Public radio listeners remain fiercely loyal, even in the face of their own economic hardships.
That was the topline takeaway of the 18th Jacobs Media Public Radio Techsurvey, which founder Fred Jacobs presented to representatives from around 50 radio stations on Thursday.
Jacobs said about 17,000 listeners took part, with most identifying public radio as their primary “P1” listening choice.
Since 2019, the survey has asked respondents whether the political climate makes them more inclined to support public radio. For the first five years, Jacobs explained, responses remained fairly flat, averaging 42% of respondents stating they would increase their contributions.
Then, in 2025, following the federal rescission of public media funds, 64% agreed they would increase their support.
“Our research director (at my behest) checked and rechecked the raw data,” Jacobs wrote. “It was correct.”
Jacobs was particularly curious to see if that spike was an anomaly or if listener support would hold steady this year. The 2026 results, he said, proved even more eye-opening.
Approximately 72% of respondents indicated increased support as a result of the current political climate, a trend that was consistent across multiple formats and demographics.
“For public radio operators and professionals, the data strongly suggested they have survived the greatest test of their careers,” Jacobs wrote.
But, as he also noted, the support comes during a time of economic concern. The survey found that 53% of respondents reported a “major” or “significant” negative financial impact on their households, with one in 10 citing a maximum negative impact.
Yet even among that hardest-hit 10%, seven in 10 said they still plan to increase their public radio contributions this year.
“This data speaks volumes about the loyalty, commitment, resilience and ultimately, the wisdom of the public radio audience,” Jacobs said.
Jacobs knows the story is not over. The onus remains on noncom stations to continue offering the content listeners relish and are willing to support with their wallets.
You can view these results and more during the Public Radio Techsurvey’s free webinar on Oct. 7. Register here.
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