Northern Dakota County Cable Communications Commission ~

Transcription

1 Northern Dakota County Cable Communications Commission ~ Cable Subscriber Survey April 2014 This document presents data, analysis and interpretation of study findings by Group W Communications, L.L.C. It is intended for the use of The Buske Group and Northern Dakota County Cable Communications Commission. Group W Communications, L.L.C. 2 Shepherds Lane North Hampton, NH

2 Northern Dakota County Cable Communications Commission Table of Contents Introduction Page Introduction & Study Methodology... 1 Summary of Findings General Observations... 3 General Subscriber Information & Viewing Habits... 5 General Programming Information... 7 General Quality & Service Issues... 9 Viewership of Town Square Television Channels Town Square TV Signal & Production Opportunities Importance & Perceived Value of Community Programming Perceived Value of Commercial Programming Demographics Appendix Frequency Tables Cross Tabulation Tables Income & Gender Length of Subscription & Age Survey Instrument Group W Communications, LLC

3 Northern Dakota County Cable Communications Commission Introduction & Study Methodology During the period April 14 April 24, 2014, 400 completed interviews were conducted by telephone survey. Interviews were administered to a sample of Comcast cable subscribers in the seven city service area of the Northern Dakota County Cable Communications Commission drawn at random from active residential telephone numbers. The telephone interviews were conducted utilizing computer assisted telephone interviewing and data collection methods with trained, professional telephone interviewers and validated by on-site supervisors. The survey instrument, principally authored by The Buske Group, was designed to allow for analysis of the entire sample and also to allow for cross tabulation analysis utilizing various demographic information provided by the respondents. The margin of error for sample wide analysis using a random sample of this type and size is approximately 4.9% at the 95% level of confidence, meaning that in 95 out of 100 cases, the responses indicated will be within +/-4.9% of the responses if the entire universe (all Comcast cable subscriber households in the seven City NDC4 service area with a working residential phone) were interviewed. The margin of error for analysis of any sub-samples will be greater. As with all survey research, when reviewing these data, care must be taken to draw inferences only to the universe sampled, specifically, households in the seven city NDC4 service area that are subscribers to the Comcast cable TV system. Group W Communications, LLC 1

4 Northern Dakota County Cable Communications Commission It is also important to note that the very nature of survey research is such that respondents' opinions and attitudes, while statistically valid within the margin of error quantified above, are measured at a particular point in time, similar in concept to a photographic "snapshot." As a respondent's information, knowledge and field of reference change so, too, may the respondent's opinions and attitudes regarding the subjects and areas tested. It is, therefore, useful and valuable to undertake future comparative measurements to get a more complete longitudinal picture of the sample universe and to use a variety of research methods or tools to gain a more in depth understanding of opinions and attitudes. Finally, the data were electronically imported to allow for inspection, computerized statistical analysis, graphics and table production. Group W Communications, LLC 2

5 Northern Dakota County Cable Communications Commission Summary of Findings In addition to probing general levels of awareness of the Northern Dakota County Cable Communications Commission (NDC4), Town Square Television, and the cable channels they operate, this telephone survey of Comcast cable subscribers in the seven city NDC4 service area of Minnesota included questions regarding reception quality, customer service issues and viewership habits. Questions were also asked regarding the respondents opinions about the value of local programming and commercial programming, and how well the Town Square TV channels provide a number of services. General Observations & Highlights About 45% of all cable subscribers pay extra to receive Comcast's high definition (HD) channels. About one-third of the HD subscribers say they rarely or never watch non-hd channels. Just under half subscribe to both telephone and Internet service, in addition to cable TV service. Just under half of all cable subscribers say they most often use Comcast's onscreen guide to find programming information. Just under three-fourths of the cable subscribers in the NDC4 service area indicate that they are very or somewhat satisfied overall with the Comcast cable TV service. In addition, high percentages of them gave positive ratings to two of the specific quality and service measures tested, and solid majorities gave positive ratings to several others. About 87% rate the reliability of Comcast's cable TV service and the quality of the picture & sound as good or very good. About three-fourths rate the number & variety of channels offered and the helpfulness of Comcast's customer representatives as good or very good" and just over 70% rate the ability of a Comcast technician to respond to a service call within the promised time period as good or very good. However, the rates charged by Comcast for cable TV service was rated as good or very good by only 14%. Over half of all subscribers think it is either very important (21.8%) or important (34%) that Comcast provide a service location in Inver Grove Heights or somewhere in the seven city Northern Dakota County service area. Group W Communications, LLC 3

6 Northern Dakota County Cable Communications Commission Just under half of all cable subscribers have watched a Town Square Television channel. Of these Town Square viewers: 44.5% have watched Channel 14 at least once a month. More than 40% of all viewers gave a grade of A or "B" when asked how well Channel 14: provides worthwhile community programming and provides programming that is interesting to watch. 27.2% have watched Town Square Television Channels 15 or 16 at least once a month. About half or more of all viewers gave a grade of A or "B" when asked how well Channels 15 or 16: provide worthwhile community programming and provide programming that is interesting to watch. 34% have watched Town Square Television Channels 18 or 19 at least once a month. More than 40% of all viewers gave a grade of A or "B" when asked how well Channels 18 or 19: provide worthwhile local government programming and provide programming that is interesting to watch. 35.1% have watched Town Square Television Channel 20 at least once a month. Well over half of all viewers gave a grade of A or "B" when asked how well Channel 20: provides worthwhile educational programming and provides programming that is interesting to watch. 10% have watched Town Square Channel 21 at least once a month. About half say the picture and sound quality for the Town Square Channels is equal to the picture and sound quality for the other cable channels. About three-fourths have watched City Council or other meetings, well over half have watched Game of the Week, a little under half have watched School Music/Drama Performances and Insight 7, and a little under 40% have watched Girl Talk. Three out of the four special event programs tested: Community Parks Connection, High School or College Graduations, and Candidate Information or Election Results were also watched by over half. A little under three-fourths of all cable subscribers think it is either Very Important or Important to have cable channels that feature local programs. When all cable subscribers were asked how much of their monthly cable bill should be set aside to support the development of local cable TV programs: Almost 60% said one dollar or more should be set aside and about 46% said two or more dollars. The average or mean of all responses was $1.96. This $1.96 average compares favorably to all four commercial channels tested (ESPN, Fox News, USA Network and MTV) as the averages for each, respectively, were $1.45, $1.22, $1.21 and $0.74. A little over 20% of all subscribers know that they or the organizations they are involved with can provide or produce programs and show them on Town Square channels. About 5% provided, helped to produce or appeared as a guest on a program shown on a Town Square Channel. As with all survey research, when reviewing these results and those that follow, we encourage a review of the survey methodology, sample size and attendant sampling error. Group W Communications, LLC 4

7 Northern Dakota County Cable Communications Commission General Subscriber Information & Viewing Habits Just under one-third (31.8%) of all respondents say they have been Comcast cable subscribers in Northern Dakota County for more than 10 years. A similar number (31.5%) was indicated for six to 10 years and the balance for less than six years. The graph below illustrates. How long have you been a Comcast cable TV subscriber in your city? Over 10 years 31.8% Less than 1 Year 9.5% 6 to 10 Years 31.5% 1 to 5 Years 27.3% As shown below, 45.3% say they pay extra to receive Comcast s package of HD channels. Yes 45.3% Do you pay extra to receive Comcast's package of high definititon channels? No 41.5% Don't Know 13.3% Group W Communications, LLC 5

8 Northern Dakota County Cable Communications Commission 41.4% of those subscribers who receive high definition (HD) channels say they watch non-hd channels often; about one-fourth (25.4%) say they watch sometimes. About one-third (33.2%) say they rarely (26%) or never (7.2%) watch non-hd channels. The graph below illustrates. Often 41.4% How often do you watch Comcast channels that are not delivered in high definition to your TV? Sometimes 25.4% Never 7.2% Rarely 26.0% In addition to cable television service, a little under half (47.8%) subscribe to both the Internet and telephone service; 11.8% subscribe to the Internet, but not the telephone service; 6% subscribe to the telephone service but not the Internet; and, about one-third (34.5%) subscribe to neither. The graph below illustrates. Do you subscribe to Comcast's Internet or telephone service in addition to their cable TV service? Both 45.8% Internet 11.8% Telephone 6.0% No 34.5% Group W Communications, LLC 6

9 Northern Dakota County Cable Communications Commission General Programming Information When asked which one source of information subscribers use to most often find programming information on cable TV channels, 48.3% said Comcast's on-screen guide (which was mentioned about three times as often as the next most frequently indicated source). This was followed by the TV section of the newspaper (16.5%) and channel surfing (13.3%). The graph below illustrates. Comcast's on-screen guide 48.3% Which one source of information do you use most often? TV section of newspaper 16.5% Don't Know 3.8% Multiple sources 4.5% Other 0.3% Internet 3.0% Tivo/recorded or scheduled shows 4.0% TV Guide magazine 6.5% Channel surfing 13.3% Finally, almost half (47.8%) of Comcast subscribers either "always" (24.3%) or "frequently" (23.5%) use Comcast's on-screen program guide to decide what to watch. About one-fourth (26.3%) occasionally use the guide and a similar number (25.3%) never use the guide. The graph on the following page illustrates. Group W Communications, LLC 7

10 Northern Dakota County Cable Communications Commission How often do you use Comcast's on-screen program guide to decide what to watch? Frequently 23.5% Always 24.3% Don't Know 0.8% Occasionally 26.3% Never 25.3% Group W Communications, LLC 8

11 Northern Dakota County Cable Communications Commission General Quality & Service Issues Subscribers were asked a series of questions to gauge levels of satisfaction with a number of quality and service issues. Receiving the highest number of combined good / very good responses from Comcast subscribers in Northern Dakota County was the reliability of Comcast's cable TV service" with 87.5%, followed closely by the quality of the picture & sound delivered by Comcast with 86.5% combined good / very good responses. Issues receiving 70% or more combined good / very good responses were "the number & variety of channels offered," "the helpfulness of Comcast s customer service representatives and "the ability of a Comcast technician to respond to a service call within the promised time period with combined good / very good responses from 77.5%, 73.8% and 71.3%, respectively. Issues receiving 60% or more combined good / very good responses were the ability to quickly speak to a customer service representative when you call Comcast" with 62.3% combined good / very good responses and "the ability of Comcast to provide bills that are accurate and easy to understand" which received combined good / very good responses from 61.5% of subscribers. Finally, just 14% of all subscribers gave combined good / very good responses to the rates charged by Comcast for cable TV service. The table on the following page illustrates. Group W Communications, LLC 9

12 Northern Dakota County Cable Communications Commission For each item, please rate Comcast s performance. Don't Very Very Know, Good Good Fair Poor Poor N/A The quality of the picture & sound delivered by Comcast 37.8% 48.8% 12.0% 1.3% 0.0% 0.3% The reliability of Comcast's cable TV service 31.5% 56.0% 10.8% 0.5% 0.8% 0.5% The number & variety of channels offered 29.3% 48.3% 12.8% 2.8% 1.5% 5.5% The rates charged by Comcast for cable TV service 5.0% 9.0% 44.0% 23.0% 15.8% 3.3% The ability of Comcast to provide bills that are accurate and easy to understand 23.3% 38.3% 19.0% 5.3% 2.3% 12.0% The ability to quickly speak to a customer service representative when you call Comcast 15.8% 46.5% 18.8% 9.3% 2.3% 7.5% The helpfulness of Comcast's customer service representatives 29.8% 44.0% 12.0% 4.8% 1.3% 8.3% The ability of a Comcast technician to respond to a service call within the promised time period 23.0% 48.3% 3.8% 1.8% 0.0% 23.3% The ability of a Comcast technician to complete the service call to your satisfaction 15.8% 38.8% 10.8% 3.8% 2.0% 29.0% When asked how satisfied they are, overall, with the Comcast cable TV service, 73.3% of Comcast subscribers are either very (25.5%) or somewhat (47.8%) satisfied. 14.8% are either very (3.5%) or somewhat (11.3%) dissatisfied. The graph on the following page illustrates. Group W Communications, LLC 10

13 Northern Dakota County Cable Communications Commission Overall, how satisified are you with the Comcast cable TV service? Somewhat Satisified 47.8% Neutral 12.0% Very Satisified 25.5% Very Dissatisfied 3.5% Somewhat Dissatisfied 11.3% 55.8% of all subscribers think it is either very important (21.8%) or important (34%) that Comcast provide a service location in Inver Grove Heights or somewhere in the seven city Northern Dakota County service area. 30.6% think it is either not very important (19.3%) or not important at all (11.3%). The graph below illustrates. Important 34.0% How important is it to you that Comcast provide a service location in Inver Grove Heights or somewhere in our seven-city Northern Dakota County area? Not Very Important 19.3% Very Important 21.8% Don't Know 13.8% Not Important at All 11.3% Group W Communications, LLC 11

14 Northern Dakota County Cable Communications Commission Viewership of Town Square Television Channels As shown below, 47.8% of all cable subscribers in the Northern Dakota County service area said that they have watched a Town Square Television channel. Have you ever watched a Town Square Television channel? 47.8% 50% 38.8% 40% 30% 20% 13.5% 10% 0% Yes No Don't Know Respondents who said they had watched one of the seven Town Square Television channels (channels 14, 15, 16, 18, 19, 20 or 21) were then asked three additional questions about their viewing experience and opinions about these channels. Town Square Channel 14 About one-fourth (25.7%) said they watched programs on channel 14 one to three times per month another 16.2% said they had watched channel 14 at least once a week, and another 2.6% said they watch daily. The graph on the following page illustrates. Group W Communications, LLC 12

15 Northern Dakota County Cable Communications Commission How Often do you watch channel 14? 47.6% 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Daily 2.6% 16.2% At least 1x per week 25.7% 1-3 x's per month Less than monthly 1.0% Don't Know 6.8% Never Channel 14 viewers were then given two statements and asked to grade how well each described the services provided by channel 14. An A,B,C,D,E grading scale was used with an A meaning extremely well and an E meaning not at all. As shown below, the statements: provides worthwhile community programming and provides programming that is interesting to watch, received a grade of A or "B" from more than 40% of all viewers (49.4% and 42.2%, respectively). 30% 25% 20% 15% Please give a grade for how well Town Square Television Channel 14 provides the following services: 28.1% 19.7% 21.3% 22.5% 25.8% 22.5% Provides worthwhile community programming Provides programming that is interesting to watch 12.4% 10% 5% 5.6% 3.4% 3.9% 0% A-Extremely Well B C D E-Not At All Group W Communications, LLC 13

16 Northern Dakota County Cable Communications Commission Town Square Television Channels 15 & % of those who have watched programming on these Town Square Channels said they watched programs on channels 15 or 16 one to three times per month, another 4.2% said they had watched at least once a week, and another 4.7% said they watch daily. The graph below illustrates. How Often do you watch Town Square Television Channels 15 & 16? 40% 35% 36.1% 32.5% 30% 25% 20% 18.3% 15% 10% 4.7% 4.2% 4.2% 5% 0% Daily At least 1x per week 1-3 x's per month Less than monthly Don't Know Never Channel 15 & 16 viewers were then given two statements and asked to grade how well channels 15 and 16 provide those services. An A,B,C,D,E grading scale was used with an A meaning extremely well and an E meaning not at all. As shown by the graph on the following page, the statements: provides worthwhile community programming and provides programming that is interesting to watch, received a grade of A or "B" from about half or more of all viewers (59.7% and 49.7%, respectively). Group W Communications, LLC 14

17 Northern Dakota County Cable Communications Commission 40% 35% 30% 25% 20% 15% 10% 5% 0% Please give a grade for how well Town Square Television Channels 15 & 16 provide the following services: 32.6% 38.6% 27.1% 10.9% A-Extremely Well B C D E-Not At All 22.5% 28.7% Provides worthwhile community programming Provides programming that is interesting to watch 1.6% 0.8% 7.0% 9.3% Town Square Television Channels 18 & % of those who have watched programming on the Town Square Channels said they watched programs on channels 18 or 19 one to three times per month and fully 18.3% said they had watched at least once a week. The graph below illustrates. How Often do you watch Town Square Television Channels 18 or 19? 35% 30% 33.0% 30.0% 25% 20% 15% 18.3% 14.7% 10% 5% 1.0% 2.6% 0% Daily At least 1x per week 1-3 x's per month Less than monthly Don't Know Never Group W Communications, LLC 15

18 Northern Dakota County Cable Communications Commission Channel 18 & 19 viewers were then given two statements and asked to grade how well channels 18 & 19 provide those services. An A,B,C,D,E grading scale was used with an A meaning extremely well and an E meaning not at all. As shown by the graph below, the statements: provides worthwhile local government programming and provides programming that is interesting to watch, received a grade of A or "B" from more than 40% of all viewers (43.6% and 48.9%, respectively). 35% 30% 25% Please give a grade for how well Town Square Television Channels 18 or 19 provide the following services: 33.8% 25.6% 23.3% 30.8% 28.6% Provides worthwhile local government programming Provides programming that is interesting to watch 20% 15% 10% 5% 9.8% 6.8% 3.0% 3.8% 3.8% 0% A-Extremely Well B C D E-Not At All Town Square Television Channel 20 About one-fourth (25.1%) of those who have watched programming on the Town Square Channels said they watched programs on channel 20 one to three times per month, another 5.8% said they had watched at least once a week, and another 4.2% said they watch daily. The graph on the following page illustrates. Group W Communications, LLC 16

19 Northern Dakota County Cable Communications Commission How Often do you watch Town Square Television Channel 20? 43.5% 45% 40% 35% 30% 25% 25.1% 18.3% 20% 15% 10% 5% 4.2% 5.8% 3.1% 0% Daily At least 1x per week 1-3 x's per month Less than monthly Don't Know Never Channel 20 viewers were then given two statements and asked to grade how well channel 20 provides those services. An A,B,C,D,E grading scale was used with an A meaning extremely well and an E meaning not at all. As shown by the graph below, the statements: provides worthwhile educational programming and provides programming that is interesting to watch, received a grade of A or "B" from well over half of all viewers (57.4% and 58.3%, respectively). 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Please give a grade for how well Town Square Television Channel 20 provides the following services: 47.2% 42.6% 10.2% 15.7% 23.1% A-Extremely Well B C D E-Not At All 24.1% Provides worthwhile educational programming Provides programming that is interesting to watch 1.9% 1.9% 10.2% 4.6% Group W Communications, LLC 17

20 Northern Dakota County Cable Communications Commission Town Square Television Channel 21 Finally, 6.8% of those who have watched programming on the Town Square Channels said they watched the bulletin board listings and local information on channel 20 one to three times per month. 3.2% said they had watched at least once a week (1.6%) or daily (1.6%). The graph below illustrates. How Often do you watch Town Square Television Channel 21? 80% 71.7% 70% 60% 50% 40% 30% 16.8% 20% 10% 1.6% 1.6% 6.8% 1.6% 0% Daily At least 1x per week 1-3 x's per month Less than monthly Don't Know Never Town Square viewers were then asked if they had ever watched each of 10 different regularly scheduled programs shown on the Town Square channels and, if so, how regularly they watch. These viewers were also asked if they have ever watched each of four types of special event programming. City Council or other local government meetings is the program seen by more Town Square viewers than any other, as about three-fourths (75.9%) of them recall watching with a little under half (47.1%) of them saying they watch at least monthly. The Game of the Week is watched by well over half (53.9%) of Town Square viewers with about one-third (32.5%) saying they watch at least monthly. Group W Communications, LLC 18

21 Northern Dakota County Cable Communications Commission School Music/Drama Performances and Insight 7 have been seen by 45% and 44.5% of all viewers with 8.9% and 34.6%, respectively, watching at least monthly. Girl Talk has been seen by 37.2%, with 20.4% watching at least monthly. About one-third of all Town Square viewers have seen Sports Zone (34.6%) and programming on Multi-Faith Access Channel 16 (34.6%), with 11.5% and 27.7%, respectively, watching at least monthly. The table below illustrates the results for all 10 programs tested. I am going to mention some programs that are regularly shown on the Town Square Television channels. Please tell me if you have ever watched the program and estimate how many times you have seen it. Less than At least Never monthly 1-3x/month weekly Don't Know Insight % 9.9% 34.6% 0.0% 3.7% Game of the Week 46.1% 21.5% 29.3% 3.1% 0.0% Sports Zone 63.9% 23.0% 8.4% 3.1% 1.6% Girl Talk 61.3% 16.8% 19.9% 0.5% 1.6% Amp It Up 72.3% 8.9% 15.2% 1.6% 2.1% Positive Parenting 80.6% 9.4% 6.8% 1.0% 2.1% City Council or other Local Government Meetings 23.0% 28.8% 45.5% 1.6% 1.0% School Board Meetings 71.2% 17.8% 8.4% 2.6% 0.0% School Music/Drama Performances 52.9% 36.1% 8.9% 0.0% 2.1% Any program on Multi-faith Access Channel % 6.8% 25.1% 2.6% 0.0% Group W Communications, LLC 19

22 Northern Dakota County Cable Communications Commission Of the four types of special event programming tested, Candidate Information and Election Results was watched by 62.8% of all Town Square viewers, while High School or College Graduations and Community Parks Connection were both seen by more than half of the Town Square viewers (52.9% and 51.3%, respectively). Parades, Coronations and Festivals were watched by well over one-third (36.6%) of these viewers. The graph below illustrates. Ever watched any of the following programs: 70% 60% 50% 40% 51.3% 36.6% 62.8% 52.9% 45.5% 61.8% 31.9% 45.5% Community Parks Connection Parades, Coronations & Festivals Candidate Info & Election Results H.S. or College Graduations 30% 20% 10% 3.1% 1.6% 5.2% 1.6% 0% Yes No Don't Know Group W Communications, LLC 20

23 Northern Dakota County Cable Communications Commission Town Square TV Signal & Production Opportunities As shown below, 50.3% of the subscribers who have watched at least one of the Town Square Television channels ( Town Square viewers ) said the picture and sound quality for the Town Square channels is equal to the picture and sound quality for the other channels of the cable system, while about one-third (34%) said no. Is the picture & sound quality for these local community channels equal to the picture & sound quality for the other channels of the cable system? Yes, 50.3% No, 34.0% Don't Know, 15.7% A little under one-fourth (22.3%) of all subscribers viewers and non-viewers - said they knew that they or organizations they are involved with can provide and produce programs to show on a Town Square channel. The graph on the following page illustrates. Group W Communications, LLC 21

24 Northern Dakota County Cable Communications Commission Do you know that you - or the community organizations you are involved with - can provide or produce programs to show on a Town Square Television channel? Yes, 22.3% No, 77.8% Finally, 4.8% of all subscribers either provided, produced or appeared as a guest on a program shown on a Town Square Television channel. Group W Communications, LLC 22

25 Northern Dakota County Cable Communications Commission Importance & Perceived Value of Community Programing All subscribers, viewers of Town Square channels and non-viewers, were asked how important it is to have local cable TV channels that feature programs about Northern Dakota County residents, organizations, schools, government, events and issues. As shown by the graph below, a little under three-fourths (71.1%) of all cable subscribers in the NDC4 service area believe it is either very important (32.3%) or important (38.8%) to have these cable channels. How important do you think it is to have local cable TV channels that feature programs about Northern Dakota County residents, organizations, schools, government, events and issues? 32.3% 38.8% 16.5% 8.3% 4.3% Very Important Important Not Very Important Not Important at All Don't Know All subscribers were then asked how much of their current cable bill should be used each month to support the development of local cable channels, programs and services by and for Northern Dakota County residents, organizations, schools, and government. Well over half (58.3%) of all cable subscribers said one dollar or more should be set aside and 46.3% said two or more dollars. The graph on the following page illustrates. Group W Communications, LLC 23

26 Northern Dakota County Cable Communications Commission How much of your current cable bill do you think should be used each month to support the development of local cable channels, programs and services about Northern Dakota County residents, organizations, schools and government? $ % $ % $ % $ % $ % $ % More than $5 0.5% Nothing/Don't Know 41.0% Finally, when all responses from all subscribers are calculated to find the mean or average amount favored, the result is an average of $1.96. This was calculated using a value of $0.00 for those who said nothing or don t know" and using an average cable bill amount of $50.00 to calculate an amount for those respondents who gave an answer relating to a specific percentage of a bill, e.g., 10%. Group W Communications, LLC 24

27 Northern Dakota County Cable Communications Commission Perceived Value of Commercial Programming All cable subscribers were also asked how much of their monthly cable bill should be used to pay for each of four commercial channels. The commercial channels tested were: ESPN, Fox News Channel, USA Network and MTV. When asked about ESPN, 45.8% of all cable subscribers said one dollar or more should be set aside and 33.5% said two or more dollars. When asked about Fox News, 39% of all cable subscribers said one dollar or more should be set aside and 27.8% said two or more dollars. When asked about USA Network, 45.3% of all cable subscribers said one dollar or more should be set aside and 32% said two or more dollars. Finally, when asked about MTV, 28.3% of all cable subscribers said one dollar or more should be set aside and 18.3% said two or more dollars. The graph below illustrates. How much of your current cable bill should be used each month for: 70% 60% 50% ESPN Fox News USA Network MTV 50.8% 53.8% 52.0% 64.3% 40% 30% 20% 10% 0% 0.8% 1.0% 0.5% 0.3% 15.0% 10.5% 11.0% 5.8% 3.8% 2.5% 1.3% 0.5% 5.8% 8.3% 3.3% 5.5% 8.3% 5.5% 16.0% 6.5% 12.3% 11.3% 13.3% 10.0% 3.5% 7.3% 2.8% 7.3% Other $5.00 $4.00 $3.00 $2.00 $1.00 $0.50 Nothing/Don't Know Group W Communications, LLC 25

28 Northern Dakota County Cable Communications Commission When all responses from all subscribers are calculated to find the mean or average amount favored for each commercial channel tested, the average for ESPN is $1.45; the average for Fox News is $1.22; the average for USA Network is $1.21, and; the average for MTV is $0.74. This was calculated using a value of $0.00 for those who said nothing or don t know," using an average cable bill amount of $50.00 to calculate an amount for those respondents who gave an answer relating to a specific percentage of a bill, e.g., 10% and averaging for those respondents who gave a range, i.e. between $5 and $10 dollars. Group W Communications, LLC 26

29 Northern Dakota County Cable Communications Commission Demographics Several demographic questions were asked of all survey respondents to better group the interviews and to discover commonality of opinion and viewership habits within these demographic groups. For example, respondents who have been subscribers for more than 10 years appear to be significantly less likely to subscribe to Comcast s Internet and telephone services together. The following graph illustrates. Subscribe to Comcast's Internet or telephone service, in addition to cable TV X Length of Subscription 70% 60% 50% 40% 30% 20% 10% 28.6% 25.4% 50.4% 50.3% 64.3% 28.3% 13.6% 8.7% 12.6% Less than 6 years 6 to 10 years Over 10 years 7.5% 1.6% 8.7% 0% No Both Internet Telephone Men appear to rate the helpfulness of Comcast s customer service representatives higher, while women appear to be more satisfied with Comcast service calls. The graphs on the following page illustrate. Group W Communications, LLC 27

30 Northern Dakota County Cable Communications Commission The helpfulness of Comcast's customer service representatives X Gender 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 81.3% 70.8% 10.2% 14.4% 3.2% 8.9% Men Women 5.3% 5.9% Very Good/Good Fair Poor/Very Poor Don't Know 70% 60% The ability of a Comcast technician to complete the service call to your satisfaction X Gender 48.7% 66.1% Men Women 50% 40% 30% 20% 10% 15.5% 7.3% 8.6% 3.6% 27.3% 22.9% 0% Very Good/Good Fair Poor/Very Poor Don't Know Respondents who have been subscribers for less than six years appear less likely to be generally satisfied with the Comcast cable TV service and also appear less likely to have watched a Town Square Television channel. The graphs on the following page illustrate. Group W Communications, LLC 28

31 Northern Dakota County Cable Communications Commission 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Overall, how satisfied are you with the Comcast cable TV service X Length of Subscription 59.9% 78.6% 83.5% 19.7% Very/Somewhat Satisfied Neutral Very/Somewhat Dissatisfied 7.9% 7.1% 20.4% Less than 6 years 6 to 10 years Over 10 years 13.5% 9.4% Have you ever watched a Town Square Television channel X Length of Subscription Less than 6 years 6 to 10 years Over 10 years 60% 50% 40.1% 57.9% 46.5% 59.9% 42.1% 53.5% 40% 30% 20% 10% 0% Yes No/Don't Know Both respondents living in households reporting lower levels of household income and women appear more likely to have watched a Town Square Television channel. The graphs on the following page illustrate. Group W Communications, LLC 29

32 Northern Dakota County Cable Communications Commission Have you ever watched a Town Square Television channel X Income Under $40,000 $40 to $60,000 $60 to $100,000 $100, % 60% 50% 49.6% 51.0% 47.1% 39.4% 50.4% 49.0% 52.9% 60.6% 40% 30% 20% 10% 0% Yes No/Don't Know Have you ever watched a Town Square Television channel X Gender 60% 42.1% 52.9% Men Women 57.9% 47.1% 50% 40% 30% 20% 10% 0% Yes No/Don't Know A complete unabridged listing of frequencies for all questions, including demographics, can be found in the Appendix. Cross Tabulation tables can also be in the Appendix. Group W Communications, LLC 30

33 Northern Dakota County Cable Commission - Cable Survey - The Buske Group - April 2014 First, do you live in any of the following cities: Inver Grove Heights, Lilydale, Mendota, Mendota Heights, South St. Paul, Sunfish Lake, or West St. Paul? Number Percent Yes % No/Don't Know % Total % Missing Cases = 0 Response Percent = % Do you currently subscribe to the cable TV service provided by Comcast? Number Percent Yes % No/Don't Know % Total % Missing Cases = 0 Response Percent = % Length of Subscription Number Percent Less than1 year % 1 to 5 years % 6 to 10 years % Over 10 years % Total % Missing Cases = 0 Response Percent = % Do you pay extra to receive Comcast's package of high definition channels? Number Percent Yes % No % Don't Know % Total % Missing Cases = 0 Response Percent = % How often do you watch Comcast channels that are not delivered in high definition to your TV? Number Percent Often % Sometimes % Rarely % Never % Total % Missing Cases = 219 Response Percent = 45.3 % Group W Communications, LLC

34 Northern Dakota County Cable Commission - Cable Survey - The Buske Group - April 2014 Do you subscribe to Comcast's internet or telephone service, in addition to their cable TV service? Number Percent No % Both % Internet % Telephone % Total % Missing Cases = 0 Response Percent = % Information about cable TV programming is available from a variety of different sources. Which one source of information do you use most often to find information about programming on cable TV channels? Number Percent Comcast's on screen guide % TV Section of Newspaper % Channel Surfing % TV Guide Magazine % Tivo/Record % The Internet % Friends % Multiple sources % Don't know % Total % Missing Cases = 0 Response Percent = % How often do you use Comcast's on-screen program guide to decide what to watch? Number Percent Never % Occasionally % Frequently % Always % Don't Know % Total % Missing Cases = 0 Response Percent = % Group W Communications, LLC

35 Northern Dakota County Cable Commission - Cable Survey - The Buske Group - April 2014 For each item, please rate Comcast's performance. Don't Very Very Know, Good Good Fair Poor Poor N/A Total The quality of the picture & sound delivered by Comcast 37.8% 48.8% 12.0% 1.3% 0.0% 0.3% 100.0% The reliability of Comcast's cable TV service 31.5% 56.0% 10.8% 0.5% 0.8% 0.5% 100.0% The number & variety of channels offered 29.3% 48.3% 12.8% 2.8% 1.5% 5.5% 100.0% The rates charged by Comcast for cable TV service 5.0% 9.0% 44.0% 23.0% 15.8% 3.3% 100.0% The ability of Comcast to provide bills that are accurate and easy to understand 23.3% 38.3% 19.0% 5.3% 2.3% 12.0% 100.0% The ability to quickly speak to a customer service representative when you call Comcast 15.8% 46.5% 18.8% 9.3% 2.3% 7.5% 100.0% The helpfulness of Comcast's customer service representatives 29.8% 44.0% 12.0% 4.8% 1.3% 8.3% 100.0% The ability of a Comcast technician to respond to a service call within the promised time period 23.0% 48.3% 3.8% 1.8% 0.0% 23.3% 100.0% The ability of a Comcast technician to complete the service call to your satisfaction 15.8% 38.8% 10.8% 3.8% 2.0% 29.0% 100.0% Overall, how satisfied are you with the Comcast cable TV service? Are you very satisfied, somewhat satisfied, neutral, somewhat dissatisfied, or very dissatisfied? Number Percent Very satisfied % Somewhat satisfied % Neutral % Somewhat dissatisfied % Very dissatisfied % Total % Missing Cases = 0 Response Percent = % Group W Communications, LLC

36 Northern Dakota County Cable Commission - Cable Survey - The Buske Group - April 2014 How important is it to you that Comcast provide a service location in Inver Grove Heights or somewhere in our seven-city Northern Dakota County area? Is this very important, important, not very important, or not important at all? Number Percent Very Important % Important % Not Very Important % Not Important at All % Don't Know % Total % Missing Cases = 0 Response Percent = % Have you ever watched a Town Square Television channel? Number Percent Yes % No % Don't Know/Don't Remember % Total % Missing Cases = 0 Response Percent = % Channel 14 features local news, sports, music, community events, talk shows, and other programs created or obtained by Town Square Television staff. How often do you watch Channel 14? Number Percent Daily % At least once/week % 1-3 times/month % Less than monthly % Never % Don't Know/Don't remember % Total % Missing Cases = 209 Response Percent = 47.8 % Using an A, B, C, D, E grading scale -- where "A" means "extremely well" and "E" means "not at all" - please give a grade for how well Town Square Television Channel 14 provides the following services: A-Extrem- E-Not At Don't ely Well B C D All Know Provides worthwhile community programming. 28.1% 21.3% 25.8% 5.6% 3.9% 15.2% Provides programming that is interesting to watch. 19.7% 22.5% 22.5% 3.4% 12.4% 19.7% Group W Communications, LLC

37 Northern Dakota County Cable Commission - Cable Survey - The Buske Group - April 2014 Public Access Channel 15 and Multi-faith Access Channel 16 feature programs produced or submitted by local residents and organizations on a wide variety of topics. How often do you watch Town Square Television Channels 15 and 16? Number Percent Daily % At least once/week % 1-3 times/month % Less than monthly % Never % Don't Know/Don't remember % Total % Missing Cases = 209 Response Percent = 47.8 % Using an A, B, C, D, E grading scale -- where "A" means "extremely well" and "E" means "not at all" - please give a grade for how well Town Square Television Channels 15 and 16 provide the following services: A-Extreme- E-Not At ly Well B C D All Don't Know Provide worthwhile community programming. 32.6% 27.1% 22.5% 1.6% 7.0% 9.3% Provide programming that is interesting to watch. 38.8% 10.9% 28.7% 0.8% 9.3% 11.6% Channel 18 features government meetings for Mendota Heights, West St. Paul, and Dakota County - plus community affairs, arts, military, and environmental programs and Classic Arts Showcase. Channel 19 features government meetings for Inver Grove Heights and South St. Paul, and NASA programming. How often do you watch Town Square Television Channels 18 or 19? Number Percent Daily % At least once/week % 1-3 times/month % Less than monthly % Never % Don't Know/Don't remember % Total % Missing Cases = 209 Response Percent = 47.8 % Group W Communications, LLC

38 Northern Dakota County Cable Commission - Cable Survey - The Buske Group - April 2014 Using an A, B, C, D, E grading scale -- where "A" means "extremely well" and "E" means "not at all" - please give a grade for how well Town Square Television Channels 18 or 19 provide the following services: A-Extrem- E-Not At Don't ely Well B C D All Know Provide worthwhile local government programming. 33.8% 9.8% 30.8% 6.8% 3.8% 15.0% Provide programming that is interesting to watch. 25.6% 23.3% 28.6% 3.0% 3.8% 15.8% Channel 20 features local school and college programs, school board meetings, and Deutche Welle. How often do you watch Town Square Television Channel 20? Number Percent Daily % At least once/week % 1-3 times/month % Less than monthly % Never % Don't Know/Don't remember % Total % Missing Cases = 209 Response Percent = 47.8 % Using an A, B, C, D, E grading scale -- where "A" means "extremely well" and "E" means "not at all" - please give a grade for how well Town Square Television Channel 20 provides the following services: A-Extrem- E-Not At Don't ely Well B C D All Know Provides worthwhile educational programming. 47.2% 10.2% 23.1% 1.9% 10.2% 7.4% Provides programming that is interesting to watch. 42.6% 15.7% 24.1% 1.9% 4.6% 11.1% Channel 21 features bulletin board listings of events and organizations, Town Square Television program schedule listings and local weather and traffic information. How often do you watch Town Square Television Channel 21? Number Percent Daily % At least once/week % 1-3 times/month % Less than monthly % Never % Don't Know/Don't remember % Total % Missing Cases = 209 Response Percent = 47.8 % Group W Communications, LLC

39 Northern Dakota County Cable Commission - Cable Survey - The Buske Group - April 2014 I am going to mention some programs that are regularly shown on the Town Square Television channels. Please tell me if you have ever watched the program, and estimate how many times you have seen it. Less than At least Never monthly 1-3x/month weekly Don't Know Insight % 9.9% 34.6% 0.0% 3.7% Game of the Week 46.1% 21.5% 29.3% 3.1% 0.0% Sports Zone 63.9% 23.0% 8.4% 3.1% 1.6% Girl Talk 61.3% 16.8% 19.9% 0.5% 1.6% Amp It Up 72.3% 8.9% 15.2% 1.6% 2.1% Positive Parenting 80.6% 9.4% 6.8% 1.0% 2.1% City Council or other Local Government Meetings 23.0% 28.8% 45.5% 1.6% 1.0% School Board Meetings 71.2% 17.8% 8.4% 2.6% 0.0% School Music/Drama Performances 52.9% 36.1% 8.9% 0.0% 2.1% Any program on Multi-faith Access Channel % 6.8% 25.1% 2.6% 0.0% Please indicate if you have ever watched any of the following programs: Yes No Don't Know Total Community Parks Connection 51.3% 45.5% 3.1% 100.0% Parades, Coronations, & Festivals 36.6% 61.8% 1.6% 100.0% Candidate Information or Election Results 62.8% 31.9% 5.2% 100.0% High School or College Graduations 52.9% 45.5% 1.6% 100.0% Group W Communications, LLC

40 Northern Dakota County Cable Commission - Cable Survey - The Buske Group - April 2014 Is the picture and sound quality for the Town Square Television channels equal to the picture and sound quality for the other channels of the Comcast cable system? Number Percent Yes % No % Don't Know/Don't Remember % Total % Missing Cases = 209 Response Percent = 47.8 % Do you know that you -- or the community organizations you are involved with -- can provide or produce programs to show on a Town Square Television channel? Number Percent Yes % No % Total % Missing Cases = 0 Response Percent = % Have you ever provided or helped to produce a program to show on a Town Square Television channel, or appeared as a guest on a program shown on a Town Square Television channel? Number Percent Yes % No % Total % Missing Cases = 0 Response Percent = % Group W Communications, LLC

41 Northern Dakota County Cable Commission - Cable Survey - The Buske Group - April 2014 How important do you think it is to have local cable TV channels that feature programs about Northern Dakota County residents, organizations, schools, government, events and issues? Is this very important, important, not very important, or not important at all? Number Percent Very Important % Important % Not Very Important % Not Important at All % Don't Know % Total % Missing Cases = 0 Response Percent = % How much of your current cable bill do you think should be used each month to support the development of local cable channels, programs and services by and for Northern Dakota County residents, organizations, schools, and government - five dollars, four dollars, three dollars, two dollars, one dollar, fifty cents, nothing, or some other amount? Number Percent $ % $ % $ % $ % $ % $ % $ % Don't Know % Other % Total % Missing Cases = 0 Response Percent = % IF OTHER: Number Percent 10 dollars % Total % Missing Cases = 398 Response Percent = 0.5 % Group W Communications, LLC

42 Northern Dakota County Cable Commission - Cable Survey - The Buske Group - April 2014 ESPN Number Percent $ % $ % $ % $ % $ % $ % $ % Don't Know % Other % Total % Missing Cases = 0 Response Percent = % IF OTHER: Number Percent 5 to 10 dollars % 10 dollars % Total % Missing Cases = 397 Response Percent = 0.8 % Fox News Channel Number Percent $ % $ % $ % $ % $ % $ % $ % Don't Know % Other % Total % Missing Cases = 0 Response Percent = % IF OTHER: Number Percent 10% % 10 dollars % Total % Missing Cases = 396 Response Percent = 1.0 % Group W Communications, LLC

43 Northern Dakota County Cable Commission - Cable Survey - The Buske Group - April 2014 USA Network Number Percent $ % $ % $ % $ % $ % $ % $ % Don't Know % Other % Total % Missing Cases = 0 Response Percent = % IF OTHER: Number Percent 7 dollars % 10 dollars % Total % Missing Cases = 398 Response Percent = 0.5 % MTV Number Percent $ % $ % $ % $ % $ % $ % $ % Don't Know % Other % Total % Missing Cases = 0 Response Percent = % IF OTHER: Number Percent % Total % Missing Cases = 399 Response Percent = 0.3 % Group W Communications, LLC

44 Northern Dakota County Cable Commission - Cable Survey - The Buske Group - April 2014 Age Number Percent % % % % % % REFUSED % Total % Missing Cases = 0 Response Percent = % Income Number Percent Under $25, % $25 to $40, % $40,000 to $60, % $60,000 to $100, % $100,000 or more % REFUSED % Total % Missing Cases = 0 Response Percent = % Language Number Percent Spanish % Arabic % Hmong % Somali % Vietnamese % No Other Language % Other % Total % Missing Cases = 0 Response Percent = % Gender Number Percent Male % Female % Total % Missing Cases = 0 Response Percent = % Group W Communications, LLC

45 Northern Dakota County Cable Commission - Cable Survey - The Buske Group - April 2014 Income & Gender Crosstabs N=400 Total Income Gender Under $40, 000 $40 to $60, 000 $60 to $100, 000 $100,000 + Male Female Do you subscribe to Comcast's internet or telephone service, in addition to their cable TV service? No % 40.9% 30.2% 32.2% 42.4% 32.1% 36.7% Both % 40.9% 52.1% 48.3% 43.9% 51.6% 44.3% Internet % 13.9% 12.5% 14.9% 6.1% 8.4% 14.8% Telephone % 4.3% 5.2% 4.6% 7.6% 7.9% 4.3% How often do you use Comcast's on-screen program guide to decide what to watch? Never % 26.1% 25.5% 31.0% 22.7% 29.5% 21.7% Occasionally % 32.2% 24.5% 23.0% 28.8% 21.1% 31.4% Frequently % 23.5% 24.5% 26.4% 16.7% 27.9% 19.8% Always % 18.3% 25.5% 19.5% 31.8% 21.6% 27.1% Group W Communications, LLC