1 / 9

Audience Trends & Opportunity

Audience Trends & Opportunity. Audience opportunity study engaged core, fringe, and non-listeners. QUESTIONS Is there growth potential? Who could be part of our future audience? How do we grow the audience on all platforms while continuing to serve our core?

gianna
Download Presentation

Audience Trends & Opportunity

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Audience Trends & Opportunity

  2. Audience opportunity study engaged core, fringe, and non-listeners • QUESTIONS • Is there growth potential? • Who could be part of our future audience? • How do we grow the audience on all platforms while continuing to serve our core? • What would attract diverse and younger news and information consumers?

  3. Study provides preliminary answers to key questions • Is there growth potential? • Yes! And it represents a sizeable opportunity to more than double existing audience. • Who is our best growth audience? • We have identified three categories of listeners, each with distinct news and information habits and needs.

  4. Three groups of likely public radio listeners, with unique motivations but similar potential Motivation: sense of obligation to be informed “It’s important to learn about and understand the world around me.” 39% weekly listeners to NPR Dutiful Aggregators Motivation: Leadership “I want to be informed so that I can share information with others.” 30% weekly listeners to NPR Team Leaders Motivation: Curiosity “I have a passion for learning and discovering.” 25% weekly listeners to NPR Voracious Voyagers

  5. Three groups – a deeper look Dutiful Aggregators(19% of sample) Team Captains(21% of Sample) Voracious Voyagers(21% of Sample) • 45% Age 18-34 • 40% non-white • Even political split • Avid media consumers • Shades of gray • Overwhelmed - much to know and do • 39% top news – local TV • “Education is important to me”; “I don’t believe in absolutes” • Opportunity: simplifying their chaotic media life • 45% age 45-64 • 37% non-white • 41% conservative • Optimistic, self-confident, enthusiastic • Strong opinions • 52% top news – local TV • “I believe there’s something out there that is bigger than all of us”; “Spending time with my family is important to me” • Opportunity: balance and headlines • 50% age 18-34 • 25% non-white • Liberal and science-minded • Prone to dive deep • Technology, culture • Public radio evangelists • 54% top news – web portal • “There are so many things I still have left to do in life” • Opportunity: love depth; increase listening occasions

  6. Preliminary answers to other key questions • How do we grow the audience, while continuing to serve our core? • Overcome awareness barrier: over half of non-listeners have only name recognition or are completely unfamiliar with NPR. • Increase brand, content, and physical accessibility. • Brand: Preserve the smart - ditch the stodgy or elite. • Content: Breaking and local news are cost of entry; energize the tone; range of perspectives and balance • Physical: Increase convenience –double down on efforts to reach out on all platforms. • What does it mean to serve diverse communities and younger listeners? • Younger and diverse targets in all three groups. Awareness and accessibility consistent issues. Hearing and seeing themselves in the programming is critical.

  7. Brand perception overlap between listeners & non-listeners Top Positive Perceptions of NPR Top Negative Perceptions of NPR

  8. Tune-in hurdles: urgency, awareness, tone NPR Tune-In Hurdles (% Major Reason) “ “NPR I feel is mostly foreducated adults from middle class and up. That is my impression.” -Male, age 25-34, Hispanic/Latino,Emerging Platform User ” “ “I think it [NPR] can be clever and quirky, and smart and insightful. But I don’t choose to listen to it because it’s too much talking for me.” -Female, age 35-44, White/Caucasian, Lookalike ” “If a robot were a radio it would be NPR.” -Male, age 35-44, White/Caucasian Lookalike “ ”

  9. Sharing & integrating findings into our work • Detailed findings to be shared across public radio community • At conferences: PRPD, ERPM, WSPR • Webinars: PRPD, DEI, PRNDI • Online: NPR Member Station site • Timing: September – November • NPR Work Integration • Senior leadership and editorial leadership • Internal and external work teams • Action plans across news, digital media, programming, communications and member & program services

More Related