Audience

Cultural, Connected, Intellectual and Influential

Across platforms, NPR reaches the nation's best and brightest. On air and online, the NPR audience is influential and curious. They are learning more and leading more. Connected to their local communities and tuned in to the latest public affairs and cultural conversations, the NPR audience embodies the thought and opinion leader.

Reach & Engagement

On air, NPR reaches 28.9 million weekly listeners through more than 1,000 public radio stations. Online, NPR.org attracts a growing audience of 40.7 million unique monthly users.

86%

of listeners consider NPR "personally important to them"

83%

of listeners take action in response to an NPR sponsorship announcement

87%

of listeners discuss content with friends, family and colleagues*

75%

of users hold a more positive opinion of companies that support NPR.org

65%

of NPR.org users prefer to buy products and services from NPR sponsors

76%

of NPR podcast users hold a more positive opinion of companies that support NPR podcasts

76%

of NPR podcast users have taken action based on an NPR sponsorship announcement

86%

of listeners consider NPR "personally important to them"

83%

of listeners take action in response to an NPR sponsorship announcement

87%

of listeners discuss content with friends, family and colleagues*

75%

of users hold a more positive opinion of companies that support NPR.org

65%

of NPR.org users prefer to buy products and services from NPR sponsors

76%

of NPR podcast users hold a more positive opinion of companies that support NPR podcasts

76%

of NPR podcast users have taken action based on an NPR sponsorship announcement

Sources: (On air reach) Spring 2018 ACT 1 based on Nielsen Nationwide, Persons 12+, Mon.-Sun. © 2018 The Nielsen Company. May not be quoted or reproduced without the prior written permission of Nielsen. (Online reach) Google Analytics, 3-month average, April-June 2018. (Engagement): (NPR Listeners) Lightspeed Research, State of Sponsorship Survey, March 2017; *NPR Impact Study, NPR Listens, January 2017; (NPR.org Users) Local-National Survey on NPR.org, May 2017; NPR Impact Study November 2015; (NPR Podcast Users) NPR Podcast User Surveys, Fall 2016. 

Audience Profiles

The Business Leader
The Cultural Connoisseur
The Educated Lifelong Learner
The Civic Leader
The Sustainability Champion
The Curious Explorer
The Tech Trendsetter
The Business Leader

NPR listeners are 110% more likely to be top management and 114% more likely to be C-suite executives

NPR.org users are 24% more likely to be in a vice president role

NPR.org users are 81% more likely to be Chief Operating Officers*

NPR listeners are 113% more likely to be B2B decision makers involved in one or more purchase decisions valued at $1,000+

The Cultural Connoisseur

NPR listeners are 130% more likely to attend two or more live theatre performances per month

NPR.org users are 11% more likely to visit museums and art galleries

31% of NPR.org users watched a movie in theaters in the past month

NPR listeners are 65% more likely to have taken 3+ vacation/personal trips in the past year

The Educated Lifelong Learner

NPR listeners are 226% more likely to have a post-graduate degree

NPR.org users are 28% more likely to be graduate students

NPR listeners are 380% more likely to have a doctorate degree

40% of NPR.org users have a college degree or higher

The Civic Leader

NPR listeners are 151% more likely to serve on a committee for some local organization

67% of NPR.org users participate in political activities

NPR listeners are 284% more likely to have been an active member of any group that tries to influence public policy or government

14% of NPR.org users frequently advise others on politics and current events, and are 23% more likely to subscribe to a political publication

The Sustainability Champion

NPR listeners are 54% more likely to purchase natural/organic foods

65% of NPR.org users recycle

91% of NPR.org users sometimes or always look for ways to lead a healthier life

NPR listeners are 316% more likely to participate in environmental groups or causes and are 153% more likely to drive a hybrid vehicle

The Curious Explorer

72% of NPR listeners traveled domestically in the last year; 46% of NPR listeners traveled internationally in the past three years

9% of NPR.org users visit cultural and historic sites while on vacation

87% of NPR listeners agree that curiosity - wanting to explore and learn about new things - is very important

NPR.org users are 412% more likely to have taken 16-20 personal trips in the U.S. in the past year

The Tech Trendsetter

NPR listeners are 114% more likely to work in MIS, IS, IT, Networking or Technology-related jobs

30% of NPR.org users agree that they are usually the first to buy new technology products

NPR listeners are more likely to be involved in B2B purchases of computer hardware (index 220), software (index 260), personal computers (index 212) and web development services (index 243)

54% of NPR listeners agree that when they find a technology product they like, they tend to recommend it to people they know

Sources: (NPR listeners) GfK MRI Doublebase 2018, Base: Total U.S. Adults. B2B research points: GfK MRI Doublebase 2017, Base: Total U.S. Adults. (NPR.org users) comScore Plan Metrix, 3-month average, April-June 2018, Composition Index, U.S.; *2018 Ipsos Affluent Survey, U.S. Adults 18+ HHI $125K+.