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.
132M
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) Act 1 Systems based on Nielsen Audio Nationwide, © 2020 The Nielsen Company. May not be quoted or reproduced without the prior written permission of Nielsen. Fall 2019. P12+. Google Analytics, Sept-Dec 2019. Splunk, Sept-Dec 2019, platform overlap using comScore, Sept-Nov 2019 (2) Nielsen Audio Nationwide, Fall 2019; (3) Podtrac, March 2020; (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.
110%
more likely to work in top management
160%
more likely to be C-suite
30%
more likely to be planning to start a business in the next year
Source: GfK MRI Doublebase 2019
-
Cultured
The NPR audience seeks out cultural experiences.
152%
to have attended an art gallery or show in the past year
115%
to have visited a museum in the past year
80%
more likely to have attended live theater in the past year
Source: GfK MRI Doublebase 2019
-
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 contacted a politician at the state, local, or national level
146%
more likely to have served on a committee for a local organization
221%
more likely to be members of charitable organizations
Source: GfK MRI Doublebase 2019
-
Conscientious
The NPR audience values quality and trusted brands, they’re environmentally conscious and they are thoughtful about their purchases.
62%
more likely to purchase food labeled as natural or organic
290%
more likely to participate in environmental groups or causes
153%
more likely to make financial contributions to arts, cultural or environmental organizations
Source: GfK MRI Doublebase 2019
-
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”
93%
more likely to visit cultural/historical sites while traveling internationally
59%
more likely to have taken 3+ domestic trips in the past year
Source: GfK MRI Doublebase 2019
-
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) Ipsos Affluent Survey USA 2019 - Adults 18+ HHI $125k. (2) GfK MRI Doublebase 2018; (3) Ipsos Affluent Survey USA 2019 - Adults 18+ HHI $125k;