KVIE's Audience

Demographics

  • 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

 

Financial Characteristics

  • 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

 

And a strong majority of PBS viewers:

  • 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.

Sources: Scarborough/PRIME NExT, Mar 2007–Feb 2008

 

Contact Kevin Smith-Fagan, our Vice President of Leadership Giving & Associate GM at (916) 641-3595, or ksmithfagan@kvie.org.