edison surveys for st. jude children's research hospital
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St. Jude Children’s Research HospitalListener 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
Five days before theRadiothon
12493
Average AQH for stations running the Country Cares Radiothon
Five days before theRadiothon
Radiothon days
12493
9500
24%
Average AQH for stations running the Country Cares Radiothon
Five days before theRadiothon
Radiothon days Five days after theRadiothon
12493
11645
9500
7%
…In Quarter 1
Five days before theRadiothon
Radiothon days
10866
8020
Average AQH for stations running the Country Cares Radiothon…
26%
…In Quarter 1
Five days before theRadiothon
Radiothon days Five days after theRadiothon
10866
9990
8020
8%
Average AQH for stations running the Country Cares Radiothon…
…In Quarter 4
Average AQH for stations running the Country Cares Radiothon…
Five days before theRadiothon
Radiothon days
14440
11086
23%
…In Quarter 4
Average AQH for stations running the Country Cares Radiothon…
Five days before theRadiothon
Radiothon days Five days after theRadiothon
1444013537
11086
6%
Average AQH for stations running the Country Cares Radiothon
Saturday & Sunday before Radiothon
12164
Average AQH for stations running the Country Cares Radiothon
Saturday & Sunday before Radiothon Saturday & Sunday after Radiothon
12164
922224%
Monday, Tuesday, Wednesday…
Average AQH for stations running
the Country Cares Radiothon
Before Radiothon
13171
Monday, Tuesday, Wednesday…
Average AQH for stations running
the Country Cares Radiothon
Before Radiothon After Radiothon
13171
127693%
The Number One Thing You Need To Do:
Run a giant, motivating
promotion for the
Saturday after the event!
Average AQH for stations running the Country Cares Radiothon
Week before theRadiothon
12800
Average AQH for stations running the Country Cares Radiothon
Week before theRadiothon
Week of theRadiothon
12800
11093
13%
Average AQH for stations running the Country Cares Radiothon
Week before theRadiothon
Week of theRadiothon
Week after theRadiothon
1280012427
11093
13% 3%
Average AQH for stations running the Country Cares Radiothon
Week before theRadiothon
Week of theRadiothon
Week after theRadiothon
Two Weeks after theRadiothon
1280012427
11093
1% 12967
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"
54
56
16
17
Agree Disagree
Listen to Country Cares
station, but not P1
P1 to Country Cares Station
Base: Expressing an opinionOn a 5-point scale, where “Agree” is a “4”/“5” and “Disagree” is “1”/“2”
"A radio station's support of charities is a factor
in your decision to listen to that station"
20
22
53
55
Agree Disagree
Listen to Country Cares
station, but not P1
P1 to Country Cares Station
Base: Expressing an opinionOn 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"
37
42
33
30
Agree Disagree
Listen to Country Cares
station, but not P1
P1 to Country Cares Station
Base: Expressing an opinionOn 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?
69
80
27
14
5
6P1 to Country Cares station
Listen at least a little bit Not aware of having ever listened Specifically avoid listening
Base: Heard of St. Jude Radiothon
Listen to Country Cares
station, but not P1
Which of the following best describes your listening to (Country
Cares station) during a St. Jude Radiothon broadcast?
69
80
27
14
5
6P1 to Country Cares station
Listen at least a little bit Not aware of having ever listened Specifically avoid listening
Base: Heard of St. Jude Radiothon
Listen to Country Cares
station, but not P1
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%
During the time the St. Jude Radiothon is on, how does
your listening to (Country Cares station) change?
Listen MORE than the usual amount
17%
Listen the SAME as the usual
amount66%
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 listening
would you say you listen to (Country Cares station)...?
Listen MORE than before the Radiothon
8%
Listen the SAME as before the
Radiothon86%
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 the
Radiothon, your listening returns to normal soon after it ends"
Agree97%
Disagree3%
Base: Listen LESS to (Country Cares station) during the Radiothon
…Is really involved in the community
% saying Country Cares partner station...
3034
Portion of sample that is P1 to CountryCares Station
Portion of sample that named CountryCares as 'really involved'
Base: Named a station
…Does the most to raise money for charitable organizations
% saying Country Cares partner station...
30
38
Portion of sample that is P1 to CountryCares Station
Portion of sample that named CountryCares 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?
69
76
5
2
More Positive Less Positive
Listen to Country Cares
station, but not P1
P1 to Country Cares Station
Base: Expressing an opinionOn 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?
24
30P1 to Country Cares station
Base: Have listened to the St. Jude Radiothon
Listen to Country Cares
station, but not P1
% saying Yes
Does the fact that a business sponsors the
St. Jude Radiothon make you feel…?
More Positive about the business
69%
No impact31%
Base: Familiar with St. Jude Radiothon
Would you say a company’s sponsorship
of the St. Jude Radiothon makes you…?
More likely to patronize the
business62%
No impact38%
Base: Familiar with St. Jude Radiothon
“For what shall it profit a man, if he shall gain the whole world, and lose his own soul?”--Mark 8:36