Viewership Survey - 2007

In addition to probing general levels of awareness of City of Tampa Television (CTTV), Channel 15, this telephone survey of Bright House Networks and Verizon cable subscribers in the City of Tampa asked 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, their interest in possible future services and how well CTTV provides these services. Comparisons, where helpful, have also been made to previous viewership surveys.

• Awareness of CTTV is high and climbing:
• About 62% of all cable subscribers in the City of Tampa are aware of CTTV, a significant increase (7.1%) over awareness levels measured in 2004.
• Those who are aware of (and watch programming on) CTTV:
          - Report higher levels of household income
          - Are more likely to be 45-54 years old
          - Are more likely to be male

• Viewership of CTTV appears to be strong and growing:
• Almost 40% of all cable subscribers have watched programming on CTTV, a significant increase (5.6) over viewership levels measured in 2004.
• About 70% of all viewers first became aware of CTTV by “channel surfing.”
• Almost half of all viewers watch at least a few times per month. Almost one-fourth watch at least a few times per week.
• The CTTV viewership base (those who watch at least monthly) appears to be loyal and stable, as well as, interested in and knowledgeable about the program offerings.
          - About 90% trust the information on CTTV either a "great deal" or "somewhat."
          - When they watch, more than 80% usually watch for more than 10 minutes, a significant increase (12.9%) over levels measured in 2004.
          - About half watch during the "prime time" period (5pm-11pm).
          - About 70% usually find out about the programs they watch by channel surfing; almost 20% use the TV Guide Channel.

• The program Tampa City Council Meetings is the most watched as about three-fourths of all viewers report having seen these meetings. This program was followed by The Mayor’s Hour and Friday Extra! Concert Series both of which have been seen by over half of all CTTV viewers. On Duty with the Tampa Police Department, Spotlight Tampa and Wildlife at the Lowry Park Zoo have all been seen by more than 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 20% or more of all CTTV viewers with one statement, provides a valuable community service, receiving an “A” grade from about 40% of all viewers.
• About half or more of all viewers gave a grade of “A” or “B” to four out of 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 60% of all CTTV viewers.
• Less than 7% of all viewers gave a grade of "E" to any statement tested.

• When asked how interested they would be in watching each of 10 different categories of programming, all subscribers are most interested in watching emergency information followed by neighborhood information and programs about Tampa's history. Following these categories for current viewers is candidate debates & election information. Following these categories for non-viewers is health & fitness programs.

• Just over two-thirds of all respondents have access to a computer that they use to access the Internet:
• About 5% of these computer users report having seen the CTTV website, a measurable increase (4%) over 2004 levels.
• A little over 20% either would or might be interested in watching archived CTTV programs on-line.
• Just over 5% either would or might be interested in downloading CTTV programs to an IPOD or similar device for viewing.

• Almost 30% of all subscribers who have On-Demand service available either would or might be interested in watching CTTV programs using this On-Demand service.

 Next - General Awareness of CTTV Channel 15

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