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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.

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NPR: Leading in Media.

Across platforms, NPR reaches listeners whenever, wherever they are.


monthly NPR audience across platforms¹


and #2 drive time news/talk radio programs in America²


podcast publisher³


of listeners agree that NPR provides them with information that other media outlets do not provide⁴

Sources: (1) Act 1 Systems based on Nielsen Audio Nationwide, © 2020 The Nielsen Company. May not be quoted or reproduced without the prior written permission of Nielsen. Fall 2019. P12+. Google Analytics, Sept-Dec 2019. Splunk, Sept-Dec 2019, platform overlap using comScore, Sept-Nov 2019 (2) Nielsen Audio Nationwide, Spring 2020; (3) Podtrac, Apr 2016-Jul 2019, Sept-Mar 2020, June 2020 and Aug 2020, US unique monthly audience; (4) NPR Impact Study, July 2019.

Delivering impact, delivering engagement.


of NPR listeners consider NPR “personally important” to them


of NPR listeners take action in response to something heard on NPR


of NPR listeners hold a more positive opinion of companies that support NPR


of NPR listeners prefer to do business with companies that support NPR

Source: Kantar, NPR State of Sponsorship Survey, April 2020

The NPR Audience Is

  • The NPR audience comprise leaders in the workplace, whether in the private or public sector or their own entrepreneurial ventures.


    more likely to work in top management


    more likely to be C-suite


    more likely to be planning to start a business in the next year

    Source: GfK MRI Doublebase 2019

  • The NPR audience seeks out cultural experiences.


    to have attended an art gallery or show in the past year


    to have visited a museum in the past year


    more likely to have attended live theater in the past year

    Source: GfK MRI Doublebase 2019

  • The NPR audience strives to make a difference in their communities through activism, education, and support of charitable organizations.


    more likely to have contacted a politician at the state, local, or national level


    more likely to have served on a committee for a local organization


    more likely to be members of charitable organizations

    Source: GfK MRI Doublebase 2019

  • The NPR audience values quality and trusted brands, they’re environmentally conscious and they are thoughtful about their purchases.


    more likely to purchase food labeled as natural or organic


    more likely to participate in environmental groups or causes


    more likely to make financial contributions to arts, cultural or environmental organizations

    Source: GfK MRI Doublebase 2019

  • The NPR audience enjoys traveling and learning about new places and cultures.


    more likely to agree “traveling internationally helps me learn about other cultures”


    more likely to visit cultural/historical sites while traveling internationally


    more likely to have taken 3+ domestic trips in the past year

    Source: GfK MRI Doublebase 2019

  • The NPR audience appreciates the value technology adds to their life and they’re enthusiastic about new developments and advancements like voice activation.


    more likely to be Super Influential Consumers when it comes to computers, the Internet, or new technology


    more likely to work in a technology-related role


    more likely to be involved in technology-related business purchase decisions

    Source: GfK MRI Doublebase 2019

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