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.

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Image by Allison Shelley

NPR: Leading in Media.

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

138M

monthly NPR audience across platforms¹

#1

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

5

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 Audio Nationwide, Spring 2021, 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

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

    104%

    more likely to work in top management

    69%

    more likely to be C-suite

    113%

    more likely to be a self employed professional

    Source: MRI-Simmons Doublebase 2021, among custom NPR News audience

  • The NPR audience seeks out cultural experiences.

    112%

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

    87%

    more likely to have visited a museum in the past year

    90%

    more likely to have attended live theater in the past year

    Source: MRI-Simmons Doublebase 2021, among custom NPR News audience

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

    193%

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

    198%

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

    72%

    more likely to have volunteered for a charitable organizations

    Source: MRI-Simmons Doublebase 2021, among custom NPR News audience

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

    54%

    more likely to purchase food labeled as natural or organic

    303%

    more likely to participate in environmental groups or causes

    159%

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

    Source: MRI-Simmons Doublebase 2021, among custom NPR News audience

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

    60%

    agree travel is one of their passions

    62%

    more likely to visit cultural/historical sites while traveling internationally

    85%

    more likely to have gone backpacking in the last year

    Source: MRI-Simmons Doublebase 2021, among custom NPR News audience

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

    69%

    try to keep up with developments in technology

    90%

    more likely to work in a technology-related role

    75%

    do as much research as possible before buying electronics

    Source: MRI-Simmons Doublebase 2021, among custom NPR News audience

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