PUBLIC BROADCASTING
DEMOGRAPHIC OVERVIEW
NEWS
AUDIENCE
National Public Radio (NPR) attracts an
audience distinguished by its educational level
and professional success. From an
underwriter’s perspective, the NPR audience
profile is extremely attractive - affluent and
educated, highly concentrated in the desirable
baby boom group, ages 25 to 54.
GENDER: The NPR/PTV audience is slightly
more male than female, 54% versus 46%.
AGE: 65% of the NPR audience is ages 25
–54, with 48% of the NPR audience ages
35-54.
HEAD OF HOUSEHOLD INCOME: 61% of the NPR
audience has a HHI income of over $50,000, 48%
live in households over $75,000. mean HHI:
$83,989
EDUCATION: 58% of the NPR audience has
college degrees and 27% have at least attended or
graduated from Graduate school.
MARITAL STATUS: 62% of the NPR audience
is married, and 37% of the NPR audience lives in
two- person households.
HOME OWNERSHIP: Over 73% of the audience
owns their own homes. Over 49% of the NPR
audience own homes valued at $100,000 or above.
The median home value of the NPR audience is
$136,753.
SOURCES OF NON-EMPLOYMENT INCOME: 43% of
the NPR audience own securities, and 16% have
purchased securities in the past year. 24% of the
NPR listeners have mutual funds and/or stocks.
Source
MRI 2003
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