Communications and Media Use Survey

Results from the Communications and Media Use Survey 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:  

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

• Profiles the media sources of specific customer segments you’re aiming to attract

• Reduces unproductive spending on media buys with low return on investment

• Paints a picture of how the media and consumption preferences of your ticket buyers are changing over time, so you can adapt your strategy

• Assists you in fine-tuning alignment between your artistic programming and your media plan

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? 

Level of Customization

High. We will contact participating organizations following registration with a detailed request for customized answer items for approximately eight questions. You’ll 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.

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 Brown, Managing Principal of WolfBrown.