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 27.3 million weekly listeners through more than 1,000 public radio stations. Online, NPR.org attracts a growing audience of 41.6 million unique monthly users.

85%

of listeners consider NPR "personally important to them"

77%

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

72%

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

77%

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

85%

of listeners consider NPR "personally important to them"

77%

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

72%

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

77%

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

Sources: (On air reach) ACT 1 based on Nielsen Nationwide, Persons 12+. Based on program broadcast times, Mon-Sun Midnight-Midnight. © 2019 The Nielsen Company. May not be quoted or reproduced without the prior written permission of Nielsen. (Online reach) Google Analytics, 3-month average, Jan-Mar 2019. (Engagement): (NPR Listeners) Lightspeed Research, State of Sponsorship Survey, March 2019; *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 All Podcasts Survey, April 2019.

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

51% 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

79% 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

NPR.org users are 200% more likely to subscribe to a political publication*

The Sustainability Champion

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

76% of NPR.org users say minimizing my impact on the environment is an important part of my life*

77% of NPR.org users make special effort to maintain a healthy diet*

NPR listeners are 316% more likely to participate in environmental groups or causes

The Curious Explorer

72% of NPR listeners traveled domestically in the last year

46% of NPR listeners traveled internationally in the past three years

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

NPR.org users are 22% more likely to have taken 11-19 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

46% of NPR.org users agree that they are usually the first to buy new technology products*

NPR listeners are 160% more likely to be involved in B2B purchases of computer software

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, *2018 Ipsos Affluent Survey, U.S. Adults 18+ HHI $125K+. Google Analytics, 3-month average, Jan-Mar 2019