Radio: Live On Air and Everywhere from NPR and Edison Research Save the Date

NPRand Edison Researchwill 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.

Click here to register for Radio: Live On Air and Everywhere from NPR and Edison Research

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.

How the study was conducted 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.

About NPR NPR's rigorous reporting and unsurpassed storytelling connect with millions of Americans every day - on the air, online, and in person. NPR strives to create a more informed public - one challenged and invigorated by a deeper understanding and appreciation of events, ideas, and cultures. With a nationwide network of award-winning journalists and 17 international bureaus, NPR and its Member Stations are never far from where a story is unfolding. Listeners can find NPR by tuning in to their local Member stations (npr.org/stations), and now it's easy to listen to our stories on smart speaker devices. Ask your smart speaker to, 'Play NPR,' and you'll be tuned into your local Member station's live stream. Your speaker can also access NPR podcasts, NPR One, NPR News Now, and the Visual Newscast is available for screened speakers. Get more information at npr.org/about and by following NPR Extra on Facebook, Twitter and Instagram.

About Edison Research Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, Google, Oracle, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, The Gates Foundation, and Univision. Edison is the leading podcast research company in the world and has conducted research on the medium for NPR, Slate, ESPN, PodcastOne, WNYC Studios, and many more companies in the space. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, Australia, and Europe. Edison is the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue. Since 2004, Edison Research has been the sole provider of Election Day data to the National Election Pool, conducting exit polls and collecting precinct vote returns to project and analyze results for every major presidential primary and general election.

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