COMMUNICATIONS AND MEDIA USE SURVEY
A Quick Overview From Surale Phillips
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.
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 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
To maximize cohort learning, participants in all cohorts must agree to share their results with other participating organizations through the WolfBrown dashboard. After the cohort study concludes, aggregated results will be shared with the larger field through the Audience Outlook Monitor Community.
For more information about this survey, contact Alan Kline, Director of Audience Research Programs at WolfBrown at firstname.lastname@example.org
2023 cohort is closed
Available on-demand September 27, 2023 - June 3, 2024
Note: Participating on-demand organizations will deploy the survey to their customers; results will be added to the 2023 cohort dashboard; you’ll have access to all the cohort resources, including recordings of cohort learning sessions.
2024 cohort registration opens June 3
Cohort participant pricing is based on your organizational expense budget.
Tier 1 (Organization expense budget of $9 million+): $2,950 USD
Tier 2 (Organization expense budget of $3 million-$9 million): $2,500 USD
Tier 3 (Organization expense budget of <$3 million): $2,050 USD
A $500 USD surcharge applies to on-demand service at other times of the year.
Watch the Informational Webinar
2023 Cohort Membership
The following organizations have opted into the Communications and Media Use Survey Cohort:
Ars Nova Singers
Boyce Thompson Arboretum
Des Moines Community Playhouse
North Carolina Symphony
Northrop, University of Minnesota
The Old Globe
UPenn Live Arts
The following organizations were supported by the Erb Family Foundation to participate in the Donor Motivations Survey Cohort:
Detroit Chamber Winds & Strings/ Great Lakes Chamber Music Festival
Detroit Public Theatre
Detroit Symphony Orchestra
Music Hall Center for the Performing Arts
Planet Ant Theatre
Plowshares Theatre Company
The Carr Center
Communications and Media Use Survey Cohort
$2,050 - 2,950 USD based on Tier Number
+ $500 USD Surcharge when purchased On-Demand