PUBLIC RADIO?S
OUTSTANDING AUDIENCE
Wisconsin Public Radio attracts a highly desirable audience. More than 456,900* people tune to Wisconsin Public Radio every week for interactive, in-depth, informational programming. Our two statewide services, the ?Ideas Network? and the ?NPR News & Classical Music Network,? cover 98% of the state?s population.
Age
Adults 45-54 make up the largest subgroup of public radio listeners, comprising 25% of the market.
Gender
The public radio audience skews slightly male. 54% of public radio listeners are men, 46% are women.
Well-educated
Public radio 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 completed graduate or professional school. A full 62% of our listeners have a college degree or greater.
Professional
Work is important to most public radio listeners; they are 44% more likely than the average American to feel that their work is a career, not merely a job. 32% are professionals and 18% work as executives, managers, or administrators. Public radio listeners are more likely to have the supervisory authority and to make company purchases than the average American.
High Income
Public radio listeners are affluent. Nearly one-third have individual salaried income totaling more than $50,000, and 18% report income of $75,000 and higher. These results put the earning power of public radio listeners at 88% and 111% above the national averages in each category, respectively.
Positive Image
88% of public radio listeners hold a more positive view of Public Radio Sponsors.
67% believe public radio sponsors represent higher quality products and services.
80% prefer to buy products from public radio sponsors.
*Source: Arbitron, RRC Primary Signal Report (PSA) Cume, 12+, Mon-Sun, 6am-12 midnight, Spring 2008. Arbitron data are estimates only.
Sources: MRI Doublebase 2007 (Profile 2008); Edison Media
