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