1. NPR LISTENER SURVEY: TELEVISION VIEWING HABITS OF THE PUBLIC RADIO AUDIENCE

3. Movies, documentaries, and news/information are most popular among NPR listeners, followed closely by comedies (59%) and dramatic series (55%).

4. Listeners who use NPR.org are more likely than non-users to seek out a number of genres (including educational programming, dramas, late-night comedy, and music programs).

5. The average NPR listener spends 3 hours watching TV each day, & nearly 19 hours each week.

6. NPR listeners predominantly watch television programming as scheduled on cable, broadcast and/or satellite TV (88%).

7. The leading “alternative” methods for watching TV programs are digital recordings (via DVR or TiVo) (36%) and streaming from the Internet (22%).

8. The majority of listeners (63%) plan their TV viewing ahead of time to see favorite programs, as opposed to channel-surfing.

9. 87% of listeners have specific programs they watch every day or week, with these listeners following an average of four TV programs at any given time

10. NPR listeners primarily watch television “to be entertained” (83%) and/or “to relax” (66%).

11. Secondarily, NPR listeners watch television to “be informed” (61%), “gain knowledge” (53%), and “learn about the world” (48%).

19. (If yes)…About how many TV programs do you make a point of watching consistently each week or each day?Results Base: n = 487 NPR Listeners who have watched TV in the past 7 days

22. METHODOLOGY

24. NPR respondent qualification criteria:

25. Between the ages of 25 to 64 years old

26. Confirmed NPR Listener

27. Listened to Morning Edition or All Things Consideredwithin the past 7 days

28. The NPR listener sample was controlled by gender, age and educational attainment to ensure an accurate NPR audience representation.

29. Equal representation of men and women

30. Equal representation across 25-34, 35-44, 45-54 and 55-64 age brackets

31. Educational attainment: 70% must hold a bachelor’s degree or higher.

32. Additional steps were taken to ensure data quality by removing respondents with suspicious or inconsistent answers to survey questions.

33. Sample error:

34. Total: (n=500) with 95% confidence: +/-4.4%