The document discusses public radio sponsorship and the NPR audience. It provides details on who listens to public radio, including demographics. Research shows that NPR listeners notice and value underwriting messages. Listeners perceive public radio sponsors as higher quality and more credible than commercial radio advertisers. Sponsorship is seen as supporting the station and programming.

1. Public Radio Marketing Finding New Customers While Strengthening Your Community Ties Created by: J.C. Patrick, Station Development Manager Copyright © 2005 National Public Radio, Inc. All Rights Reserved. These materials may not be reproduced in whole or in part without prior written permission.

4. Who Listens to Public Radio?

5. Who is the NPR Audience? Source: MRI Doublebase 2003 NPR serves a large, diverse, and multifaceted mainstream audience. There is no such thing as one single set of characteristics that applies to all NPR listeners. NPR serves listeners from all income brackets, occupations, and political ideologies. Listeners have interests that range from the ordinary to the obscure.

6. Audience Cume: 1980 to 2005 NPR Stations and NPR Programming Source: Arbitron Spring 2005 reports More than 29 million people listen to an NPR station each week – Up 18% in the past five years

13. Public participation & politics: NPR reaches a politically diverse audience Source: MRI Doublebase 2003 NPR has a higher concentration of voters in its audience than any of the cable news networks, nearly all national newspapers, or any other radio outlet. Sixty-seven percent (67%) of NPR listeners voted in the last election.

14. What is the Value of Sponsorship?

19. Dial Testing – Listeners tend to stay tuned-in throughout a Sponsorship Announcement 0 10 20 30 40 50 60 70 80 90 CBS Newscast NPR Newscast Rush Limbaugh All Things Considered Public Radio Listeners’ Scoring: 0 = total tune-out 100 = total engagement 50+ = Positive Response During Program Response During Break

26. Public Radio Sponsorship = Giving Back to Your Community!

27. Okay. We have the “WHY.” Let’s talk “HOW.”