PUBLIC BROADCASTING DEMOGRAPHIC OVERVIEW

Who Do You Reach? 

• NEWS AUDIENCE:National Public Radio (NPR) attracts an audience distinguished by its educational level and professional success. From an underwriter's perspective, the NPR audience profile is extremely attractive - affluent and educated, highly concentrated in the desirable baby boom group, ages 25 to 54.
  
  
• GENDER: The NPR/PTV audience is slightly more male than female, 54% versus 46%.
   
• AGE: 65% of the NPR audience is ages 25 -54, with 48% of the NPR audience ages 35-54.
   
• HEAD OF HOUSEHOLD INCOME: 61% of the NPR audience has a HHI income of over $50,000, 48% live in households over $75,000. mean HHI: $83,989
   
• EDUCATION: 58% of the NPR audience has college degrees and 27% have at least attended or graduated from Graduate school.
   
• MARITAL STATUS: 62% of the NPR audience is married, and 37% of the NPR audience lives in two- person households.
   
• HOME OWNERSHIP: Over 73% of the audience owns their own homes. Over 49% of the NPR audience own homes valued at $100,000 or above. The median home value of the NPR audience is $136,753.
   
• SOURCES OF NON-EMPLOYMENT INCOME: 43% of the NPR audience own securities, and 16% have purchased securities in the past year. 24% of the NPR listeners have mutual funds and/or stocks.
      

Source MRI 2003