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.

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

48M

weekly NPR audience across platforms¹

#1

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

4

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) Internal estimate based on Nielsen Audio, Google Analytics, Comscore, and NPR podcast reporting. May-June 2022; (2) Nielsen Audio Nationwide, Spring 2022; (3) Podtrac, 2022, US unique monthly audience; (4) NPR Impact Study, July 2019.

Delivering impact, delivering engagement.

80%

of NPR listeners consider NPR “personally important” to them

87%

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

74%

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

72%

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

Source: Kantar, NPR State of Sponsorship Survey, March 2022.

The NPR Audience Is

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

    92%

    more likely to work in top management

    41%

    more likely to be C-suite

    212%

    more likely to have something they wrote published

    Source: MRI-Simmons Spring 2022 Doublebase, among custom NPR News audience

  • The NPR audience seeks out cultural experiences.

    102%

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

    107%

    more likely to have visited a museum in the past year

    65%

    more likely to read books 2+ times a week

    Source: MRI-Simmons Spring 2022 Doublebase, among custom NPR News audience

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

    171%

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

    191%

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

    55%

    more likely to have volunteered for a charitable organization

    Source: MRI-Simmons Spring 2022 Doublebase, among custom NPR News audience

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

    50%

    more likely to purchase food labeled as natural or organic

    317%

    more likely to participate in environmental groups or causes

    149%

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

    Source: MRI-Simmons Spring 2022 Doublebase, among custom NPR News audience

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

    59%

    agree travel is one of their passions

    58%

    more likely to visit cultural/historical sites while traveling internationally

    48%

    more likely to have gone backpacking in the last year

    Source: MRI-Simmons Spring 2022 Doublebase, 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.

    67%

    try to keep up with developments in technology

    60%

    more likely to work in a technology-related role

    78%

    do as much research as possible before buying electronics

    Source: MRI-Simmons Spring 2022 Doublebase, among custom NPR News audience

Meet your new customers today.

Contact Us