NPR AUDIENCE

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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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Image by Allison Shelley

NPR: Leading in Media.

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

120M

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) Nielsen Audio Nationwide, Spring 2019, P12+; Google Analytics, April – June 2019; Splunk, April – June 2019, platform overlap using comScore, June 2019; (2) Nielsen Audio Nationwide, Spring 2019; (3) Podtrac, November 2019; (4) NPR Impact Study, July 2019.

Delivering impact, delivering engagement.

85%

of NPR listeners consider NPR “personally important” to them

77%

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

75%

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

69%

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

Source: Lightspeed Research, NPR State of Sponsorship Survey, March 2019.

The NPR Audience Is

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

    30%

    more likely to be planning to start a business in the next year¹

    45%

    more likely to work in management, business and financial operations²

    38%

    more likely to say people often ask their advice about financial issues/investing³

    Sources: (1) (Podcast) Ipsos Affluent Survey USA 2019 - Adults 18+ HHI $125k; (2) (On-Air) GfK MRI Doublebase 2019; (3) (NPR.org) Ipsos Affluent Survey USA 2018 - Adults 18+ HHI $125k+.

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

    16%

    more likely to agree “I try to keep up with technological developments”¹

    13%

    more likely to agree before buying electronics, “I do as much research as possible”²

    18%

    more likely to agree “I am usually one of my friends to try new technology products”³

    Sources: (1) (NPR.org) Ipsos Affluent Survey USA 2019 - Adults 18+ HHI $125k. (2) (On-Air) GfK MRI Doublebase 2018; (3) (Podcast) Ipsos Affluent Survey USA 2019 - Adults 18+ HHI $125k;

  • The NPR audience seeks out cultural experiences.

    198%

    more likely to attend classical music or opera performances¹

    91%

    more likely to purchase theater, show, concert or movie tickets in the past year²

    79%

    more likely to have gone to a museum or art gallery in the past year³

    Sources: (1) (On-Air) GfK MRI Doublebase 2019; (2) (Podcast) Ipsos Affluent Survey USA 2018 - Adults 18+ HHI $125k; (3) (NPR.org) Ipsos Affluent Survey USA 2018 - Adults 18+ HHI $125k.

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

    210%

    more likely to have written or called any politician at the state, local, or national level¹

    17%

    more likely to keep up with current events and politics²

    21%

    more likely to work in state, federal or local government³

    Sources: (1) (On-Air) GfK MRI Doublebase 2019; (2) (Podcast) Ipsos Affluent Survey USA 2019 - Adults 18+ HHI $125k; (3) (NPR.org) Ipsos Affluent Survey USA 2019 - Adults 18+ HHI $125k.

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

    29%

    more likely to agree they try to eat healthy and pay attention to their nutrition¹

    50%

    more likely to agree “minimizing my impact on the environment is an important part of my life”²

    20%

    more likely to say they would rather buy from a company that actively supports their community, even if it is more expensive³

    Sources: (1) (On-Air) GfK MRI Doublebase 2019; (2) (Podcast) Ipsos Affluent Survey USA 2019 - Adults 18+ HHI $125k; (3) (NPR.org) Ipsos Affluent Survey USA 2019 - Adults 18+ HHI $125k.

  • 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”¹

    100%

    more likely to have taken 3+ international trips in the past 3 years²

    23%

    more likely to agree “when I go on vacation, I prefer to go to places that are off the beaten track”³

    Sources: (1) (NPR.org) Ipsos Affluent Survey USA 2019 - Adults 18+ HHI $125k; (2) (On-Air) GfK MRI Doublebase 2019; (3) (Podcast) Ipsos Affluent Survey USA 2019 - Adults 18+ HHI $125k

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