Research/Audience Data

Public Radio Classical Music Audience Profile

Public radio classical music attracts people with a variety of interests and values. These listeners are engaged in their communities, and they enjoy an assortment of activities.

In general, public radio Classical Music listeners are:

• Slightly more male (54%) than female (46%)
• Between the ages 25-54 (51%)
• Well educated, 69% have earned a college degree or higher, 174% more likely than the general U.S. adult population
• Married (67%), 20% more likely than the general U.S. adult population

Public radio classical music listeners are involved in their communities.

• 72% vote in federal, state or local elections, 50% more than the general U.S. adult population
• 29% are involved in fund raising, 65% more likely than the general U.S. adult population
• 19% served on a committe for some local organization, 152% more likely

In addition to listening to classical music, these listeners can be found:

• Enjoying friends and food - 27% enjoy cooking for fun, 39% more likely; 56% entertain friends or relatives at home, 39% more likely
• Engaging in exercise - 37% more likely to exercise on a regular basis
• Gardening - 44% engage in gardening of some kind, 32% more likely
• Traveling - 76% flew domestically in the past year (43% more likely); 43% traveled abroad in the past three years (77% more likely)
• 26% enjoy photography as a leisure activity (more than twice as likely)

Source: Profile 2008, MRI Doublebase 2007, Base: Total U.S. Adults. Produced by NPR Audience and Corporate Research.