NPR’s Got Lots Of Listeners, Lots Of Web Traffic

By 9am on weekdays NPR‘s broadcast audience has peaked, while the online audience continues to build until mid afternoon. According to data NPR recently shared on their website, the broadcast audience peaks at 7am with about 2.3 million listeners in an average quarter hour. Two hours later that number is under 2 million and falling – while the streaming audience is ramping up.

The streaming audience peaks at about 70,000 at 2pm. Both the broadcast and streaming numbers drop for the rest of the afternoon, with the broadcast audience peaking to 2 million again at 5pm.

NPR.org’s deep online platform includes a large amount of programming from the 24 Hour Stream or archived shows like Morning Edition, NPR Newscasts, Car Talk, or NPR Music. The online number seems to indicate website traffic, and therefore counts visits to NPR’s blogs and news offerings on the site as well.

It’s very interesting data that underscores what a deep platform NPR has. By offering live and archived streamed programming and other website features, NPR is doing a nice job of expanding their brand.

Note: This post has been updated (9:50am) for better accuracy. Many thanks to Matt for his comments and insight.

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4 responses

  1. I don’t follow the “From 9am to 7pm on weekdays, NPR’s online audience exceeds a half million” comment, but they do have lots of listeners.

  2. Sorry, operator error…post is now modified.

  3. Tough to compete against a network that gets a nice chunk of funding from the government. Especially if they want to aggressively expand into non-traditional areas, like the Internet.

  4. […] publishing more research: this time, how people consume their content. The big takeaway, for me, is that radio is so, so much bigger than their online stuff; I’m […]

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