NPR Audience Profile

NPR's audience insights team releases a comprehensive profile of the core NPR audience every year. Profile 2019 - a detailed snapshot of the demographics, lifestyle, and purchasing habits of the NPR broadcast and NPR.org audience, is available on the NPR station site as an Excel or PDF file.

Specialized profile information is also available for AAA, classical and jazz formats, as well as small markets and affluents. This data offers useful insights for your underwriting sales prospecting and proposals. Here are some highlights for 2019: NPR is the most effective way to reach an educated, affluent, engaged demographic. 74% of NPR listeners are more attentive when listening to NPR than when watching TV.   NPR listeners are 106% more likely to have a…

Specialized profile information is also available for AAA, classical and jazz formats, as well as small markets and affluents.

This data offers useful insights for your underwriting sales prospecting and proposals.

Here are some highlights for 2019:

NPR is the most effective way to reach an educated, affluent, engaged demographic.

  • 74% of NPR listeners are more attentive when listening to NPR than when watching TV.  
  • NPR listeners are 106% more likely to have a Bachelor’s degree or higher.
  • 48% of NPR listeners are more likely to have a household income of $100,000 or more. The NPR audience is informed and influential.
  • Curious: 52% more likely than the broader population to own a passport, and 30% more likely to learn about art, culture, and history.
  • Influential: 29% more likely to be president of a company, and more than twice as likely to work in top management.
  • Invested: 102% more likely to own at least $150,000 in investments, and 96% more likely to use a financial planner.

This information is freely provided by NPR as a service to member stations. Access it on the NPR station site (login required).