• 45.3% of KVIE's total adult viewers are between 18-49 years of age
• 54.7% of KVIE's total adult viewers are 50+
• 55.5% of KVIE's viewers are married
• 49.1% of KVIE's audience is male; 50.9 is female
• 14.6% of KVIE's viewers are of Spanish/Hispanic origin
• 67.8% of KVIE’s audience used the Internet in the past 30 days.
• 22.7% of KVIE’s total adult viewers have one or more college degrees
• 77.9% of KVIE’s audience votes

• 55.5% have a household income of $50,000+
• 36.7% have a household income of $75,000+
• 19.3% have a household income of $100,000+
• 55.3% of viewing households have an ATM card, 23.4% have an IRA account, 71.8% are homeowners, and 20.8% have auto loans.

Activities

• 68.6% participated in gardening
• 46.8% engaged in casino gambling
• 49% made at least one purchase through the internet
• 36.8% have a dog, while 35.3% have a cat
• 32.7% attended the theater/ballet/symphony/opera in the past year
• 10.9% are golfers
• 43.5% ate dinner 4+ times at a sit down restaurant in the past 30 days
• 47.3% attended a movie theater one or more times in the past 3 months

• Feel that companies that fund PBS have a commitment to quality and excellence.
• Believe underwriters are usually industry leaders.
• Would choose to buy a product from a company that supports PBS, all other things being equal.