2. 2
THE AFFLUENT BUSINESS LEADER
Reach C-Suite Executives, Business Owners and Top Management
Works in Top Management
(index 240)
Is a C-Suite executive (index 212)
Is a B2B decision maker
involved in one or more
purchase decisions valued at
$1,000+ (index 234)
Earns $100k+ a year (index 178)
Has $150k+ in investment
portfolio (index 249)*
Invest in common or preferred stock
in company they work for (index 120)
and money market funds (119)
Earn $100k+ a year (index 120)
Plan to start a business in the
next year (index 113)
Monitor stocks/investments
online (index 115)
Work in management (VP,
Director, Manager) (index 116)
Sources: GfK MRI Doublebase 2014; *2014 Ipsos Affluence Survey, Base: Americans with HHI of $100k+;
comScore Plan Metrix, 3-month average,Oct-Dec 2014, Composition Index, U.S.
NPR listeners NPR.org users
3. 3
THE CULTURAL CONNOISSEUR
Reach Artistic, Creative and Culturally Connected Individuals
Gives advice to friends and family
on travel, restaurants, movies,
music or books (index 116)
Attends two or more
movies or live concerts every
month (index 155)
Spent $1000+ on travel
in the past 12 months, foreign or
domestic vacations (index 174)
Has a post-graduate degree
(index 360)
Had at least 4 glasses of wine
this week (index 125)*
NPR listeners NPR.org users
Searched for photography film/
equipment online in the last 6
months (index 136)
45% of users read books in the
last 6 months
52% of users dined out in the
last 6 months, and 29%
entertained at home
Went dancing in the last six
months (index 110)
Bought museum or art gallery
tickets online in the last six
months (index 169)
Sources: GfK MRI Doublebase 2014; *2014 Ipsos Affluence Survey, Base: Americans with HHI of $100k+;
comScore Plan Metrix, 3-month average, Oct-Dec 2014, Composition Index, U.S.
4. 4
THE WELL-EDUCATED LIFELONG LEARNER
Reach Intellectuals Committed to Continued Learning
Has a Doctorate degree
(index 518)
Work in elementary and
secondary-level education
(index 111 ) and college
education (index 107)
Has a professional school
degree (index 419)
Listened to educational radio
in the last seven days (index
122)
Searched the internet for
online educational classes in
the last six months (index 122)
Currently attends a college
or university (index 105)
Works in college education
(index 333) or pre-school
through high school
education (index 177)
Watch educational programs in
a usual week (index 109)
Sources: GfK MRI Doublebase 2014; comScore Plan Metrix, 3-month average, Oct-Dec 2014, Composition Index, U.S.
NPR listeners NPR.org users
5. 5
THE CIVIC INFLUENTIAL & COMMUNITY ACTIVIST
Reach Civic Leaders and Community Influentials
65% participated in political
activities in the past 3 years
Has worked in local, state
or federal government
(index 154)
Has written or called any politician
at the local, state or national level
in the last year (index 277)
45% donated goods (i.e.
food, clothing, car, etc.) to a
non-profit
Has been an active member of
any group that tries to influence
public policy or government
(index 318)
Served on a committee for some
local organization (index 220)
Volunteered 20+ hours in the
last six months (index 114)
Sources: GfK MRI Doublebase 2014; comScore Plan Metrix, 3-month average, Oct-Dec 2014, Composition Index, U.S.;
*Ipsos Affluent Survey, Base: Americans with household income of $100,000+
NPR listeners NPR.org users
Wrote an article or book for
publication (index 376)
Actively worked for a
political party or candidate
(index 295)
6. 6
THE CHAMPION OF WELLNESS & SUSTAINABILITY
Reach Those Who Live Lifestyles of Health and Sustainability
Purchases natural or organic foods
(index 177) 53% of users recycle, 43% use
eco-friendly light bulbs and 26%
use energy-saving electronics
Drives a hybrid vehicle (index 339)
Participates in environmental
groups or causes (index 396)
Owns a hybrid vehicle (index 110)
or is very likely to buy a hybrid
vehicle in the next six months
(index 110)
31% of users participated in
sports in the past 6 months
Agrees that companies should
make sure their products are
environmentally friendly even if
that means charging higher
prices (index 116)
More likely to consider herself
“heedful of wellness” regarding
food purchases (index 129)
Play basketball (index 123)
and go mountain biking
(index 113)
Sources: GfK MRI Doublebase 2014; comScore Plan Metrix, 3-month average, Oct-Dec 2014, Composition Index, U.S.
NPR listeners NPR.org users
7. 7
THE CURIOUS EXPLORER
Reach Eager Travelers and Curious Adventurers
72% traveled domestically in
the last year; 43% traveled
internationally in the last
three years
Search the internet for
information on vacation
packages in the past 6 months
(index 142)
Goes backpacking/hiking
(index 245) and visits
national parks (index 183)
on domestic vacations
Spent $1000 - $2,499 on
traveling online in the past 6
months (index 126)
Has been a heavy international
traveler in the past 3 years (index
113)
Spent 8+ nights in
hotels/motels in the last year
(index 170)
15% of affluent listeners usually
fly first class or business class*
Goes on trips to Southern
California (index 142), Mexico
(index 125) and Canada (index
124)
Sources: GfK MRI Doublebase 2014; *2014 Mendelsohn Affluent Survey, Base: Americans with HHI of $100k+;
comScore Plan Metrix, 3-month average, Oct-Dec 2014, Composition Index, U.S.
NPR listeners NPR.org users
8. 8
THE EARLY ADOPTER
NPR Delivers a Tech-Savvy Audience
Considered “Super Influential
Consumers” when it comes to
new technology (index 112)
First among friends to buy or use
the latest websites/internet
content and services (index 112)
and electronics (index 110)
Uses phone to visit news sites,
stream TV, download music or
listen to a podcast (index 110)
30% of users are very
comfortable with technology
Owns database software (index
117)
19% of users consider themselves
as “tech geeks”
Has job responsibility in
MIS/IS/IT/Networking or
Technology (index 225)
58% agree “when I find an
electronics product I like, I tend to
recommend it to people I know”
61% say they are
“fascinated by new technology”
Sources: GfK MRI Doublebase 2014; GfK Roper’s Category Influentials are deeply familiar with their category, frequent and trusted recommenders of products
and services across broad social network; comScore Plan Metrix, 3-month average, Oct-Dec 2014, Composition Index, U.S.
NPR listeners NPR.org users
9. 9
Sources: Lightspeed Research, NPR Sponsorship Survey, July 2014 Percentages based on respondents who agreed with each statement, where “agree”=7-
10 on a 0-10 point scale; NPR Digital Attitude Survey, NPR Listens Panel, July 2012
LISTENERS CONNECT WITH NPR SPONSORS
The “Halo Effect” of NPR and NPR.org
Hold a more positive
opinion of companies
that support NPR
%
Hold a more positive
opinion of companies
that support NPR.org
%
Prefer to buy products
or services from NPR
sponsors
%
