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.
48M
weekly 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) 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
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Influential
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
-
Cultured
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
-
Engaged
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
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Conscientious
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
-
Adventurous
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
-
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.
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