Arizona Public Media Image Tracking Study

(May, 2011)

Prepared for:Arizona Public Media

Tucson, Arizona

Prepared by:FMR Associates, Inc.

Tucson, Arizona

FMRassociates.com

2

Goals:

• Television Usage– Subscribership to cable/satellite TV services

• Broadcasting Identities and Brands– Station association of TV shows, radio programs or music– Methods of referral to radio and television stations– Channel number associated with various TV networks

• Public Radio/Television Usage– Listenership to Public Radio & why/why not– Viewership of Public Television & why/why not

• Public Broadcasting Brand Identity– Method of referral to Public TV stations– Arizona Public Media imaging/descriptions– Visitation of Arizona Public Media website– Perceptions/Evaluations of Public Broadcasting funding

Arizona Public Media Image Tracking Study

400 telephone surveys completed in May among randomly-selected adult (35+) media (television and/or radio) users in the Tucson metro area. Half of respondents were selected from Arizona Public Media membership database lists, with the remainder from random-digit dialing (based on hot zips).

The Sample

3From Tables I-1 to I-3

47%

53%

41%

59%

0% 20% 40% 60%

Men

Women

2011 2006

Gender

23%

10%

26%

18%

22%

38%

18%

9%

35%

0% 20% 40%

35-39

40-49

50-59

60-69

70+

2011 2006

Age

Two-thirds are collegegraduates or better.

4From Tables I-4 to I-5

One-half are current members, with the remainder split between past and non-members.

Education Level

2%

51%

23%

24%

22%

55%

22%

2%

0% 20% 40% 60%

Past year

>12months

ago

Never

Don'tknow/ Not

sure

2011 2006

Public Broadcasting Membership

33%

9%

2%

22%

34%

1%

28%

15%

26%

30%

0% 20% 40%

High school/Tradeschool

Somecollege

Collegegraduate

Graduatedegree

Refused/Noanswer

2011 2006

5From Table 1-6

Political Orientation

5%

2%

8%

28%

2%

2%

5%

6%

26%

17%

0% 20% 40%

Democrat

Independent

Republican

Liberal

Conservative

Progressive

Libertarian

Centrist

Something else

Refused/No answer

2011

Four of ten describe themselves as “Democrat,” “Liberal” or “Progressive,” while just less than one of four identify as “Republican” or “Conservative.” Three of ten view themselves as “Independent” or “Centrist.”

6From Table 1

More than eight of ten subscribe to cable or satellite.

Source of Television Reception

4%

54%

32%

10%

18%

60%

21%

0% 20% 40% 60%

Cable

Satellite

Over the air

Not sure/Don’tknow

2011 2006

7From Tables 1a-1b

Six of ten cable subscribers are Cox Communications customers, while the remaining four of ten are customers of Comcast.

Two-thirds of satellite subscribers are customers of DirecTV, while one-third are Dish Network customers.

61%

38%

1%

46%

48%

0% 20% 40% 60% 80%

Cox

Comcast

Not sure/Don’t know

2011 2006

Cable Service Subscribed To(Among Cable TV Subscribers)

66%

34%

44%

54%

0% 20% 40% 60% 80%

DirecTV

DishNetwork

2011 2006

Satellite Service Subscribed To(Among Satellite TV Subscribers)

The television shows associated with KUAT Channel 6 are:

• Masterpiece Theater (72%)

• Antiques Roadshow (71%, up from 65% in 2006)

• Arizona Illustrated (71%, up from 65% in 2006)

• Sesame Street (61%, up from 47% in 2006)

For every program tested, the primary method of identification is channel number, followed closely by “PBS.”

Channel 6 PBS KUAT

• Masterpiece Theater 50% 41% 3%

• Antiques Roadshow 45% 45% 4%

• Arizona Illustrated 45% 43% 7%

• Sesame Street 44% 33% 2%

8From Tables 2-2a

Broadcasting Identities and Brands

• When asked to mention the channel number they associate with various television and cable networks/channels, the strongest correct channel number association is for PBS and Channel 6 (84% correct association, up from 81% in 2006).

• The next highest level of correct channel recall/association is for NBC – Channel 4 (66%, down from 71%).

9From Tables 3

10

Favorite Music Radio Station

From Tables 4/5

5%

18%

24%

8%

7%

19%

7%

22%

11%

0% 20% 40%

KUAT-FM

KIIM-FM

KUAZ-FM/AM

KXCI-FM

None/Don’t listen tomusic on the radio

2011 2006

Favorite News/InformationRadio Station

34%

23%

14%

9%

11%

20%

8%

44%

0% 20% 40% 60%

KUAZ-FM/AM

KUAT-FM

KNST-AM

None/Don’tlisten tonews/

Informationon the radio

2011 2006

11From Tables 4a/5a

Methods of referral to favorite music station:

• KUAT-FM: “KUAT” (29%, down from 63%), “90.5” (20%, up from 15%), “Classical 90.5” (19%, up from 6%), “NPR” (14%, up from 1%).

• KUAZ-FM/AM: “89.1” (34%, up from 17%), “NPR” (28%, down from 34%), KUAZ-FM (14%, up from 10%), “KUAZ” (7%, down from 31%).

Methods of referral to favorite news/information station:

• KUAZ-FM/AM: “89.1” (39%, up from 14%), “NPR” (26%, down from 38%), “KUAZ” (14%, down from 22%), “KUAZ-FM” (8%, down from 11%), “Arizona Public Media” (5%).

• KUAT-FM: “NPR” (36%, up from 13%), “KUAT” (32%, down from 52%), “90.5” (unchanged at 9%), “89.7” (unchanged at 9%).

12From Table 6

Station/Programming Associations:

• Classical music: KUAT-FM (32%, down from 38%), don’t know (unchanged at 52%), KUAZ-FM/AM (9%, up from 7%)

• All Things Considered: don’t know (53%, down from 60%), KUAZ-FM/AM (34%, up from 26%), KUAT-FM (7%, down from 10%)

• Jazz music: don’t know (67%, down from 76%), KUAZ-FM/AM (20%, up from 15%), KUAT-FM (unchanged at 6%)

• Morning Edition: don’t know (64%, down from 69%), KUAZ-FM/AM (26%, up from 23%), KUAT-FM (unchanged at 4%)

13From Table 6a

• Those who think of KUAT-FM for Classical Music on the radio refer to it primarily as “KUAT” (39%, down from 56% in 2006), followed by “90.5” (30%, up from 22%) and “KUAT-FM” (9%, down from 11%). 6% of Classical Music listeners refer to the station as “Classical 90.5” (up from 1%).

• Those who tune to KUAZ for news and information (i.e., the NPR newsmagazines) refer to it primarily as “NPR” (50%-51%, up from 43%), followed by “89.1” (25%-31%, up from 16%-23%). Very few refer to the station as “1550” (0%-2%, down from 6%-7%).

• Jazz listeners think of KUAZ first as “NPR” (36%, up from 27%), followed closely by “89.1” (33%, up from 23%) – while fewer think of it as “KUAZ” (15%, down from 35%). One of ten specify it as “KUAZ-FM” (9%, up from 7%).

14From Table 7

Three of four listen to Public Radio at least infrequently, and the majority listen at least occasionally.

Listenership to Public Radio

25%

38%

1%

18%

18%

0% 20% 40%

Nearly everyday

Occasionallyduring the week

Infrequently

Never

Don't know/Unfamiliar

2011

Public Radio/Television Usage

15From Table 7a/7b

• Those who listen to Public Radio at least infrequently do so for the “news and information programs” that are perceived to be “in-depth” and “balanced,” with a variety of topics and “quality of the programs” in general.

• Specifically, Public Radio listeners mention “All Things Considered,” “Click and Clack,” “Diane Rehm” and “A Prairie Home Companion.”

• In terms of music, one of ten mention “Classical music.” More generally, some refer to “different types of music” or a “wide variety of music.”

• Respondents who do not tune-in Public Radio typically are not in the radio listening environment, are simply “not interested” or feel the programming is “too liberal for me.”

16From Table 8

Nearly all watch Public Television at least infrequently, and seven of ten watch at least occasionally (one-third “nearly every day”).

Viewership of Public Television

6%

33%

37%

23%

0% 20% 40%

Nearly every day

Occasionallyduring the week

Infrequently

Never

2011

17From Table 8a/8b

• Those who watch Public Television typically appreciate the “higher quality programming” that is “intelligent” and/or “educational,” including Masterpiece Theater, Antiques Roadshow, Arizona Illustrated, Nova and “British comedies.”

• “News” is also mentioned, including “not biased,” “in-depth coverage.”

• The few who do not tune-in to Public Television generally “don’t watch much TV,” while a few dislike the programming or are opposed to the “taxpayer funding” aspect.

18From Tables 9

The majority of those who identify KUAT as the television station they watch most for public broadcasting programs refer to the station as “Channel 6” (unchanged from 2006 at 57%), followed by “KUAT” (23%, down from 31%). Another 17% (up from 12%) refer to the station as “PBS.”

Public Broadcasting Brand Identity

19From Table 10

Two-thirds are aware of Arizona Public Media, including nearly nine of ten current Public Broadcasting members (87%).

Awareness of Arizona Public Media

66%

34%

0% 20% 40% 60% 80%

Yes

No

2011

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Top-of-Mind Images and Associations of Arizona Public Media(Among Those Aware of Arizona Public Media)

From Table 11

6%

6%

5%

5%

5%

7%14%

19%

6%

9%

9%

4%

19%

5%

0% 10% 20% 30%

Public Broadcasting/PBS

NPR

Channel 6

TV and radio station

KUAT

Statewide/All about Arizona

Local reporting/News

Good programs

Not sure/Nothing comes to mind

2011 (N=263) 2006 (N=413)*

* Was “KUAT Communications Group,” and among the total sample.

21From Table 12

Those familiar with Arizona Public Media (66% of the total sample) are most apt to associate PBS World (71%) and PBS Kids (57%) with the group.

Channels Associated With Arizona Public Media(Among Those Aware of Arizona Public Media)

31%

71%

9%

57%

41%

0% 20% 40% 60% 80%

PBS World

PBS Kids

UA Channel (Cablesubscribers only)

Create TV

V-Me

2011

22From Table 13

Three of ten aware of Arizona Public Media have visited the group’s AZPM.org website.

Visitation of Arizona Public Media Website(Among Those Aware of Arizona Public Media)

30%

70%

0% 20% 40% 60% 80%

Yes

No

2011

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Perception of How Public Broadcasting Is Funded

From Table 14

15%

10%

9%

8%

8%

7%

6%

6%

40%

24%

32%

0% 20% 40% 60%

Donations

The public/People/Viewers

Government

Federal money/Funding

Grants

Contributions

Private contributions

Big companies/Corporations

Fundraisers/Drives/Pledges

Taxpayers/Tax dollars

Foundations

2011

24From Table 15

When told that “the Federal government provides $1.30 per person per year for original locally-produced public broadcast programming,” the majority (52%) indicate that is “too little” funding.

Evaluation of Federal Funding for Original Locally-Produced Public Broadcast Programming

13%

10%

25%

52%

0% 20% 40% 60%

Too much

About right

Too little

Not sure/ No opinion

2011

25From Table 16

Nearly eight of ten support continuing Federal Funding (77%) – varying based on political orientation: more than nine of ten Democrats (93%), Liberals (93%) and Progressives (95%) support it, while most Conservatives do not (54%). Twice as many Republicans support funding (65%) than not (32%). Independents are similar to overall patters (75% support/21% do not).

Support for Continuing Federal Funding for Original Locally-Produced Public Broadcast Programming

77%

17%

6%

0% 20% 40% 60% 80%

Yes

No

Not sure/Don'tknow

2011

1. KUAT Television Branding Analysis –

• There has been a dramatic drop in referral to KUAT by its call-letters since 2006. It is now very similar to commercial station recall and referral patterns. As with commercial network programs, channel number or network affiliation (PBS) are much stronger top-of-mind station “identities.”

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Executive Summary

2. Music Radio Listenership and Methods of Identification –

• Among the target audience, and consistent with 2006 findings, KUAT-FM (90.5) is the favorite music station (on an unaided basis) by a two-to-one margin over the next most preferred station (KIIM). Among these KUAT music fans, three of ten (down significantly from two-thirds in 2006) think of the station by its call-letters (“KUAT”) – without any specific referral to FM or AM frequency. An additional 6% refer to the station as “KUAT-FM.” Instead, two of ten fans of KUAT-FM each refer to the station as “90.5” (20%) or “Classical 90.5” (19%).

• Most music fans of KUAZ-FM/AM refer to the station as “89.1” (34%, up significantly from 17%), followed by “NPR” (28%, down from 34%). Fewer use call-letters: “KUAZ-FM” (14%, up from 10%), “KUAZ” (7%, down from 31%) or “KUAZ-AM” (unchanged at 3%).

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• Three commercial music stations mentioned as a favorite for music are referred to most often by their digital frequency: KTUC-AM (89% mention “1400”), KMXZ-FM (72% mention “94.9”) and KLPX-FM (60% mention “96.1”). KXCI-FM is typically known by its call-letters (85%), while KIIM-FM is referred to significantly by “name” (38% mention “Kim,” up from 34%), call-letters (32%, up from 23%) and digital frequency (29% mention “99.5,” down from 41%).

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3. News/Information Radio Listenership and Methods of Identification –

• KUAZ-FM/AM remains the clear leader in terms of preferred radio listenership for news and information (23%, up from 20%). The primary method of identification is digital frequency (39% mention “89.1,” up significantly from 14%), followed by “word” referrals: “NPR” (26%, down from 38%) or the KUAZ call-letters (24%, down from 38%).

• Compared to 2006, KUAT-FM has some increased news and information preference (14%, up from 8%) – identified primarily as “NPR” (36%, up from 13%) or “KUAT” (32%, down from 52%).

• The only prominent commercial news station mentioned, KNST, is referred to primarily as “790” (60%, up from 57%) by its fans.

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4. KUAT Radio Branding Analysis –

• It is clear that the KUAT “brand” has declined significantly. Meanwhile, KUAZ has increased in “top-of-mind” referral – as has the identity of “AZ Public Media.”

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5. Public Radio/Television Usage –

• Three of four tune-in at least infrequently to Public Radio, including four of ten daily – more often women, progressively more formally educated and self-described political Democrats, Liberals or Progressives, with few differences based on age.

• Those who listen to Public Radio do so for the “news and information programs” that are perceived to be “in-depth” and “balanced,” with a variety of topics and “quality of the programs” in general. Specifically, Public Radio listeners mention “All Things Considered,” “Click and Clack,” “Diane Rehm” and “A Prairie Home Companion.”

• In terms of music, one of ten mention “Classical music.” More generally, some refer to “different types of music” or a “wide variety of music.”

• Respondents who do not tune-in Public Radio typically are not in the radio listening environment, are simply “not interested” or feel the programming is “too liberal for me.”

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• Only 6% do not watch Public Television. Seven of ten watch weekly, including one-third who tune-in daily. Daily Public Television viewership is balanced between men and women, but skews older (60+) and more highly educated (college graduates or better) – with increased daily tune-in among self-described Democrats, Liberals and Progressives.

• Those who watch Public Television typically appreciate the “higher quality programming” that is “intelligent” and “educational,” including Masterpiece Theater, Antiques Roadshow, Arizona Illustrated, Nova and “British comedies.” “News” is also mentioned, including “not biased,” “in-depth coverage.”

• The few who do not tune-in to Public Television generally “don’t watch much TV,” while a few dislike the programming or are opposed to the “taxpayer funding” aspect.

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6. “Arizona Public Media” Imaging and Branding Associations –

• Two-thirds indicate that they have heard of Arizona Public Media. What does it mean? The most common response is “Public Broadcasting” or “PBS” (as was the case for “KUAT Communications Group” in 2006). Other top-of-mind associations relate to “NPR,” Channel 6, Public Radio and/or Public Television.

• Some (especially non-members) relate “Arizona Public Media” to “local” or “news from Arizona.” There are also several references to “educational” or “quality” programs or programming.

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• On an aided basis, those familiar with Arizona Public Media most often associate it with PBS World (71%) and PBS Kids (57%), followed by Create TV (31%). Few associate V-Me with Arizona Public Media. Among cable subscribers familiar with the term, 41% associate the UA Channel with Arizona Public Media. Importantly, a majority of randomly selected respondents still are not familiar with the term “Arizona Public Media” (58%).

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7. Arizona Public Media Website Usage –

• Only 30% of those familiar with Arizona Public Media have ever visited the website. This translates to 20% of the entire sample, including only 3% of the random audience.

• Importantly, there is a strong, direct relationship between website visitation and membership – none of the non-members familiar with Arizona Public Media have visited the website, compared to 13% of lapsed members and 40% of current members.

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8. Funding of Public Broadcasting –

• When asked how they think Public Broadcasting is funded, target audience members offer a variety of responses that can be condensed into three general categories: donations/ fundraising, government sources and corporations/ foundations. The latter two are most often mentioned in conjunction with other sources.

• When informed of current funding levels, the majority perceive it to be “too little” (52%) – especially current members (70%). One of four indicates the funding is “about right,” while just one of ten says this level of funding is “too much.”

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• In line with these findings, 77% indicate they support the continuation of Federal funding of Public Broadcasting, including nine of ten current Public Broadcast members. Just 17% do not support continued Federal funding. Opinions vary by political orientation, with the greatest support among self-reporting Democrats, Liberals and Progressives. The majority of self-described Conservatives are opposed to continued Federal funding.

37