Public Radio Navigates the Digital Revolution. Jacobs Media #PRTS2018

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1 Public Radio Navigates the Digital Revolution Jacobs Media #PRTS2018

2 Methodology 53 U.S. public radio stations N = 22,552 Interview dates: May 7 May 29, 2018 Most respondents are members of station databases. Some responses were gathered via station websites and/or social networking pages. All responses were collected online and weighted using Nielsen 2017 market population data. This is a web survey and does not represent all public radio listeners or each station s total audience.

3 The Sample #PRTS2018

4 Format Composition PRTS 2016 PRTS 2017 PRTS 2018 News/Talk 40% Other 3% News/Talk 58% News/Talk 63% News/Jazz 4% News/AAA 3% AAA 25% News/Classical 4% Classical 21% News/AAA 2% AAA 29% News/Classical 1% News/Jazz 3% Classical 6% News/AAA 1% AAA 16% News/Classical 4% Classical 15% News/Jazz 3%

5 Age PRTS 2016 PRTS 2017 PRTS % % % % % % % % % % % % % % % % % % Average age: 58.1 Average age: 57.6 Average age: 59.7

6 Main Reasons For Listening to Public Radio More credible & objective programming To be informed about the news Enjoy learning new things Deeper news perspective Respects my intelligence Balanced perspectives Like particular shows/hosts Fewer ads than commercial radio Makes me smarter Calm presentation Community information Hear music I don't get anywhere else Needs my support Something to talk about In the habit of listening Discover new music/new artists Breaking news alerts Like to work with radio Keeps me company Music surprises To be informed in an emergency It's free On-demand programming 14% 32% 29% 27% 25% 25% 25% 23% 21% 21% 19% 39% 38% 53% 49% 48% 60% 72% 71% 70% 68% 65% 78% (core value) Total 0% 20% 40% 60% 80% 100% Among those who listen to AM/FM radio, % who say this is a main reason they listen to public radio

7 Main Reasons For Listening to Public Radio More Feel the need to support public radio now 41% Availability on multiple platforms 39% The 2016 election 37% PRTS 2017: 51% Lifestyle change 36% New programs/hosts I like 34% App for my local public radio station 20% New podcasts for programs not on stations NPR One app 11% 18% Total 0% 20% 40% 60% Among the 17% who say they are listening to public radio more in the past year, % who say this is a main reason they listen more

8 Listening to Public Radio Less in the Past Year PRTS 2016 PRTS 2017 PRTS 2018 Same - Not a Lot 12% More 18% Less 7% Same - Not a Lot 9% More 20% Less 8% Same - Not a Lot 10% More 17% Less 7% Same - A Lot 63% Same - A Lot 63% Same - A Lot 66% Among those who listen to AM/FM radio

9 Main Reasons For Listening to Public Radio Less Lifestyle change Less time in a car Need a break from the news News is depressing Dislike some newer programs More time with podcasts/on-demand audio Not enjoying public radio programming Personal music (MP3s, CDs, vinyl, etc.) Getting news from other sources Using internet more for info./music Repetitive news SiriusXM satellite radio More Pandora/Spotify/streaming services Pledge drives Too much bias Using a mobile phone/apps more Watching more TV, videos, etc. Repetitive music More time with in-car media system Other audio on smart speakers Not enough local information 7% 6% 4% 4% 3% 17% 16% 16% 15% 15% 13% 12% 12% 12% 10% 10% 10% 25% 23% 29% 36% Total 0% 20% 40% 60% Among the 7% who say they are listening to public radio less in the past year, % who say this is a main reason they listen less

10 The Large Majority of Listeners Feel Connected to Their Home Station % Agreement (Strongly Agree + Agree) Strongly Agree 41% PRTS 2018 AAA Classical News/Talk 84% 86% 84% 83% Don't Know 1% Strongly Disagree 1% Disagree 2% Neutral 12% Agree 43% Male Female Millennials Gen X Boomers Silent 81% 87% 85% 85% 84% 82% I really feel a sense of connection to (home station) 0% 20% 40% 60% 80% 100%

11 The Trump Effect: Impact of Fake News #PRTS2018

12 The 2016 Election Is Still a Strong Driver of Increased Public Radio Listening, Particularly Among Females and Millennials Don't Know 1% % Agreement (Strongly Agree + Agree) Disagree 21% Strongly Disagree 10% Strongly Agree 16% PRTS 2018 PRTS 2017 PRTS 2016 AAA Classical News/Talk 21% 27% 30% 35% 38% 39% Agree 19% Male Female 29% 40% Neutral 32% Millennials Gen X Boomers Silent 34% 35% 34% 41% As a result of the 2016 election, I m listening to more public radio 0% 20% 40% 60%

13 The 2016 Election Has Been a Catalyst for Increased Public Radio Support, With Millennials and Women Leading the Way Don't Know 2% % Agreement (Strongly Agree + Agree) Disagree 17% Strongly Disagree 8% Strongly Agree 17% PRTS 2018 AAA Classical News/Talk 35% 36% 42% 46% Male 37% Agree 25% Female 47% Neutral 31% Millennials Gen X Boomers 44% 41% 52% Silent 40% As a result of the 2016 election, I m providing increased support to public radio 0% 20% 40% 60%

14 Three in Four Are Looking More Closely at News Sources Due to Fake News Strongly Disagree 3% Disagree 8% Don't Know 1% Strongly Agree 32% PRTS 2018 AAA Classical % Agreement (Strongly Agree + Agree) 74% 71% 70% News/Talk 76% Neutral 13% Male 71% Female 77% Agree 42% I find myself looking more closely at the source of news articles recently due to the proliferation of so-called fake news Millennials Gen X Boomers Silent 75% 74% 75% 72% 0% 20% 40% 60% 80% 100%

15 Home Station Listening Platforms #PRTS2018

16 Home Station Listening Platforms Total Smart speaker 3% NPR apps 3% Other 2% AM/FM radio at home, work, or school 28% Traditional 69% Digital 29% Podcasts 5% Mobile apps 6% Computer stream 12% AM/FM radio in vehicle 41% PRTS 2017 Traditional 69% Digital 28% % of time spent with home station with each platform in a typical week

17 Home Station Listening Platforms: Traditional vs. Digital 100% Traditional Digital 80% 60% 83% 80% 78% 74% 69% 69% 40% 20% 0% 28% 29% 24% 16% 16% 19% PRTS 2013 PRTS 2014 PRTS 2015 PRTS 2016 PRTS 2017 PRTS 2018 % of time spent with home station in a typical week via traditional platforms (an AM/FM radio at home/school/work or in a vehicle) vs. digital platforms (computer, mobile/npr apps, podcasts, smart speaker)

18 Media & Brand Pyramids #PRTS2018

19 Total PRTS % 18% 18% 12% 24% 35% ** 63% 64% ** 67% 70% 79% 85% ** 88% 89% 88%

20 Total PRTS % 6% 9% 13% 10% 14% 17% 18% 17% 17% 24% 25% 38% 46% 47% 57% 89%

21 Podcasting and the On-Demand Experience #PRTS2018

22 Led by Millennials and Xers, More Than One-Fifth Are Listening to More Public Radio On-Demand Don't Know 4% % Agreement (Strongly Agree + Agree) Strongly Disagree 23% Strongly Agree 7% PRTS 2018 AAA Classical 17% 14% 22% News/Talk 27% Agree 15% Male 20% Disagree 30% Female 25% Neutral 21% Millennials Gen X Boomers 20% 34% 44% Silent 10% I find myself listening to more public radio on-demand (podcasts, etc.) 0% 20% 40% 60%

23 More than Two-Thirds of Millennials and More Than Half of Generation X Listens to Podcasts Weekly or More Often % Who Listen to Podcasts/On-Demand Audio Weekly or More Daily 16% PRTS 2018 PRTS 2017 PRTS % 35% 35% Never 30% Weekly 19% AAA Classical News/Talk 22% 33% 40% < Monthly 23% Monthly 12% Male Female Millennials Gen X Boomers Silent 15% 31% 34% 36% 54% 68% 0% 20% 40% 60% 80%

24 About Four in Five Weekly Podcast Listeners Regularly Listen on Their Smartphones Smartphone 79% Desktop/laptop computer 33% Tablet 24% In-car audio system 24% Smart speaker 10% In-home audio system 6% Smart TV 2% 0% 20% 40% 60% 80% 100% Among weekly podcast listeners, % who regularly listen to podcasts using each device

25 Top Reasons Why People Don t Listen to Podcasts I'm just not interested 55% I just don't know how to do it 27% I don't have time 27% I don't know how to find podcasts 22% There's not a podcast app on my phone 15% It's a hassle 13% I don't know what a podcast is 10% 0% 20% 40% 60% 80% Among those who never listen to podcasts, % mentioning each as a reason they don t listen

26 Smart Speakers #PRTS2018

27 Smart Speaker Ownership Has Risen Sharply in the Past Year PRTS 2018 PRTS % 20% AAA Classical News/Talk 13% 21% 23% Male Female 18% 22% Millennials Gen X Boomers Silent 12% 18% 27% 27% 0% 10% 20% 30% 40% % who own a smart speaker (Amazon Alexa, Google Home, etc.)

28 Millennials and Females Are Most Apt to Listen to More AM/FM Radio Since Getting a Smart Speaker No change (listen a little) 24% A little less 3% A lot less 2% PRTS 2018 AAA % Who Say They Are Listening to AM/FM Radio Stations More (A Lot + A Little) Since Getting a Smart Speaker 20% 23% A lot more 8% Classical News/Talk 18% 20% A little more 12% Male Female 18% 22% No change (listen a lot) 51% Millennials Gen X Boomers Silent 15% 18% 22% 28% How has your listening to AM/FM radio stations changed overall since you got a smart speaker? 0% 10% 20% 30% 40% 50% Among smart speaker owners

29 In-Car Media #PRTS2018

30 Audio books 3% Streaming audio (Pandora, station's app, etc.) 3% In-Car Audio Usage Other 3% Total Podcasts 5% Your music 9% SiriusXM satellite radio 12% AM/FM car radio 65% % of time spent in a car with each source on average weekday

31 FM Radio Leads the List of Most Important New Car Features, Followed by Bluetooth and Auxiliary Jack to Connect Smartphones FM radio Bluetooth Smartphone connector (AUX) In-dash navigation CD player Voice commands AM radio Dedicated WiFi HD Radio SiriusXM satellite radio Media system Apple CarPlay Android Auto DVD player 5% 6% 20% 18% 16% 16% 12% 33% 31% 31% 31% 58% 64% 82% 0% 20% 40% 60% 80% 100% Very Important features among those planning on buying/leasing (or already bought) a new vehicle in 2018

32 Streaming: Video & Audio #PRTS2018

33 One in Three Watch Streaming Video Daily; Weekly Usage Is Now Two-Thirds % Who Watch Streaming Video Weekly or More Never 10% Daily 33% PRTS 2018 AAA Classical 57% 68% 72% < Monthly 11% News/Talk Male 70% 71% Female 65% Monthly 12% Millennials 96% Weekly 35% Gen X Boomers 66% 85% Silent 44% 0% 20% 40% 60% 80% 100%

34 More Than Four in Ten Listen to Streaming Audio Daily; Weekly Usage Reaches Six in Ten % Who Listen to Streaming Audio Weekly or More Daily 42% PRTS % AAA 72% Classical 56% Never 18% News/Talk Male 59% 63% Female 58% < Monthly 14% Monthly 8% Weekly 19% Millennials Gen X Boomers Silent 43% 60% 72% 76% 0% 20% 40% 60% 80% 100%

35 Mobile #PRTS2018

36 More Than One-Third Use a Mobile Device to Wake Up % Who Use Each Method to Wake Up in the Morning Phone/Tablet - ring tone 34% Clock radio - local station 20% Clock radio - buzzer 9% Smart speaker Phone/Tablet - radio station Phone/Tablet - other stream 1% 0% 1% PRTS 2016 PRTS 2017 PRTS % 31% 28% 30% 34% 34% Some other way 36% 0% 20% 40% 60% Among cell phone, smartphone and/or tablet owners

37 Four in Ten Are Willing to Share Location Data With News/Radio/Music Apps They Have Downloaded; One-Fourth Allow Push Notifications % Who Are Willing to Allow Permissions for Each Access to your location data 41% Send push notifications 25% Access to your microphone 10% 0% 20% 40% 60% 80% Among smartphone and/or tablet owners who have downloaded a news/radio/music app

38 Social Media #PRTS2018

39 Facebook is Far and Away the Leader for Daily Usage Among Those With a Social Media Profile % Who Have a Profile on (Platform) % Who Use (Platform) Daily Facebook 91% Facebook 60% LinkedIn 74% LinkedIn 7% Facebook Messenger 71% Facebook Messenger 20% Twitter 51% Twitter 26% Google+ 48% Google+ 8% YouTube 48% YouTube 19% Instagram 45% Instagram 38% Pinterest 44% Pinterest 8% WhatsApp 27% WhatsApp 12% Snapchat 18% Snapchat 16% Reddit 12% Reddit 26% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% Among those with any social media profile Among those with a profile on (platform)

40 One in Three With a Social Media Profile Is Spending Less Time With Social Media Due to the Rise of Fake News Don't Know 5% % Agreement (Strongly Agree + Agree) Disagree 26% Strongly Disagree 11% Strongly Agree 12% PRTS 2018 AAA Classical News/Talk 31% 29% 31% 31% Male 29% Agree 19% Female 36% Millennials 34% Neutral 28% Gen X Boomers 33% 35% Silent 29% I am spending less time with social media due to the proliferation of fake news Among those who have any social media profile 0% 10% 20% 30% 40% 50%

41 One in Three With a Social Media Profile Is Spending Less Time With Social Media Due to Concerns About Personal Information Don't Know 1% % Agreement (Strongly Agree + Agree) Disagree 31% Strongly Disagree 8% Strongly Agree 9% PRTS 2018 AAA Classical 31% 29% 32% News/Talk 31% Agree 22% Male Female 30% 31% Neutral 30% Millennials Gen X Boomers 29% 29% 32% Silent 29% I am spending less time with social media due to concerns about my personal information Among those who have any social media profile 0% 10% 20% 30% 40% 50%

42 Contact Us

43 Public Radio Navigates the Digital Revolution Jacobs Media #PRTS2018

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