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Cross-Platform Audience Profiles CROSS-PLATFORM AUDIENCE PROFILES Photo: Phil Vancelette Kentucky Public Radio’s network of stations reaches ALL 120 Kentucky counties, with a weekly audience of over 600,000 people. KentuckyPublicRadio.org KPR delivers Kentucky media’s largest audience of educated influencers, business decision makers, and upper income households, on a market-specific or statewide basis. KPR can also create custom public radio campaigns in any region or key market of the U.S. Shelby Johnson Morgan Butler Franklin Warren Clinton Owen Decatur Brown Bartholomew Hamilton Highland Monroe Dearborn Clermont Ripley Greene Jennings Covington Ohio Ken- Boone ton Camp- Brown Jackson bell Lawrence Switzerland Adams Scioto Jefferson Gallatin Daviess Martin Pendleton Bracken Scott Grant Washington Carroll Trimble Mason Robert- Lewis Greenup Orange Owen Clark son Pike Henry Harrison Dubois Oldham Fleming Boyd Nicholas Carter Gibson Crawford Floyd Scott Rowan Franklin Bourbon Harrison Louisville Shelby Wayne Bath Warrick Jefferson Elliott Vander- Perry Wood- Lexington Mont- Lawrence Posey burgh ford Fayette gomery Spencer Spencer Anderson Bullitt Clark Menifee Morgan Meade Jessa- Hancock mine Johnson Henderson/Owensboro Powell Martin Gallatin Breckinridge Nelson Mercer Richmond Wolfe Magoffin Mingo Henderson Daviess Elizabethtown Washington Union Madison Estill Hardin Boyle Garrard Lee Floyd Hardin Webster McLean Marion Breathitt Pike Johnson Pope Larue Ohio Grayson Lincoln Jackson Owsley Crittenden Knott Alexander Taylor Rockcastle Hopkins Casey Perry Pulaski Massac Livingston Hart Butler Green Muhlenberg Edmonson Hazard Laurel Clay Caldwell Pulaski Letcher Dickenson Leslie Ballard Adair McCracken Lyon Corbin Bowling Green Russell Somerset Wise Barren Mississippi Warren Metcalfe Carlisle Marshall Christian Knox Todd Logan Harlan Trigg Cumberland Wayne Bell Graves Whitley Scott Hickman Murray Simpson Allen Clinton Monroe McCreary Pineville Lee Calloway Fulton Pickett Hancock Robertson Macon Clay Stewart Montgomery Sumner Claiborne Lake Scott Hawkins Campbell Obion Henry Trousdale Fentress Weakley Cheatham Jackson Overton Houston Union Grainger Smith Hamblen Benton Dickson Davidson Wilson Morgan Anderson Humphries Jefferson Carroll Knox Photo: Thinkstock THE AFFLUENT BUSINESS LEADER Reach C-Suite Executives, Business Owners and Top Management KPR Listeners KPR.org Users Have $150K+ in investment Are C-level executives (index 120), portfolio (index 229) and work in management (VP, Director, Manager) (index 149) Work in Top Management (index 246), are C-Suite executives (index 245), Have a $1 million+ annual budget for president (index 170) or vice president business purchases (index 133) job titles (index 236) Involved in business-to-business Serve as an officer for a club or purchases of advertising, promotional organization (index 222) services and media (index 139), PC software (index 129) and business Are business-to-business decision consulting services (index 123) makers involved in one or more purchase decisions valued at $1000+ Have investment portfolios valued at (index 188) $500K+ (index 127) Photo: Thinkstock Sources: GfK MRI Doublebase 2015; comScore Plan Metrix, 3-month average, Oct-Dec 2015, Composition Index, U.S. THE UPSCALE CONSUMER Reach Economicallly Powerful and Discerning Individuals KPR Listeners KPR.org Users 81% prefer to buy from a company they Visit museums and art galleries trust, even if it is slightly more expensive (index 117) 73% purchased an alcoholic Drink white wine (index 118) and shop beverage last month for gourmet foods online (index 148) 26% did home remodeling in the Attend live theater performances past 12 months (index 117) Spent $1000+ on foreign or domestic Listen to news (index 151), talk shows vacations in the past 12 months (index 144), public radio (index 141) and (index 170) classical music (index 131) on the radio Attended two or more live concerts 28% of KPR.org users frequently advise every month (index 199) others on movies Photo: Thinkstock Sources: GfK MRI Doublebase 2015; *2015 Ipsos Affluence Survey, Base: Americans with HHI of $100K+; comScore Plan Metrix, 3-month average, Oct-Dec 2015, Composition Index, U.S. THE CIVIC INFLUENTIAL Reach Civic Leaders and Community Influentials KPR Listeners KPR.org Users 74% voted in federal, state, or local Work in state and local government election IN THE LAST YEAR (index 138) Work in local, state or federal Are the first among friends to know government (index 153) about politics/current events (index 171) Serve on a committee for a local Donated $1000+ to a non-profit in the organization (index 222) last 6 months (index 197) Have written or called any politician at Frequently advise others on politics/ the local, state or national level in the current events (index 138) last year (index 272) Contacted an elected official (index Have been an active member of any 115) or went to a political rally/march/ group that tries to influence public demonstration (index 113) policy or government (index 320) Photo: Thinkstock Sources: GfK MRI Doublebase 2015; comScore Plan Metrix, 3-month average, Oct-Dec 2015, Composition Index, U.S. THE CURIOUS EXPLORER Reach Eager Travelers and Curious Adventurers KPR Listeners KPR.org Users 26% of affluent listeners usually fly Took 11-15 personal domestic trips in first class or business class* the last 12 months (index 155) 72% traveled domestically in the last Purchase cruises (index 136), vacation year; 40% traveled internationally packages (index 134) and airline tickets/ in the last 3 years reservations (index 130) Go backpacking/hiking (index 237) Participate in golf (index 134), attend and visit national parks (index 178) on major sporting events (index 131) domestic vacations and guided tours (index 125) while on vacation 84% agree that curiosity — wanting to explore and learn about new things — is Visit National Parks while on vacation very important (index 117) Spent 8+ nights in hotels/motels in Vacation in San Francisco (index 147), the last year (index 163) Las Vegas (index 142) and Florida (index 140) Photo: Thinkstock Sources: GfK MRI Doublebase 2015; *2015 Ipsos Affluence Survey, Base: Americans with HHI of $100K+; comScore Plan Metrix, 3-month average, Oct-Dec 2015, Composition Index, U.S. THE EARLY ADOPTER KPR Delivers a Tech-Savvy Audience KPR Listeners KPR.org Users 96% have a working mobile/ Work for computer or equipment smart phone manufacturers (index 178) or software manufacturers (index 147) 94% own a computer at home Hold a computer or mathematical job Have job responsibilities in MIS/IS/IT/ title (programmers, software engineers, Networking or Technology (index 220) etc.) (index 149) Considered “Category Influential Frequently advise others on computer Consumers” when it comes to new hardware (index 124) or websites/ technology (index 145) internet content and services (index 118) Use their phones to visit news sites, stream TV or listen to a podcast Involved in business purchase decisions (index 122) on PC software (index 129) Photo: Thinkstock Sources: GfK MRI Doublebase 2015; GfK Roper’s Category Influentials are deeply familiar with their category, frequent and trusted recommenders of products and services across broad social network; comScore Plan Metrix, 3-month average, Oct-Dec 2015, Composition Index, U.S. KEY DEMOGRAPHICS KPR Listeners vs. U.S. Adults % Composition Source: GfK MRI Doublebase 2014 PROVEN ENGAGEMENT, POWERFUL RESULTS The “Halo Effect” of KPR 86 % 62 % 78 % Hold a more positive Agree KPR is selective Prefer to buy products opinion of companies that about companies that or services from KPR support KPR.org sponsor its programming sponsors Sources: NPR Digital Attitude Survey, NPR Listeners Panel, July 2012; Lightspeed Research, NPR Sponsorship Survey, November 2014 Percentages based on respondents who agreed with each statement, where “agree”=7-10 on a 0-10 point scale. WKYU-FM Bowling Green WEKF-FM Corbin WKUE-FM Elizabethtown WEKH-FM Hazard WKPB-FM Henderson/ Owensboro WFPK-FM CONTACT Louisville KPR Sponsorship WFPL-FM Louisville Bryan McFarland (270) 572-6005 WUOL-FM Louisville [email protected] KentuckyPublicRadio.org WKMS-FM Murray WVXU-FM Northern KY WEKP-FM Pineville WEKU-FM Richmond KEY MARKET, STATEWIDE, OR ANY MARKET ANYWHERE WDCL-FM Somerset.
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