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, affluent 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 28.8 million weekly listeners through more than 1,000 public radio stations. Online, NPR.org attracts a growing audience of 39.2 million unique monthly users.

81%

of listeners consider NPR "personally important to them"

79%

of listeners take action in response to an NPR sponsorship announcement

65%

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

82%

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

82%

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

81%

of listeners consider NPR "personally important to them"

79%

of listeners take action in response to an NPR sponsorship announcement

65%

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

82%

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

82%

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

Sources: (On air reach) ACT 1 based on Nielsen Audio Nationwide, Spring 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, August-October 2016. (Engagement): (NPR Listeners) Lightspeed Research, State of Sponsorship Survey, April 2016. (NPR.org Users) Lightspeed Research, State of Sponsorship Survey, August 2015; NPR Impact Study November 2015; (NPR Podcast Users) NPR Podcast User Surveys, Spring 2016. 

Audience Profiles

The Affluent Business Leader
The Cultural Connoisseur
The Educated Lifelong Learner
The Civic Leader
The Sustainability Champion
The Curious Explorer
The Tech Trendsetter
The Affluent 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 43% more likely to earn $100,000+ in household income; NPR listeners are 74% more likely to earn $100,000+ in household income.

NPR delivers affluent C-suite executives, business owners and top management across industries.

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

NPR.org users are 22% more likely to be chief officers, and 19% more likely to be owners/partners of their own business*

The Cultural Connoisseur

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

53% of NPR.org users watched movies in theaters in the last 6 months.

NPR listeners and users are artistic, creative and culturally connected.

NPR listeners are 66% more likely to spend $1000+ on travel for foreign or domestic vacations in the past year.

NPR.org users are 42% more likely to purchase antiques, and 29% more likely to purchase photography film/equipment, online

The Educated Lifelong Learner

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 NPR audience is made up of extremely well-educated intellectuals who value continued learning throughout their lives.

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

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

The Civic Leader

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.

NPR listeners and users are committed to civic engagement on the local, state and national levels.

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

NPR.org users are 60% more likely to have donated $1,000+ to a non-profit in the last 6 months.

The Sustainability Champion

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

62% of NPR.org users recycle

NPR.org users are 254% more likely to play lacrosse, 72% more likely to play volleyball, and 53% more likely to play softball.

The NPR audience eats healthy and naturally, exercises regularly and places a high premium on preserving the environment.

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

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

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

NPR delivers eager travelers and curious explorers who are always interested in their next adventure or newest hobby.

NPR listeners are 63% more likely to spend 8+ nights in hotels/motels in the last year.

NPR.org users are 29% more likely to spend $10K+ on travel online in the past 6 months.

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.

NPR.org users are 114% more likely to work for software manufacturers.

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, April-June 2016, Composition Index, U.S.; *2016 Ipsos Affluent Survey, U.S. Adults 18+ HHI $100K+.