WPM's Audience Demographics

Why Wyoming Public Radio? The top two benefits of public radio sponsorship driving consumer behavior are:

• Community Focus: Audiences see sponsor organizations in a favorable light due to support of acommunity asset they value. The benefit here is building brand loyalty—our listeners are morelikely to choose a sponsor over a competitor when it comes to a buying decision.

• Quality and Credibility: Wyoming Public Radio provides the quality programming our listenersdemand. Sponsorship with WPM links the sponsor’s brand to excellence. Listeners commonlydescribe sponsors as smart marketers and forward-leaning.

From an advertising perspective, the public radio audience is uniquely loyal and engaged.

• 86% of listeners consider NPR programming “personally important” to them.

• 83% of listeners have been moved to take action by listening to NPR. For instance, 44% gathered more info about a company/product, 41% have visited a sponsor’s website, and 30% have recommended a product or service to others as a result of listening. 

• 87% of listeners have discussed an NPR story with friends, family, or colleagues.

• 70% of listeners agree that, when price and quality are equal, they prefer to buy products frombusinesses that support public radio.