Our Audience

KPCC is the #3 public radio news station in the United States! The KPCC Listener:

What is an index?

Definition: A ratio in percentage terms that indicates the likelihood of a particular medium to meet a specified goal or criterion. An index score is "graded" using 100 as the benchmark. An index of 123 indicates a 23 percent greater likelihood of meeting specified criteria. An index of 88 shows a 12 percent lesser likelihood of that medium to meet the specified criteria.

Professional:

Index 226: Board Member
Index 450: General Manager
Index 226: CEO
Index 130: Science Industry
Index 239: Legal Industry
Index 322: Arts/Design/ent

Affluent:

Index 164: Individual Employment Income
Index 163: Plan to buy a home valued @ 1,000,000

Culturally Involved:

Index 292: Attended a symphony or opera in the last year
Index 113: Attended a dance or ballet performance in the last year
Index 168: Visited an art museum in the last year

Active:

Index 189: Goes Skiing
Index 190: Goes Hiking
Index 170: Practices Yoga/Pilates
Index 116: Traveled for business in the last year (domestic 10+)

Informed:

Index 404: Reads the Sunday Times
Index 237: Reads Wall Street Journal
Index 183: Reads the Los Angeles Times

Source: Scarborough, LA Non Comm Release 2 2008. Aug 07-Jul 08