1. St. Jude Children’s Research Hospital
Listener and PD Surveys

2. Edison Surveys:
Survey of Country Cares Partner Station listeners
Survey of “Partners in Hope” contributors
Survey of Country Radio PDs
PDs at Partner Stations
PDs at Stations ‘across the street’

5. Average AQH for stations running the Country Cares Radiothon
12493
Five days before the
Radiothon

6. Average AQH for stations running the Country Cares Radiothon
12493
24%
9500
Five days before the Radiothon days
Radiothon

7. Average AQH for stations running the Country Cares Radiothon
12493
7% 11645
9500
Five days before the Radiothon days Five days after the
Radiothon Radiothon

8. Average AQH for stations running the Country Cares Radiothon…
…In Quarter 1
10866
26%
8020
Five days before the Radiothon days
Radiothon

9. Average AQH for stations running the Country Cares Radiothon…
…In Quarter 1
10866
8% 9990
8020
Five days before the Radiothon days Five days after the
Radiothon Radiothon

10. Average AQH for stations running the Country Cares Radiothon…
…In Quarter 4
14440
23%
11086
Five days before the Radiothon days
Radiothon

11. Average AQH for stations running the Country Cares Radiothon…
…In Quarter 4
14440
6% 13537
11086
Five days before the Radiothon days Five days after the
Radiothon Radiothon

12. Average AQH for stations running the Country Cares Radiothon
12164
Saturday & Sunday before Radiothon

13. Average AQH for stations running the Country Cares Radiothon
12164
24%
9222
Saturday & Sunday before Radiothon Saturday & Sunday after Radiothon

14. Average AQH for stations running
the Country Cares Radiothon
Monday, Tuesday, Wednesday…
13171
Before Radiothon

15. Average AQH for stations running
the Country Cares Radiothon
Monday, Tuesday, Wednesday…
13171
3% 12769
Before Radiothon After Radiothon

16. The Number One Thing You Need To Do:
Run a giant, motivating
promotion for the
Saturday after the event!

18. Average AQH for stations running the Country Cares Radiothon
12800
Week before the
Radiothon

19. Average AQH for stations running the Country Cares Radiothon
13%
12800
11093
Week before the Week of the
Radiothon Radiothon

20. Average AQH for stations running the Country Cares Radiothon
13% 3%
12800
12427
11093
Week before the Week of the Week after the
Radiothon Radiothon Radiothon

21. Average AQH for stations running the Country Cares Radiothon
12800 1% 12967
12427
11093
Week before the Week of the Week after the Two Weeks after the
Radiothon Radiothon Radiothon Radiothon

22. Edison Surveys:
Country Cares Partner Stations
2403 interviews
Approximately 200 interviews in each of
twelve markets
Adults, Age 25 to 54
All respondents reported listening to the
Country Cares partner station in the market

23. "It is important for radio stations to use their power as
broadcasters to raise funds for worthy causes"
Agree Disagree
Listen to Country Cares
station, but not P1
54 16
56 17
P1 to Country Cares Station
Base: Expressing an opinion
On a 5-point scale, where “Agree” is a “4”/“5” and “Disagree” is “1”/“2”

24. "A radio station's support of charities is a factor
in your decision to listen to that station"
Agree Disagree
Listen to Country Cares
station, but not P1
20 53
22 55
P1 to Country Cares Station
Base: Expressing an opinion
On a 5-point scale, where “Agree” is a “4”/“5” and “Disagree” is “1”/“2”

25. "When a radio station supports a worthy charity,
you are more likely to listen to that station"
Agree Disagree
Listen to Country Cares
station, but not P1
37 33
42 30
P1 to Country Cares Station
Base: Expressing an opinion
On a 5-point scale, where “Agree” is a “4”/“5” and “Disagree” is “1”/“2”

26. Which of the following best describes your listening to (Country
Cares station) during a St. Jude Radiothon broadcast?
Listen at least a little bit Not aware of having ever listened Specifically avoid listening
Listen to Country Cares
station, but not P1 69 27 5
P1 to Country Cares station 80 14 6
Base: Heard of St. Jude Radiothon

27. Which of the following best describes your listening to (Country
Cares station) during a St. Jude Radiothon broadcast?
Listen at least a little bit Not aware of having ever listened Specifically avoid listening
Listen to Country Cares
station, but not P1 69 27 5
P1 to Country Cares station 80 14 6
Base: Heard of St. Jude Radiothon

28. Why do you specifically avoid listening to (Country Cares
station) while they run the Radiothon?
Response % MENTIONED
Want to listen to music/sports/news 40%
Too sad/depressing 33%
Just doesn't interest me 16%
Choose to donate money different ways 6%
Don't like getting asked for money 4%
Too repetitive 4%
Already giving 3%

29. During the time the St. Jude Radiothon is on, how does
your listening to (Country Cares station) change?
Listen the SAME
as the usual
amount
Listen MORE than 66%
the usual amount
17%
Listen LESS than
the usual amount
17%
Base: Have listened to St. Jude Radiothon on (Country Cares station)

30. When the Radiothon is over, compared to your typical listening
would you say you listen to (Country Cares station)...?
Listen the SAME
as before the
Radiothon
86%
Listen MORE than
before the
Radiothon
8%
Listen LESS than
before the
Radiothon
6%
Base: Have listened or specifically avoid listening to
St. Jude Radiothon on (Country Cares station)

31. "Even though your listening to (Country Cares station) drops during the
Radiothon, your listening returns to normal soon after it ends"
Agree
97%
Disagree
3%
Base: Listen LESS to (Country Cares station) during the Radiothon

32. % saying Country Cares partner station...
…Is really involved in the community
34
30
Portion of sample that is P1 to Country Portion of sample that named Country
Cares Station Cares as 'really involved'
Base: Named a station

33. % saying Country Cares partner station...
…Does the most to raise money for charitable organizations
38
30
Portion of sample that is P1 to Country Portion of sample that named Country
Cares Station Cares as 'does the most'
Base: Named a station

34. How does the fact that (Country Cares station) runs the
St. Jude Radiothon make you feel about the station?
More Positive Less Positive
Listen to Country Cares
station, but not P1
69 5
P1 to Country Cares Station 76 2
Base: Expressing an opinion
On a 5-point scale, where “More Positive” is a “4”/“5” and “Less Positive” is “1”/“2”

35. Do you recall hearing any local business sponsors on
(Country Cares Station) during the Radiothon?
Listen to Country Cares
24
station, but not P1
P1 to Country Cares station 30
% saying Yes
Base: Have listened to the St. Jude Radiothon

36. Does the fact that a business sponsors the
St. Jude Radiothon make you feel…?
More Positive
about the business
69%
No impact
31%
Base: Familiar with St. Jude Radiothon

37. Would you say a company’s sponsorship
of the St. Jude Radiothon makes you…?
More likely to
patronize the
business
62%
No impact
38%
Base: Familiar with St. Jude Radiothon

38. “For what shall it profit
a man, if he shall gain
the whole world, and
lose his own soul?”
--Mark 8:36