Audience Demographics

About the NPR audience...

Gender

• 54% Men
• 46% Women

Median Age

• 50

Education

• 69% graduated from college
• 32% have post-graduate degree

Employment

• Over 10% of NPR listeners are owners/partners
• vs. under 7% of the general population

Income / Home Ownership

• Median income is $86k vs. national average of $55k
• Median value of home is $335,500
• Over 20% own homes valued at $500,000+

Environmentally Conscious

• More than 70% recycle

Politically Balanced

• 34% identify themselves as liberal
• 28% conservative
• 26% middle of the road

Members of Clubs and Charities

• 45% of the NPR audience

Internet

• 66% are heavy users vs 20% of the general population

Leisure Activities within past 6 months

• 30% visited museums
• 25% attended live theater
• 64% dined out

Health

• 57% exercise regularly

Travel

• 52% have a valid passport

Source: Mediamark Research, Doublebase 2008