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DOCUMENT BESBBE ED 159 746 TITLE Public Radionelevisior Survey; Report 1:Puhlic Awaren'ess, Listening, and Programming, Corporation for Public Eroadoating, Washirgion, INSTITUTION D.C.; Statistical Research, Inc.'estfield N.J. PUB DATE . Tun78 . NOTE 41p.; Several pages ha"ve small t.Forx e 1ated documents, see CS502227-230 . , EDRS. PRICE EF-$0.83 BC7$2.06 Plus Posta cyet. DESCRIPTORS *Audiences; Demography; Educational Radio; Financial Support; *Listening Groups; Media Research;National Surveys; M.Participant Characteristics; *Programing (Broadcast); .*Publicize; Public T4levisicr; Questionnaires; *Radio.; Television Viewing _IDENTIFIERS *Public Radio :ABSTRACT i The first in a series df= four,- this - ieFcrt..describes Public part of national study commissioned by the Corporation'. for. Broadcasting to investigateinvestigate audience awareness of publicr radio, reaction,to on-air fund raising and pragraming'on publicradio, and audience, reactions to on-air_ fund raising by publictelevi'sion stations. Specifically, this segment, investigated theleiel of , awareness of National Public Radio, the awarenessof a..local public radio station, the degree of listening time given topublic radio the listeners' choices in programing, aid thedemographics of subsegments of the population identified in termscif ,them involvement with )public radio. Data trere-"collected fr mtelephone- interviews with 1067 randomly selected adults.iire. ies include 'a brief discussion of the sampling procedurssinterii.."er training, the variability of survey resultsand a py of the guecticnnaire used in the survey. (MAI) Re prod ucions supplied by EDRS are the best that canto made from the original document. ***4x**** U.S. DEPARTMENT OF HEALTH. EDUCATION A WELFARE NATIONAL INSTITUTE EDUCATION THIS DOCUMENT HAS- BEEN Re PRO. OUCED EXACTLY, AS RECEIVED PROM THE pERSON OR ORGANIZATION ONTGI N.. AT INO IT POINTS.OF VIEW OR OPINIONS , STATED DO NOT NECESSARILY RE PR E- SENT OFF ICIAC NATIONAL INSTITUTE Or EDUCATION POSI T ON:OR POLICY PUBLIC- RADIO /TELEVISION SURVEY JANUARY-FEBRUARY 197 8 REPORT 1:-PUBLIC RADIO AWARENESS, LISTENING, AND PROGRAMMING pUBLIC RADIO .:ON,AIR 'FUND RAISING PTV ON -AIR FUND RAISING METHODOLOGY PERMISSION TO REPRODUCE. THIS MATERIAL HAS BEEN GRANTED BY Corporatibn for Public STATISTICAL Broadcasting TO THE EDUCATIONAL RESOURCES . RESEARCH, INC. INFORMATION CE WU:13 . MB IC) AND USERS OF THE ERIC` SYSTEM." 111 Prospect Street Westfield:Newrsey 07090 201 -654 4000 A Publication7of.the Corporation for public Broadca ting Copyright 0 1978 1pm 0=89776-000-X ii FOREWORD During January - Februarys- 1978,. a national survey was condu_ -ed to investigate reactions-to ph-air'.fund raising bypublic radio and public televiSich stations, and,. .for public radio, to deterrnine'levels of'awareness,and listening and reactions to programing. With respect to public- television,the study was . virtually identical' in procedUresto'studies performed and re- . porved in 1970 and 1977, and it provides a measure of changes inpub is reaction over-the years. The portion of the study .relat -,publio radio was introduced. in 1978. A des pti n ofhe 1978 survey and an analysis of theresults 'have een origami id into four reports,each concentrating on one aspect of the tudy,:.as .fellow : Listening, Radici On-Air Fund Raising PTV 5n-Air Fund Raisi Methodology four rep are avails ?_leY from ,the Corporation for Public dcasting which commiss'ioned the study. The study was per- ed by Statistical Research, Inc. of Westfield, New Jersey. 'Because the investigation is based on a survey among a sample of persons, rather than among all persons, the data aresubject to sampling errors. Moreover, survey results are obtained through particular procedures which ace subject to nonsamplin errors that may be associated with the type. of sample selecte the use of telephone households, the fact that not all design eample members cooperated, the questions that were asked, and so forth. Therefore, in interpreting these data, the user should_ give full consideration to the methods used to compile them. Each of the first"three reports li,sted above contains a brief methodological abpendiy. The reader is also encouraged to,ore- view the morn comprehensive report devoted to method° gy. PUBLIC RADIO/TELEVISION SURVEY REPORT 1: PUBLIC RADIO AWARENESS, I TENING0 AND PROGRAMMING CONTENTS Page * Foreword . .* ... iii . Int duction . ... - . ...... 1. Highlights o f Findinga. 4 0 1 Detailed Findings' Public Radio Awareness Public Radio Listening.... Public Radio Frog amming... PublicRadio and Pubalc Television . or Appendices V A: MethodologY.,...... \- B: Copy of Question nai 27 PUBLLC CIO /TELEVISION SURVEY JANU:ARY-FEBRUARY\ 1978 EPORT 1 a PUBLIC RADIO AWARENESS, LISTENING, AND PROGRAMMING A INTRODUCTION This,repert is one of .four ribing a nationwide study of Cl) awareness of and listeningto public..radio, as well as reactions to on-air fund rhiSihg and to programming on public ia, and Z2) reactiqns to'Ionair fund raising by.public levision stations. Pub The' Specific tOpics covered sere : For public redio,..1 The level of'a141a ends among-the Adult populationras.:,Of early 197.8. The lvei'rofflistening. Reasons-fOr listening and reactions prograMming.: Reaction4 to on-air fund raising. For pub.lic television, reaction s to, on -air fund raising. The public television portion of this survey repeated a similar effort conducted in the two previous years. The., first two sur- veys were intended to track PTV awareness, viewing, and reactions to programming, as well as on-air fund raising. The 1978 study focus was ,'confined td fundraising. However, in order to keep -virtually constant the environment in which the fund raising questions were asked, only slight modifications ofhe question- naire were introduced in the current study. :This 19/Rport therefore includes comparisons with former years.' The free , The 1977 study is reported in Public Television Survey, January- February 1977, Corporation for Public Broadcasting, May 1977 That report is in four volumes,: Report 1 - Awareness. and Vewing, Report.2 - Fund-kaising, Report 3- Program mingReport Methodology. 1 , iaudieswere m d4to to precedeFestiVals '17 '77,.-- and '7Bk1 -, spectively, to.obtaia reading independent of the'immediate effects .of the major nationalpromotionaleffort7of the pubW television year., The public radio cortiofi of the survey was designed to provide benchmark data against whicly-E/---track trends in wareness, listening; and in reactions/to on air pledge campaigns, over time. On-air fund appeals have thus far not been used exzt,nsively by public radio stations, and the timing of the survey permitted a reading of public response prior to an expected significant growth in appl-iation of the technique. Procedure's, 4 Interviews were conducted with 1067 adults, 18 years of age or older, randOmly selected from among all adults living in tele- phone households in the continental United States. In order to include both listed and unlisted telephone households in their proper proportion, a random-digit dill sample was used. Appendix A provideS a brief description o-f sampling procedures, interviewer training and.supervisiion,,and variability of survey results. These issues are reviewed in.more detail in the fourth report of this series, on Methodology. Appendix B contains a ;bopy of the questionnaire It deviated in minor respects from the 1977 version. These differences are summarized in Repor 4 - Methodology. ti The data which were collected have been tabulated for many slab group?, of the population: viewersannonviewers of public television, listeners and nonlisteners to public radio, per ons aware or unaware of PTV and,of public radio, those who have seen or heard on --air appeals and. those who have. not, people who report donat ns to FTV:and those who do not, etc. Not al of the tabulati ns are- reported in this volume, but the'comfaete tabulations are available at the Corporation for Public Broad- casting:. p 2 4 EIGHLIGHTS, OFFINDIN( Folicb_nng are higzlights from this nati na surve suits are discugsed;in more detail and e documented "Detail -ed Fi.ndinbra°r-sec n of this re o In terms of their exposure to publicradio-, the adult population of telephone households.ih the continental United Statesmaybe classified into subgroups on the bases of awareness ofpublic radio:and listening to public radio as follows: Pi.T;7a emess of National ublic Radio 21.per ent report having heard: of NationalPublic Radio. - 79 percent indicat no recognition NPF. Amdng persons Aware of their public radio station,: 29 percent` express recognition of NationalPublic Radio. AWareqess of a. Public Radio Station 27 percent are aware of 'a public radio their area, This groUp includes: ea 2.6 percent who can, unaided, identify a :public radio statioWs call letters and/or frequency. -- 24.6 percent who indicate: recognition public radio station's call letters. 73 percent exhibit no awareness of a Nablic radio station or have `no suchstation,available to them. - 15 perce eve 1 .This uUD. orrlDoe wee. pb.i ie radio state.they have listhe4 _t that they have listened 73 6eDaelIT aware a pub,iiC radiQ station or As! ila e in 'thy 12 Dro they hav never listened. , When penetration c f UbliQ V within demographic subgr oups 1S'eXa 61, ft- i3 aevel of awareness is higher among: Males. Younger -The bet -White _0 Resid nt'of A anc 0 Persons w1 o ear Awareness is gveatet g of the country, loWest in the sotith. Incidence of is- highe- among.: years of age.
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