Underwrite

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