Edison, NPR to Present 'Radio: Live On Air and Everywhere'

NPR and Edison Research will debut their latest research project, Radio: Live On Air and Everywhere, on Thursday, April 15 at 2pm ET. 

The Report examines the role radio plays in Americans’ lives in 2021 and reveals listening behavior among the six unique radio audience segments. 

Sixty-three percent of those in the U.S. age 18+ are reached by radio every day, and 41% of all daily audio time in the U.S. is spent with radio -- realities that sometimes are overlooked in the middle of the attention currently given to other audio platforms. The study explores listener attitudes about advertising on radio and other media, and provides insight into NPR listeners and how they occupy a unique place in this context. 

Those attending the webinar will learn: 

• What the six types of radio listeners are and how they engage with radio 
• Which type of listener is most open to radio advertising content 
• How radio listeners feel about advertising on radio versus other platforms 
• Where NPR listeners fit into the six segments of listeners, and their attitudes toward sponsorships 

Presenters Lamar Johnson, National Public Media VP of Sponsorship Marketing and Megan Lazovick, Edison Research Vice President, will host the webinar, and registration is now open. 

Radio: Live On Air and Everywhere from NPR and Edison Research is based on a national online survey of 1,500 U.S. adults age 18 and older, conducted January 13-21, 2021. All respondents reported listening to AM/FM radio (traditional or streamed) in the last week. Data weighted to match the sex, age, and ethnicity of AM/FM radio weekly listeners from The Infinite Dial from Edison Research and Triton Digital.