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NPR ON AIR A Tradition of Excellence
A TRADITION OF EXCELLENCE NPR remains:
§ A standard-setting producer and distributor of
top-quality news, information and music programming more than 40 years
§ Home of two of the three most popular radio programs in the country: Morning Edition and All Things Considered
§ Reaching a larger audience than the combined circulation of the top 51 national newspapers with more than 27 million weekly radio listeners
§ Honored with the broadcast industry’s most prestigious awards
Sources: ACT 1 based on Nielsen Audio Nationwide, Fall 2013, Persons 12+, NPR Programming + Newscasts; Audit Bureau of Circulations, circulation averages from October 2012 – March 2013
HEARD IN COMMUNITIES ACROSS THE COUNTRY
National reach, local importance § A network of more
than 900 member stations nationwide
§ Home to a weekly audience (cume) of 27.3 million listeners
§ Leading stations in
News, Arts & Life, and Music
Source: ACT 1 based on Nielsen Audio Nationwide, Fall 2013, Persons 12+, NPR Programming + Newscasts;
A BALANCED AUDIENCE 57% of NPR listeners are adult, 25-54
55+ NPR listeners Total U.S. adults
45-54
35-44
55% male
45% female
25-34
18-24
0% 5% 10% 15% 20% 25% 30% 35% 40%
Source: GfK MRI Doublebase 2013
A DESIRABLE AUDIENCE NPR listeners are:
AFFLUENT Household income $75,000+
NPR listeners
Total U.S. adults
EDUCATED Post-graduate degree
INFLUENTIAL Influentials
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65%
Source: GfK MRI Doublebase 2013
NPR PROGRAM HIGHLIGHTS Delivering diverse, top-quality programming
ESSENTIAL NEWS & COMMENTARY
LAUGHTER & POP CULTURE
INNOVATION & STORYTELLING
Longstanding news-magazines Morning Edition and All Things Considered are complemented by Weekend Edition, On Point and The Diane Rehm Show
Wait Wait....Don't Tell Me! and Ask Me Another entertain audiences with quizzes based on pop culture and current events, while Fresh Air offers immersive culture commentary
TED Radio Hour and Radiolab explore the worlds of science and innovation, and Snap Judgment focuses on sharing a variety of voices and perspectives
Source: ACT 1 based on Nielsen Audio Nationwide, Fall 2013, Persons 12+, Monday-Friday
ON AIR SPONSORSHIP Opportunities for sponsors at the national, regional and local level
60% § Sponsors can align with relevant
programs and series at the network level, or target key markets with a spot campaign on NPR stations
§ Sponsors are recognized with audio announcements meeting NPR guidelines and read by NPR talent
§ Time and time again, listeners confirm the value of NPR on air sponsorship through research demonstrating that listeners prefer to do business with companies that support NPR
HOLD A MORE POSITIVE OPINION OF COMPANIES
THAT SPONSOR NPR 96%
TAKE ACTION IN RESPONSE TO SOMETHING
HEARD ON NPR
Sources: Lightspeed Research, NPR Listener Survey, May 2011 *Lightspeed Research, NPR Sponsorship Survey, November 2012.
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