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News Music Arts Culture wvik

Target 32,754 Unique Listeners. News Music Arts Culture wvik.org. Source: Arbitron, Spring 2012 TSA Monthly Cume. Base: Adults 18+ who listen to an NPR News Station. Source: GfK MRI Doublebase 201. Compared to the Population as a Whole, NPR Listeners are…. NPR Listeners.

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News Music Arts Culture wvik

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  1. Target 32,754 Unique Listeners News Music Arts Culture wvik.org Source: Arbitron, Spring 2012 TSA Monthly Cume

  2. Base: Adults 18+ who listen to an NPR News Station Source: GfK MRI Doublebase 201 Compared to the Population as a Whole, NPR Listeners are… NPR Listeners Total U.S. Adults Base: Adults 18+ who listen to an NPR News Station Source: GfK MRI Doublebase 2011

  3. Base: Adults 18+ who listen to an NPR News Station Other Attributes that define NPR Listeners… Curious about the world around them64% more likely than the broader population to own a passport and 38% more likely to like to learn about art, culture and history Influential in business88% more likely to be the president of a company, and more than twice as likely to work in top management Planning for the future151% more likely to own at least $150,000 in investments and 82% more likely to use a financial planner or personal money manager Base: Adults 18+ who listen to an NPR News Station Source: GfK MRI Doublebase 2011

  4. Bachelor’s or Advanced Degree 63.4% 20.5% Sources: Arbitron Spring 2012 2010 U.S. Census

  5. HH Income 75k+ 46.4% 28.7% Sources: Arbitron Spring 2012 2010 U.S. Census

  6. Growing Audience Source: Arbitron, Spring 2012 TSA Weekly Cume

  7. WVIK Listeners are Loyal… To the station First or Exclusive choice of 60% of Audience… • Only QC Radio Station with a News Staff • Local Arts News and Talk • Regional Symphonies Source: Arbitron, Spring 2012

  8. Messages are Heard • Least-cluttered programming environment • 60% fewer breaks • No hyperbole allowed 13% Breaks 25% 50% 50% 75% 87% Content Commercial Radio Print

  9. WVIK Listeners are Loyal… WVIK Listeners are Loyal… To underwriters 95% of Public Radio listeners have taken a direct Action as a result of sponsorship • 80% think positively of underwriters • 75% prefer to do business with underwriters • 58% believe that companies that sponsor programs on public radio are more credible than those that advertise on commercial radio Source: NPR/Jacobs Media, 2007; conducted by Edison Media Research

  10. Brand Awareness Cycle 95% of public radio listeners have taken a direct action as a result of sponsorship, acting on their preference to do business with partners of their station. 58% of listeners surveyed believe that companies that sponsor programs on public radio are more credible than those that advertise on commercial radio. 75% of NPR listeners prefer to buy products and services from companies that support public radio, when price and quality are equal. 80% of public radio listeners hold a more positive opinion of a company when they learn it supports public radio. Source: NPR/Jacobs Media, 2007; conducted by Edison Media Research

  11. The Singh Group

  12. Thank You! Mary McNeil (309) 794-7745 marymcneil@wvik.org

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