2006 Section 1 - cover page

Published by NPR Audience and Corporate Research July 2006

JULY 2006

N A T I O N A L P U B L I C R A D I O S T A T I O N A U D I E N C E S and Jazz Music Stations Supported by the Corporation for Public Broadcasting

Section 1: Introduction and Methodology

Demographics Employment Values and Beliefs Lifematrix Leisurestyles Influentials Community Involvement

Profile2006

I PREFACEProfile 2006

Understanding the National Public Radio Audience

he latest in a series of publications, Profile 2006 captures detailed demographic, lifestyle, and consumption pattern information relating to National Public Radio (NPR) listeners. It is designed to give

public radio professionals a better understanding of their audience and to assist them in making informed underwriting decisions.

Qualitative data on the on-air audience comes from Mediamark Research. Mediamark Research conducts a comprehensive national survey, and its Doublebase 2005/Spring 2006 MRI studies form the basis for Profile 2006. Mediamark conducts more than 51,000 personal interviews among adults 18 years or older throughout the continental United States. Within this collection, the NPR station audience sample totals over 2,200 for a seasonal survey and over 4,700 for a Doublebase survey and includes listeners of NPR member stations and stations supported by the Corporation for Public Broadcasting (CPB).

Qualitative data on the NPR Online audience comes from Nielsen NetRatings @Plan. The @Plan consumer database consists of the survey results of 36,000 active Internet users. Active users of the Internet are defined as those U.S. adults, age 18 and older, which have visited any site on the World Wide Web in the previous 30 days. The study measures all U.S. web usage, whether occurring at work, home, school or elsewhere. The research measures site usage, demographics, lifestyle characteristics and brand and product preferences for selected product categories.

Qualitative data on the NPR podcast audience comes from special online surveys conducted in late 2005 and early 2006. More than 3,400 NPR podcast subscribers completed online questionnaires describing their demographics, general purchasing and media consumption habits, and their opinions and usage of the podcasts. As part of this survey process, a panel of NPR podcast subscribers was created to allow for periodic surveys to track audience growth and evolving usage patterns. The first pulse survey was conducted in January 2006. As of this writing, the panel size is 2,000 persons, primarily adults, age 18 and older. The Audience and Corporate Research Department at NPR compiled the data and prepared the analyses in Profile 2006 primarily for NPR member stations. Many interconnected public radio stations, program producers, distributors, and other users of the Public Radio Satellite System will find relevant applications for the information contained in this report. When referencing Profile information, citations should clearly identify “MRI Doublebase 2005” as the data source, with three exceptions:

CONTACTS

National Public Radio

Audience & Corporate Research

Ann Peters Voice: 202.513.2815 Fax: 202.513.3041

Email: [email protected]

Matt Gallivan Voice: 202.513.2816 Fax: 202.513.3041


Lori Kaplan Voice: 202.513.2811 Fax: 202.513.3041


I PREFACE

The Influentials™ data in Chapter 2 should be cited as “MRI Spring 2006,” and the online audience data in Chapter 10 should be cited as “Nielsen NetRatings @Plan Spring 2006.” In addition, all podcast listener data should be cited as “NPR Podcast surveys, 2005-2006.”

Who is the NPR audience?

he essential quality that distinguishes public radio listeners from other media audiences and from the US population can be aptly described by one word – “more.” Public radio listeners are driven to learn more, to earn more, to spend more,

and to be more involved in their communities. They are leaders and decision makers, both in the boardroom and in the town square. They are more likely to exert their influence on their communities in all types of ways – from voting to volunteering. Public radio listeners are dynamic – they do more. They are much more likely than the general public to travel to foreign nations, to attend concerts and arts events, and to exercise regularly. They are health conscious, and are less likely to have serious health problems. Their media usage patterns reflect their active lifestyles; they tend to favor portable media such as newspapers or radio. As consumers, they are more likely to have a taste for products that deliver on the promise of quality. Naturally, they tend to spend more on products and services. However, their values and intellect also strongly influence their purchasing behavior. They are very open to trying new products and services but are much less likely to be influenced by usual means of reaching consumers, such as celebrity endorsements and other traditional advertising devices.

Using Qualitative Data to Discover the NPR Audience NPR serves a large, diverse and multifaceted audience. It is important to remember that there is no such thing as one single set of characteristics that applies to all NPR listeners. NPR’s MRI data in Profile reflects that diversity. NPR serves listeners from across the political spectrum, from all income brackets, and with interests ranging from the ordinary to the obscure. It is important to consider the entire picture when analyzing the data in Profile. A high index on a particular product or service does not mean that the entire NPR audience partakes of that product or service, what it indicates is the NPR audience has a higher concentration of users of a particular product or service than is found in the US population.

I PREFACE

In addition, it is important to remember that the percentages can be examined in terms of both users and non-users of a given product or service. Also, while a particular measure may have a lower index when compared to the US population, the NPR audience may still have a sizable percentage on that measure. The primary focus of Profile 2006 is to assist public radio underwriting professionals and it is written and presented with that in mind. For underwriting purposes, it is significant that our audience has a higher concentration of affluent listeners, as that distinguishes public radio as a media vehicle. However, if evaluating the data for other purposes such as programming, other factors may be more important to consider than audience segments with high indexes, particularly if these segments consist of only one or two percent of the audience. Acknowledgements: NPR’s Audience and Corporate Research wishes to thank Stewart J. Lawrence, president of Puentes, Inc., for overseeing the data analysis contained in Profile 2006. We would also like to thank Adam Russell and our interns Emilia Costa and Catherine Xu for their hard work on this document.

II

SURVEY SOURCES

MEDIAMARK

Doublebase 2005 Survey of 51,251 U.S. Adults: • 4,489 NPR Total • 3,130 NPR News • 1,217 NPR Classical • 785 NPR-CPB Jazz

Spring 2006 Survey of 25,634 U.S. Adults: • 2,005 NPR Total • 1,413 NPR News • 438 NPR Classical • 318 NPR-CPB Jazz

Survey Sources

MRI

he Mediamark National Study measures America’s product and media usage for over 500 products and services, as well as 6,000 name brands. Marketing managers and media buyers use this information to develop strategic marketing plans, competitive analyses, identifying new business opportunities and guiding media placement.

Survey Sample. Mediamark conducts an ongoing comprehensive study of demographics, product usage, and media exposure for all persons aged 18 and over in the contiguous 48 states. The company solicits respondents from different living environments, drawing from metropolitan areas, non-metropolitan counties, and the top ten major U.S. markets. Top ten markets are more heavily sampled to allow MRI to prepare reliable media and marketing estimates on a local market basis. In addition, Mediamark employs a strict area probability basis and stratified sampling to ensure proper sampling procedure Sample Selection. Interviewers select random single household addresses across the U.S., constructing an annual database reflecting the responses of over 51,000 subjects. In each subsequent year, the sample is completely redrawn, with 10,000 new respondents entering the survey every six months. Mediamark informs selected households by mail well in advance of the scheduled interview, and makes concerted efforts to reach selected citizens. When questioning the subject, the company relies on two primary methods to extract data:

1. A personal face-to-face interview allows researchers to collect demographic information and data related to individual media exposure (including magazines, newspapers, radio, television, cable, and outdoor).

2. Upon completion of the personal interview, the

fieldworker leaves a questionnaire booklet inquiring about personal and household product usage. The individual completes and returns this questionnaire to the company.

Sample Dispersion. The interviewers limit themselves to surveying only one adult per household. The random component of household selection guarantees approximate equality between male and female respondents. If an adult member of the pre-designated sex is unavailable then an adult member of the opposite sex may be interviewed. Weighting. The sample is weighted and projected to reflect most accurately the preferences of all U.S. adults. All data presented in this publication use the total U.S. adult population as a benchmark. Restricted Rights. NPR member stations, producers of NPR distributed programs, and customers of the Public Radio Satellite System have authorization to use this information in their underwriting materials and proposals, and for internal analysis. Any other usage requires permission from NPR Audience and Corporate Research.

II

SURVEY SOURCES

Nielsen NetRatings @Plan

@Plan consumer database consists of the survey results of 36,000 active Internet users. Active Internet users are defined as those U.S. adults, age 18 and older, which have visited any site on the World Wide Web in the previous 30 days. The study measures all U.S. web usage, whether at

work, home, school or elsewhere. The research measures site usage, demographics, lifestyle characteristics and brand and product preferences for selected product categories. The @Plan database is updated every three months, and interviews with 10,000 new respondents are added and the oldest 10,000 interviews are eliminated. This procedure ensures that the database is constantly refreshed to reflect the ever-changing universe of Web users and Internet sites.

@Plan utilizes a two-stage recruitment process to ensure that its database accurately reflects the universe of active Internet users. The first stage is a stratified random-digit dialing telephone survey that broadly identifies Internet users and non-users and records their basic demographics. A sample of Internet users is then re-contacted by mail and asked to log on to a special website to complete a more detailed questionnaire. Statistical tests are performed to ensure that this sample reflects the larger universe of active Internet users who did not participate in the detailed survey. Weighting. All data for Internet users and non-users are weighted to U.S. population totals by age and gender, and stratified by income. Survey results are projectable to the total U.S. population and to the total active U.S. adult Internet population. NPR Sample. Because Nielsen does not release sample size data for specific clients, the precise sample size is unknown.

NPR Surveys

PR periodically surveys its podcast subscribers to determine their demographics, general purchasing and media consumption habits, and their opinions and usage of the podcasts. Announcements posted at npr.org and within the podcasts ask subscribers to go to a special web site to

complete an on-line survey. More than 3,400 subscribers have completed on-line questionnaires since the fall of 2005. In addition, a panel of 2,000 podcast subscribers has been created to allow for periodic pulse surveys to track audience growth and evolving usage patterns. Several new podcast surveys are planned for 2006.

Note. Because respondents to podcast surveys are self-selected, without being chosen completely at random, some sampling bias may be present. Sufficient numbers of podcast listeners have been sampled over time to give us confidence in the general order of magnitude and direction of the statistics reported here. However, until more surveys are completed, data users should continue to treat these statistics as strong preliminary indicators with a modest, but unknown, range of error. Caution should be exercised in publicizing these statistics with the same degree of confidence we have in the MRI or Nielsen surveys.

III DEFINITIONSDefinitions:

How to Read and Analyze Qualitative Data NPR Audience Composition and Index 1. Total U.S. Adults refers to the selected universe – the total study – used to compare audience

behavior of adults 18 years and older. (See Figure 1)

NPR listeners are segmented by format. These format representations showcase people who listen to a public radio station carrying NPR News, NPR Classical music or NPR-CPB supported Jazz music programming. Format assignments reflect programming during an 18-hour day (6 A.M. – Midnight) as defined by the NPR Carriage Reporting Center for the Fall quarter of 2004 and the Spring quarter of 2005. Due to the diverse nature of radio programming, it is realistic to assume that radio listeners hear other programming besides NPR News, NPR Classical music and NPR-CPB supported Jazz. (See Figure 1)

2. NPR Total, NPR News, and NPR Classical are groupings referring to weekly audience estimates of NPR listeners Monday through Sunday. MRI projects the weekly audience based on NPR’s average daily weekday and weekend listening. The sample consists of selected listeners of NPR member stations. Please note that the MRI study is a national probability study, and not all NPR member stations are part of the survey base. Nonetheless, every station in the sample has an equal chance of its listeners being polled. (See Figure 1)

Figure 1.

3. NPR and CPB Supported Jazz offers a projected weekly audience estimate of adults 18 years

and older who listen to Jazz on NPR member or CPB-supported stations Monday through Sunday. Listeners of CPB-supported Jazz stations are not included in the NPR total listener audience. (See Figure 1)

TotalU.S.

Adults NPR TotalNPR News

NPR Classical

NPR-CPB Jazz

TOTAL ADULTS Vert % 100 100 100 100 100Index 100 100 100 100 100

GENDER

Men Vert % 48.04 53.97 54.65 50.8 52.02Index 100 112 114 106 108

Women Vert % 51.96 46.03 45.35 49.2 47.98Index 100 89 87 95 92

Weekly Listeners1

4

5

2 3

III DEFINITIONS

4. Vertical Percentage (Vert %) is often read as the “percent composition.” It refers to the

percentage of people exhibiting the characteristic indicated by the row heading. It is best described and understood by beginning a sentence with the column heading. Using Figure 1, a person might say, “Of all U.S. adults, 48% are male,” or “Of NPR Classical music listeners, 51% are male.” Each table shows the percent composition for U.S. adults (Total U.S. Adults), NPR listeners (NPR Total), and NPR listeners by station format (NPR News, NPR Classical, or NPR-CPB Jazz). (See Figure 1)

5. The Index is a quick way to determine if the average NPR listener is more or less likely than the

average adult to display a common characteristic. The base number for comparison is 100, and a value of 100 indicates that the group under study is on par with the total population. Values below 100 indicate below-average likelihood to have this characteristic and values above 100 indicate above-average likelihood to have this trait. For example, in Figure 1, the index for male NPR listeners is 113. This means that one has a somewhat higher chance of finding men in the NPR audience than in the total U.S. population. Many underwriting professionals simply express the index as a percentage when presenting information to clients:

NPR listeners are 12% more likely to be men than are all U.S. adults. (Subtract 100 from the index and read as a percentage. Express negative numbers as “less likely.”)

Generally, an index variance of less than 10 points (or 10 percentage points) indicates that NPR audience habits are not drastically different than the habits of the U.S. population base. Smaller population segments are more likely to have particularly high or low indexes on a given measure than larger population segments. For example, the indexes on products which most of the US population tends to buy, such as sugar, will show less variance across media vehicles than product purchasing which is more specialized, such as business-to-business purchasing of raw materials.

6. Analysis and Positioning of MRI data. There are several perspectives that can be used to present the value proposition of underwriting to a potential sponsor. The Index on a given product is one of the most commonly used measures in underwriting. However, products that have a high index are only part of the potential story. Index is a measure of how efficiently a media vehicle delivers an audience in a particular cohort. As explained above, as a product or service achieves greater penetration among the population, it is less likely to have a high index with any given media vehicle. In addition, even if a particular media vehicle has a high index on a product, other factors, such as audience size and cost must also be taken into account. The Vertical Percentage is also valuable for assessing potential underwriting targets. If 90% of a station’s audience purchases a particular service, then the service provider is a viable target even if the service only has an index of 105. Products or services that have a lower index can be viable targets if the audience composition and audience size are large enough or if it can be demonstrated to an underwriter that reach is sufficiently extended by the addition of public radio. Reach extension can be shown to a prospective underwriter in several different ways. In the case of television, NPR’s MRI data shows that public radio listeners tend to be less likely to use

III DEFINITIONS

this medium, so the addition of public radio to the media mix in a television heavy campaign is the addition of a new and different audience. Another factor for consideration is shared audience. For example, 40% of NPR Station listeners also listened to Premiere Radio networks during a given week, which in turn implies that 60% of NPR Station listeners did not listen to any Premiere programming. Thus, public radio sponsorship would extend the reach of a company only advertising on Premiere. While the above examples use MRI data, the same principles apply to other similar national and local research studies.

Other Key Information

Always source your information. Sourcing your data gives it credibility. The data in Profile 2006 comes from a respected research firm, and to not cite the data source properly only serves to devalue the data being presented. In addition, it is a license requirement imposed on NPR by the supplier. Any known violation of this requirement could jeopardize the contract that allows NPR to distribute the data.

• WARNING indicators. Whenever data is accompanied by an asterisk (*), it demonstrates a low survey response. Projections for asterisked data are likely to be unstable and should be used with caution. They are included primarily to assess the attributes of the U.S. adult population.

1 DemoGender, ANumber oIncome, HRegions,

UppeSegment EmploJob Title,Location,Firm, Sup

ValueAgree an

LifemValues ra

LeisuSegment
Attributes graphics ge, Education, Marital Status, Race and Ethnicity, Individual Employment Income, Child Age, f Children in Home, Household Size, Head of Household Employment Status, Household ome Value, Years at Address, Life Cycle, MSA, Census Regions, Nielsen Marketing
Media Markets, County Size

r Deck ation of Top 10% Income Households

yment Area of Responsibility, Occupational Types, Company Size, Occupation, Primary Work Number of Household Members Employed, Employment Status, Wage Earner Status, Kind of ervision, Attitude Toward Work

s and Beliefs d Disagree Statements Regarding Personal Values and Beliefs

atrix Source Questions ted as “Very Important”, “Average Importance”, or “Not Important”

restyles ation of various leisure styles

Key DemographicsNPR Listeners vs. U.S. Adults % Composition

Reads: 54% of NPR listeners are male.Base: U.S. Adults 18+

*HHI - Household Income*HH - Household Composition

NPR Audience and Corporate ResearchSOURCE: MRI Doublebase 2005

27%

52%

40%

58%

38%

25%

8%

57%

54%

46%

41%

63%

43%

16%

67%

45%

57%

61%

77%

28%

51%

31%

71%

48%Male

Female

Age 30-49

Age 25-54

Age 50 and older

HHI* below $30,000

HHI $50,000 and above


College Degree (includinggraduate study)

Graduate School(attended/degree)

Married

Home Owners

NPR Listeners

Total U.S. Adults

1 ATTRIBUTES1: Attributes

ublic radio reaches one of the most educated and affluent audiences in radio. The median personal income for listeners is $ 43,316. Fifty-seven percent (57%) have attained at least a bachelor’s degree, including 27% with a graduate or a

professional school degree. Listeners are also distinguished by their mindset. They place a high value on creativity, curiosity, and social consciousness and have a strong attachment to nature and the environment. These beliefs are not just abstract ideals, but are manifest in the product and lifestyle choices made by the NPR audience. Gender. NPR’s audience skews slightly male. Males make up 54% of all listeners and 52% of jazz listeners. The classical audience draws the largest segment (49%) of female listeners. Age. Adults 45-54 make up the largest subgroup of NPR listeners, comprising 25% of the market. Individuals between the ages of 45-64 listen to NPR at rates exceeding the national benchmark, while other age groups (18-34, 65 and older) tune in at rates below the national benchmark. Education. NPR reaches one of the most well educated audiences in media: listeners are more than twice as likely to have attained at least a bachelor’s degree and three times more likely to have attended graduate or professional school. Marital Status. A majority of NPR listeners (61%) are married. However, 35% are either single, legally separated, or divorced. Ethnicity. Eighty percent (80%) NPR listeners are white. African Americans make up the second largest audience for total NPR programming, comprising almost 12% of total listeners and 32% of jazz listeners. The lifestyle and consumption patterns are similar for NPR listeners across ethnic groups. Individual Income. NPR listeners exhibit affluence. Nearly one-third have individual salaried income totaling more than $50,000, and 15% report income of $75,000 and higher. These results put the earning power of NPR listeners at 76% and 110% above the national averages in each category, respectively. Geographic Location. NPR has a higher concentration of listeners in the Northeast and in the Western states. In contrast, the East Central, West Central, Southeast, and Southwest regions are underrepresented in comparison to their contribution to the US population. Household Composition and Children. Despite the high prevalence of married people in the NPR audience, they are less likely to have children living at home when compared with the U.S. population. Thirty-seven percent of listeners (37%) live in a house of

MINDSET

NPR listeners value creativity, curiosity, and social responsibility.

Key Demographics by Format NPR News, NPR Classical, NPR-CPB Jazz

Reads: 55% of NPR News listeners are men.Base: U.S. Adults 18+, who listen to NPR news, classical or jazz stations.


55%

45%

43%

22%

65%

44%

15%

70%

49%

64%

32%

84%

8%

51%

49%

36%

19%

58%

52%

14%

69%

45%

63%

31%

89%

6%

52%

48%

41%

26%

63%

40%

20%

63%

40%

45%

21%

62%

32%

Male

Female

Age 30-49

Age 18-34

Age 25-54

Age 50 and Older

HHI* under $30,000



College Degree (including post-graduate study)

Graduate School(attended/degree)

White/Caucasian

African American

News

Classical

Jazz

1 ATTRIBUTES

only two people, and fifteen percent of listeners (15%) live alone. Households of three to four individuals make up 38% of the total audience. Household Status and Income. A degree of affluence is common in NPR households, as indicated by previous measures on individual income. The median household income is $69,026. . Home Ownership. NPR listeners tend to reside in homes of above average value. The largest segment of listeners (30%) live in homes valued between $200,000 and $499,999. Eleven percent own homes valued over $500,000, about twice the level found in the general population. NPR listeners tend to spend as much time at one address as the population as a whole. The largest segment (22%) has spent between 2 to 4 years at their current address; the next largest segment (20%) has spent 10 to 19 years at their current address. MRI’s Upper Deck segmentation study tracks those households that fall in the top 10% of household income bracket: 21% of NPR listeners fall within this bracket. Of those listeners, 9% reside in households with at least one high income and no children present, and 8% live in households with at least one high income and children present. In addition, listeners are 50% more likely to live in a household that falls within the Upper Deck definition but does not derive most of its income from employment. Work. Work is important to most NPR listeners, they are 37% more likely than the average American to feel that their work is a career, not merely a job. Twenty-nine percent work as professionals, and 16% are executives, managers or administrators. NPR listeners are more likely to have supervisory authority and to have made company purchases than the average American. Place of Business. The largest segment of NPR listeners (19%) work in companies with fewer than 25 employees. The second largest cohort (14%) works in a company with more than 1,000 employees. Thirty-two percent of listeners work in a business firm, but high concentrations of listeners are employed in non-profits, government or are self-employed professionals. Employment Status. The majority of NPR listeners (60%) are employed full-time and 52% of respondent households consist of two or more workers. NPR listeners are 19% less likely to be retired and 29% less likely to be homemakers. Values and Beliefs. NPR listeners have a strong appreciation for creativity and curiosity, and are drawn to the arts and intellectual pursuits. They consistently rate learning about the world around them as being very important. They are 33% more likely to express an interest in theories, 26% more likely to enjoy learning about art, culture, and history, and 56% more likely to express a desire to travel to a foreign country.

INFLUENCE

NPR listeners have the authority to make changes in their company’s

policy. Many own their own company.

Key Employment NPR Listeners vs. U.S. Adults % Composition

Reads: 73% of NPR listeners are employed.Base: U.S. Adults 18+

*IEI - Individual Employment IncomeNPR Audience and Corporate Research

SOURCE: MRI Doublebase 2005

73%

60%

45%

40%

31%

8%

30%

32%

16%

13%

64%

53%

23%

25%

17%

4%

23%

35%

10%

8%

Employed

Employed Full-Time

Professional/Managerial

IEI* $40,000 and above

IEI $50,000 and above

Job Title: Top Management

Supervise Employees

Work for Private Business

Work for Government

Self-Employed

NPR Listeners

Total U.S. Adults

1 ATTRIBUTES

Listeners are as likely as the general population to enjoy trying new and different things, but are not motivated to do so by a sense of trendiness. They are 13% less likely to report they follow the latest fashion. Listeners are not averse to style, but their product purchasing is driven by factors other than conformity. Listeners have particularly strong feelings about the environment and social responsibility. Three-fourths rate preserving the environment and social responsibility as being “very important.” In contrast to the population as whole, listeners are more likely to have an iconoclastic streak. They are much less likely than the average American to look to tradition and faith as sources for information and are less likely to place importance on what other individuals think of them. Most NPR listeners enjoy physical and mental challenges. In their outdoor activities, they prefer auto racing, snowboarding and roller blading to more traditional pursuits such as hiking, fishing or swimming. Listeners also enjoy puzzles and board games at rates above the general population Balancing their interest in the world at large, NPR listeners are also very domestic. The second largest listener group (32%) is comprised of “Cultural Nesters” who enjoy reading, gardening, cooking, and entertaining at home. Many listeners are also avid collectors of stamps, coins and antiques.

Key ValuesNPR Listeners vs. U.S. Adults % Composition

Reads: 87% of NPR listeners like to learn about art, culture, and historyBase: U.S. Adults 18+


87%

74%

73%

73%

64%

57%

69%

55%

58%

58%

41%

48%

I like to learn about art,culture, and history.

I am often interested intheories.

I would like to understandmore about how the

universe works.

I consider myself anintellectual.

I would like to spend ayear or more in a foreign

country

I like being in charge of agroup.

NPR Listeners

Total U.S. Adults

SOURCE: MRI Doublebase 2005Base: Total U.S. Adults Demographics

National Public Radio Station Audiences

Attributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz

Vert % 100 100 100 100 100Index 100 100 100 100 100

GENDER

Men Vert % 48.04 53.97 54.65 50.8 52.02Index 100 112 114 106 108

Women Vert % 51.96 46.03 45.35 49.2 47.98Index 100 89 87 95 92

Parents Vert % 34.59 33.52 34.11 28.84 34.5Index 100 97 99 83 100

AGE

Median Age 44 47 47.3 50.5 45.5

18-24 Vert % 12.96 6.87 5.16 *5.33 *9.66Index 100 53 40 *41 *75

25-34 Vert % 18.4 17.22 17.19 13.72 16.83Index 100 94 93 75 91

35-44 Vert % 20.72 21.21 22.11 18.57 22.49Index 100 102 107 90 109

45-54 Vert % 18.96 24.88 25.39 25.57 23.34Index 100 131 134 135 123

55-64 Vert % 12.84 16.25 17.21 19.83 15.24Index 100 127 134 154 119

65+ Vert % 16.13 13.56 12.94 16.99 12.44Index 100 84 80 105 77

AGE GROUP SUMMARIES

18-34 Vert % 31.36 24.1 22.35 19.05 26.49Index 100 77 71 61 84

18-49 Vert % 62.16 57.22 56.35 48.5 60.07Index 100 92 91 78 97

TOTAL ADULTS

Weekly Listeners

Prepared by NPR Audience and Corporate ResearchRestricted Rights

*Unstable; use with caution



Attributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz

Vert % 100 100 100 100 100Index 100 100 100 100 100

TOTAL ADULTS

Weekly Listeners

25-54 Vert % 58.08 63.32 64.68 57.85 62.66Index 100 109 111 100 108

55+ Vert % 28.97 29.8 30.15 36.82 27.68Index 100 103 104 127 96

Men 18-34 Vert % 15.67 13.05 12.44 10.06 12.47Index 100 83 79 64 80

Men 18-49 Vert % 30.77 31.07 31.28 24.07 30.68Index 100 101 102 78 100

Men 25-54 Vert % 28.56 35.24 36.88 29.4 32.65Index 100 123 129 103 114

Men 55+ Vert % 12.95 15.55 15.35 18.54 15.86Index 100 120 118 143 122

Women 18-34 Vert % 15.69 11.05 9.91 8.99 14.02Index 100 70 63 57 89

Women 18-49 Vert % 29.51 28.09 27.81 28.45 30.01Index 100 95 94 96 102

Women 25-54 Vert % 29.51 28.09 27.81 28.45 30.01Index 100 95 94 96 102

Women 55+ Vert % 16.01 14.25 14.8 18.28 11.82Index 100 89 92 114 74

Graduated College or More Vert % 24.75 56.65 63.68 62.64 44.9Index 100 229 257 253 181

Post-Graduate Vert % 8.21 26.71 31.77 31.1 20.98Index 100 325 387 379 255

Doctorate degree Vert % 1.09 4.99 6.42 6.4 *3.12Index 100 458 590 588 *286

EDUCATION (HIGHEST LEVEL COMPLETED)





Attributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz

Vert % 100 100 100 100 100Index 100 100 100 100 100

TOTAL ADULTS

Weekly Listeners

Professional school degree Vert % 1.15 3.86 4.45 4.02 *3.15Index 100 336 388 350 *274

Master's degree Vert % 5.98 17.86 20.89 20.68 14.72Index 100 299 350 346 246

Bachelor's degree Vert % 16.54 29.94 31.92 31.54 23.92Index 100 181 193 191 145

Associate degree, academic Vert % 3.54 3.8 3.53 *3.69 *6.11Index 100 107 100 *104 *173

Associate degree, Vert % 4.49 3.28 2.6 *3.07 *3.5occupational/vocational Index 100 73 58 *68 *78

Some college, but no degree Vert % 19.05 16.38 15.25 16.17 18.72Index 100 86 80 85 98

H.S. diploma or the equivalent, Vert % 31.77 15.16 11.25 12.3 20.11such as GED Index 100 48 35 39 63

11th grade or less Vert % 14.77 4.34 3.22 *2.02 *6.65Index 100 29 22 *14 *45

MARITAL STATUS

Single Vert % 24.37 24.42 22.71 20.77 28.24Index 100 100 93 85 116

Married Vert % 56.75 60.81 63.52 64.61 55.39Index 100 107 112 114 98

Engaged Vert % 4.7 3.77 3.23 *2.68 *3.81Index 100 80 69 *57 *81

Divorced or Legally Separated Vert % 12.05 10.97 10.47 10.11 12.35Index 100 91 87 84 102

Widowed Vert % 6.83 3.81 3.31 4.51 4.03Index 100 56 49 66 59





Attributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz

Vert % 100 100 100 100 100Index 100 100 100 100 100

TOTAL ADULTS

Weekly Listeners

RACE AND ETHNICITY

White Vert % 77.92 79.8 83.72 89.02 62.11Index 100 102 107 114 80

Black/African American Vert % 11.39 11.81 7.78 6.47 31.93Index 100 104 68 57 280

American Indian or Alaska Native Vert % 1.18 2.67 *2.24 *0.38 *1.45Index 100 227 *191 *33 *124

Asian Vert % 2.49 2.6 3.29 *2.16 *2.17Index 100 104 132 *87 *87

Other Vert % 8.1 4.26 4.08 *2.4 *4.53Index 100 53 50 *30 *56

White only Vert % 77.12 78.97 82.97 88.78 60.37Index 100 102 108 115 78

Black/African American only Vert % 11.18 11.57 7.56 6.45 31.57Index 100 103 68 58 282

Other Race/Multiple Classifications Vert % 11.7 9.46 9.47 4.78 8.07Index 100 81 81 41 69

Spanish or Hispanic Origin or Vert % 12.23 6.42 6.06 *3.7 *7.2 Descent Index 100 53 50 *30 *59

Median Individual Employment $33,265 $43,316 $46,357 $41,839 $40,492

$150,000 or more Vert % 6.7 12.39 14.34 12.3 10.41Index 100 185 214 184 155

$100,000-$149,999 Vert % 11.37 17.42 18.61 16.08 16.42Index 100 153 164 141 144

INDIVIDUAL EMPLOYMENT INCOME





Attributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz

Vert % 100 100 100 100 100Index 100 100 100 100 100

TOTAL ADULTS

Weekly Listeners

$75,000-$99,999 Vert % 13.07 15.39 16.13 17.08 13.49Index 100 118 123 131 103

$60,000-$74,999 Vert % 11.29 12.06 11.78 14.26 11.85Index 100 107 104 126 105

$50,000-$59,999 Vert % 8.86 9.71 8.83 9.12 10.66Index 100 110 100 103 120

$40,000-$49,999 Vert % 9.89 8.47 7.64 8.87 9.15Index 100 86 77 90 93

$30,000-$39,999 Vert % 10.97 8.45 8.11 8.28 7.84Index 100 77 74 75 71

$20,000-$29,999 Vert % 11.31 6.66 5.77 6.51 9.51Index 100 59 51 58 84

$10,000-$19,999 Vert % 10.39 6.11 5.76 5.12 *5.69Index 100 59 55 49 *55

Less than $10,000 Vert % 6.15 3.36 3.03 *2.39 *4.98Index 100 55 49 *39 *81

$50,000 or More Vert % 16.89 31.18 34.92 30.65 32.21Index 100 185 207 181 191


CHILD AGE

Less than 12 Months Vert % 4.45 3.24 2.82 *2.84 *3.21Index 100 73 63 *64 *72

12-23 Months Vert % 8.27 7.12 6.99 5.02 *7.61Index 100 86 84 61 *92

Less than 2 Years Vert % 11.77 9.46 9.04 7.77 10.18Index 100 80 77 66 87





Attributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz

Vert % 100 100 100 100 100Index 100 100 100 100 100

TOTAL ADULTS

Weekly Listeners

Less than 6 Years Vert % 19.41 16.02 15.39 12.6 17.86Index 100 83 79 65 92

2-5 Years Vert % 11.77 10.5 9.99 6.96 11.75Index 100 89 85 59 100

6-11 Years Vert % 19.48 16.76 15.78 13.58 17.23Index 100 86 81 70 88

12-17 Years Vert % 20.05 18.85 17.94 17.02 21.24Index 100 94 89 85 106

Any Vert % 58.2 62.31 63.21 67.84 61.36Index 100 107 109 117 105

0 Vert % 17.05 15.63 15.59 14.15 13.92Index 100 92 91 83 82

1 Vert % 15.15 14.26 14.91 12.81 15.29Index 100 94 98 85 101

2 Vert % 6.5 5.33 3.98 *4 *7.21Index 100 82 61 *61 *111

3 or more Vert % 3.09 2.47 2.31 *1.2 *2.23Index 100 80 75 *39 *72

HOUSEHOLD SIZE

1 Vert % 13.79 14.84 14.56 15.99 16.05Index 100 108 106 116 116

2 Vert % 33.48 37.19 39.49 43.7 32.3Index 100 111 118 131 96

3 to 4 Vert % 37.77 37.68 37.31 32.13 41.53Index 100 100 99 85 110

5 or More Vert % 14.96 10.29 8.64 8.17 10.12Index 100 69 58 55 68

NUMBER OF CHILDREN IN HOME





Attributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz

Vert % 100 100 100 100 100Index 100 100 100 100 100

TOTAL ADULTS

Weekly Listeners

HOUSEHOLD INCOME

Median Household Income $51,466 $69,026 $73,824 $70,228 $62,741

$200,000 or more Vert % 2.88 5.06 5.98 5.73 *3.92Index 100 176 208 199 *136

$150,000-$199,999 Vert % 3.82 7.33 8.35 6.57 6.49Index 100 192 219 172 170

$100,000-$149,999 Vert % 11.37 17.42 18.61 16.08 16.42Index 100 153 164 141 144

$75,000-$99,999 Vert % 13.07 15.39 16.13 17.08 13.49Index 100 118 123 131 103

$60,000-$74,999 Vert % 11.29 12.06 11.78 14.26 11.85Index 100 107 104 126 105

$50,000-$59,999 Vert % 8.86 9.71 8.83 9.12 10.66Index 100 110 100 103 120

$40,000-$49,999 Vert % 9.89 8.47 7.64 8.87 9.15Index 100 86 77 90 93

$30,000-$39,999 Vert % 10.97 8.45 8.11 8.28 7.84Index 100 77 74 75 71

$20,000-$29,999 Vert % 11.31 6.66 5.77 6.51 9.51Index 100 59 51 58 84

$10,000-$19,999 Vert % 10.39 6.11 5.76 5.12 *5.69Index 100 59 55 49 *55

Less than $10,000 Vert % 6.15 3.36 3.03 *2.39 *4.98 Index 100 55 49 *39 *81


HOUSEHOLD INCOME SUMMARIES





Attributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz

Vert % 100 100 100 100 100Index 100 100 100 100 100

TOTAL ADULTS

Weekly Listeners







Less than $30,000 Vert % 27.85 16.12 14.56 14.02 20.18Index 100 58 52 50 72

VALUE OF HOME

Home Owned Vert % 71.44 76.66 77.96 82.91 69.66Index 100 107 109 116 98

Median Value of Owned Home $201,006 $256,079 $263,967 $244,310 $274,793

$500,000+ Vert % 5.78 11.43 12.93 9.4 11.81Index 100 198 224 162 204

$200,000-$499,999 Vert % 22.63 29.97 31.25 30.3 29.73Index 100 132 138 134 131

$150,000-$199,999 Vert % 10.39 11.36 11.89 15.31 5.11Index 100 109 115 147 49

$125,000-$149,999 Vert % 7.06 7.19 6.76 7.96 *4.77Index 100 102 96 113 *68

$100,000-$124,999 Vert % 6.77 5.24 4.03 7.11 *7.49Index 100 77 60 105 *111





Attributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz

Vert % 100 100 100 100 100Index 100 100 100 100 100

TOTAL ADULTS

Weekly Listeners

$75,000-$124,999 Vert % 13.49 9.39 8.03 11.66 11.77Index 100 70 60 86 87

$60,000-$74,999 Vert % 4.03 2.4 *2.43 *3.54 *1.84Index 100 60 *60 *88 *46

Less than $60,000 Vert % 7.95 3.57 3.34 *2.73 *3.47Index 100 45 42 *34 *44

YEARS AT ADDRESS

Less Than 1 Year Vert % 17.52 14.4 13.87 10.52 18.08Index 100 82 79 60 103

1 Year Vert % 9.65 9.08 9.16 8.73 6.57Index 100 94 95 90 68

2-4 Years Vert % 20.15 21.98 22.9 22.2 20.11Index 100 109 114 110 100

5-9 Years Vert % 16.89 17.05 17.34 15.94 16.14Index 100 101 103 94 96

10-19 Years Vert % 17 19.51 19.73 22.13 18.59Index 100 115 116 130 109

20 or More Years Vert % 18.78 17.96 16.98 20.48 20.51Index 100 96 90 109 109

LIFE CYCLE OF RESPONDENT

AGES 18-34

18-34, 1 Person Household Vert % 2.44 3.11 3.18 *2.18 *3.07Index 100 127 130 *89 *126

18-34 Married, No Kids Vert % 2.76 3.24 3.64 *2.82 *3.19Index 100 117 132 *102 *115

18-34 Married, Youngest Child Vert % 7.47 4.13 4.07 *4.02 *4.15Index 100 55 54 *54 *56





Attributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz

Vert % 100 100 100 100 100Index 100 100 100 100 100

TOTAL ADULTS

Weekly Listeners

18-34 Married, Child 6-17 Vert % 1.61 *1.03 *0.72 *0.44 *1.42Index 100 *64 *45 *27 *88

Balance of 18-34 Year Olds Vert % 17.07 12.59 10.75 9.6 14.67Index 100 74 63 56 86

AGES 35-49

35-49, 1 Person Household Vert % 2.85 3.75 3.82 4.38 *3.93Index 100 131 134 154 *138

35-49 Married, No Kids Vert % 5.1 4.67 5.06 *3.96 *4.11Index 100 92 99 *78 *81

35-49 Married, Youngest Child Vert % 5.33 7.69 8.31 5.78 7.97Index 100 144 156 108 149

35-49 Married, Child 6-11 Vert % 5.71 5.89 6.17 5.1 *4.85Index 100 103 108 89 *85

35-49 Married, Child 12-17 Vert % 4.43 4.57 4.9 4.96 *4.14Index 100 103 110 112 *93

Balance of 35-49 Year Olds Vert % 7.37 6.55 5.74 5.27 8.57Index 100 89 78 72 116

AGES 50+

50 or Older, 1 Person Household Vert % 8.21 8.45 8.25 9.38 9.67Index 100 103 101 114 118

50 or Older Married, No Kids Vert % 20.53 23.63 24.69 30.6 19.83Index 100 115 120 149 97

50 or Older Married with Kids Vert % 3.63 5.6 5.83 5.83 *5.51Index 100 154 161 161 *152

Balance of 50 or Older Vert % 5.47 5.11 4.87 5.68 *4.92Index 100 93 89 104 *90





Attributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz

Vert % 100 100 100 100 100Index 100 100 100 100 100

TOTAL ADULTS

Weekly Listeners

COLLEGE STUDENT

Currently attending Vert % 7.76 9.72 9.77 9.02 11.97Index 100 125 126 116 154

Full-time student Vert % 4.6 5.19 5.21 *4.57 *6.01Index 100 113 113 *99 *131

Part-time student Vert % 2.93 4.16 4.34 *4.17 *5.21Index 100 142 148 *142 *178

Working toward Associate's degree Vert % 1.76 *1.03 *0.59 *0.48 *1.85Index 100 *59 *33 *27 *105

Working toward Bachelor's degree Vert % 3.38 3.52 3.68 *4.34 *4.29Index 100 104 109 *128 *127

Working toward Post-Graduate Vert % 1.42 3.16 3.09 *2.23 *4.03degree Index 100 223 218 *157 *284

Working toward No degree Vert % 0.83 1.64 2.07 *1.59 *1.51Index 100 197 248 *190 *181

MSA Central City Vert % 32.05 39.59 40.31 35.63 40.83Index 100 124 126 111 127

MSA Suburban Vert % 48.77 48.14 45.93 51.04 54.51Index 100 99 94 105 112

Non-MSA Vert % 19.18 12.27 13.76 13.33 *4.67Index 100 64 72 69 *24

CENSUS REGIONS

North East Vert % 19.11 20.62 19.88 25.83 25.72(New England and Mid Atlantic) Index 100 108 104 135 135

South Vert % 36.2 28.96 28.66 36.85 32.77(South Atlantic, East South Index 100 80 79 102 91Central, West South Central)

METROPOLITAN STATISTICAL AREA





Attributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz

Vert % 100 100 100 100 100Index 100 100 100 100 100

TOTAL ADULTS

Weekly Listeners

North Central Vert % 22.61 21.31 20.16 21.43 12.48(East North Central, West North Index 100 94 89 95 55 Central)

West Vert % 22.08 29.11 31.3 15.89 29.03(Mountain and Pacific) Index 100 132 142 72 131

New England Vert % 5 6.3 8.32 7.48 5.63Index 100 126 166 150 113

Mid Atlantic Vert % 14.11 14.33 11.56 18.34 20.09Index 100 102 82 130 142

South Atlantic Vert % 18.34 15.85 16.48 22.29 13.76Index 100 86 90 122 75

East South Central Vert % 6.38 4.48 5.46 8.37 *4.97Index 100 70 86 131 *78

West South Central Vert % 11.47 8.63 6.72 6.18 14.04Index 100 75 59 54 122

East North Central Vert % 15.98 14.26 14.41 14.74 9.23Index 100 89 90 92 58

West North Central Vert % 6.63 7.05 5.76 6.69 *3.25Index 100 106 87 101 *49

Mountain Vert % 7.05 8.91 10.25 6.69 *4.71Index 100 126 145 95 *67

Pacific Vert % 15.03 20.2 21.04 9.21 24.32Index 100 134 140 61 162

CENSUS SUB-REGIONS





Attributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz

Vert % 100 100 100 100 100Index 100 100 100 100 100

TOTAL ADULTS

Weekly Listeners

MEDIA MARKETS

DMAs 1-5 Vert % 21.4 20.96 18.54 15.03 22.92Index 100 98 87 70 107

DMAs 6-10 Vert % 10.12 13.23 14.08 8.39 14.79Index 100 131 139 83 146

DMAs 11-25 Vert % 20.43 24.38 22.89 21.24 34.4Index 100 119 112 104 168

DMAs 26-50 Vert % 16.39 15.18 16.67 22.21 *8.52Index 100 93 102 136 *52

DMAs 51-100 Vert % 17.11 15.52 16.17 20.56 12.42Index 100 91 94 120 73

COUNTY SIZE

A (21 largest metro areas) Vert % 41.17 46.99 44.07 33.92 58.08Index 100 114 107 82 141

B (counties with more than 85,000 Vert % 29.9 32.12 33.24 44.28 29.68households - excluding A) Index 100 107 111 148 99

C (counties excluding A and B with Vert % 14.51 12.06 14.09 11.25 *6.13more than 20,000 households) Index 100 83 97 78 *42

D (all remaining counties) Vert % 14.42 8.83 8.61 10.54 *6.11Index 100 61 60 73 *42



SOURCE: Doublebase 2005Base: Total U.S. Adults Upper Deck


Attributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz


RESPONDENT LIFE STYLE

Upper Deck Respondent Vert % 12 20.55 22.99 19.88 18.06Top 10% household income Index 100 171 192 166 151

Well-Feathered Nests (at least Vert % 4.61 8.25 9.39 7.66 7.03one high income, and children Index 100 179 204 166 153present)

No Strings Attached (at least one Vert % 3.98 9.14 10.15 8.59 7.68high income, no children) Index 100 230 255 216 193

Nanny's in Charge (two or more Vert % 0.96 *0.66 *0.73 *0.24 *0.22income, none high income, children Index 100 *69 *75 *24 *23present)

Two Careers (two or more income, Vert % 1.22 *0.66 *0.64 *0.91 *0.72none high income, no children) Index 100 *54 *53 *74 *59

The Good Life (not employed or Vert % 1.23 1.84 2.09 *2.49 *2.41head of household not employed Index 100 150 170 *202 *196 -still top 10% income)

Weekly Listeners



SOURCE: Doublebase 2005Base: Total U.S. Adults Employment


Attributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz

Vert % 100 100 100 100 100Index 100 100 100 100 100

JOB TITLE

President Vert % 1.32 2.46 2.86 *2.71 *1.14Index 100 186 216 *205 *86

Vice President Vert % 0.76 1.42 1.67 *1.61 *0.77Index 100 186 219 *212 *101

Treasurer Vert % 0.25 *0.41 *0.55 *0.72 *0.13Index 100 *164 *217 *285 *53

Member of the Board Vert % 0.24 *0.6 *0.7 *0.95 *0.08Index 100 *247 *288 *393 *34

Comptroller Vert % 0.2 *0.56 *0.67 *0.98 *0.91Index 100 *277 *332 *487 *453

General Manager Vert % 1.15 1.95 2.27 *2.74 *1.45Index 100 170 198 *238 *126

Owner-Partner Vert % 6.99 10.83 11.59 10.63 9.43Index 100 155 166 152 135

Manager Vert % 6.57 8.72 10.17 8.71 8.35Index 100 133 155 133 127

Vert % 2.93 4.07 3.9 5.06 *4.51Index 100 139 133 173 *154

Vert % 3.99 8.03 9.14 7.7 6.4Index 100 201 229 193 160

No title Vert % 45.93 46.67 46.91 45.57 44.72Index 100 102 102 99 97

AREA OF RESPONSIBILITY

Accounting Vert % 9.67 12.61 13.65 12.39 10.88Index 100 130 141 128 112

Banking Vert % 8.11 8.68 9.08 8.51 8.45Index 100 107 112 105 104

Weekly Listeners

Other (Foreman, Supervisor, Administrator, Superintendent)

Top Management: Prof'l/Managerial, IEI $35,000+, job code above





Attributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz

Vert % 100 100 100 100 100Index 100 100 100 100 100

Weekly Listeners

Vert % 6.58 12.75 14.53 11.08 10.49Index 100 194 221 168 159

Finance Vert % 8 10.47 11.37 10.38 9.65Index 100 131 142 130 121

General Management Vert % 14.67 21.22 23.68 21.05 17.25Index 100 145 161 143 118

International Vert % 1.19 2.17 2.42 *2.39 *1.96Index 100 183 204 *201 *165

Management Information Systems/ Vert % 2.89 5.91 7 4.77 5.64Electronic Data Processing Index 100 204 242 165 195

Manufacturing Vert % 5.5 5.42 5.54 4.88 *7.16Index 100 99 101 89 *130

Marketing Vert % 7.47 12.23 13.27 11.44 11.17Index 100 164 178 153 150

Medical Vert % 5.77 7.91 8.72 9.58 *5.28Index 100 137 151 166 *92

Sales Vert % 14.31 15.27 15.58 12.02 15.52Index 100 107 109 84 108

Service Vert % 35.96 37.01 37.36 35.73 38.16Index 100 103 104 99 106

OCCUPATIONAL TYPES

Agriculture Vert % 1.21 *1.09 *1.15 *1.18 *0.49Index 100 *90 *95 *98 *40

Manufacturing, Processing Vert % 6.72 5.64 5.98 5.51 *5.76Index 100 84 89 82 *86

Engineering/Design/Research and Development





Attributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz

Vert % 100 100 100 100 100Index 100 100 100 100 100

Weekly Listeners

Other Industrial Vert % 5.32 3.97 3.75 *3.59 *3.86Index 100 75 71 *68 *73

Finance/Insurance/Real Estate Vert % 4.38 5.76 5.42 6.34 6.33Index 100 131 124 145 144

Medical Vert % 6.69 7.51 8.87 8.84 4.9Index 100 112 133 132 73

Education Vert % 6.08 12.21 13.75 13.87 10.32Index 100 201 226 228 170

Government Vert % 5.31 7.48 6.62 8.48 8.77Index 100 141 125 160 165

Trade Vert % 4.82 3.72 3.47 *3.25 *4.18Index 100 77 72 *67 *87

Military Vert % 0.37 *0.32 *0.21 *0.4 *0.61Index 100 *87 *57 *110 *166

Business service Vert % 17.83 19.2 19.63 15.94 18.49Index 100 108 110 89 104

COMPANY SIZE

Fewer than 25 Persons Vert % 17.05 19.39 19.79 18.13 19.57Index 100 114 116 106 115

25-49 Vert % 3.23 2.66 2.85 *3.31 *1.07Index 100 82 88 *103 *33

50-99 Vert % 2.73 2.84 2.79 *1.67 *2.14Index 100 104 102 *61 *78

100-499 Vert % 5.09 5.02 5.83 *3.9 *3.52Index 100 99 114 *77 *69

500-999 Vert % 1.68 1.65 1.8 *1.95 *2.09Index 100 98 107 *116 *124





Attributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz

Vert % 100 100 100 100 100Index 100 100 100 100 100

Weekly Listeners

1,000 or More Vert % 16.09 14.34 13.42 11.75 16.18Index 100 89 83 73 101

OCCUPATION

Professionals Vert % 12.82 28.56 32.03 28 21.97Index 100 223 250 218 171

Vert % 9.87 16.03 17.69 15.16 14.08Index 100 162 179 154 143

Clerical, Sales, Technical Vert % 15.9 13.31 12.46 14.02 14.95Index 100 84 78 88 94

Precision, Crafts, Repair Vert % 6.51 4.27 3.93 *3.72 *5.27Index 100 66 60 *57 *81

Other Employed Vert % 18.85 10.92 9.6 11.01 12.28Index 100 58 51 58 65

PRIMARY WORK LOCATION

An Offfice or Company Vert % 58.78 64.85 66.83 64.1 63.12Index 100 110 114 109 107

Work From Home Vert % 5.17 8.24 8.88 7.81 *5.44Index 100 159 172 151 *105

Have Office Set Up at Home Vert % 13.63 24.88 27.6 25.12 20.86Index 100 183 203 184 153

Vert % 50.32 48.21 48.11 46.79 47.7Index 100 96 96 93 95

NUMBER OF HOUSEHOLD MEMBERS EMPLOYED

0 Vert % 20.14 15.58 13.94 15.86 16.97Index 100 77 69 79 84

1 Vert % 30.78 32.58 33.72 34.02 35.26Index 100 106 110 111 115

Do Not Have an Office Set Up at Home

Management/Business/Financial Operations





Attributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz

Vert % 100 100 100 100 100Index 100 100 100 100 100

Weekly Listeners

2 Vert % 37.2 42.99 44.51 41.07 38.39Index 100 116 120 110 103

3 or More Vert % 11.88 8.86 7.83 9.05 *9.38Index 100 75 66 76 *79

EMPLOYMENT STATUS

Full-Time Vert % 53.06 60.4 62.89 59.5 57.9Index 100 114 119 112 109

Part-time Vert % 10.89 12.69 12.82 12.41 10.66Index 100 117 118 114 98

Not Employed Vert % 36.05 26.91 24.29 28.09 31.44Index 100 75 67 78 87

Retired Vert % 16.42 13.3 12.51 15.49 14.21Index 100 81 76 94 87

Student Vert % 2.24 2.12 *1.93 *1.76 *2.74Index 100 95 *86 *79 *123

Homemaker Vert % 8.16 5.75 5.37 7.31 *6.58Index 100 71 66 90 *81

WAGE EARNER STATUS

Employed Vert % 63.95 73.09 75.71 71.91 68.56Index 100 114 118 112 107

Sole Wage Earner Vert % 18.74 23.52 24.8 23.34 22.75Index 100 125 132 125 121

Primary Wage Earner Vert % 21.04 24.18 25.53 23.68 22.18Index 100 115 121 113 105

Secondary Wage Earner Vert % 24.17 25.39 25.38 24.89 23.63Index 100 105 105 103 98





Attributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz

Vert % 100 100 100 100 100Index 100 100 100 100 100

Weekly Listeners

KIND OF FIRM

Business Firm Vert % 35 32.26 33.14 27.62 31.01Index 100 92 95 79 89

Local, State or Federal Government Vert % 10.1 16.29 17.29 19.31 15.15Index 100 161 171 191 150

Vert % 4.62 6.59 6.9 7.82 *4.34Index 100 142 149 169 *94

For a Private Individual Vert % 3.19 1.77 1.55 *2.1 *2.18Index 100 56 49 *66 *68

Self-employed in Own Business Vert % 6.83 8.6 8.65 7.92 8.14Index 100 126 127 116 119

Self-Employed Professional Vert % 1.56 4.45 5.26 4.4 *3.51Index 100 286 338 283 *226

Operate Own or Leased farm Vert % 0.25 *0.1 *0.08 *0.18 *0Index 100 *39 *30 *72 *0

Other Vert % 2.39 3.02 2.84 *2.57 *4.22Index 100 127 119 *107 *177

NUMBER OF EMPLOYEES SUPERVISED

Supervise Employees Vert % 22.51 30 32.68 31.59 25.63Index 100 133 145 140 114

Do Not Supervise Any Employees Vert % 41.31 42.99 42.91 40.22 42.79Index 100 104 104 97 104

1 to 4 Vert % 11.37 14.85 16.1 17.13 11.71Index 100 131 142 151 103

5 to 9 Vert % 4.72 6.59 6.87 5.65 6.42Index 100 140 146 120 136

10 or More Vert % 6.41 8.56 9.72 8.81 7.5Index 100 134 152 137 117

Private School, Private Hospital, Other Private Institution





Attributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz

Vert % 100 100 100 100 100Index 100 100 100 100 100

Weekly Listeners

ATTITUDE TOWARD WORK

My work is a career Vert % 38.21 52.27 57.23 54.02 42.95Index 100 137 150 141 112

My work is a job Vert % 25.34 20.58 18.15 17.67 25.5Index 100 81 72 70 101



SOURCE: MRI Doublebase 2005Base: VALS Adults Values and Beliefs


Atributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz


AGREE WITH STATEMENT

I am often interested in theories. Vert % 55.37 73.75 77.07 72.97 66.97Index 100 133 139 132 121

I like outrageous people and things. Vert % 36.78 43.46 43.12 40.81 47.78Index 100 118 117 111 130

I like a lot of variety in my life. Vert % 68.25 74.37 74.99 72.93 73.82Index 100 109 110 107 108

I love to make things I can use everyday. Vert % 57.28 53.62 53.5 50.13 55.75Index 100 94 93 88 97

I follow the latest trends and fashions. Vert % 34.02 26.3 23.57 21.37 33.64Index 100 77 69 63 99

Just as the Bible says, the world Vert % 54.27 34.47 27.73 36.35 44.89literally was created in six days. Index 100 64 51 67 83

I like being in charge of a group. Vert % 48.15 57.11 58.1 54.72 55.7Index 100 119 121 114 116

I like to learn about art, culture, Vert % 68.54 86.61 88.58 88.48 84.95and history. Index 100 126 129 129 124

I often crave excitement. Vert % 53.49 54.1 52.74 47.94 61.56Index 100 101 99 90 115

I am really interested in only a few things. Vert % 44.92 33.82 31.94 34.25 37.95Index 100 75 71 76 84

I would rather make something than buy it. Vert % 37.78 38.36 37.87 34.99 44.65Index 100 102 100 93 118

I dress more fashionably than most Vert % 30.06 32.38 31.45 31.27 35.48people. Index 100 108 105 104 118

The federal government should Vert % 56.54 35.51 29.4 37.94 42.99encourage prayer in public schools. Index 100 63 52 67 76

I have more ability than most people. Vert % 56.92 69.89 72.97 68.41 63.22Index 100 123 128 120 111

Weekly Listeners





Atributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz


Weekly Listeners


I consider myself an intellectual. Vert % 58.33 72.59 73.89 71.84 75.76Index 100 124 127 123 130

I must admit I like to show off. Vert % 26.33 26.06 25.72 23.59 28.78Index 100 99 98 90 109

I like trying new things. Vert % 71.41 77.6 77.72 79.39 76.24Index 100 109 109 111 107

I am very interested in how mechanical Vert % 47.5 47.67 49.19 44.33 50.1things such as engines work. Index 100 100 104 93 105

I like to dress in the latest fashions. Vert % 38.28 33.3 29.54 26.39 42.09Index 100 87 77 69 110

There is too much sex on television Vert % 67.27 64.3 61.33 68.46 62.74 today. Index 100 96 91 102 93

I like to lead others. Vert % 50.8 59.83 60.72 57.64 60Index 100 118 120 113 118

I would like to spend a year or more in a Vert % 40.79 63.65 68.77 65.47 58.53foreign country. Index 100 156 169 161 143

I like a lot of excitement in my life. Vert % 49.88 52.29 51.58 47.97 58.23Index 100 105 103 96 117

I must admit that my interests are Vert % 39.64 27.1 24.8 23.77 27.84somewhat narrow and limited. Index 100 68 63 60 70

I like making things from wood, metal, or Vert % 40.76 38.6 38.21 37.19 39.55other such material. Index 100 95 94 91 97

I want to be considered fashionable. Vert % 38.97 36.61 33.11 31.87 42.89Index 100 94 85 82 110

A woman's life is fulfilled only if she can Vert % 42.31 26.26 22 22.81 34.71 provide a happy home for her family. Index 100 62 52 54 82

I like the challenge of doing something Vert % 72.29 78.67 81.31 75.5 77.26I have never done before. Index 100 109 112 104 107





Atributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz


Weekly Listeners


I like to learn about things that may never Vert % 65.69 76.5 77.98 77.01 75.27be of any use to me. Index 100 116 119 117 115

I like to make things with my hands. Vert % 64.02 62.49 63.5 62.42 62.02Index 100 98 99 98 97

I am always looking for a new thrill. Vert % 34.59 28.97 26.57 22.69 38.89Index 100 84 77 66 112

I like doing things that are new and Vert % 66.79 75.18 75.65 73.48 71.87different. Index 100 113 113 110 108

I like to look through hardware or Vert % 45.85 46.01 46.58 45.21 46.65automotive stores. Index 100 100 102 99 102

I would like to understand more about Vert % 58.01 73.33 75.34 74.28 68.85how the universe works. Index 100 126 130 128 119

I like my life to be pretty much the same Vert % 55.24 46.44 44.68 47.46 49.25from week to week. Index 100 84 81 86 89





Atributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz


Weekly Listeners

DISAGREE WITH STATEMENT

I am often interested in theories. Vert % 43.87 25.92 22.61 26.66 32.56Index 100 59 52 61 74

I like outrageous people and things. Vert % 62.7 56.24 56.65 58.77 51.55Index 100 90 90 94 82

I like a lot of variety in my life. Vert % 31.09 25.08 24.46 26.02 25.98Index 100 81 79 84 84

I love to make things I can use everyday. Vert % 41.8 45.54 45.7 49.03 44.18Index 100 109 109 117 106

I follow the latest trends and fashions. Vert % 64.83 72.69 75.47 76.66 65.8Index 100 112 116 118 101

Just as the Bible says, the world literally Vert % 43.17 63.82 70.57 62.53 53.01was created in six days. Index 100 148 163 145 123

I like being in charge of a group. Vert % 50.92 42.1 40.98 43.93 44.3Index 100 83 80 86 87

I like to learn about art, culture, and Vert % 30.67 12.87 10.92 11.24 14.69history. Index 100 42 36 37 48

I often crave excitement. Vert % 45.65 45.36 46.92 51.96 36.79Index 100 99 103 114 81

I am really interested in only a few things. Vert % 53.99 64.95 67.24 65.41 60.59Index 100 120 125 121 112

I would rather make something than buy it. Vert % 61.34 60.91 61.48 63.85 55.03Index 100 99 100 104 90

I dress more fashionably than most Vert % 68.99 66.58 67.75 67.69 63.34people. Index 100 97 98 98 92

The federal government should Vert % 42.01 63 69.06 60.84 55.81encourage prayer in public schools. Index 100 150 164 145 133

I have more ability than most people. Vert % 42.26 29.6 26.57 31.03 36.43Index 100 70 63 73 86





Atributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz


Weekly Listeners


I consider myself an intellectual. Vert % 40.66 27.01 25.72 27.69 23.98Index 100 66 63 68 59

I must admit I like to show off. Vert % 73.2 73.79 74.18 76.4 71.05Index 100 101 101 104 97

I like trying new things. Vert % 27.65 21.89 21.76 19.8 23.36Index 100 79 79 72 84

I am very interested in how mechanical Vert % 51.94 51.66 50.06 55.44 49.33things such as engines work. Index 100 99 96 107 95

I like to dress in the latest fashions. Vert % 60.93 66.24 69.83 73.18 57.3Index 100 109 115 120 94

There is too much sex on television Vert % 31.87 34.63 37.72 30.23 36.03today. Index 100 109 118 95 113

I like to lead others. Vert % 48.08 39.15 38.3 41.25 39.86Index 100 81 80 86 83

I would like to spend a year or more in Vert % 58.4 35.54 30.41 33.95 40.64a foreign country. Index 100 61 52 58 70

I like a lot of excitement in my life. Vert % 49.3 46.94 47.59 51.97 40.98Index 100 95 97 105 83

I must admit that my interests are Vert % 59.49 72.6 74.84 75.78 71.5somewhat narrow and limited. Index 100 122 126 127 120

I like making things from wood, metal, Vert % 58.54 60.93 61.52 62.47 60.08or other such material. Index 100 104 105 107 103

I want to be considered fashionable. Vert % 60.12 62.75 66.17 67.7 56.69Index 100 104 110 113 94

A woman's life is fulfilled only if she can Vert % 56.23 72.41 76.85 75.47 64.3provide a happy home for her family. Index 100 129 137 134 114

I like the challenge of doing something I Vert % 26.89 20.09 17.9 23.13 20.4have never done before. Index 100 75 67 86 76





Atributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz


Weekly Listeners


I like to learn about things that may Vert % 33.6 22.71 21.11 21.88 24.24never be of any use to me. Index 100 68 63 65 72

I like to make things with my hands. Vert % 35.31 36.83 35.53 37.5 37.59Index 100 104 101 106 106

I am always looking for a new thrill. Vert % 64.83 70.8 73.29 77.31 61.11Index 100 109 113 119 94

I like doing things that are new and Vert % 32.35 24.21 23.74 25.35 26.47different. Index 100 75 73 78 82

I like to look through hardware or Vert % 53.36 53.38 52.92 54.16 53.03automotive stores. Index 100 100 99 102 99

I would like to understand more about Vert % 41.57 26.21 24.39 25.16 30.08how the universe works. Index 100 63 59 61 72

I like my life to be pretty much the Vert % 44.47 53.22 55.08 52.23 50.02same from week to week. Index 100 120 124 117 112



SOURCE: MRI Doublebase 2005Base: Lifematrix Adults Lifematrix Source Questions


Atributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz


RATE AS "VERY IMPORTANT"

Wealth: Having material possessions, a Vert % 33.09 32.5 31.01 31.19 34.39 lot of money Index 100 98 94 94 104

Status: Achieving a higher social status Vert % 22.48 21.02 19.61 19.91 23.11Index 100 94 87 89 103

Ambition: Aspiring to get ahead Vert % 52.47 48.99 47.25 46.74 50.22Index 100 93 90 89 96

Honesty: Being sincere, having integrity Vert % 87.07 93.18 93.32 94.58 93.65Index 100 107 107 109 108

Being in tune with nature: Fitting into nature Vert % 52.59 66.75 69.33 69.82 62.5Index 100 127 132 133 119

Preserving the environment: Helping to Vert % 62.51 76.19 78.54 77.96 71.09preserve nature Index 100 122 126 125 114

Creativity: Being creative, imaginative Vert % 63.69 77.39 78.81 77.56 75.92Index 100 122 124 122 119

Freedom: Having freedom of action and Vert % 84.98 91.29 90.88 92.46 89.48thought Index 100 107 107 109 105

Curiosity: Wanting to explore and learn Vert % 70.21 82.07 83.95 84.08 78.16new things Index 100 117 120 120 111

Public image: Protecting my reputation, Vert % 61.83 60.44 58.11 57.79 63.98saving face Index 100 98 94 93 103

Protecting the family: Having safety for loved Vert % 89.51 92.24 91.66 92.41 92.35ones Index 100 103 102 103 103

Social responsibility: Working for the welfare Vert % 62.88 76.13 77.6 78.21 72.68of society Index 100 121 123 124 116

Equality: Desiring equal opportunity for all Vert % 77.88 84.75 84.42 83.79 85.02Index 100 109 108 108 109

Stable personal relationships: Maintaining a Vert % 89.64 93.56 92.61 95.2 94.44long-term commitment to friends and loved Index 100 104 103 106 105ones

Weekly Listeners





Atributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz


Weekly Listeners

RATE AS "VERY IMPORTANT"

Romance: Having romance in my life Vert % 74.86 77.02 76.22 76.55 78.01Index 100 103 102 102 104

Enjoying life: Doing things because I like Vert % 86.28 89.94 88.46 88.37 91.83them Index 100 104 103 102 106

Having fun: Having a good time Vert % 76.18 77.61 76.35 74.17 78.89Index 100 102 100 97 104

Adventure: Seeking adventure and risk Vert % 41.73 44.07 42.29 40.4 44.36Index 100 106 101 97 106

Sex: Achieving a fulfilling sexual life Vert % 64.67 68.81 67.91 64.82 73.87Index 100 106 105 100 114

Looking good: Seeking the utmost attractive Vert % 54.69 52.19 48.37 52 56.03appearance Index 100 95 88 95 102

Duty: Fulfilling obligations to family, Vert % 82.23 85.51 84.61 88.61 82.84Index 100 104 103 108 101

Respecting ancestors: Showing respect to Vert % 79.59 76.7 73.83 75.66 79.16those who came before us Index 100 96 93 95 99

Traditional gender roles: Following traditional Vert % 48.88 35.47 32.23 38.48 38.36roles for men and women Index 100 73 66 79 78

Faith: Holding to religious faith and belief Vert % 71.12 61.76 55.89 65.56 70.2Index 100 87 79 92 99

Learning: Continuing to learn throughout my Vert % 87.71 93.46 93.36 95.39 92.46life Index 100 107 106 109 105

Wealth: Having material possessions, a Vert % 38.14 35.95 36.35 34.43 32.29lot of money Index 100 94 95 90 85

Status: Achieving a higher social status Vert % 26 25.81 24.97 24.06 22.3Index 100 99 96 93 86

RATE AS HAVING "AVERAGE IMPORTANCE"





Atributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz


Weekly Listeners


Honesty: Being sincere, having integrity Vert % 7.66 3.64 *3.5 *2.64 *3.17Index 100 48 *46 *34 *41

Being in tune with nature: Fitting into nature Vert % 26.48 20.12 17.58 16.07 25.58Index 100 76 66 61 97

Preserving the environment: Helping to Vert % 22.71 12.83 11.41 12.37 15preserve nature Index 100 57 50 54 66

Creativity: Being creative, imaginative Vert % 21.22 14.38 13.35 14.47 16.1Index 100 68 63 68 76

Freedom: Having freedom of action and Vert % 9.73 6.41 7.01 *6.51 *7.59thought Index 100 66 72 *67 *78

Curiosity: Wanting to explore and learn Vert % 18.53 11.87 10.78 10.42 *14.37new things Index 100 64 58 56 *78


Protecting the family: Having safety for loved Vert % 5.83 4.77 5.5 *5.15 *4.81ones Index 100 82 94 *88 *82

Social responsibility: Working for the welfare Vert % 22.95 15.55 14.7 14.29 20.95of society Index 100 68 64 62 91

Equality: Desiring equal opportunity for all Vert % 14.36 9.95 10 9.32 *11.53Index 100 69 70 65 *80

Stable personal relationships: Maintaining a Vert % 6.56 4.53 5.34 *3.46 *3.85long-term commitment to friends and loved Index 100 69 81 *53 *59ones

Romance: Having romance in my life Vert % 13.48 14.81 15.48 14.33 17.31Index 100 110 115 106 128

Enjoying life: Doing things because I like Vert % 9.55 7.13 8.57 9.6 *7.57them Index 100 75 90 100 *79






Atributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz


Weekly Listeners

Having fun: Having a good time Vert % 15.22 14.61 15.65 16.42 16.04Index 100 96 103 108 105



Looking good: Seeking the utmost attractive Vert % 23.96 22.51 23.37 22.96 25.75appearance Index 100 94 98 96 107

Duty: Fulfilling obligations to family, Vert % 11.29 9.88 10.21 6.34 *9.75Index 100 88 90 56 *86

Respecting ancestors: Showing respect to Vert % 12.92 13.78 14.86 13.95 12.08those who came before us Index 100 107 115 108 94


Faith: Holding to religious faith and belief Vert % 13.14 12.85 13.77 10.82 *11.5Index 100 98 105 82 *87

Learning: Continuing to learn throughout my Vert % 8.33 4.19 4.08 *2.86 *5.39life Index 100 50 49 *34 *65

RATE AS "NOT IMPORTANT"

Wealth: Having material possessions, a Vert % 28.39 31.3 32.38 33.98 32.99lot of money Index 100 110 114 120 116

Status: Achieving a higher social status Vert % 50.31 52.55 54.98 55.49 54.12Index 100 104 109 110 108


Honesty: Being sincere, having integrity Vert % 3.38 *1.76 *1.73 *1.31 *1.65Index 100 *52 *51 *39 *49

Being in tune with nature: Fitting into nature Vert % 17.51 10.67 10.83 11.3 *8.67Index 100 61 62 65 *50






Atributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz


Weekly Listeners


Preserving the environment: Helping to Vert % 12.85 9.09 8.53 8.48 *9.69preserve nature Index 100 71 66 66 *75

Creativity: Being creative, imaginative Vert % 12.52 6.68 6.76 *6.93 *5.34Index 100 53 54 *55 *43

Freedom: Having freedom of action and Vert % 3.84 *1.83 *1.64 *0.87 *2.67thought Index 100 *48 *43 *23 *70

Curiosity: Wanting to explore and learn Vert % 8.63 4.1 4.09 *4.03 *4.86new things Index 100 48 47 *47 *56


Protecting the family: Having safety for loved Vert % 2.51 *1.4 *1.15 *0.81 *0.98ones Index 100 *56 *46 *32 *39

Social responsibility: Working for the welfare Vert % 12.26 7.06 6.18 *5.41 *6.11 of society Index 100 58 50 *44 *50

Equality: Desiring equal opportunity for all Vert % 5.77 3.25 *3.17 *3.71 *1.75Index 100 56 *55 *64 *30

Stable personal relationships: Maintaining a Vert % 3.02 *1.09 *1.21 *0.7 *1.71long-term commitment to friends and loved Index 100 *36 *40 *23 *56ones

*7.72Romance: Having romance in my life Vert % 9.61 7.1 7.03 6.96 *4.38

Index 100 74 73 72 *46

Enjoying life: Doing things because I like Vert % 3.07 *2.19 *2.04 *0.9 *0.47them Index 100 *71 *66 *29 *15

Having fun: Having a good time Vert % 6.08 5.65 5.91 7.1 *3.04Index 100 93 97 117 *50







Atributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz


Weekly Listeners


Looking good: Seeking the utmost attractive Vert % 19.43 24.06 27.04 23.43 17.3appearance Index 100 124 139 121 89

Duty: Fulfilling obligations to family, Vert % 4.41 3.52 4.23 *4.33 *5.81Index 100 80 96 *98 *132

Respecting ancestors: Showing respect to Vert % 5.74 7.75 9.35 7.74 *6.45those who came before us Index 100 135 163 135 *112


Faith: Holding to religious faith and belief Vert % 14.42 24.34 29.12 21.9 17.57Index 100 169 202 152 122

Learning: Continuing to learn throughout my Vert % 3.19 *1.68 *1.6 *0.85 *1.65life Index 100 *53 *50 *27 *52



SOURCE: Doublebase 2005Base: Total U.S. Adults Leisurestyles


Attributes

TotalU.S.

AdultsNPR/CPB

Total NPR NewsNPR

ClassicalNPR-CPB

Jazz


RESPONDENT LEISURESTYLE

Sports Enthusiast (basketball, Vert % 5.56 5.11 5.09 *4.34 *5.63baseball, football, frisbee, soccer, Index 100 92 92 *78 *101softball, tennis, and volleyball)

Puzzles and Games (boardgames, Vert % 1.95 2.6 2.35 *2.7 *2.67crossword, cards, etc) Index 100 133 120 *138 *137

Outdoor Adventurer (hiking, scuba Vert % 5.72 4.97 5 5.36 *4.04diving, snorkeling, skiing) Index 100 87 87 94 *71

Outdoor Speedster (enjoys fast Vert % 4.77 7.19 8.06 7.56 7.8faced activities such as autoracing, Index 100 151 169 159 164rollerblading, and snowboarding)

Hunters & Fishers (often go hunting, Vert % 3.07 1.95 *1.79 *1.2 *1.18target shooting, fishing) Index 100 63 *58 *39 *39

Collectors (collect items such as Vert % 5.92 9.4 10.45 9.87 6.9stamps, coins, sports cards) Index 100 159 177 167 117

Cultured Nesters (attends concerts, Vert % 22.51 31.94 32.53 38.91 27.52entertains at home, enjoys cooking, Index 100 142 145 173 122gardening, and dining out)

Passives (do not participate in Vert % 50.51 36.85 34.74 30.07 44.25activites listed above or has lower Index 100 73 69 60 88participation levels)

Weekly Listeners



2 InflueComparis

CommPolitical O

Political and Community Involvement
ntials on of NPR’s reach among Influentials to that of other media vehicles
unity Involvement utlook, Public Activities, Club Membership, Contributions to Non-Profit Organizations

InfluentialsIndex to U.S. Population

Reads: Readers of Atlantic Monthly are 491% more likely to be influential.Base: U.S. Adults 18+

NPR Audience and Corporate ResearchSOURCE: MRI Spring/Fall 2005

433

394

352

338

326

318

305

300

287

279

278

254

253

250

209

205

201

197

196

185

183

183

178

170

164

164

156

137

Atlantic Monthly

Scouting

Audubon

Sierra

The New Yorker

The Economist

NPR News

Scientific American

New York Times

NPR Stations

NPR Classical

Wall Street Journal

Forbes

Smithsonian

NPR-CPB Jazz

Bloomberg Radio

ABC Information and Entertainment

Dow Jones

Bloomberg Cable TV

Fox News

BBC America

Premiere Morning Drive

Westwood CBS Marketwatch

The West Wing

Meet the Press

ABC News/Talk Production

Ebert & Roeper

Golf Channel

100 = Average U.S. Population

2 POLITICAL AND

COMMUNITY INVOLVEMENT

2: Political and Community Involvement

PR listeners are engaged in the life of their communities. They have high levels of participation in all forms of public discourse, from writing and calling media outlets to addressing public

meetings. Listeners are vocal advocates for causes they support; and the many connections they make through their strong community ties bestow upon them influence that extends beyond the civil and political. As respected leaders within their communities, their opinions carry strong weight and their many contacts serve as a conduit to channel their opinions throughout the communities in which they live. Influentials. The “Influentials” is a segmentation of key community leaders. To be considered an “influential,” the survey respondent had to participate in three or more of the following activities in the past year:

Wrote to editor of magazine or newspaper Wrote or telephone a radio or television station Wrote an elected official Wrote something that is published Visited an elected official Addressed a public meeting Took an active part in a local civic issue Actively worked for a political party or candidate Engaged in fundraising Actively worked as a non-political volunteer Participated in environmental groups or causes

NPR reaches one of the highest concentrations of key community leaders in all media types: 26%. Our listeners are not only more likely than the average American to be involved in particular community activities, they are also more likely to feel compelled to be involved in multiple community activities.

Radio. Compared to other MRI-measured radio programs and networks, NPR reaches the highest concentration of key community leaders in radio. NPR’s leading competitors, including Bloomberg and Dow Jones, reach only two-thirds the number NPR does.

Television. NPR’s only serious competition is PBS. Most

television programming, including cable, does not attract strong concentrations of key community leaders. Exceptions include prime time programs such as The West Wing (15%) and Sunday morning talk programs like Meet the Press (15%) and Face the Nation (12%). These programs attract about half the concentration of leaders reached by NPR.

NPR listeners are willing to

devote their time and resources to issues they

care about on the local and national level.

COMMUNITY ACTIVISTS

Key Community InvolvementNPR Listeners vs. U.S. Adults % Composition

Reads:75% of NPR listeners have engaged in a public activity in the past year.Base: U.S. Adults 18+

NPR Audience and Corporate ResearchSOURCE: MRI Doublebase 2005 and MRI Doublebase 2006 noted by **

92%

71%

33%

28%

19%

28%

21%

25%

9%

8%

10%

75%

51%

27%

15%

8%

8%

18%

10%

5%

7%

5%

Any Public Activities in PastYear**

Voted in Federal, State or LocalElection**

Contributions to ReligiousOrganizations

Attended a Public Meeting onTown/School Affairs**

Served on a Committee of aLocal Organization**

Contributions to PublicBroadcasting

Fund Raising

Wrote to Elected Official**

Charitable Organization

Religious Organization

Wrote/Phoned Media**

NPR Listeners

Total US Adults

2 POLITICAL AND

COMMUNITY INVOLVEMENT

Print. Some print vehicles do deliver high concentrations of

key community leaders, but the types of publications that are most likely to reach them tend to reach a smaller audience overall (i.e., 5% or less of the general population). Print vehicles with a relatively strong concentration of key community leaders include Sierra, Smithsonian, and The New Yorker.

Print. Some print vehicles do deliver high concentrations of key community leaders, but the types of publications that are most likely to reach them tend to reach a smaller audience overall (i.e., 5% or less of the general population). Print vehicles with a relatively strong concentration of key community leaders include Sierra, Smithsonian, and The New Yorker.

Political Affiliation. The political spectrum is well represented by the NPR audience. Almost one-third of listeners classify themselves as very or somewhat conservative; 24% feel that they sit in the middle of

Political Affiliation. The political spectrum is well represented by the NPR audience. Almost one-third of listeners classify themselves as very or somewhat conservative; 24% feel that they sit in the middle of the political road; and 28% describe themselves as very or somewhat liberal. the political road; and 28% describe themselves as very or somewhat liberal. Political Activities. The NPR audience is intimately involved in public life. Less than 8% did not participate in any community or political activities in the past year, and 71% of listeners voted in local,

Political Activities. The NPR audience is intimately involved in public life. Less than 8% did not participate in any community or political activities in the past year, and 71% of listeners voted in local, state, or federal elections. In fact, total listeners exceed the national benchmark for every public activity surveyed. Nineteen percent (19%) served on a committee for some local organization, 25% wrote or called an elected official, and 15% have been active in a group seeking to influence public policy.

state, or federal elections. In fact, total listeners exceed the national benchmark for every public activity surveyed. Nineteen percent (19%) served on a committee for some local organization, 25% wrote or called an elected official, and 15% have been active in a group seeking to influence public policy. Listeners are particularly drawn to supporting environmental causes. Seventy-five percent recycled in the past year and listeners were three times as likely to have participated in an environmental group or cause.

Listeners are particularly drawn to supporting environmental causes. Seventy-five percent recycled in the past year and listeners were three times as likely to have participated in an environmental group or cause. Membership in Clubs and Charities. Thirty-four percent (34%) of the NPR audience participated in a club, charity, organization, or non-profit board in the past year. Listeners were almost twice as likely than the average American to be a member of a charitable organization.

Membership in Clubs and Charities. Thirty-four percent (34%) of the NPR audience participated in a club, charity, organization, or non-profit board in the past year. Listeners were almost twice as likely than the average American to be a member of a charitable organization. The largest segment of club membership is religious clubs (8%), followed by unions (6%), fraternal orders and civic clubs (5% each). The largest segment of club membership is religious clubs (8%), followed by unions (6%), fraternal orders and civic clubs (5% each). Listeners are also more likely to sit on the board of a church, school, or business. Listeners are also more likely to sit on the board of a church, school, or business. Contributions to Non-Profits in Past Year. Forty percent (40%) of the NPR audience made a financial contribution to public broadcasting in the past year, with 15% contributing to their PBS station and 13% contributing to their NPR station.

Contributions to Non-Profits in Past Year. Forty percent (40%) of the NPR audience made a financial contribution to public broadcasting in the past year, with 15% contributing to their PBS station and 13% contributing to their NPR station. The largest segment contributed more than $100 (27%), followed by $50-$99 (7%), and less than $50 (6%). The largest segment contributed more than $100 (27%), followed by $50-$99 (7%), and less than $50 (6%). Thirty-three (33%) percent of the NPR audience contributed to a religious organization in the past year. Thirty-three (33%) percent of the NPR audience contributed to a religious organization in the past year.

NPR listeners are more

likely to make contributions of both their money and their

time in support of their community.

CIVIC MINDED

SOURCE: MRI Spring 2006/Fall 2005Base: Total U.S. Adults Influentials



NPR

NPR Influential InfluentialAudience Composition Index to U.S. population

NPR News 26% 305

NPR Stations 24% 279

NPR Classical 24% 278

NPR-CPB Jazz 18% 209Source: MRI Spring 2006

Radio

Other Radio Networks Influential Influentialand Programs Audience Composition Index to U.S. population

Bloomberg 18% 205

Dow Jones 17% 197

ABC Information and Entertainment 17% 201

Fox News 16% 185

Premiere Morning Drive AM 16% 183

Westwood CBS Marketwatch 15% 178

ABC ESPN 15% 175

ABC News/Talk Production 14% 164

Westwood CBS News Max 14% 160

CBS News Primetime 13% 155

CNN News Reach 13% 151

ABC Morning News 13% 148Source: MRI Spring 2006

Reads: 26% of US influentials nationwide listen to NPR News, a rate three times the size of this segment.






Network Television

Television Program Influential InfluentialAudience Composition Index to U.S. population

West Wing 15% 170

Meet the Press 15% 164

Ebert & Roeper 14% 156

Conan O'Brien 13% 149

Face the Nation 12% 137

Jay Leno 12% 132

Inside Edition 12% 129

ABC Nightline 11% 124Source: MRI Fall 2005

Print

Print Vehicle Influential InfluentialAudience Composition Index to U.S. population

Atlantic Monthly 37% 433

Scouting 34% 394

Audubon 30% 352

Sierra 29% 338

The New Yorker 28% 326

The Economist 27% 318

Scientific American 26% 300

New York Times 25% 287

Wall Street Journal 22% 254

Forbes 22% 253

Smithsonian 22% 250Source: MRI Spring 2006






Cable Television

Television Program Influential InfluentialAudience Composition Index to U.S. population

Bloomberg 18% 196

BBC America 16% 183

Sundance 15% 166

IFC 14% 152

Do It Yourself (DIY) 13% 148

MSNBC 13% 142

CNBC 13% 140

ESPNews 12% 139

Golf 12% 137

A&E 12% 136

CNN 12% 130

Turner Classic Movies 12% 128

Fox News 11% 120Source: MRI Fall 2005



SOURCE: MRI Doublebase 2005Base: Total U.S. Adults Community Involvement


Political and Communitiy Involvement

TotalU.S.

AdultsNPR/CPB

TotalNPR News

NPR Classical

NPR-CPB Jazz


POLITICAL OUTLOOK

Very Conservative Vert % 11.32 10.22 9.98 12.31 10.35Index 100 90 88 109 91

Somewhat Conservative Vert % 20.36 20.24 19.77 23.54 18.35Index 100 99 97 116 90

Middle of the Road Vert % 27.01 23.72 23.61 22.32 24.13Index 100 88 87 83 89

Somewhat Liberal Vert % 10.1 17.38 17.99 18.61 14.41Index 100 172 178 184 143

Very Liberal Vert % 4.6 10.45 12.42 8.99 8.76Index 100 227 270 195 190

PUBLIC ACTIVITIES IN THE PAST YEAR(Source: Spring 2006 MRI)

Any Public Activity Vert % 75.7 92.01 92.6 89.51 90.64Index 100 122 122 118 120

Voted in Federal, State, or Vert % 50.67 70.93 74.09 71.77 69.47Local Election Index 100 140 146 142 137

Wrote or Called a Politician at State, Vert % 10.07 25.36 28.16 25.49 24.39Local or National Level Index 100 252 280 253 242

Wrote a Letter to the Editor or Called a Vert % 4.73 10.17 11.35 8.05 8.96Live Radio or TV Show Index 100 215 240 170 189

Wrote Something that Vert % 2.86 9.43 11.04 8 8.67 was Published Index 100 330 386 280 303

Wrote an Article for a Magazine or Vert % 1.63 4.53 4.98 3.18 4.58Newspaper Index 100 278 305 195 281

Attended a Political Rally, Speech, or Vert % 5.15 16.34 17.61 18.6 14.95Organized Protest of Any Kind Index 100 318 342 361 291

Weekly Listeners






TotalU.S.

AdultsNPR/CPB

TotalNPR News

NPR Classical

NPR-CPB Jazz


Weekly Listeners

Attended a Public Meeting on Town or Vert % 15.06 27.72 27.05 30.22 26.38School Affairs Index 100 184 180 201 175

Held or Ran for Political Office Vert % 0.58 0.77 0.95 0.34 0.25Index 100 134 165 59 44

Served on a Committee for Some Vert % 7.96 18.59 20.12 19.93 13.5Local Organization Index 100 234 253 250 170

Served as an Officer for Some Club or Vert % 6.87 16.47 17.46 19.35 14.55Organization Index 100 240 254 282 212

Signed a Petition Vert % 18 35.71 38.41 34.47 29.32Index 100 198 213 192 163

Worked fora Political Vert % 2.24 6.66 6.71 6.46 6.03Party/Candidate Index 100 298 300 289 270

Made a Speech Vert % 6.71 13.37 14.02 13.77 11Index 100 199 209 205 164

Been Active in Group Seeking Vert % 4.32 14.52 15.27 13.74 11.1to Influence Public Policy Index 100 371 401 292 360

Engaged in Fund Raising Vert % 17.81 27.46 28.92 28.31 27.27Index 100 154 162 159 153

Participated in Environmental Vert % 3.72 13.82 14.92 10.86 13.42Groups or Causes Index 100 320 352 341 360

292Recycled Products Vert % 50.47 74.78 76.44 70.66 73.16

Index 100 148 151 140 145

CLUB MEMBERSHIP

Any Club, Organization or Board Vert % 26.17 33.65 35.5 37.47 28.87Membership Index 100 129 136 143 110

Fraternal Orders Vert % 4.32 5.12 5.07 5.19 *4.72Index 100 119 118 120 *109






TotalU.S.

AdultsNPR/CPB

TotalNPR News

NPR Classical

NPR-CPB Jazz


Weekly Listeners

Religious Clubs Vert % 7.32 7.75 8.14 10.04 7.59Index 100 106 111 137 104

Civic Clubs Vert % 2.9 4.77 5.55 6.53 *2.52Index 100 165 191 225 *87

Veterans Clubs Vert % 3.23 2.92 2.83 *3.75 *2.43Index 100 90 87 *116 *75

A Body of Local Government Vert % 1.1 1.42 *1.39 *2.51 *0.69Index 100 129 *127 *229 *63

Country Clubs Vert % 1.8 2.79 3.55 *4.29 *1.21Index 100 155 197 *238 *67

Business Club Vert % 2.27 4.11 4.83 4.43 *3.81Index 100 181 213 195 *168

Collector's Clubs Vert % 1.19 1.85 1.95 *2.06 *2.29Index 100 156 165 *174 *193

Union Vert % 4.84 6.26 6.44 5.89 7.57Index 100 129 133 122 156

School or College Board Vert % 1.64 1.66 1.83 *2.65 *1.39Index 100 101 111 *161 *85

Church Board Vert % 4.33 7.09 6.76 8.69 8.67Index 100 164 156 201 200

Charitable Organizations Vert % 5.23 9.3 10.55 10.71 6.16Index 100 178 202 205 118

None of the above Vert % 29.6 32.97 32.45 35.26 30.28Index 100 111 110 119 102






TotalU.S.

AdultsNPR/CPB

TotalNPR News

NPR Classical

NPR-CPB Jazz


Weekly Listeners

CONTRIBUTIONS TO NON PROFIT ORGANIZATIONS IN PAST 12 MONTHS

Contributed to PBS Vert % 5.16 14.91 16.43 16.01 13.61Index 100 289 318 310 264

Contributed to NPR Vert % 2.48 12.63 16.05 14.1 8.88Index 100 508 646 568 357

Contributed to Religious Organization Vert % 27.2 33.22 33.62 39.22 36.36Index 100 122 124 144 134

Less than $50 to Public Broadcasting Vert % 5.53 6.37 5.67 6.09 8.93Index 100 115 103 110 162

Contributed $50 - $99 Vert % 4.32 6.63 7.37 7.96 5.17Index 100 154 171 184 120

Contributed $100 or More Vert % 18.18 27.4 28.77 30.99 27.82Index 100 151 158 170 153



2006 Section 1 - cover page

Documents