TV Habits of NPR Station Listeners

3,474 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
3,474
On SlideShare
0
From Embeds
0
Number of Embeds
1,573
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

TV Habits of NPR Station Listeners

  1. 1. NPR LISTENER SURVEY:<br />TELEVISION VIEWING HABITS OF THE PUBLIC RADIO AUDIENCE<br />
  2. 2. KEY FINDINGS<br /><ul><li>NPR listeners are interested in a wide variety of television programming.
  3. 3. Movies, documentaries, and news/information are most popular among NPR listeners, followed closely by comedies (59%) and dramatic series (55%).
  4. 4. Listeners who use NPR.org are more likely than non-users to seek out a number of genres (including educational programming, dramas, late-night comedy, and music programs).
  5. 5. The average NPR listener spends 3 hours watching TV each day, & nearly 19 hours each week.
  6. 6. NPR listeners predominantly watch television programming as scheduled on cable, broadcast and/or satellite TV (88%).
  7. 7. The leading “alternative” methods for watching TV programs are digital recordings (via DVR or TiVo) (36%) and streaming from the Internet (22%).
  8. 8. The majority of listeners (63%) plan their TV viewing ahead of time to see favorite programs, as opposed to channel-surfing.
  9. 9. 87% of listeners have specific programs they watch every day or week, with these listeners following an average of four TV programs at any given time
  10. 10. NPR listeners primarily watch television “to be entertained” (83%) and/or “to relax” (66%).
  11. 11. Secondarily, NPR listeners watch television to “be informed” (61%), “gain knowledge” (53%), and “learn about the world” (48%).
  12. 12. Listeners use many information sources to learn about TV programming, with the TV Guide channel (or local equivalent) being the most popular. </li></li></ul><li>TV VIEWING PREFERENCES<br />
  13. 13. TV Programs Watched<br />Question<br /><ul><li>When you watch television, what kinds of programs are you most interested in?</li></ul>Results<br />Note: Listeners who use NPR.org are significantly more likely than non-users to watch documentaries (75%) and educational programs (57%), dramatic series (67%), late-night comedy (31%), music programs (26%), and awards specials (19%).<br />Base: n = 500 NPR Listeners<br />
  14. 14. Time Spent Watching TV in Past 24 Hours<br />Question<br /><ul><li>In the past 24 hours, how much time have you spent watching television?</li></ul>Results<br />Base: n = 493 NPR Listeners who watch TV<br />No significant differences among subgroup of NPR.org visitors<br />
  15. 15. Time Spent Watching TV in Past 7 Days<br />Question<br /><ul><li>In the past 7 days, how much time have you spent watching television?</li></ul>Results<br />Base: n = 493 NPR Listeners who watch TV<br />
  16. 16. Methods of Viewing TV Programs<br />Question<br /><ul><li>In the past 7 days, I have watched… (select all that apply)</li></ul>Results<br />NPR.org users are significantly more likely to stream programs (33%), download them (10%), and watch TV “on demand” (19%), compared to NPR listeners who do not use the site.<br />Base: n = 487 NPR Listeners who have watched TV in the past 7 days<br />
  17. 17. Evening TV Viewing Habits<br />Question<br /><ul><li>When you watch TV in the evenings, do you tend to plan your viewing of favorite programs in advance, or do you tend to flip through the channels to see what’s on (i.e. channel surf)?</li></ul>Results<br />Base: n = 487 NPR Listeners who have watched TV in the past 7 days<br />
  18. 18. TV Program Viewing Habits<br />Question<br /><ul><li>Are there any specific TV programs that you consistently watch each week or each day?
  19. 19. (If yes)…About how many TV programs do you make a point of watching consistently each week or each day?</li></ul>Results<br />Base: n = 487 NPR Listeners who have watched TV in the past 7 days<br />
  20. 20. Primary Reasons for Watching TV<br />Question<br /><ul><li>What are the primary reasons you watch television?</li></ul>Results<br />NPR.org users are more likely to watch TV in order to gain knowledge (59%) and learn more about the world (56%).<br />Base: n = 487 NPR Listeners who have watched TV in the past 7 days<br />
  21. 21. Sources For TV Programming<br />Question<br /><ul><li>What sources do you rely on for information about television programming?</li></ul>Results<br />NPR.org users are more likely than non-users to use the Internet to access listings (44%) and stories (33%), use public radio to learn more about TV programming (25%), and rely on friends/family/colleagues (37%).<br />Base: n = 487 NPR Listeners who have watched TV in the past 7 days<br />
  22. 22. METHODOLOGY<br />
  23. 23. SURVEY METHOD<br /><ul><li>In April 2010, 500 respondents were surveyed online by Lightspeed Research.
  24. 24. NPR respondent qualification criteria:
  25. 25. Between the ages of 25 to 64 years old
  26. 26. Confirmed NPR Listener
  27. 27. Listened to Morning Edition or All Things Consideredwithin the past 7 days
  28. 28. The NPR listener sample was controlled by gender, age and educational attainment to ensure an accurate NPR audience representation.
  29. 29. Equal representation of men and women
  30. 30. Equal representation across 25-34, 35-44, 45-54 and 55-64 age brackets
  31. 31. Educational attainment: 70% must hold a bachelor’s degree or higher.
  32. 32. Additional steps were taken to ensure data quality by removing respondents with suspicious or inconsistent answers to survey questions.
  33. 33. Sample error:
  34. 34. Total: (n=500) with 95% confidence: +/-4.4%</li>

×