PUBLIC RADIO’S
OUTSTANDING AUDIENCE
Wisconsin Public Radio attracts a highly desirable audience. More than 423,000* 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 exhibit affluence. 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, Fall 2007. Arbitron data are estimates only.
**Source: MRI Doublebase 2007 (Profile 2008)
***Source: Edison Media
