People Who Listen To Public Radio Are:
Influential and Vocal
- more likely to have addressed a public meeting in the last year
- more likely to have written to an elected official regarding public business
- more likely to have written to a magazine or newspaper
Educated
- 44% of the public radio audience are college graduates (compared to 23% of the general public)
- 17% have advanced degrees
Well Positioned
- 48% are professionals
- 16% are managers
- 15% are top managers
Discriminating
- more likely to enjoy an aperitif or drink a specialty wine
- have bought classical CD's in the past year
- shop at gourmet food stores
- own a foreign car that was purchased new
- have bought computer software in the last year
- have ordered from mail order catalogs
- have an ATM card, bank credit card or a safe deposit box
Active
- Listeners/viewers are socially responsible, participate in the arts and cultural events, and travel often.
- According to SRI's VALS index, 43% of the audience is in the Societally Conscious cluster; 26% are Achievers.
Travelers
- have taken a foreign trip in the past 3 years
- have rented a car
- have used a travel agent for a foreign trip
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