National Prog ogramming Su Survey Summer 2011

Transcription

1 National Programming Survey a o a og a g Su ey Summer 2011

2 Methodology The Public Radio Audience 44 news & news+music stations N = 27,746 Survey y dates: June 15-July 3, 2011 All responses were collected online & weighted. This is a web poll and does not represent all public radio listeners. e s.

3 Sample Metrics & Characteristics

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5 Age Gender Ethnicity Average Age: 53.9

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9 Public Radio An Overview

10 When you think about Public Radio, what one or two words come to mind? Similar responses were grouped by category

11 Incidences where Informative was followed by another word(s)

12 Incidences where News was followed by another word(s)

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16 Public Radio Core Values

17 Qualities of the Mind Love of lifelong learning Substance Curiosity Credibility Accuracy Honestly Respect for the listener Purpose Qualities of the Heart And Spirit Idealism We believe in our power to find solutions Humor Inspired about public life and culture Civility Belief in civil discourse Generosity Qualities of Craft A uniquely human voice conversational, authentic, ti intimate t Attention to detail music, sound elements, language Pacing

18 Ranked on Total Importance Don t Know responses factored out

19 Top 7 Core Values By Importance Male Female Accuracy Accuracy Accuracy Accuracy Honesty Honesty Honesty Honesty Credibility Credibility Credibility Credibility Respect listener intelligence Respect listener intelligence Respect listener intelligence Respect listener intelligence Attention to detail Attention to detail Attention to detail Objectivity Objectivity Objectivity Objectivity Attention to detail Authenticity Authenticity Authenticity Authenticity Important + Very Important score among those familiar

20 Ranked on Total Importance Don t Know responses factored out

21 Top 7 Core Values By Satisfaction Male Female Credibility Credibility Credibility Credibility Honesty Honesty Honesty Honesty Accuracy Accuracy Accuracy Accuracy Respect listener intelligence Respect listener intelligence Respect listener intelligence Respect listener intelligence Attention to detail Attention to detail Attention to detail Civility Civility Civility Authenticity Attention to detail Authenticity Authenticity Civility Authenticity Satisfied + Very Satisfied score among those familiar

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23 Public Radio Programming

24 Like A Lot are 5 s on 1-to-5 Like/Dislike scale

25 Like A Lot are 5 s on 1-to-5 Like/Dislike scale

26 Programs with gaps greater than 6% Like A Lot are 5 s on 1-to-5 Like/Dislike scale Based on those familiar with the programs

27 Programs with gaps greater than 6% Like A Lot are 5 s on 1-to-5 Like/Dislike scale Based on those familiar with the programs

28 Programs with gaps greater than 6% Like A Lot are 5 s on 1-to-5 Like/Dislike scale Based on those familiar with the programs

29 Top 10 Shows - Ethnicity Caucasian Hispanic African-American Asian All Things Considered All Things Considered All Things Considered Morning Edition Morning Edition Morning Edition Morning Edition All Things Considered Wait Wait Don't Tell Me This American Life Fresh Air Wait Wait Don't Tell Me Weekend Edition - Saturday Wait Wait Don't Tell Me This American Life This American Life Weekend Edition - Sunday Fresh Air Local Talk Show Fresh Air This American Life Local Talk Show Wait Wait Don't Tell Me Marketplace Fresh Air Science Friday Weekend Edition - Saturday Weekend Edition - Sunday Car Talk Weekend Edition - Sunday Marketplace Local Talk Show Local Talk Show Weekend Edition - Saturday Weekend Edition - Sunday Weekend Edition - Saturday Science Friday The World The Takeaway Science Friday Top 10 Programs based on Like A Lot Top 10 Programs based on Like A Lot Based on those familiar with the programs Red programs are unique to that cell

30 Open-ended question: What is your one favorite show?

31 Public Radio Program Momentum

32 Based on those familiar with each program

33 Based on those familiar with each program

34 Based on those familiar with each program

35 Perceptions of Public Radio

36 Since I've been a public radio listener the Since I ve been a public radio listener, the programming overall continues to improve every year.

37 It's been too long since I've discovered a new program that I enjoy listening to on public radio.

38 Many public radio programs sound like they need a fresh coat of paint.

39 In a changing media environment, public radio g g, p programs have not kept up with the pace of other media offerings.

40 News coverage on public radio isn't that much better than what I hear on commercial radio stations.

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43 Reflecting The Community

44 Markets Markets Markets Markets 81+

45 Stations whose local talk Stations whose local talk programming scored above average

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47 My public radio station fully reflects the community in which I live.

48 My public radio station fully reflects the community in which I live.

49 Public radio should have more diverse voices on the air.

50 1 Public radio should have more diverse voices on the air.

51 Public Radio Criticisms & Challenges

52 I believe that public radio has been fairly treated by Congress during this year s budget debates.

53 I am concerned about the future of public radio p because of the possible loss of government funding.

54 Public radio has come under fire in both the media and in Congress. Which of these statements best describes your feelings about contributing to your public radio station?

55 Targeting Elites? Going Too Far To Satisfy Critics? Public radio is targeted at elites. Public radio often goes too far to satisfy its critics.

56 I have lost respect for NPR over the past year.

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58 Among non-members only Multiple choices were allowed

59 Among non-members who cited Not enough money as their reason for not contributing to the station

60 Public Radio Staff Perceptions

61 Methodology PRPD Station Staff N=109 Survey dates: July 21-August 1, 2011 All responses were collected online

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63 Open-ended question: What is your one favorite show?

64 Open-ended question: What is your one favorite show?

65 Public Radio Core Values Listeners vs. Station Staff

66 Core Values Satisfaction Ranked on Listener Total Importance scores Don t Know responses factored out

67 Core Values Satisfaction Ranked on Listener Total Importance scores Don t Know responses factored out

68 Public Radio Programs Listeners vs. Station Staff

69 Program Ratings Among those familiar with each program

70 Program Ratings Among those familiar with each program

71 Another way to look at momentum gaps Ranked on Net Positive scores among those familiar with the programs

72 Another way to look at momentum gaps Ranked on Net Positive scores among those familiar with the programs

73 Public Radio Perceptions Listeners vs. Station Staff

74 Agree/Disagree Statements Selected statements ranked on Listener Total Agree scores Don t Know responses factored out

75 Agree/Disagree Statements Selected statements ranked on Listener Total Agree scores Don t Know responses factored out

76 Key Findings & Discussion Points

77 Core values intact & solid. They public radio! Keywords: informative, intelligent, quality. Audience growth? Young & ethnic minorities. iti Local is important. NPR s news magazines are pillars but Wait Wait and This American Life are close. Momentum! More with fans than staffers. Despite the controversies, public radio s image is solid. Breaking news matters, but in-depth stories are bigger. More research is necessary to go beyond members.

78 National Programming Survey a o a og a g Su ey Summer 2011