Who Listens?
More than 60,000 people tune into WCQS each week from a 12-county area in Western North Carolina. These listeners are mature, well-educated, and relatively affluent. They are also sophisticated about their investments and purchases.
According to an independent survey by the Benchmark Research Company, four out of five public radio listeners report that their opinion of an organization is more positive when they find out it supports public radio.
One of five reported they purchased products or services from an organization because it was a public radio underwriter.
Overview Of Key Characteristics of National Public Radio Listeners:
Audience is 55 % male and 45% female
70% are between the ages of 25-54
25% are 18-34
52% are 35-54
55% have attended or graduated from college
32% have a college degree
12% have a graduate level degree
61% have annual household incomes exceeding $50,000
9% have household incomes of $100,000 or more
35% have household incomes of $ 75,000 or more
60% are married
76% are employed
45% are in professional or managerial occupations
37% make company purchase decisions of $1,000 or more
15% hold a top management title
79% participated in one or more public activities in the past year
69% voted
12% did fundraising
59% own financial securities
65% own computer
73% dine out
47% participate in regular fitness program
Source: Simmons, 1998
Prepared by NPR Audience Research
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