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THIS IS NPRCross-platform Audience Profiles
THE BUSINESS LEADERReach C-Suite Executives, Business Owners and Top ManagementNPR listenersHave 150k in investmentportfolio (index 225)Work in Top Management(index 229), and are C-Suiteexecutives (index 214)Are B2B decision makers involvedin one or more purchase decisionsvalued at 1,000 (index 253)NPR.org usersAre Chief Operating Officers(Index 149)*Have a 500K- 999,999 annualbudget for business purchases(index 188)Are in management (Index 113)Sources: (NPR listeners) GfK MRI Doublebase 2017; (NPR.org users) comScore Plan Metrix, 3-month average, October-December 2017, Composition Index, U.S.;*2017 Ipsos Affluent Survey, U.S. Adults 18 HHI 100K .
THE CULTURAL CONNOISSEURReach Artistic, Creative and Culturally Connected IndividualsNPR listenersHave a post-graduate degree(index 342)NPR.org usersBuy tickets for museum and artgallery (index 157)Give advice to friends and familyon travel, restaurants, movies,music or books (index 119)44% enjoy reading, 27%entertain at home, and 29%enjoy gardeningTook 3 vacation/personal tripsin the past year (index 177)Watched a foreign film in thepast 6 months (index 109)Sources: GfK MRI Doublebase 2017; comScore Plan Metrix, 3-month average, October-December 2017, Composition Index, U.S.
THE EDUCATED LIFELONG LEARNERReach Individuals Committed to Continued LearningNPR listenersHave a Doctorate degree(index 480), or any postgraduate degree (index 342)Hold education, trainingand library occupations(index 210)Read a book in the last 12months (index 154)NPR.org users65% have a college degreeor higherIn the past 6 months, havesearched for online educationalclasses (index 154)Are graduate students(index 184)Sources: GfK MRI Doublebase 2017; comScore Plan Metrix, 3-month average, October-December 2017, Composition Index, U.S.
THE CIVIC LEADERReach Community Activists and Civically-Minded IndividualsNPR listenersWork in local, state orfederal governmentNPR.org users69% of NPR.org users participatein political activities(index 168)Serve on a committee for a localorganization (index 235)Have been an active memberof any group that tries toinfluence public policy orgovernment (index 366)Keep up with the latest on politics orcurrent events (index 108)Subscribe to a politicalpublication (index 110)Sources: GfK MRI Doublebase 2017; comScore Plan Metrix, 3-month average, October-December 2017, Composition Index, U.S.
THE SUSTAINABILITY CHAMPIONReach Those Who Live Lifestyles of Health and SustainabilityNPR listenersMore likely to consider themselves“heedful of wellness” regardingfood purchases (index 121)Purchase natural or organic foods(index 168)Participate in environmentalgroups or causes (index 394)NPR.org users63% look for ways to lead ahealthier life*68% of NPR.org users recycle95% engage in physical activityto improve or maintain health*Sources: GfK MRI Doublebase 2017; comScore Plan Metrix, 3-month average, October-December 2017,Composition Index, U.S. *Refers to sometimes or always performing the specified action.
THE CURIOUS EXPLORERReach Eager Travelers and Curious AdventurersNPR listeners71% traveled domestically in thelast year; 43% traveledinternationallyNPR.org usersTook 16-20 personal domestic tripsin the last 12 months (index 177)Go backpacking/hiking (index 211)and visit national parks (index 179)Purchase travel insurance (index 144)and cruises (index 121)86% of NPR listeners agree thatcuriosity – wanting to exploreand learn about new things – isvery importantVisit cultural and historic sites whileon vacation (index 144)Sources: GfK MRI Doublebase 2017; comScore Plan Metrix, 3-month average, October-December 2017, Composition Index, U.S.
THE TECH TRENDSETTERNPR Delivers a Tech-Savvy AudienceNPR listenersNPR.org usersHave job responsibilities inMIS/IS/IT/Networking orTechnology (index 242)Work for software manufacturers(index 183) or a computer/hardwareretailer/distributor (index 106)Considered “Category InfluentialConsumers” when it comes tonew technology (index 113)Are involved in B2B purchases ofcomputer hardware (index 242),software (index 280) and webdevelopment services (index 280)Read the science andtechnology sections in thenewspaper (index 204)53% of NPR listeners agree thatwhen they find a technology productthey like, they tend to recommend itto people they knowSources: GfK MRI Doublebase 2017; GfK Roper’s Category Influentials are deeply familiar with their category, frequent and trusted recommenders of productsand services across broad social network; comScore Plan Metrix, 3-month average, October-December 2017, Composition Index, U.S.
PROVEN ENGAGEMENT, POWERFUL RESULTSThe “Halo Effect” of NPR%Agree NPR is selectiveabout companies thatsponsor its programming%Have taken action inresponse to a sponsorshipmessage on NPR.org%Prefer to buy productsor services from NPRsponsorsSources: Lightspeed Research, State of Sponsorship Survey, March 2017. % Agree or strongly agree among Morning Edition/All Things Considered weekly listeners,n 500; NPR.org: Lightspeed Research, State of Sponsorship Survey, August 2015.% Agree or strongly agree among NPR.org users.
THE CURIOUS EXPLORER Reach Eager Travelers and Curious Adventurers Sources: GfK MRI Doublebase 2017; comScore Plan Metrix, 3-month average, October-December 2017, Composition Index, U.S. . NPR.org: Lightspeed Research, State of Sponsorship Survey, August 2015.% Agree or strongly agree among NPR
