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News Music
Arts Culture
wvik.org
Target 32,754 Unique Listeners
Source: Arbitron, Spring 2012 TSA Monthly Cume
COMPARED TO THE POPULATION AS A WHOLE, NPR LISTENERS ARE…
Base: Adults 18+ who listen to an NPR News Station
Source: GfK MRI Doublebase 201
Base: Adults 18+ who listen to an NPR News StationSource: GfK MRI Doublebase 2011
NPR Listeners
Total U.S. Adults
Base: Adults 18+ who listen to an NPR News Station
OTHER ATTRIBUTES THAT DEFINE NPR LISTENERS…
Base: Adults 18+ who listen to an NPR News StationSource: GfK MRI Doublebase 2011
Curious about the world around them 64% more likely than the broader population to own a passport and 38% more likely to like to learn about art, culture and history
Influential in business 88% more likely to be the president of a company, and more than twice as likely to work in top management
Planning for the future 151% more likely to own at least $150,000 in investments and 82% more likely to use a financial planner or personal money manager
63.4%
20.5%
Sources: Arbitron Spring 2012 2010 U.S. Census
BACHELOR’S OR ADVANCED DEGREE
46.4%
28.7%
Sources: Arbitron Spring 2012 2010 U.S. Census
HH INCOME 75K+
16000
16500
17000
17500
18000
18500
19000
19500
20000
20500
21000
Spring 2010 Spring 2012
WVIK Audience Growth Spring 2010 - Spring 2012
GROWING AUDIENCE
Source: Arbitron, Spring 2012 TSA Weekly Cume
FIRST OR EXCLUSIVE CHOICE OF 60% OF AUDIENCE…
• Only QC Radio Station with a News Staff
• Local Arts News and Talk
• Regional Symphonies
WVIK LISTENERS ARE LOYAL…TO THE STATION
Source: Arbitron, Spring 2012
• Least-cluttered programming environment
• 60% fewer breaks
• No hyperbole allowed
Breaks
Content
50% 50%
25%
75%
13%
87%
PrintCommercial
Radio
MESSAGES ARE HEARD
WVIK LISTENERS ARE LOYAL…WVIK LISTENERS ARE LOYAL…TO UNDERWRITERS
95% OF PUBLIC RADIO LISTENERS HAVE TAKEN A DIRECT
ACTION AS A RESULT OF SPONSORSHIP
• 80% think positively of underwriters
• 75% prefer to do business with underwriters
• 58% believe that companies that sponsor programs on public radio are more credible than those that advertise on commercial radio
Source: NPR/Jacobs Media, 2007; conducted by Edison Media Research
Brand Awareness Cycle
95% of public radio listeners have taken a direct action as a result of sponsorship, acting on their preference to do business with partners of their station.
58% of listeners surveyed believe that companies that sponsor programs on public radio are more credible than those that advertise on commercial radio.
75% of NPR listeners prefer to buy products and services from companies that support public radio, when price and quality are equal.
80% of public radio listeners hold a more positive opinion of a company when they learn it supports public radio.
Source: NPR/Jacobs Media, 2007; conducted by Edison Media Research
The Singh Group
