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Audience and Demographics
Baby Boomers and Generation X
Public radio listeners are distinguished by age, affluence and education. More than half the total audience is between ages 35-54, which places these patrons within the “Baby Boomer” demographic so attractive to underwriters. Fifty-seven percent have received a college degree or some higher level of education,and the median individual annual salary stands at $44,181.
Key Qualitative Data
NPR listeners are influential leaders and active consumers:
- More than 70 percent of NPR listeners have incomes that exceed $70,000, and are 73 percent more likely than the average U.S. adult to have household incomes of more than $100,000.
- Sixty-three percent of NPR listeners are college graduates, and more than one of three have a master's degree or have attended some graduate school.
- More than 40 percent of NPR listeners own financial securities
- More than 80 percent of NPR listeners own a computer
- NPR listeners are two times more likely to attend theatre events and concerts than other adults.
NPR listeners often fall in the Top ten percent of national household income.
MRI's Upper Deck definition tracks those households that fall in the top 10 percent of household income bracket: 26 percent of NPR listeners fall within this bracket. Of those listeners, 11 percent reside in households with at least one high income and no children present, and 10 percent live in households with at least one high income and children present. In addition, listeners are 139 percent more likely to live in a household that falls within the Upper Deck definition but does not derive most of its income from employment.
NPR listeners own their own homes
On the whole, listeners can afford (and buy) more expensive houses. Fifty-nine percent of NPR listeners live in homes valued at prices over $100,000. An additional 8 percent own homes valued between $60,000-$99,999. Further examples of high living standards come in audience tendencies to furnish homes with luxury items like digital cameras (44 percent above average), custom made window coverings (29 percent), and china dinnerware (34 percent).
Work is important to most NPR listeners
Nearly 60 percent of listeners report that work is a career, not merely a job. Thirty percent of listeners work as professionals, and 10 percent are self-employed. They tend to have more supervisory authority than the average American and they also have more authority over company purchases.
Source: MRI 2001
Need more information?
Contact Frank Pfau, Corporate Support Manager
(314) 516-5085
fxpfau@kwmu.org
