Public Television Viewers

WYES attracts an audience most notably distinguished by its education excellence and professional success. Viewers are affluent, active consumers, business leaders, and involved in their communities. 71% of our viewers are ages 25-64.

Viewers are affluent and active consumers

  • 12% have a household income of $100,000+
  • 24% have a $75,000+ household income
  • 71% adults – age 25-64
  • 18% have traveled abroad in the past 2 years
  • 43% now own 2 vehicles
  • 25% plan to remodel their home within the next 12 months
  • 37% attended opera/symphony/theater in the past 12 months
  • 37% plan to buy glasses/contact lens in the next 12 months
  • 72% homeowners
  • 65% participated past 12 months – lawn/gardening

Viewers value education

  • 34% have at least one college degree
  • 13% have an advanced degree
  • 45% bought 12+ books last year
  • 81% have one or more computers at home

Viewers are decision-makers & opinion leaders

  • 25% are professional/technical/proprietor/managerial
  • 8% influence business banking decisions
  • 19% influence purchase of office supplies and equipment
  • 20% plan to buy a home during the next 2 years
  • 22% exercised 12+ times in a health club last year
  • 25% plan to buy car/van/truck/SUV
  • 84% voted in local, state, national election in the past year

Viewers use financial services

  • 20% have liquid assets (cash/stocks/CD’s/etc.) of $100,000+
  • 22% traded stocks/bonds/securities during past year
  • 44% are members of a credit union
  • 31% have car loan

The Media Audit Jan – Feb 2005

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