Loyal Listeners

They turn on the radio just to hear the program.
They drive hours to see a live broadcast.

They set their clocks by the show
A Prairie Home Companion's listeners tune in specifically for the program. Most listening in the first quarter-hour of the program (fully 57 percent) is attributable to new tune-ins, as opposed to listeners already tuned in to the station.*

Listeners are loyal to the stations that air A Prairie Home Companion, and they are even more devoted to the program itself.

72 percent listen at home
Unlike drive-time radio programs that reach listeners commuting to and from work, A Prairie Home Companion delivers a peak weekend audience of affluent, educated public radio listeners when they're at home, relaxed, and focused on listening.

24 percent listen in their car
Listeners also tune in APHC on their car radio when they find themselves behind the wheel. Many have told us that when they arrive at their destination they will remain in the car listening, especially when Keillor's reciting his signature monologue, "The News From Lake Wobegon."

They listen for a long time
They tune in, and they stay with the program. Listeners hear an average of 1 hour, 20 minutes of each week's show (approximately 2/3 of this two-hour program).*

They are loyal to the program
Loyalty tallies those people who, at any given time, are listening to the radio. Those radio listeners are then broken down into a percentage of people who have turned the dial to another station (not loyal) and those who are listening to the APHC station (loyal). Programs typically fall within a 15 to 50 percent range: A Prairie Home Companion is at the high (loyal) end of that curve, with a loyalty rating of 48.8 percent.*

*Note: All of the audience information is from Fall 2000 Arbitron from RRC report