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NPR Listener Demographics

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Search Audience Demographics by Industry

Meet your potential customers:

  • 80% consider NPR "personally important" to them
  • 82% take action in response to something they heard on NPR
  • 73% hold a more positive opinion of companies that support NPR
  • 70% prefer to do business with companies that support NPR

Source: Kantar NPR State of Sponsorship Survey, April 2021

NPR listeners are a highly sought after, market-leading group. They are:

Influential
The NPR audience comprise leaders in the workplace, whether in the private or public sector or their own entrepreneurial ventures.

  • 104% more likely to work in top management
  • 69% more likely to be C-suite
  • 113% more likely to be a self-employed professional

Cultured
The NPR audience seeks out cultural experiences.

  • 112% more likely to have attended an art gallery or show in the past year
  • 87% more likely to have visited a museum in the past year
  • 90% more likely to have attended live theater in the past year

Engaged
The NPR audience strives to make a difference in their communities through activism, education and support of charitable organizations.

  • 193% more likely to have contacted a politician at the state, local or national level
  • 198% more likely to have served on a committee for a local organization
  • 72% more likely to have volunteered for a charitable organization

Conscientious
The NPR audience values quality and trusted brands, they’re environmentally conscious and they are thoughtful about their purchases.

  • 54% more likely to purchase food labeled as natural or organic
  • 303% more likely to participate in environmental groups or causes
  • 159% more likely to make financial contributions to arts, cultural or environmental organizations

Adventurous
The NPR audience enjoys traveling and learning about new places and cultures.

  • 60% agree travel is one of their passions
  • 62% more likely to visit cultural/historical sites while traveling internationally
  • 85% more likely to have gone backpacking in the last year

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.

  • 69% try to keep up with developments in technology
  • 90% more likely to work in a technology-related role
  • 75% do as much research as possible before buying electronics

Source: MRI-Simmons Doublebase 2021, among custom NPR News audience

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