Audience Characteristics


Thanksgiving is almost at our doorstep and to ease you into your long holiday weekend, we decided to do a light-hearted piece about NPR’s listeners’ like or dislike of traditional foods you find on the table this time of year.

So what’s on the menu this year?!

(Keep in mind these are foods listeners have consumed in the past 6 months, and not necessarily around the holidays, but you get the gist.)

  • Green Beans (Index 135)
  • Broccoli (Index 128)
  • Pumpkin (Index 120)
  • Biscuits (Index 119)
  • Potatoes (Index 112)
  • Cranberries (Index 105)
  • Whole turkeys (Index 98)
  • Macaroni & Cheese (Index 85)
  • Dinner Rolls (Index 80)
  • Pies (Index 78)

Source: MRI Doublebase 2009

Note: Index is a quick way for you to determine if the average NPR listener is more or less likely than the average adult to display a characteristic.  The base number is 100.  Values below 100 indicate below-average likelihood to have a characteristic, and values above 100 indicate above-average likelihood to have it.

NPR listeners tend to be health conscious, which becomes even more apparent by how highly they index for eating their vegetables, more so than for the standard comfort foods we normally see on the Thanksgiving table.

On another note, slightly more listeners watch the Macy’s Thanksgiving Day Parade (17%) compared to the CBS Thanksgiving Day Parade (11%).  I get it - family and food is more important (smile).

Happy dining everyone!

Meredith Heard is the Research Analyst for Corporate Sponsorship and Development in NPR's Audience Insight & Research group.



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