Viewing NetworkLocal News Coverage vs. ... National and lo

1

Crisis News Coverage
Attack On America

• Prepared By
• WestGroup Research
• September 13, 2001

2
Table of Contents
WestGroup Research

• Methodology
• The Viewers Sample Demographics
• Preferred Network or Cable Station
• First Source of Information
• Other Sources of Information
• Viewing Network/Local News Coverage vs.
  Cable/Satellite News Coverage
  
• Best Aspects of News Coverage
• Areas for Coverage Improvement
• Most Worthwhile Local News Stories

3
Methodology
WestGroup Research

• National Survey (50 states)
• Random Digit Dial Telephone Sample
• 507 Completed Interviews
• /- 4.4 at the 95 level of confidence
• Data collected September 12, 2001

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4
Graph 1a Sample Demographics
WestGroup Research

• Gender
• Male 50
• Female 50

Quotas were set for Gender and representation
by Census Regions were
monitored.
North East
Mid- west
South
West
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5
Graph 1b Sample Demographics
WestGroup Research

The overall distribution for age closely mirro
rs 2001
Census data.
(n507)
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6
Graph 1c Sample Demographics
WestGroup Research
(n507)
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7
Graph 1d Sample Demographics
WestGroup Research
Income
(n507)
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8
Preferred Network or Cable Station
WestGroup Research

• CNN (21) and ABC (21) top the list as the
  preferred stations for crisis news coverage.
  
• NBC follows closely (17).
• CBS and FOX are selected by one in ten viewers
  (11 each)

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9
Graph 2 Preferred Network or Cable Station
WestGroup Research
(n507)
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10
First Source of Information
WestGroup Research

• Friends, family and co-workers were most commonly
  the initial source of notification of the attack
  on America (mentioned by 25).
  
• National and local television news coverage plus
  radio announcements were mentioned by
  approximately one in five residents.

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11
Graph 3 First Source of Information
WestGroup Research
(n507)
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12
Other Sources of Information
WestGroup Research

• Three-fourths of the population tuned to local
  and network television coverage after hearing of
  the attack.
  
• One in five residents went to cable television
  news or listened to the radio.
  

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13
Graph 4 Other Sources of InformationTotal
Sample (n507)
WestGroup Research
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14
Graph 5a Viewing Local/Network News Coverage
vs. Cable/Satellite News Coverage
WestGroup Research
Residents were most likely to stick with the
local/network news coverage or switch equally
between the local/network coverage and cable
coverage. Those preferring ABC news coverage
were more likely to stick with the local/network
coverage than viewers preferring the other
stations.
TV Coverage Preference (n507)
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15
Graph 5b Viewing Local/Network News Coverage
vs. Cable/Satellite News Coverage
WestGroup Research
Coverage Preference by Preferred Station
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16
Best Aspects of News Coverage
WestGroup Research

• The accuracy of the news coverage was most often
  appreciated by viewers (36 of total mentions).
  This was particularly true of those preferring
  the coverage on CBS (46).
• Immediacy of coverage and the commitment by
  stations to offer continuous coverage was
  appreciated by approximately one in five viewers.
  Commitment to continuous coverage was more often
  mentioned as the Best aspect by ABC (22) and
  CNN fans (25).

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17
Best Aspects of News Coverage
WestGroup Research

• The professionalism of the anchors was mentioned
  by 15.
  
• Photos and video footage were cited as the Best
  aspects by 14, but were particularly popular
  among NBC (21) and FOX (20) coverage fans.

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18
Graph 6a Best Aspects of News CoverageTotal
Sample (n507)
WestGroup Research
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Graph 6b Best Aspects of News Coverage
WestGroup Research
Best Aspects of News Coverage by Preferred
Station
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20
Areas for Improvement in Coverage
WestGroup Research

• The majority of Americans had no complaints about
  the news coverage.
  
• Those who mentioned areas for improvement focused
  on less repetition of information (12) and
  pictures (8).
  
• Approximately one in ten felt the coverage should
  be less sensational in nature.
  

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21
Graph 7a Areas for Improvement in
CoverageTotal Sample (n507)
WestGroup Research
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22
Graph 7b Areas for Improvement in Coverageby
Preferred Station
WestGroup Research
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23
Most Worthwhile Local News Stories
WestGroup Research

• On the local front, viewers are most interested
  in hearing about places they can go to donate
  their blood (16) as well as the impact of the
  attack on local residents. (14).
• Other local news stories of interest included
  airline/travel information(9) and places to go
  to make donations (9) or find assistance in
  coping with the tragedy (8) .

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24
Graph 8 Most Worthwhile Local News
StoriesTotal Sample (n507)
WestGroup Research
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