Viewership Survey - 2004

Conclusion

As was the case with the 2001 Viewership Survey, this 2004 Viewership Survey of cable subscribers in Tampa reveals a substantial, knowledgeable and especially satisfied base of viewers for CTTV, Channel 15. To be sure, there are interesting and useful differences and distinctions to be drawn from a comparison of this survey with the one conducted three years ago. However, it should be remembered that this is within the overall context of a community and viewership base which appears to feel that it is being well served by and largely satisfied with CTTV, Channel 15.

One of the observations rising from the 2001 survey was that growth in awareness and viewership of CTTV could be stimulated by embarking on an aggressive and ambitious public education and public relations effort. As shown by the graph below, cable subscribers appear to now be significantly more aware of CTTV than they were in 2001, suggesting that this effort appears to be well underway.

As shown by the graph below, the baseline pool of viewers has not materially changed from the levels measured in 2001 (showing a slight but statistically not significant decline).

However, it should be noted that a material or substantial increase in viewership often does not become evident until after levels of awareness of the channel increase, i.e., as a community becomes more "aware" of a channel, more and more subscribers, over time, migrate to the channel to experience the programming. This "continuum of viewership" ranges from subscribers who are unaware and non-viewers of a channel on one end to subscribers who are regular, knowledgeable and supportive viewers on the other end.

As public relations and awareness efforts continue, additional subscribers should move through the continuum, over time, to become supportive and knowledgeable viewers of CTTV, Channel 15. As such, future measurements will be useful to provide ongoing and comparative tracking of viewership levels.

Additionally, when 2004 viewers watch programming on CTTV, Channel 15, they do so for longer periods of time than did the viewer respondents in 2001. The graph below illustrates.

When asked to grade how well CTTV, Channel 15 provides several different services, 2004 viewers, in all cases, gave significantly fewer "D" and "E" grades than did 2001 viewers. The graph below is illustrative.

For the most part, when viewers are asked to rate their interest in several different programming categories most categories show consistent levels of interest when compared to the 2001 survey. However, 2004 viewers appear to be more interested in live video of busy intersections during rush hour and slightly less interested in candidate debates & election information (though it must be noted that the 2004 survey was fielded shortly after the November 2nd Presidential Election and these viewers may well have been suffering from "election fatigue"). The graphs below illustrate.

Finally, continued information gathering and viewership research should provide valuable guidance as CTTV, Channel 15 expands and refines its programming lineup and services to continue to be relevant to and communicate with more and more residents of this diverse, vibrant community. Future research will be especially valuable in tracking the viewership patterns of those subscribers who appear to be newly aware that the City of Tampa has a cable television channel, but have not yet viewed a program on CTTV, Channel 15. These subscribers represent 28.8% of the survey sample and, as indicated previously in this report, would appear to hold the greatest promise for future audience growth.

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