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

55+ NPR listeners Total U.S. adults

45-54

35-44

55% male

45% female

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 Household income $75,000+

NPR listeners

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 & COMMENTARY

LAUGHTER & POP CULTURE

INNOVATION & STORYTELLING

Longstanding news-magazines Morning Edition and All Things Considered are complemented by Weekend Edition, On Point and The Diane Rehm Show

Wait Wait....Don't Tell Me! and Ask Me Another entertain audiences with quizzes based on pop culture and current events, while Fresh Air offers immersive culture commentary

TED Radio Hour and Radiolab explore the worlds of science and innovation, and Snap Judgment focuses on sharing a variety of 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

programs and series at the network level, or target key markets with a spot 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

HOLD A MORE POSITIVE OPINION OF COMPANIES

THAT SPONSOR NPR 96%

TAKE ACTION IN RESPONSE TO SOMETHING

HEARD ON NPR

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