Across platforms, NPR reaches listeners whenever, wherever they are.
NPR AUDIENCE
Your future customer is waiting to hear from you.
NPR’s audience makes NPR more than just a part of their day, they make it part of their lives. The NPR audience turns to NPR for long-form journalism and storytelling that changes lives. For brands, this means the opportunity to connect with people when they are truly listening.
Image by Allison Shelley
NPR: Leading in Media.
42M
weekly NPR audience across platforms¹
#1
and #2 drive time news/talk radio programs in America²
#1
NPR ranks #1 out of 13 news brands for trustworthiness, integrity and respect.³
83%
of listeners agree that NPR provides them with information that other media outlets do not provide⁴
Sources: (1) Internal estimate based on Nielsen Audio, Google Analytics, NPR Podcast Analytics, YouTube analytics, and Firebase, Fall 2025; (2) Nielsen Audio Nationwide, Fall 2025; (3) Research Narrative, News Media Brand Study, 2024; (4) NPR Impact Study, September 2025.
Delivering impact, delivering engagement.
82%
of listeners consider NPR “personally important” to them
84%
of listeners have taken action based on an NPR sponsorship message
79%
of listeners have a more positive opinion of NPR sponsors
77%
of listeners prefer to do business with companies that support NPR
Source: Kantar, NPR State of Sponsorship Survey, 2026.
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The NPR Audience Is
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Influential
The NPR audience comprise leaders in the workplace, whether in the private or public sector or their own entrepreneurial ventures.
76%
more likely to work in top management
80%
more likely to be involved in purchase decisions
26%
more likely to work in local, state or federal government
Source: MRI-Simmons Fall 2025 Doublebase, among custom NPR News audience
-
Cultured
The NPR audience seeks out cultural experiences.
123%
more likely to have attended an art gallery or show in the past month
80%
more likely to have visited a museum in the past month
70%
more likely to read books 2+ times a week
Source: MRI-Simmons Fall 2025 Doublebase, among custom NPR News audience
-
Engaged
The NPR audience strives to make a difference in their communities through activism, education, and support of charitable organizations.
216%
more likely to have contacted a politician at the state, local, or national level
209%
more likely to have served on a committee for a local organization
64%
more likely to have volunteered for a charitable organization
Source: MRI-Simmons Fall 2025 Doublebase, among custom NPR News audience
-
Conscientious
The NPR audience values quality and trusted brands, they’re environmentally conscious and they are thoughtful about their purchases.
27%
more likely to purchase food labeled as natural or organic
344%
more likely to participate in environmental groups or causes
153%
more likely to make financial contributions to arts, cultural or environmental organizations
Source: MRI-Simmons Fall 2025 Doublebase, among custom NPR News audience
-
Adventurous
The NPR audience enjoys traveling and learning about new places and cultures.
45%
more likely to have taken 3+ international vacations in the past year
23%
more likely to be very likely to travel abroad for a vacation in the next year
66%
more likely to have gone backpacking on their last vacation
Source: MRI-Simmons Fall 2025 Doublebase, among custom NPR News audience
