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Audience Trends & Opportunity
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Audience opportunity study engaged core, fringe, and non-listeners
QUESTIONS
• Is there growth potential?
• Who could be part of our future audience?
• How do we grow the audience on all platforms while continuing to serve our core?
• What would attract diverse and younger news and information consumers?
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Study provides preliminary answers to key questions
Is there growth potential?• Yes! And it represents a sizeable opportunity to more than
double existing audience.
Who is our best growth audience?• We have identified three categories of listeners, each with
distinct news and information habits and needs.
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Three groups of likely public radio listeners, with unique motivations but similar potential
Dutiful AggregatorsMotivation: sense of obligation to be
informed
“It’s importantimportant to learn about and understand the world around me.”
39% weekly listeners to NPR
Team LeadersMotivation: Leadership
“I want to be informed so that I can share informationshare information with others.”
30% weekly listeners to NPR
Voracious VoyagersMotivation: Curiosity
“I have a passion for learningpassion for learning and discovering.”
25% weekly listeners to NPR
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Three groups – a deeper look
Dutiful Aggregators(19% of sample)
Team Captains(21% of Sample)
Voracious Voyagers(21% of Sample)
• 45% Age 18-34
• 40% non-white
• Even political split
• Avid media consumers
• Shades of gray
• Overwhelmed - much to know and do
• 39% top news – local TV
• “Education is important to me”; “I don’t believe in absolutes”
• Opportunity: simplifying their chaotic media life
• 50% age 18-34
• 25% non-white
• Liberal and science-minded
• Prone to dive deep
• Technology, culture
• Public radio evangelists
• 54% top news – web portal
• “There are so many things I still have left to do in life”
• Opportunity: love depth; increase listening occasions
• 45% age 45-64
• 37% non-white
• 41% conservative
• Optimistic, self-confident, enthusiastic
• Strong opinions
• 52% top news – local TV
• “I believe there’s something out there that is bigger than all of us”; “Spending time with my family is important to me”
• Opportunity: balance and headlines
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Preliminary answers to other key questions
How do we grow the audience, while continuing to serve our core?
• Overcome awareness barrier: over half of non-listeners have only name recognition or are completely unfamiliar with NPR.
• Increase brand, content, and physical accessibility.•Brand: Preserve the smart - ditch the stodgy or elite.•Content: Breaking and local news are cost of entry; energize the tone; range of perspectives and balance•Physical: Increase convenience –double down on efforts to reach out on all platforms.
What does it mean to serve diverse communities and younger listeners? • Younger and diverse targets in all three groups. Awareness and
accessibility consistent issues. Hearing and seeing themselves in the programming is critical.
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Brand perception overlap between listeners & non-listeners
Top Positive Perceptions of NPR Top Negative Perceptions of NPR
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Tune-in hurdles: urgency, awareness, tone
NPR Tune-In Hurdles (% Major Reason)“NPR I feel is mostly for
educated adults from middle class and up. That is my
impression.”-Male, age 25-34, Hispanic/Latino,
Emerging Platform User
“”
“I think it [NPR] can be clever and quirky, and smart
and insightful. But I don’t choose to listen to it because it’s too
much talking for me.”-Female, age 35-44, White/Caucasian,
Lookalike
“”
“If a robot were a radio it would be NPR.”-Male, age 35-44,White/Caucasian
Lookalike“
”
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Sharing & integrating findings into our work
Detailed findings to be shared across public radio community
• At conferences: PRPD, ERPM, WSPR• Webinars: PRPD, DEI, PRNDI • Online: NPR Member Station site• Timing: September – November
NPR Work Integration• Senior leadership and editorial leadership• Internal and external work teams • Action plans across news, digital media, programming,
communications and member & program services