely to drive a hybrid vehicle

The Curious Explorer

72% of NPR listeners traveled domestically in the last year; 41% of NPR listeners traveled internationally in the past three years

NPR.org users are 21% more likely to visit cultural and historic sites while on vacation

86% of NPR listeners agree that curiosity - wanting to explore and learn about new things - is very important

NPR.org users are 26% more likely to have taken 20+ personal trips in the U.S. in the past year

The Tech Trendsetter

NPR listeners are 143% more likely to work in MIS, IS, IT, Networking or Technology-related jobs

NPR.org users are more likely to be involved in business purchases of LAN/WAN/Networking-related products & services (index 154) and PC software (index 127)

NPR listeners are more likely to be involved in B2B purchases of computer hardware (index 265), software (index 289), personal computers (index 254) and web development services (index 307)

56% of NPR listeners agree that when they find a technology product they like, they tend to recommend it to people they know

Sources: (NPR listeners) GfK MRI Doublebase 2016, Base: Total U.S. Adults. B2B research points: GfK MRI Doublebase 2016, Base: Total U.S. Adults. (NPR.org users) comScore Plan Metrix, 3-month average, Oct-Dec 2016, Composition Index, U.S.; *2016 Ipsos Affluent Survey, U.S. Adults 18+ HHI $100K+.