The NPR Advisory Panel provides NPR with a way to get feedback from over 31,000 listeners across the US and overseas. The panel allows NPR to better engage with listeners and member stations. Over time, the panel has grown from representing 64 member stations in 2009 to over 600 stations in 2011. The panel is used to track listener attention, listening levels, and satisfaction with NPR programs on a monthly basis. The data collected has helped NPR understand how well listeners are following major news stories and events. It also provides insights into why listeners tune in and how the programs enrich their lives.

1. Using the NPR Advisory Panel to Get Closer to the Listener

2. Case Study 2: Program Tracking Problems Limited internal audience for newly launched listener panel New senior leadership requests our participation in creating an audience-focused organization

4. 31,000+ listeners across US and overseas

5. Provides NPR new ways to engage with listeners (and member stations)

6. Panelists receive survey invites (via email) up to 2 times per month

7. Panelists recruited with help from member stations, NPR Newsletters, Facebook, Google, Twitter, etc

9. Panel Background January 2011 600+ NPR Stations Represented

10. Panel Background Who are the panelists? Frequent to Infrequent, Long-time to new listeners Varied Platform Use – some examples 350+ access NPR content via Android app 400+ via an iPad 3,400+ through their iPhone 4,000+ via Facebook or Twitter Identified listeners for all NPR shows

12. Increase panelist engagement

13. Engage panelists through newsletters so that they understand how their feedback is being used

14. Increase response rates to open-ended/essay questions

15. Improve survey response rates

16. Enhance diversity of panelists with strategic recruitment

17. African-American panelists

18. Hispanic panelists

20. Case Study 2: Program Tracking Passage of healthcare bill % of Listeners Closely Following News Coverage of a Topic BP oil spill Super Bowl World Cup Super Bowl N = 17,242

21. Case Study 2: Program Tracking I’ve trusted what I’ve heard I enjoy listening to the hosts & reporters I feel like what I hear is editorially balanced I’m never bored when I listen Listening always provides a sense of surprise & delight

22. Case Study 2: Program Tracking I regularly hear topics covered from angles or perspectives I don’t hear elsewhere I regularly hear stories that I don’t hear elsewhere I learn something new every time I listen Listening has made me interested in things I was never interested in before I feel like I’m a more interesting person because of listening

23. Case Study 2: Impact

24. Case Study 2: Impact Our Cup is Full