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Exclusive SurveyUSA Market Research on the Boston Media Market and Boston TV News Talent, Now Available To Talent, Agents, Station Managers and Advertisers

- 02/05/13 06:00 AM

 

SurveyUSA releases for the first time an unprecedented, in-depth look at the TV media landscape in media Market #7, Boston (Manchester).

This is not stale, generic, national research pulled out of some book, with limited and dated relevance to the Boston market. This is 1,700 PDF pages of fresh, local, detailed research on the Boston media landscape, conducted January 2013, with insight nowhere else found on the Boston media market and the talent that drives it.

Which of the following stations has the best local newscast?

  • WBZ-TV, channel 4, the CBS affiliate, which goes by WBZ News.
  • WCVB-TV, channel 5, the ABC affiliate, which goes by NewsCenter 5.
  • WHDH-TV, channel 7, the NBC affiliate, which goes by 7News.
  • WMUR-TV, channel 9, the Manchester NH ABC affiliate, which goes by News 9.
  • WFXT-TV, channel 25, the Fox affiliate, which goes by Fox 25 News.
  • NECN, the New England Cable News network.

Which areas are the stations in 2nd and 3rd place strongest in? Where is there opportunity for them to catch the #1 station?

SurveyUSA, America’s Pollster, interviewed a total of 950 Boston DMA adults, including 513 respondents who watch local TV news almost every day, and another 437 who do not watch local TV news.

SurveyUSA talked to your viewers. SurveyUSA listened to what they told us.

Listen to this marketplace assessment, by a 52-year old woman from Cambridge, who damns Channel 5 with the faintest of praise:

And, listen to this reaction to Fox 25′s Doug VB Goudie, from a 40-year old man from Braintree:

 

More than 100 actualities from your viewers are available for you to listen to and analyze. These real-time focus groups would cost many thousands of dollars to put together if you were to try to do it yourself.  SurveyUSA has done it for you.

  • Listen as viewers tell us about Channel 5:  “The people are older than the the Pyramids” … “out of shape” … “just a mess.
  • Listen as viewers tell us about Channel 25: “Blood, guts and murders.
  • Listen as viewers tell us about Channel 7: How many “Body Parts Found on Railroad Tracks” stories can you stomach?

We are pleased to make this data available to the stakeholders most affected by it:

  • General Managers
  • News Directors
  • Anchors
  • On-Air Reporters
  • Talent Agents
  • Group Heads
  • Research Directors
  • Promotion Directors
  • Program Directors
  • Advertisers

Whether you’re a news director worried about slipping ratings, an agent trying to shop a client, an anchor trying to figure out if it’s time to jump to a PR gig, an advertiser wondering which station is really the best place to spend your dollars, or just an interested news junkie, there’s something here for you.

61 pointed questions, with fully crosstabbed results, giving you data on:

  • Why roughly half of Boston-area adults don’t watch local news
  • Why Hearst’s WCVB-TV, under ND Andrew Vrees and GM Bill Fine, is the overall #1 station in the market
  • Where Fox’s WFXT-TV, under ND Paul McGonagle and GM Gregg Kelley, is closing
  • Where Sunbeam’s WHDH-TV, run by ND Linda Miele and GM Chris Wayland, shows strength of its own
  • How the most popular on-air talent in Boston is a weatherman.
  • How the most popular news anchor in Boston is a part-timer at CBS’ WBZ-TV, run by ND John Verrilli and GM Mark Lund.
  • Which station has the best on-air sports?
  • Which station has the best website?
  • Which station has the best on-air weather?
  • Who is the best weatherman?
  • Which station is in front when it comes to connecting with viewers using social media?
  • Exactly what features regular news viewers would want to see if they could design their own perfect newscast.
  • What’s turning off non-viewers.
  • Which station is more than twice as popular with standard-definition news viewers as it is with HD viewers.
  • The correlation between how much money you earn and how much you find local TV news to be “silly.”

Every major on-air talent in the Boston media market is analyzed. Not only is each talent rated relative to his/her competitors, but the ratings for each talent are broken down by:

  • Gender
  • Age
  • Race
  • Education
  • Income
  • Region of the DMA

A complete, in-depth comparison of the relative strengths and weaknesses of 30 of the Boston market’s most celebrated  news personalities:

  1. Bianca de la Garza
  2. Randy Price
  3. J.C. Monahan
  4. Ed Harding
  5. Heather Unruh
  6. Liz Brunner
  7. Harvey Leonard
  8. Adam Williams
  9. Jeremy Reiner
  10. Kim Khazei
  11. Reid Lamberty
  12. Pete Bouchard
  13. David Wade
  14. Paula Ebben
  15. Jack Williams
  16. Lisa Hughes
  17. Jonathan Elias
  18. Melissa Mack
  19. Barry Burbank
  20. Mike Nikitas
  21. Latoyia Edwards
  22. Tom Griffith
  23. Shelley Walcott
  24. Gene Lavanchy
  25. Shannon Mulaire
  26. Maria Stephanos
  27. Mark Ockerbloom
  28. Kevin Lemanowicz
  29. Shiri Spear
  30. Doug VB Goudie

 

Why trust SurveyUSA?

For 20 years, SurveyUSA has worked with local TV stations to improve their newscasts, and to help make their branding, positioning, and talent better. SurveyUSA’s entire focus is local. We understand local media markets like no other research company.

 

You have 2 ways to access these exclusive SurveyUSA research results

  1.  To see just the high-level results of this survey and access the answers to every question asked, click here.
  2. Or:

  3. To see all of the results, including the complete interactive crosstabs, which, if printed, will be 1,700 PDF pages, and to be able to listen to the actualities from SurveyUSA’s real-time focus group, click here.

 

 

SurveyUSA 2012 Election Report Card

SurveyUSA Operations - 11/29/12 08:00 AM

 

Election Eve, Ohio: Obama in Strongest Position Yet To Capture Buckeye State’s 18 Critical Electoral Votes

SurveyUSA Operations - 11/05/12 12:15 PM

When all is said and done, and 24 hours remain until votes are counted in Ohio, Barack Obama leads Mitt Romney 49% to 44%, according to SurveyUSA’s 5th and final pre-election tracking poll, conducted for WCMH-TV in Columbus. In 5 tracking polls, Obama has never trailed; today’s poll is the first time Obama has polled as high as 49%. Compared to an identical SurveyUSA poll one week ago, Obama is up 1 point, Romney is down 1 point. Obama had led by 3, now leads, at the wire, by 5. Men are moving to Obama on the final weekend. 6 out of 7 Ohio voters has been personally contacted by one or both presidential campaigns.

As they have in all 5 SurveyUSA polls, voters say Romney would do better at balancing the federal budget.
As they have in all 5 SurveyUSA polls, voters say Obama would do better at keeping America safe.
As they have in all 5 SurveyUSA polls, voters say Obama is more in touch with the average working person.

In the election for United States Senator from Ohio, incumbent Democrat Sherrod Brown narrowly edges Republican challenger Josh Mandel 44% to 41%, in a contest with national implications. Brown has never trailed in 5 tracking polls, but his lead has been as small as 1 point. Today’s lead of 3 points is down from last week’s lead of 5 points. The contest is slightly more volatile than is the President’s. Among those who tell SurveyUSA they have already voted, Brown has a 21-point lead “banked.” For Mandel to have a chance, he must overpower Brown with the larger group of voters who tell SurveyUSA they will vote on Election Day. Brown currently has a 10-point lead among Election Day voters. Brown has made steady inroads among Ohio’s Independent voters, and at the finish line, out polls Mandel among this group – though just bareley. Two weeks ago, Brown had led by 13 points among Independents, but on Election Eve, trails by 1.

Cell-phone and home-phone respondents included in this research: SurveyUSA interviewed 910 adults from the state of Ohio 11/01/12 through 11/04/12. Of the adults, 822 were registered to vote. Of the registered, 803 were determined by SurveyUSA to have already returned a ballot, or to be likely to do so on or before Election Day. This research was conducted using blended sample, mixed mode. Respondents reachable on a home telephone (72% of likely voters) were interviewed on their home telephone in the recorded voice of a professional announcer. Respondents not reachable on a home telephone (28% of likely voters) were shown a questionnaire on their smartphone, tablet or other electronic device.

In Missouri, 2 Days Till Votes Are Counted, McCaskill Poised to Defeat Akin, Hold U.S. Senate Seat for Democrats

SurveyUSA Operations - 11/05/12 11:22 AM

In an election for United States Senator from Missouri, incumbent Democrat Claire McCaskill leads at the wire, having assembled a coalition that should allow her to defeat Republican challenger Todd Akin, according to a SurveyUSA poll conducted for KSDK-TV in St Louis, KSHB-TV in Kansas City, and KSPR-TV and KYTV-TV in Springfield. The contest has national significance. McCaskill gets 51% to 36% for Akin, with Libertarian Jonathan Dine far back at 8%. If Dine’s support should collapse on Election Day, those votes almost certainly will go to Akin and will reduce the McCaskill margin of victory shown here.

Akin holds just 66% of the Republican base, compared to McCaskill, who holds 93% of the Democratic base. McCaskill leads among Independents by 24 points, and leads among moderates by 48 points. Of those voting for Barack Obama for President, 97% are also voting for the Democrat McCaskill. But of those voting for Mitt Romney for President, just 70% are also voting for Republican Akin.

In the election for Governor of Missouri, incumbent Democrat Jay Nixon defeats Republican challenger Dave Spence 48% to 39%. White voters split, 44% to 44%. Nixon’s entire margin of victory comes from African American voters, who break 11:1 for Nixon.

Mitt Romney carries Missouri 50% to 43%, defeating Barack Obama by 7 points, and keeping Missouri’s 10 electoral votes Republican red. Romney leads by 38 points among evangelical voters, and by 50 points among pro-life voters. Obama carries greater St. Louis and effectively ties Romney in greater Kansas City. But Romney has overpowering strength in Southwestern MO and in Northern MO.

Cell-phone and home-phone respondents included in this research: SurveyUSA interviewed 700 adults from the state of Missouri 10/28/12 through 11/03/12. Of the adults, 643 were registered to vote. Of the registered voters, 589 were determined by SurveyUSA to be likely to vote in the 11/06/12 general election. This research was conducted using blended sample, mixed mode. Respondents reachable on a home telephone (72% of likely voters) were interviewed on their home telephone in the recorded voice of a professional announcer. Respondents not reachable on a home telephone (28% of likely voters) were shown a questionnaire on their smartphone, laptop or other electronic device.

In North Carolina, Romney Poised to Come From Behind To Drag 15 Electoral Votes From Blue Column to Red

SurveyUSA Operations - 10/31/12 07:04 PM

Early voters in North Carolina favor Barack Obama, who has a lead “banked” heading into the final week of campaigning, according to a SurveyUSA poll conducted exclusively for WRAL-TV in Raleigh. But: Election-Day voters will go for Mitt Romney in sufficient numbers that it appears Romney will outperform Obama, 50% to 45%, when all votes are counted. Obama leads among those who have already voted, by mail or in person, but among voters who plan to vote on Election Day, Romney leads 2:1.

All of Romney’s advantage comes from men, where he leads by 9 points. The contest is tied among women. White voters 2:1 favor Romney. The contest is close because African Americans vote 10:1 for Obama. Romney leads narrowly in greater Charlotte and in southern and Coastal NC. Romney leads decisively in greater Greensboro. Romney leads among the educated and the less educated. Those who think there should be no legal recognition of same-sex marriage vote 3:1 for Romney. Those who think same-sex couples should be given all the legal rights of marriage vote 6:1 for Obama. Twice as many voters in NC say they are worse-off today than 4 years ago than say they are better-off. In contrast, voters say that 1 year from now, the North Carolina economy will be stronger than it is today.

In an election for Governor of North Carolina, Republican Pat McCrory defeats Democratic challenger Walter Dalton 53% to 36%. McCrory leads among young and old, male and female, rich and poor, the well-educated and the less-educated.

In an election for Lieutenant Governor today, Republican Dan Forest edges Democrat Linda Coleman 48% to 42%.
In an election for State Auditor today, Democrat Beth Wood and Republican Debra Goldman run effectively even, 44% for Wood, 42% for Goldman.
In an election for State Treasurer today, Democrat Janet Cowell edges Republican Steve Royal 47% to 42%.

Cell-phone and home-phone respondents included in this survey: SurveyUSA interviewed 800 North Carolina adults 10/26/12 through 10/29/12. Of the adults, 723 were registered to vote. Of the registered voters, 682 were determined by SurveyUSA to have already returned a ballot, or to be likely to do so, on or before Election Day. This research was conducted using blended sample, mixed mode. Respondents reachable on a home telephone (69% of likely voters) were interviewed on their home phone in the recorded voice of a professional announcer. Respondents not reachable on a home phone (31% of likely voters) were shown a questionnaire on their smartphone, tablet or other electronic device.

In Ohio, 7 Days Till Votes Are Counted, Democrats Maintain An Edge in Both Contests for President and United States Senator

SurveyUSA Operations - 10/30/12 06:00 PM

It’s Barack Obama 48%, Mitt Romney 45% in SurveyUSA’s penultimate tracking poll of the state of Ohio, unchanged from last week, and barely changed over the past month. 4 times in October SurveyUSA has polled Ohio for WCMH-TV in Columbus, and 4 times Barack Obama has led, though always inside of any survey’s margin of possible error. Obama has never polled below 45%, Romney has never polled above 45%.

As evidence of how important each Buckeye vote is, half of Ohio voters tell SurveyUSA they have been contacted by both campaigns for President. Another 18% have been contacted by just the Romney campaign, and another 15% have been contacted by just the Obama campaign. That leaves just 1 out of 6 Ohio voters who say they have not been contacted by either campaign for President.

Voters who tell SurveyUSA they have already returned a ballot vote 56% to 40% for Obama. Voters who tell SurveyUSA they will vote on Election day vote 50% to 41% for Romney. Independents today break 48% to 37% for Romney. Romney leads today, as he has in each of the 4 polls, on which candidate would do a better job balancing the federal budget. Obama leads today, as he has in each of the 4 polls, on which candidate is more in touch with the average voter.

In an election for United States Senator from Ohio today, Democrat Sherrod Brown edges Republican Josh Mandel 46% to 41%. Week-on-week, Brown is up 3 points, Mandel is down 1 point. Week-on-week, Brown has gained ground among both men and women, young and old.

Voters who are optimistic vote 4:1 for Brown. Voters who are worried vote 2:1 for Mandel. Among voters who believe abortion should be legal in all cases, Brown maintains the same 4:1 advantage he has throughout October. Among voters who say that abortion should be illegal in all cases, Mandel maintains a 3:1 advantage. Union households give Brown a 14-point advantage. Evangelicals give Mandel an 11-point advantage.

Voters today oppose the health care reform law that was passed in 2010, as they have each time SurveyUSA has asked about it. Voters today support the financial bailout of the American auto industry, as they have each time SurveyUSA has asked about it.

Cell-phone and home-phone respondents included in this research: SurveyUSA interviewed 685 adults from the state of Ohio 10/26/12 through 10/29/12. Of the adults, 611 were registered to vote. Of the registered, 603 were determined by SurveyUSA to have already returned a ballot, or to be likely to do so on or before Election Day. This research was conducted using blended sample, mixed mode. Respondents reachable on a home telephone (74% of likely voters) were interviewed on their home telephone in the recorded voice of a professional announcer. Respondents not reachable on a home telephone (26% of likely voters) were shown a questionnaire on their smartphone, tablet or other electronic device.

8 Days Till Votes Are Counted, GA’s 16 Electoral Votes Remain Red; Charter Schools Amendment Has Narrow Plurality, But 1 in 3 are Undecided

SurveyUSA Operations - 10/30/12 08:36 AM

In an election in Georgia today for President of the United States, Republican Mitt Romney defeats Democrat Barack Obama 52% to 44%, capturing the state’s 16 electoral votes, according to a SurveyUSA poll conducted for WXIA-TV in Atlanta. Romney is at or above 50% among men and women, voters age 35+, the educated and the less educated and voters earning more than $40,000 a year. Obama leads in greater Atlanta, among pro-choice voters, among African Americans and among moderates. Romney is above 50% among those who have already voted, among those who tell SurveyUSA they will vote before Election Day but have not yet done so, and among those who say they will vote on Election Day. Compared to an identical SurveyUSA poll from Mid-July 2012, Romney is up 2 points and Obama is up 2 points: Romney had led by 8, still leads by 8.

On Amendment 1, the Georgia Charter Schools Amendment, 38% of voters tell SurveyUSA they are certain to vote Yes, 29% say they are certain to vote No, but 33% are uncertain, 8 days till votes are counted, with a significant percentage of Georgians already having returned a ballot. Young voters support the amendment. Older voters, typically the most reliable, oppose the amendment. Whites support by 5 points. Georgia blacks support by 15 points.

Cell-phone and home-phone respondents included in this research: SurveyUSA interviewed 700 state of GA adults 10/25/12 through 10/28/12. Of the adults, 628 were registered to vote. Of the registered, 574 were determined by SurveyUSA to have already voted, or to be likely to do so on or before Election Day. This research was conducted using blended sample, mixed mode. Respondents reachable on a home telephone (72% of likely voters) were interviewed on their home telephones in the recorded voice of a professional announcer. Respondents not reachable on a home telephone (28% of likely voters) were shown a questionnaire on their smartphone, tablet, laptop or other electronic device. John McCain carried Georgia by 5 points in 2008.

Florida Early Vote Favors Obama, But When Election-Day Romney Supporters are Factored In, Sunshine State is Exactly Tied

SurveyUSA Operations - 10/30/12 08:33 AM

8 days until votes are counted in the election for President, the 5% of Florida voters who today are undecided will determine whether Mitt Romney or Barack Obama get the state’s critical 29 electoral votes, according to a SurveyUSA poll conducted for WFLA-TV in Tampa. Among Florida voters who have made up their minds, including a large number who have already returned a ballot, the contest is 47% Romney, 47% Obama.

Romney starts off 15 points in the hole: Obama leads 57% to 42% among voters who tell SurveyUSA they have already voted. But Romney leads by 13 points among the larger group of voters who tell SurveyUSA they will vote on Election Day. When the 2 groups are proportionally blended, the candidates finish exactly even.

Compared to a SurveyUSA poll released 11 days ago, which was conducted before the 3rd and final Presidential Debate, Romney is today up a nominal 1 point, Obama is flat. Today, Obama leads by 19 points in Southeast FL, but Romney leads in every other region of the state. Obama leads by 4 points among women, Romney leads by 5 points among men. Independents break 45% to 40% for Romney. Moderates break 51% to 41% for Obama. Romney leads among Florida’s white voters, is tied among Florida’s Cubans, and trails Obama among Florida’s other minority groups.

Romney leads by 18 points among seniors, who are the most reliable voters. This gives Romney an advantage heading into the final week of campaigning. If younger voters do not turn out in the numbers shown here, Obama will under-perform this poll.

* Obama has a Plus 2 Net Favorability Rating today, almost unchanged from the Plus 3 that Obama had 11 days ago.
* Romney has a Plus 1 Net Favorability Rating today, which is 3 ticks better than the Minus 2 Rating Romney had 11 days ago.

In an election today for United States Senator from Florida, incumbent Democrat Bill Nelson defeats Republican challenger Connie Mack 49% to 41%. Compared to a SurveyUSA poll released 11 days ago, Mack and Nelson are both up 1 point. Nelson had led by 8 points, still leads by 8 points today. Nelson had led by 5 points among voters age 50+; Nelson still leads by 5 points among voters age 50+. Nelson had led by 6 points among FL Independents; Nelson now leads by 7 among FL Independents.

* Nelson today has a Plus 8 Net Favorability Rating, largely unchanged from the Plus 9 Nelson had 11 days ago.
* Mack today has a Minus 5 Net Favorability Rating, which is better than the Minus 10 Mack had 11 days ago.

Cell-phone and home-phone respondents included in this research. SurveyUSA interviewed 700 state of Florida adults 10/25/12 through 10/27/12. Of the adults, 643 were registered to vote. Of the registered, 595 were determined by SurveyUSA to have already voted, or to be likely to do so on or before Election Day. This research was conducted using blended sample, mixed-mode. Respondents reachable on a home telephone (71% of likely voters) were interviewed on their home telephone in the recorded voice of a professional announcer. Respondents not reachable on a home telephone (29% of likely voters) were shown a questionnaire on their smartphone, tablet or other electronic device.

New York State’s 29 Electoral Votes Remain Deep Blue; Democrat Gillibrand Is a Lock for Re-Election to U.S. Senate

SurveyUSA Operations - 10/27/12 10:40 AM

In an election today in New York for President of the United States, Barack Obama defeats Mitt Romney 62% to 33%, according to a SurveyUSA poll conducted for WABC-TV in New York City. Obama leads by 3 points among the state’s white voters, but minorities overwhelmingly vote for Obama, pushing him to a 2:1 statewide advantage. Independents break 44% to 41% for Romney. Obama has a Plus 28 Net Favorability Rating. Romney has a Minus 23 Net Favorability Rating.

In an election for United States Senator from New York state, incumbent Democrat Kirsten Gillibrand defeats Republican challenger Wendy Long 64% to 22% today. 34% of Republicans and 33% of conservatives cross-over and vote Democratic in the contest. Gillibrand has a Plus 38 Net Favorability Rating. Long has a Minus 4 Net Favorability Rating, with 63% of New York State likely voters having either no opinion of Long at all, or a neutral opinion.

Cell-phone and home-phone respondents included in this research: SurveyUSA interviewed 700 New York state adults 10/23/12 through 10/25/12. Of the adults, 628 were registered to vote. Of the registered, 554 were determined by SurveyUSA to be likely to vote in the 11/06/12 election. This research was conducted using blended sample, mixed mode. Respondents reachable on a home telephone (74% of likely voters) were interviewed on their home telephone in the recorded voice of a professional announcer. Respondents not reachable on a home telephone (26% of likely voters) were shown a questionnaire on their cell-phone, tablet or other electronic device.

Despite Near Fisticuffs, Fundamentals of Sherman-Berman Contest in CA-30 Remain the Same — Sherman on Top

SurveyUSA Operations - 10/25/12 07:37 PM

The dramatic debate between Democrat Brad Sherman and Democrat Howard Berman in the musical-chairs contest to see which of the 2 incumbents gets the 1 seat in California’s newly drawn 30th Congressional District, has had little effect on the polling numbers in the race, according to a SurveyUSA poll conducted for KABC-TV Los Angeles. Today, Sherman leads by 11 points, 44% to 33%. Compared to an identical SurveyUSA poll 1 month ago, Sherman is down 1 point, Berman is up 1 point. Sherman had led by 13, now leads by 11. Among voters who tell SurveyUSA they have already returned a ballot (early voters), Sherman leads by 16 points.

Both candidates’ “favorability” numbers have gone down as the campaign has heated up. Sherman had been at Plus 33 Net Favorable, now is at Plus 18. Berman had been at Plus 22 Net Favorable, now is at Plus 8. Voters do not see one candidate or the other as more even-tempered. Voters continue to see Sherman as more focused on the needs of Valley residents, unchanged from last month.

In an indication of how the larger political scene has been transformed in the 30 days since SurveyUSA’s last poll of the district, President Barack Obama today carries the district by 22 points. One month ago, Obama carried the district by 33 points. SurveyUSA sees this kind of erosion in Obama’s support in geographies across the country, not just in heavily Democratic districts.

Cell-phone respondents and home-phone respondents included in this research, which was conducted 100% by telephone: SurveyUSA interviewed 800 registered voters 10/22/12 through 10/24/12 using registration based (voter list) sample from Aristotle of Washington DC. Of the registered voters, SurveyUSA determined that 674 had already cast a ballot or were likely to do so in the election for U.S. House of Representatives. This research was conducted 100% by telephone. Respondents reachable on a home telephone (83% of likely voters) were interviewed on their home telephone in the recorded voice of a professional announcer. Respondents not reachable on a home telephone (17% of likely voters) were called on their cell phones by live operators, who hand-dialed the telephone, secured respondent cooperation, qualified the respondent, asked the questions, logged the answers, and remained on the line until the interview was completed.

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