| Yield Not To Temptation | |||
| Reality Check | |||
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Stairway to Given | |
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A Tale of Two Audiences |
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Why Do Some Listeners Support Public TV But Not Public Radio? |
Why Do Some
Listeners Support Public TV
But Not Public Radio?
The reason some listeners contribute to public television but not to public radio is simple: they haven't climbed public radio's Stairway to Given – AUDIENCE 98’s metaphorical pathway to support.The table below traces the steps for four types of listeners.
The key point is this:
Public radio listeners who give to public television – but not to public radio – match closely the profile of listeners who give to neither.
Stairway to Given (For most-listened-to Public Radio Station) |
Give to BOTH | Give to RADIO Only | Give to TV Only | Give to NEITHER | |
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Percent of Listeners | 30 | 5 | 17 | 48 |
| Percent of Listening | 45 | 7 | 13 | 36 | |
| Percent of Givers | 86 | 14 | 0 | 0 | |
| Percent of Giving | 86 | 14 | 0 | 0 | |
| Steps 1&2 Reliance on Public Radio |
Percent in Core | 70 | 63 | 39 | 37 |
| Loyalty | 57 | 53 | 31 | 29 | |
| Years Listening to Station | 12 | 9 | 10 | 8 | |
| Percent with "Strong" Reliance on Public Radio |
71 | 65 | 39 | 34 | |
| Percent who listen both Weekdays and Weekends | 71 | 62 | 50 | 42 | |
| Occasions (per week) | 11 | 10 | 7 | 6 | |
| TSL (HR:MN per week) | 13:45 | 12:45 | 7:00 | 6:45 | |
| Step 3 Personal Importance |
Percent who agree Public Radio Station is Personally Important |
97 | 95 | 90 | 84 |
| Percent with "Strong" Sense of Community |
75 | 70 | 55 | 44 | |
| Step 4 Funding Beliefs |
Percent who have Beliefs Associated with Giving to Public Radio |
43 | 39 | 34 | 33 |
| Step 5 Ability to Afford |
Average Annual Household Income |
$84,000 | $67,000 | $70,000 | $54,000 |
– Jay Youngclaus
– Leslie Peters
– David Giovannoni
AUDIENCE 98 Core Team
Audience Research Analysis
Copyright © ARA and CPB. All rights reserved.
Revised: September 01, 2000 12:38 PM.