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.
43M
weekly NPR audience across platforms¹
#1
and #2 drive time news/talk radio programs in America²
#1
NPR ranks #1 out of 13 news brands for trustworthiness, integrity and respect.³
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, September - December 2024; (2) Nielsen Audio Nationwide, Fall 2024; (3) Research Narrative, News Media Brand Study, Fall 2023; (4) NPR Impact Study, July 2019.
Delivering impact, delivering engagement.
78%
of NPR listeners consider NPR “personally important” to them
86%
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
73%
of NPR listeners prefer to do business with companies that support NPR
Source: Kantar, NPR State of Sponsorship Survey, June 2024.
Data-driven, audience-first solutions.
NPR prioritizes user privacy and compliance in its practices, creating positive user relationships that benefit brands too. Learn more about how our advanced data capabilities can help you reach your ideal audience.
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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.
78%
more likely to work in top management
35%
more likely to work in a management occupation
32%
more likely to work in local, state or federal government
Source: MRI-Simmons Fall 2024 Doublebase, among custom NPR News audience
-
Cultured
The NPR audience seeks out cultural experiences.
119%
more likely to have attended an art gallery or show in the past month
115%
more likely to have visited a museum in the past month
74%
more likely to read books 2+ times a week
Source: MRI-Simmons Fall 2024 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.
198%
more likely to have contacted a politician at the state, local, or national level
194%
more likely to have served on a committee for a local organization
64%
more likely to have volunteered for a charitable organization
Source: MRI-Simmons Fall 2024 Doublebase, among custom NPR News audience
-
Conscientious
The NPR audience values quality and trusted brands, they’re environmentally conscious and they are thoughtful about their purchases.
39%
more likely to purchase food labeled as natural or organic
327%
more likely to participate in environmental groups or causes
179%
more likely to make financial contributions to arts, cultural or environmental organizations
Source: MRI-Simmons Fall 2024 Doublebase, among custom NPR News audience
-
Adventurous
The NPR audience enjoys traveling and learning about new places and cultures.
36%
more likely to have taken 3+ international vacations in the past year
31%
more likely to be very likely to travel abroad for a vacation in the next year
54%
more likely to have gone backpacking in the last year
Source: MRI-Simmons Fall 2024 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.
63%
are willing to pay more for top-quality electronics
58%
more likely to work in a technology-related role
76%
do as much research as possible before buying electronics
Source: MRI-Simmons Fall 2024 Doublebase, among custom NPR News audience
