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.

Audience_Hero_v3
Image by Allison Shelley

NPR: Leading in Media.

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

132M

monthly NPR audience across platforms¹

#1

and #2 radio programs in America²

#1

podcast publisher³

89%

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, Fall 2019; (3) Podtrac, Apr 2016-Jul 2019, Sept-Mar 2020 and June 2020, 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

71%

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

66%

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.

    110%

    more likely to work in top management

    160%

    more likely to be C-suite

    30%

    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.

    152%

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

    115%

    to have visited a museum in the past year

    80%

    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.

    210%

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

    146%

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

    221%

    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.

    62%

    more likely to purchase food labeled as natural or organic

    290%

    more likely to participate in environmental groups or causes

    153%

    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.

    56%

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

    93%

    more likely to visit cultural/historical sites while traveling internationally

    59%

    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.

    20%

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

    105%

    more likely to work in a technology-related role

    95%

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

    Source: GfK MRI Doublebase 2019

Meet your new customers today.

Contact Us