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.
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
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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.
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+.
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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.
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;
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Cultured
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.
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Engaged
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.
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Conscientious
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.
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Adventurous
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