NPR Radio Ratings Collapse

Broadcast ratings for nearly all of NPR's radio shows took a steep dive in major markets this spring, as the coronavirus pandemic kept many Americans from commuting to work and school. The network's shows lost roughly a quarter of their audience between the second quarter of 2019 and the same months in 2020, media correspondent David Folkenflik at NPR reports.

People who listened to NPR shows on the radio at home before the pandemic by and large still do. But many of those who listened on their commute have not rejoined from home. And that threatens to alter the terrain for NPR for years to come, said Lori Kaplan, the network's senior director of audience insights.

"We anticipated these changes," Kaplan said. "This kind of change was going to take place over the next decade. But the pandemic has shown us what our future is now."

NPR's Lori Kaplan

Audience research commissioned by Kaplan indicates that NPR's audience is disproportionately made up of professionals who are able to work from home and who are interested in doing so even after the pandemic subsides.

Ten major stations have enjoyed a spike in audience, thanks to a sharp rise in listening at home. Those include Chicago, Detroit, Miami, Minneapolis, Philadelphia and Austin, Texas. Public radio officials say they do not yet know to what to attribute that rise.

Ironically, this larger plunge in radio listenership has occurred even as a record number of people are turning to NPR for news and other content. More than 57 million people now consume the network's offerings each week, whether on radio or its various digital platforms. That's a rise of nearly 10% from last year, despite the severe drop in the broadcast audiences. Podcast downloads and the usage of NPR's listening apps are up nearly a quarter, and there is a 76% increase in users of NPR.org as more people access the network's content from home.

Additionally, for the first time, NPR is on track to make more money from underwriting on podcasts than on its conventional radio shows, according to CEO John Lansing. That dynamic had been projected to occur before COVID-19 hit U.S. shores.

The drop affected shows across the day, though the midday show Here & Now has fared better than the flagship morning and afternoon shows, Morning Edition and All Things Considered. Several NPR programs that don't revolve around the news, such as Ask Me Another, the TED Radio Hour, and Hidden Brain, have also lost listenership.

Kaplan and Lansing presented the findings at a series of meetings with staff Wednesday.