Viewership Survey - 2004

In addition to probing general levels of awareness of City of Tampa Television (CTTV), Channel 15, this telephone survey of Bright House Networks cable subscribers in the City of Tampa included questions regarding subscriber viewership habits, as well as, interest in a host of specific CTTV programs and programming categories. Questions were also asked regarding the respondents’ opinions and attitudes about the value of various services and programming options, and how well CTTV, Channel 15 provides these services.

• Well over half of all survey respondents are aware of CTTV; a significant increase over awareness levels measured in 2001. About one-third have watched programming on it. About 40% of those who are aware of CTTV are able to correctly identify the channel number as 15.

• Over three-fourths of the respondents who have watched a program on CTTV first became aware of it by "channel surfing." About 5% became aware by using the TV Guide Channel. No other way of finding the channel (schedule, newspaper, website, etc.) was mentioned by more than 5% of the CTTV viewers.

• The CTTV viewership base appears to be loyal and stable, as well as, interested in and knowledgeable about the program offerings. Specifically:

• About one-fourth watch CTTV at least a few times per week and almost 60% watch at least a few times per month.

• When they watch about 70% usually watch for more than 10 minutes. Almost half watch during the "prime time" period (5pm-11pm).

• Over 90% of CTTV viewers said they trust the information on CTTV either a "great deal" or "somewhat." Only one respondent said they don't trust the information "very much."

• The program Tampa City Council Meetings is the most watched as almost 80% of all viewers report having seen these meetings. This program was followed by Friday Extra! Concert Series and The Mayor’s Hour, both of which have been seen by over half of all CTTV viewers. On Duty with the Tampa Police Department, City Bulletin Board and Wildlife at the Lowry Park Zoo have all been seen by about 40% of CTTV viewers.

• In general, viewers have a very high regard for CTTV and the services provided by it. Specifically:

• All five service statements tested received grades of "A" from about 20% or more of all CTTV viewers with one statement, provides a valuable community service, receiving an "A" grade from over 40% of all viewers.

• Well over half of all viewers gave a grade of "A" or "B" to all five statements tested. Two statements, provides a valuable community service and provides programming that deals with local issues received a grade of "A" or "B" from over 70% of all CTTV viewers.

• No statement tested received a grade of "E" from more than about 1% of all viewers (representing 2 viewers). Less than 4% of all viewers gave a grade of "D" or "E" to any statement tested.

• The ratio of "A" grades to "E" grades was at least 20 to one for each of the five statements tested.

• When asked how interested they would be in watching each of 17 different categories of programming, both viewers and non-viewers are most interested in watching emergency information. Following this category for current viewers are neighborhood information & issues, programs about Tampa's history, programs about City services and candidate debates & election information. Non-viewers are less interested in programs about Tampa's history and more interested in live concert programs and military news.

Almost two-thirds of all respondents have access to a computer that they use to access the Internet. About 1% of these respondents report having seen the CTTV website.

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