Perceived Orientation Of NPR Programming

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  • Almost six out of ten NPR core listeners think the news coverage is liberal. So how can you deny it???
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  • 1. Audience Insight and Research Perceived Political Orientation of News Coverage • According to recent research commissioned by NPR, half of all NPR listeners perceive NPR’s news coverage to be “balanced,” and more than 40% perceive it to be “liberal.” • Core listeners are significantly more likely to perceive the news coverage as balanced. Source: NPR Listener Survey, conducted by Lightspeed Research; April 2009 (n=506) 1
  • 2. Audience Insight and Research Perceived Political Orientation of News Coverage • Over half of listeners who describe their own political outlook as conservative rate NPR news coverage as liberal. • Listeners with a liberal or “middle of the road” political outlook are most likely to describe NPR news coverage as balanced. Source: NPR Listener Survey, conducted by Lightspeed Research; January & April 2009 (n=948) 2
  • 3. Audience Insight and Research Perceived Political Orientation of News Coverage • Independent data from Roper suggests that NPR is somewhat more likely than commercial news outlets to be perceived by the American public as “mostly fair” in its coverage. Don’t know enough to rate 15% 12% 12% 17% 30% 16% 14% 23% * Percentages based on those who could rate each organization Source: 2009 GfK Roper Public Affairs & Media survey, January 2009 3
  • 4. Audience Insight and Research Credibility of News Organizations • In May 2008, Pew examined which news organizations are seen as most credible or believable by the American public. Of all American adults who could rate NPR, 27% said they believe “all or most” of what they hear – a relatively high percentage compared to that of other media organizations. * Percentages based on those who could rate each organization Source: Pew Research Center, Biennial News Consumption Survey; May 2008 4