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Media Audit: Many Public Radio Listeners Are Empty-Nesters
According to a recently released Radio Format Report from the Media Audit, public radio listeners are 59% more likely than the average to be “affluent empty nesters.” The study, which evaluates more than four hundred public radio stations as a whole across 88 U.S. markets, reveals that 14.4 million listeners tune in to a public radio station each week, ranking the format as the number four highest reaching format in the US with adults 18+. However, the same survey reveals that among “affluent empty nesters,” public radio ranks as the second highest reaching format, behind News/Talk, with slightly more than one-fifth of the public radio listeners who are considered “affluent empty nesters.” The Media Audit defines “affluent empty nesters” as those adults who are 45 years or older, earn $50,000 or more in household income, and have no children living at home.
Affluent empty-nester status generally translates to more flexibility in scheduling leisure activities and greater spending in categories such as luxury automobiles, travel and leisure, and financial services. For example, adults who listen to public radio are 41% more likely to own a luxury car such as a BMW, Mercedes, Lexus, Infiniti, Jaguar, or Porsche.
Public radio listeners are also 73% more likely to be active stock traders, 81% more likely to be frequent foreign air travelers and 85% more likely to be heavy domestic air travelers. Among public radio listeners, they are 67% more likely to have liquid assets in excess of $250,000.
The report also reveals that public radio is the most-listened to format among adults with an advanced degree. Among the 13.1 million adults with a post-graduate degree, more than 5 million listen to a public radio station weekly, more than any other radio station format measured by The Media Audit.
Media identified for this analysis are public radio stations that are affiliated with NPR or American Public Radio, the two largest producers and distributors of public radio programming.
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