On Point with Tom Ashbrook is Delivering Its Largest National Audience in History

National Data Highlights Program’s Dramatic Growth on NPR Stations

BOSTON--()--WBUR, Boston’s NPR news station, announced today that On Point with Tom Ashbrook has seen a dramatic 21% yearly increase in AQH and is up 11% in cume from year to year (© 2015, The Nielsen Company. May not be quoted or reproduced without the prior written permission of Nielsen. Reported via Act 1 Systems, P12+). Timely and always intelligent, On Point is a two-hour live program produced by WBUR, featuring conversation and insight from today’s top newsmakers, cultural icons and thought leaders. Hosted by award-winning journalist Tom Ashbrook, the program was born in the aftermath of NPR’s 9/11 special coverage, and will mark its 15th anniversary this year.

On Point has shown steady growth over the last four years and now reaches an estimated weekly audience of 1.76 million listeners. From Spring 2012 to Spring 2015, the program grew a significant 60% in AQH, while its cume increased 38% during the same timespan. The AQH growth is a validation of how On Point is purposefully produced for both live and non-live carriage, as only 56% of stations schedule the program during its live broadcast from 10 a.m. – 12 p.m. EST.

“We talk a lot at On Point about value per minute, and how to increase impact for our listeners,” says host Tom Ashbrook. “We want the conversation to have a sense of drama, so we treat each hour like an event. It’s unflinchingly honest, fast, fun, serious and surprising. We want public radio listeners to feel embraced and engaged in a compelling way, not like news is being dropped down on them from up high.”

With Ashbrook’s fast-paced, cogent interview style, On Point is heard on 290 NPR stations nationwide, a 12% increase in stations (2015 vs. 2014). Ashbrook’s omnipresent inquisitiveness on behalf of listeners resonates with public radio audiences, who want a chance to pursue the news, be part of the discussion and hear differing perspectives from across the country in a respectful setting.

“We’re thrilled that so many people are becoming fans of On Point,” says WBUR General Manager Charlie Kravetz. "And we believe the data demonstrates that it’s a strong choice for NPR stations across the country who are looking to experience the same kind of audience growth that On Point has enjoyed."

National success is not On Point’s only calling card. On Point has strategically focused on the opportunities presented by digital disruption, offering audiences innovative ways to connect to the program, whenever and wherever they choose to plug in. The On Point podcast was named one of the “Best of 2015” by iTunes and has the largest reach in WBUR’s current podcast portfolio, with approximately 2.2 million downloads per month (September 2015, NPR Splunk report). On Point has also increased its community engagement efforts, with strong Facebook and Twitter followings, and Ashbrook frequently hosting live events each year.

About 90.9 WBUR, Boston’s NPR News Station: Founded in 1950, WBUR began broadcasting NPR programming in 1970, offering NPR’s Morning Edition and All Things Considered along with local news programming. One of the nation’s most successful public radio stations today, WBUR produces national NPR programs On Point, Here & Now, Only A Game and Car Talk, as well as a local daily newsmagazine, Radio Boston. Located on Commonwealth Avenue at Boston University, WBUR has the largest radio newsroom in New England, dedicated to covering topics that matter in Boston and across the nation. The work produced at WBUR can be heard on 90.9 WBUR, Boston; 89.1 WBUH, Brewster, Cape Cod; and 92.7 WBUA, Martha’s Vineyard. Follow WBUR at www.wbur.org, or on Facebook and Twitter, @WBUR.

Contacts

WBUR
Kristen Holgerson, 617-358-2011
kholgers@wbur.org
or
Greenough on behalf of WBUR
Karen Laverty, 617-275-6516
klaverty@greenough.biz

Contacts

WBUR
Kristen Holgerson, 617-358-2011
kholgers@wbur.org
or
Greenough on behalf of WBUR
Karen Laverty, 617-275-6516
klaverty@greenough.biz