Who’s Listening?

The Audience is...

• Well-Educated
  51% have a college degree
  39% have attended graduate school
• Affluent
  55% have a household income of $75,000+
  47% own a home valued at $150,000+
  20% own a home valued at $250,000+
  38% have traded in stocks or bonds in last year
• Professional
  19% work in management
  20% work in professional/technial fields
• Gender and Age
  46% are male and 54% are female
  75% are 35 or older
  47% are between the ages of 25–54 

The Audience is Active and Engaged:
Research has shown that the public radio listener is more likely than an average radio listener to:

• Use a credit card
• Have purchased investment property
• Exercise regularly
• Own a home computer
• Have purchased securities
• Read and purchase books
• Travel and use a travel agent
• Be active in civic issues
• Make major purchasing decisions at work
• Carry insurance of all types
  *Source: Simmons Market Research Bureau national survey

The Audience Supports Public Radio Underwriters:

• 88% of public radio listeners say their opinion of a company is more positive when they learn the company supports public radio
• 8% say that in work-related purchases or personal shopping, they have chosen a product or service because the company that supplies it supported public radio