NPR ON AIR A Tradition of Excellence

A TRADITION OF EXCELLENCE

NPR remains:

§ A standard-setting producer and distributor of top-quality news, information and music programming more than 40 years

§ Home of two of the three most popular radio programs in the country: Morning Edition and All Things Considered

§ Reaching a larger audience than the combined circulation of the top 51 national newspapers with more than 27 million weekly radio listeners

§ Honored with the broadcast industry’s most prestigious awards

Sources: ACT 1 based on Nielsen Audio Nationwide, Fall 2013, Persons 12+, NPR Programming + Newscasts; Audit Bureau of Circulations, circulation averages from October 2012 – March 2013

HEARD IN COMMUNITIES ACROSS THE COUNTRY

National reach, local importance

§ A network of more than 900 member stations nationwide

§ Home to a weekly audience (cume) of 27.3 million listeners

§ Leading stations in News, Arts & Life, and Music

Source: ACT 1 based on Nielsen Audio Nationwide, Fall 2013, Persons 12+, NPR Programming + Newscasts;

A BALANCED AUDIENCE

57% of NPR listeners are adult, 25-54

NPR listeners 55+ Total U.S. adults

45-54

55% 45% male female 35-44

25-34

18-24

0% 5% 10% 15% 20% 25% 30% 35% 40%

Source: GfK MRI Doublebase 2013

A DESIRABLE AUDIENCE

NPR listeners are:

AFFLUENT NPR listeners Household income $75,000+ Total U.S. adults

EDUCATED Post-graduate degree

INFLUENTIAL Influentials

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65%

Source: GfK MRI Doublebase 2013

NPR PROGRAM HIGHLIGHTS

Delivering diverse, top-quality programming

ESSENTIAL NEWS LAUGHTER & INNOVATION & & COMMENTARY POP CULTURE STORYTELLING

Longstanding news-magazines Wait Wait....Don't Tell Me! and Ask TED Radio Hour and Radiolab Morning Edition and All Things Me Another entertain audiences with explore the worlds of science and Considered are complemented quizzes based on pop culture and innovation, and Snap Judgment by Weekend Edition, On Point current events, while Fresh Air offers focuses on sharing a variety of and The Diane Rehm Show immersive culture commentary voices and perspectives

Source: ACT 1 based on Nielsen Audio Nationwide, Fall 2013, Persons 12+, Monday-Friday

ON AIR SPONSORSHIP

Opportunities for sponsors at the national, regional and local level 60% § Sponsors can align with relevant HOLD A MORE POSITIVE OPINION OF COMPANIES 96% programs and series at the network THAT SPONSOR NPR TAKE ACTION IN level, or target key markets with a spot RESPONSE TO SOMETHING HEARD ON NPR campaign on NPR stations

§ Sponsors are recognized with audio announcements meeting NPR guidelines and read by NPR talent

§ Time and time again, listeners confirm the value of NPR on air sponsorship through research demonstrating that listeners prefer to do business with companies that support NPR

Sources: Lightspeed Research, NPR Listener Survey, May 2011 *Lightspeed Research, NPR Sponsorship Survey, November 2012.