Summary of Findings
In addition to probing general levels of awareness of City of Tampa Television (CTTV), this telephone survey of Bright House Networks and Verizon FiOS 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 remains above 50% after the Bright House Networks channel relocation
About 53% of all cable subscribers in the City of Tampa are aware of CTTV.
Those who are aware of CTTV:
Report higher levels of household income
Are more likely to be male
About one-third of all subscribers have watched CTTV programming.
Due to this channel relocation, this 32.5% viewership level is a slight but significant decrease in viewership from 2007 levels. Questions probing this channel relocation show:
About 60% of viewers on Bright House Networks watched CTTV on channel 15, but have not yet watched on channel 615.
Of those who have watched both channel 15 and channel 615, 60% say they watched more when it was channel 15.
About 64% 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:
When they watch, about three-fourths usually watch for more than 10 minutes.
About half watch during the "prime time" period (5pm-11pm).
About half usually find out about the programs they watch by channel surfing; almost one-fourth use the City/CTTV website.
Tampa City Council Meetings are the most watched program as over 80% of all viewers report having seen these meetings. This program was followed by The Mayor's Hour seen by almost 60% of all CTTV viewers and Friday Extra! Concert Series seen by almost half. Spotlight Tampa and Wildlife at Tampa's Lowry Park Zoo have both been seen by more than one-third of CTTV viewers.
In general, viewers have a very high regard for CTTV and the services provided by it. Specifically:
All five "report card" service statements tested received grades of "A" from 30% or more of all CTTV viewers with one statement, provides a valuable community service, receiving an "A" grade from half of all viewers. A significant increase over 2007 levels.
60% or more 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, again a significant improvement over 2007 levels.
Less than 5% 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 for CTTV viewers with the last two programming categories reversed for non-viewers. Viewers are also interested in election programming and children's programs; non-viewers are interested in senior programs and election programming.
Three-fourths of all respondents have access to a computer that they use to access the Internet:
About 8% of these computer users report having seen the CTTV website, a slight increase over 2007 levels.
Almost one-fourth either would or might be interested in watching archived CTTV programs on-line.
About 5% either would or might be interested in downloading CTTV programs to an IPOD or similar device for viewing.
About 60% of all subscribers have a high definition television.
General Awareness & Knowledge of CTTV
Over half of all cable subscribers (52.7%) are "aware that the City of Tampa has a cable television channel called City of Tampa Television or CTTV;" a decrease from 2007 levels, in line with awareness levels measured in 2004 and significantly above levels measured in 2001.
However this decrease, while statistically significant, is not unexpected. In December of 2007, City of Tampa Television was relocated from channel 15 on the Bright House Networks cable lineup to channel 615. As Bright House Networks accounts for well over half of all cable subscriber households in the City of Tampa, the disruption and confusion caused by this channel change has been material. The graph below illustrates.
Those subscribers who are aware of CTTV were then asked if they could recall which channel number is used by it. 23.4% of these respondents said they could recall the channel number. As shown by the graph below, just under half (48.7%) of these respondents did, in fact, correctly identify channel 15 (41.9%) or channel 615 (6.8%).
Viewership of CTTV
As shown below, 32.5% of all subscribers said that they had watched programming on CTTV, City of Tampa Television."
While this is a decrease from 2007 levels, due to the Bright House Networks channel relocation discussed above, it is not unexpected. Further, to better understand and help to quantify this channel relocation issue, additional questions and analysis were conducted on CTTV viewers on the Bright House Networks cable system.
As shown by the graph on the following page, 60.2% of Bright House Networks subscribers who have watched CTTV programming did so when CTTV was channel 15 but have not watched CTTV on channel 615, while just 12% have watched channel 615 but not channel 15. The balance have watched CTTV programming on both channels.
An additional question was asked of those Bright House viewers who have watched CTTV programming on both channels 15 and 615. As shown below, 60% of these CTTV viewers watched "more when it was on channel 15."
Viewers of CTTV on both Bright House Networks and Verizon
were then asked several questions about their viewership patterns and habits.
19% of these viewers watch CTTV "daily" (3.1%) or "a few times per week" (15.9%)
and over four out of 10
46.4% of all viewers usually watch CTTV between 5pm and 11pm, 10.7% watch between 8am and noon, while another 10.7% watch between noon and 5pm. One fourth "watch at different times."
As shown below, when viewers watch a program on CTTV almost three-fourths (73.8%) usually watch for more than 10 minutes.
This shows that the vast majority of viewers aren't simply "clicking through" CTTV to get to another channel or using it as a "pit stop" while the channel they are viewing has a commercial break, but rather programming on the channel has captured their attention and they have settled in to watch for a period of time.
Finally, half of all CTTV viewers "channel surf" to find out what programs to watch, while almost one-fourth (22.6%) use the City/CTTV website. 16.7% use the TV Guide Channel or interactive guide on their cable system. The graph below illustrates.
Viewers were then asked if they had ever watched each of 14 different programs on CTTV and if so, whether they watch the program regularly. Tampa City Council Meetings is the program seen by more viewers than any other, as 82.7% of all viewers say they have seen it with 17.9% of them saying they watch City Council meetings regularly.
This program was followed by The Mayor's Hour and Friday Extra! Concert Series seen by 58% and 45.7%, respectively, of CTTV viewers. Spotlight Tampa and Wildlife at Tampa's Lowry Park Zoo have been seen by at least one-third of CTTV viewers (40.1% and 34.6%, respectively).
About one-fourth of CTTV viewers have seen City of Tampa News Conferences (28.4%) and First Look at Tampa's Redevelopment (23.5%). Que Pasa Tampa? and Ybor Flavors have both been seen by 18.5% of all CTTV viewers.
On Scene with Tampa Fire Rescue, On Duty with the Tampa Police Department, and Focus on the Basics have been seen by 15.4%, 13.6% and 13.6%, respectively, of all CTTV viewers.
Finally, a little over one out of 10 CTTV viewers have seen Mayor's Book Talk (11.7%) and From the Corps (10.5%). The table on the following page illustrates these findings.QUESTIONS 17 -- 30
O.K., now I'm going to read a short list of regular programs that are shown on CTTV. After each, please tell me if you have ever watched the program. IF YES, do you watch this program on a regular basis?
Ranked by Total Viewership- Most to Least
(combined Seen , Watch Regularly % + Seen, Don't Watch Regularly %)
Attitudes about CTTV Services, Importance & Value
CTTV viewers were given a series of statements and asked to grade how well each statement described "the services provided by CTTV." An A,B,C,D,E grading scale was used with an "A" meaning "extremely well" and an "E" meaning "not at all."
In general, viewers appear to have an extremely high regard for CTTV and the services provided by it. More than 30% of CTTV viewers gave a grade of "A" when asked to grade each of the five statements tested with one statement, provides a valuable community service, receiving an "A" grade from fully half of all viewers. This is a significant improvement from already high levels measured in previous surveys. By contrast, no statement tested received a grade of "E" from more than about 5% of CTTV viewers.
When combining the "A" and "B" grades, over 60% of all viewers gave a grade of "A" or "B" to all five statements tested, again, a significant improvement over levels measured in the 2007 survey . Two statements tested, 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.
The graph on the following page illustrates.
Using an A,B,C,D,E grading scale -- where "A" means "extremely well" and "E" means "not at all" - please give a grade for how well each of the following statements describe the services provided by CTTV.
Opinions about Future Programming Content
All 600 respondents were asked to rate their level of interest in each of a series of programming categories on a scale of 1 to 5 with a "5" being "very interested" and a "1" being "not interested at all." The programming category receiving the greatest level of interest, generally, and across all subgroups is emergency information with 44.7% of all respondents giving it a "5-Very Interested" rating. When combining the "5-Very Interested" rating and the "4" rating to gauge a more general level of interest, again, emergency information is the programming category receiving the greatest level of general interest as about six out of 10 (60.2%) of all respondents rated it a "5" or a "4."
Following emergency information in general levels of interest ("5-Very Interested" and "4" ratings combined) are neighborhood information & issues (54.3%), candidate debates & election information (45%) and programs about Tampa's history (44%).
In addition, to better understand viewership dynamics and to facilitate management discussion of future audience and viewership growth for CTTV, analysis was conducted by dividing the sample into three separate groups, as follows.
The first group are respondents who have seen programming on CTTV. These "viewers" of CTTV account for 195 respondents out of the total of 600 and represent 32.5% of the sample. The second group are respondents who are aware of CTTV, but are not viewers. These respondents who are "aware but non-viewers" of CTTV account for 162 respondents out of the total of 600 and represent 27% of the sample. The third group are respondents who are both unaware of CTTV and are not viewers. These respondents who are "unaware & non-viewers" of CTTV account for 243 respondents out of the total of 600 and represent 30.4% of the sample.
When looking at these subgroups, substantial commonality emerges especially between those who are "viewers" and those who are "aware but non-viewers" as both groups appear interested in similar programming categories. This commonality of interest can be seen, for example, by looking at the top five programming categories for all three subgroups ranked both by percent giving a "5" or "very interested" answer and by combining the "4" and "5" answers to gauge a more general level of interest. The tables below illustrate.
Viewers Aware / Non-viewers Unaware / Non-viewers
Ranking based upon % giving a "5-Very Interested" rating
Ranking based upon % giving a "5-Very Interested" or "4" rating
As noted previously and as can be seen above, respondents across all three subgroups in both tables are most interested in emergency information, followed by neighborhood information & issues.
However, differences in category interest do emerge, especially among those who are "unaware & non-viewers" as retired persons & senior citizen programs and military news both appear to hold greater interest with these respondents than with those who are aware of CTTV. The graph below illustrates.
Finally, respondents were then given the opportunity to name a particular type or category of programming not mentioned. 22.3% mentioned programming they would like to see. All responses can be seen under Tab 3. Generally, however, localized community and City programming, e.g., city services, local events & attractions, local sports, etc. appear to be most popular.
Spanish Language Programming/ HDTV Ownership
As shown below, 10.8% of all subscribers say they or someone in their household have watched Spanish Language programming on CTTV.
Almost six out of 10 (59%) of all subscribers have a high definition television. The graph below illustrates.
Computer & Internet Awareness & Use
Several questions were then asked of these respondents. First, 7.6% of these respondents who access the Internet have seen the CTTV website, a slight increase over the 2007 viewership survey. 29.4% of those who have seen the CTTV website first became aware of it by "surfing." 20.6% found it from a link on the City of Tampa website and 14.7% found it from a search engine.
20.6% of those who have seen the CTTV website have watched CTTV as a streaming video.
24.9% of all respondents with a computer either would be interested (17.6%) or might be interested (7.3%) in watching archived CTTV programs. 10% either would be interested (5.3%) or might be interested (4.7%) in downloading and viewing CTTV programs on an Ipod or similar portable device. The graph below illustrates.
Several demographic questions were asked of all survey respondents so that the interviews could be grouped and some commonality found among these demographic groupings. For example, as shown in the two graphs below and consistent with the 2007 viewership survey, respondents reporting higher levels of income and male respondents are both more likely to be aware of CTTV.
As shown below, younger respondents are more likely to be Verizon FiOS subscribers.
Older viewers, generally, appear to more regularly watch specific CTTV programs than younger CTTV viewers. The graph below is representative.
Male viewers appear to more regularly watch Friday Extra! Concert Series and Spotlight Tampa. The graph on the following page illustrates.
Female viewers appear to more regularly watch From the Corps, Mayor's Book Talk, Ybor Flavors, On Duty with the Tampa Police Department and City of Tampa News Conferences. The graph below is representative.
Younger viewers and viewers reporting lower levels of household income, generally, give higher grades to how well CTTV provides each of the five services tested. The graphs on the following page are representative.
Consistent with expectations and the 2007 viewership survey, younger respondents are more interested in the programming category: children's programs, while older respondents are more interested in the programming category: retired persons & senior citizens programs. The graphs on the following page illustrate.
Respondents living in households with less than $40,000 in household income appear to be more interested in: health & fitness programming, ethnic & cultural programming, children's programming and senior programming. The graph on the following page is representative.
As shown below and on the following page, younger respondents and respondents reporting higher levels of household income are more likely to have access to a computer with Internet access.
Finally, as shown by the graphs below and on the following page, subscribers who are CTTV viewers or are aware of CTTV are more likely to have access to a computer to access the Internet and are more likely to have a high definition television.