Edison surveys for St. Jude Children's Research Hospital

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

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’

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

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

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

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

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

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

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

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

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

Average AQH for stations runningthe Country Cares RadiothonMonday, Tuesday, Wednesday… 13171 Before Radiothon

Average AQH for stations runningthe Country Cares RadiothonMonday, Tuesday, Wednesday… 13171 3% 12769 Before Radiothon After Radiothon

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

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

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

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

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

"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 17P1 to Country Cares Station Base: Expressing an opinion On a 5-point scale, where “Agree” is a “4”/“5” and “Disagree” is “1”/“2”

"A radio stations 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 55P1 to Country Cares Station Base: Expressing an opinion On a 5-point scale, where “Agree” is a “4”/“5” and “Disagree” is “1”/“2”

"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 30P1 to Country Cares Station Base: Expressing an opinion On a 5-point scale, where “Agree” is a “4”/“5” and “Disagree” is “1”/“2”

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 5P1 to Country Cares station 80 14 6 Base: Heard of St. Jude Radiothon

Why do you specifically avoid listening to (Country Caresstation) while they run the Radiothon? Response % MENTIONED Want to listen to music/sports/news 40% Too sad/depressing 33% Just doesnt interest me 16% Choose to donate money different ways 6% Dont like getting asked for money 4% Too repetitive 4% Already giving 3%

During the time the St. Jude Radiothon is on, how doesyour 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)

When the Radiothon is over, compared to your typical listeningwould 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)

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

% 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

% 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

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 5P1 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”

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

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

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

“For what shall it profita man, if he shall gainthe whole world, andlose his own soul?”--Mark 8:36

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Edison surveys for St. Jude Children's Research Hospital

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