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The Impact of NPR

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The Impact of NPR

  1. 1. NPR is a Valuable Community Resource Q: “On a scale of 0 to 10, with 0 meaning VERY LOW VALUE and 10 meaning VERY HIGH VALUE, please rate the value to the community that is provided by the following types of institutions.” Source: Lightspeed Research, NPR Impact Study, July 2009 Three out of five listeners consider their public radio station/NPR to be of “very high value” to the community.
  2. 2. NPR Listeners Take Action Based on What They Hear Q: “Earlier in the survey you indicated you listen to NPR. Which of the following actions, if any, has listening to NPR ever moved you to take? “ Source: Lightspeed Research, NPR Impact Study, July 2009 More than nine out of ten have been moved to take an action by listening to NPR. Talking with friends, colleagues and family members, doing further research, and visiting a particular Internet site are the top three specific actions taken.
  3. 3. Discussing Stories With Others Source: Lightspeed Research, NPR Impact Study, July 2009 <ul><li>Almost two-thirds indicate that they have discussed an NPR story in the past month with friends, family or colleagues. </li></ul><ul><ul><li>Of those listeners, two out of three (59%) do so once a week or more often. </li></ul></ul>
  4. 4. Background & Methodology <ul><ul><li>NPR regularly conducts research to better understand the impact of its programming on the lives of listeners. </li></ul></ul><ul><ul><li>This survey was conducted by Lightspeed Research in July 2009, and fielded online to a subset of 497 listeners from the firm’s U.S. consumer panel. All respondents were screened to meet the following qualification criteria: </li></ul></ul><ul><ul><ul><li>Between the ages of 25 and 64 </li></ul></ul></ul><ul><ul><ul><li>Confirmed NPR listener </li></ul></ul></ul><ul><ul><ul><li>Listened to Morning Edition and/or All Things Considered in the past 7 days </li></ul></ul></ul><ul><li>The sample was also controlled by gender, age and educational attainment to ensure a more accurate NPR audience representation. </li></ul><ul><ul><li>Equal representation of men and women </li></ul></ul><ul><ul><li>Educational attainment: 70% holding a bachelor’s degree or higher. </li></ul></ul><ul><ul><li>Equal representation across 25-34, 35-44, 45-54 and 55-64 age brackets </li></ul></ul><ul><ul><li>Additional steps were taken to ensure data quality by removing respondents with suspicious or inconsistent answers to survey questions. </li></ul></ul>