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"Pondering the persistent questions of life with my students." -Professor Cordell Schulten Home > Support > Corporate Support > Demographics
Audience and Demographics
Become Appreciated!
- Nationally, 88 percent of listeners have a more positive view of an organization when they find out it supports public radio.
- Nationally, 80 percent of listeners prefer to buy products that support public radio when price and quality are equal.
- Nationally, 62 percent of listeners surveyed believe that companies that sponsor programs on public radio are more credible than those that advertise on commercial radio.
Source: NPR-Jacobs Media, "The Value of Underwriting Research" 2003; Phone survey conducted by Edison Media Research, Base 404 NPR station listeners.
Key Qualitative Data
St. Louis Public Radio listeners are influential leaders and active consumers:
- More than 65 percent of St. Louis Public Radio listeners have household incomes that exceed $50,000, and are 76 percent more likely than the average St. Louis adult to have household incomes of more than $100,000.
- Seventy-five percent of St. Louis Public Radio listeners are college graduates, and more than one of three have two degrees or more.
- Forty percent of St. Louis Public Radio listeners have liquid assets of over $100,000.
- More than 90 percent of St. Louis Public Radio listeners use the Internet.
- St. Louis Public Radio listeners are twice as likely to attend theatre, symphony, or opera events than other adults.
St. Louis Public Radio listeners own their own homes:
Seventy-three percent own their homes. Average home value is over $317,000. Twenty-eight percent own homes worth more than $500,000.
St. Louis Public Radio listeners are business influencers:
Over 62 percent of St. Louis Public Radio listeners are in white collar careers and are 145 percent more likely to be a business owner/partner/corporate officer.
Nationally, NPR listeners often fall in the top ten percent of national household income:
MRI's Upper Deck segmentation study tracks those households that fall in the top ten percent of household income bracket: 22 percent of NPR listeners fall within this bracket. Of those listeners, eight percent reside in households with at least one high income and no children present and nine percent live in households with at least one high income and children present. In addition, listeners are 50 percent more likely to live in a household that falls within the "upper deck" definition but does not derive most of its income from employment.
Source: MRI 2007
Need more information?
Contact Frank Pfau, Corporate Support Manager
(314) 516-5085
fxpfau@stlpublicradio.org
