Results from the Communications and Media Use Survey will allow organizations to forecast where communications spend has the highest probability for measurable results, based on the specific ways their unique audience interacts with local, regional, and national media landscapes.

This survey will:   

• Identify media sources that most highly match the preferences of your existing audiences, with the goal of finding new, like-minded attendees 

• Explore media sources that cater to specific target audiences you’re working to include in your total audience demographics

• Reduce wasted spending on media buys with low return on investment  

• Understand how the media and consumption preferences of your audiences are changing over time, so you can adapt your strategy  

• Fine-tune the relationship between your artistic programming and a customized media outreach plan to relevant media outlets    

This survey answers questions such as:

How are your ticket buyers accessing information about upcoming cultural events? What specific print, email, radio, TV, social media and other digital media sources do they rely on? How do they share or spread event information? What other cultural organizations in your marketplace do they follow? 

Participating organizations will need to provide lists of local radio stations, local television stations, entertainment news/calendar websites, and print publications (newspapers and magazines) to test incidence of use. Other questions explore social media use patterns, sources of digital media, use of arts-specific streaming services, attitudes about printed brochures and mailers, and word of mouth. 

Level of Customization

We will contact participating organizations following registration with a detailed request for customized answer items for approximately eight questions. Results will be available through the WolfBrown dashboard.    

Results

To maximize learning, research partners must agree to share their results with other participating organizations through the WolfBrown dashboard. After the survey concludes, aggregated results may be shared with the larger field through the Audience Outlook Monitor community.

Questions

For more information about this survey, contact Alan Kline, Director of Audience Research Programs at WolfBrown at alan.kline@wolfbrown.com.