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.
163M
monthly NPR audience across platforms¹
#1
and #2 drive time news/talk radio programs in America²
6
of the top 20 podcasts – more than any other publisher³
89%
of listeners agree that NPR provides them with information that other media outlets do not provide⁴
Sources: (1) ACT 1 based on Nielsen Nationwide, Fall 2020, Persons 12+, based on program broadcast times, Mon-Sun Midnight-Midnight; Google Analytics, 09/10/20 – 12/02/20; Splunk, 09/10/20 – 12/02/20; overlap calculated based on comScore data. (2) Nielsen Audio Nationwide, Spring 2020; (3) Podtrac, 2021, US unique monthly audience; (4) NPR Impact Study, July 2019.
Delivering impact, delivering engagement.
80%
of NPR listeners consider NPR “personally important” to them
82%
of NPR listeners take action in response to something heard on NPR
73%
of NPR listeners hold a more positive opinion of companies that support NPR
70%
of NPR listeners prefer to do business with companies that support NPR
Source: Kantar, NPR State of Sponsorship Survey, April 2021.
The NPR Audience Is
-
Influential
The NPR audience comprise leaders in the workplace, whether in the private or public sector or their own entrepreneurial ventures.
116%
more likely to work in top management
122%
more likely to be C-suite
29%
more likely to be employed in their own business
Source: MRI-Simmons Doublebase 2020, among custom NPR News audience
-
Cultured
The NPR audience seeks out cultural experiences.
136%
more likely to have attended an art gallery or show in the past year
106%
more likely to have visited a museum in the past year
86%
more likely to have attended live theater in the past year
Source: MRI-Simmons Doublebase 2020, 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.
201%
more likely to have contacted a politician at the state, local, or national level
165%
more likely to have served on a committee for a local organization
98%
more likely to be members of charitable organizations
Source: MRI-Simmons Doublebase 2020, 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.
55%
more likely to purchase food labeled as natural or organic
269%
more likely to participate in environmental groups or causes
148%
more likely to make financial contributions to arts, cultural or environmental organizations
Source: MRI-Simmons Doublebase 2020, among custom NPR News audience
-
Adventurous
The NPR audience enjoys traveling and learning about new places and cultures.
42%
more likely to own a valid passport
78%
more likely to visit cultural/historical sites while traveling internationally
59%
more likely to have taken 3+ domestic trips in the past year
Source: MRI-Simmons Doublebase 2020, among custom NPR News audience
-
Tech-Savvy
The NPR audience appreciates the value technology adds to their life and they’re enthusiastic about new developments and advancements like voice activation.
57%
are fascinated by new technology
113%
more likely to work in a technology-related role
71%
like to read reviews before buying technology or electronics
Source: MRI-Simmons Doublebase 2020, among custom NPR News audience