Is Public Radio
Getting Too Commercial?

Is public radio getting "too commercial"?

The question has been hovering over our industry for most of its history, usually posed by insiders and media critics.  And it arises naturally when trying to understand why a small fraction of the audience is listening less than a few years ago.

AUDIENCE 98^® didn’t ask this question.  But it did ask about listeners’ perceptions of public radio – and it appears they hear it differently than the insiders and critics.

Actualizers and Fulfilleds, the VALS^TM 2 types who make up the vast majority of our audience, are motivated strongly by their beliefs and ideals.  If public radio is betraying its noncommercial principles, it isn’t evident to them.

Eight-in-ten say public radio reflects their social and cultural values.

Even those who are spending less time listening to public radio mostly agree.  The secular church has not abandoned its gospel.

But are its hymnals sullied by the taint of advertising – the "creeping commercialism" in underwriting announcements, their increased frequency within programming?

Listeners’ perceptions of underwriting are largely neutral.

Most listeners don’t think that underwriting is becoming more prevalent or annoying.  Those who do aren't listening less because of it.

This doesn't mean they are unconcerned about commercialism in public radio.  In fact,

half of all listeners who are listening more than a few years ago are wary that businesses supporting public radio may force changes in the programming.

Despite that caution,

two-thirds say they’re tuning less to commercial radio and TV and spending more time with public radio.

Our listeners’ preference for public radio and TV appears to signify the value they place on public service media.  Rather than regarding our broadcasts as "too commercial" listeners seem to be using public radio as a refuge from a numbingly commercial world.

 – Leslie Peters
AUDIENCE 98 Core Team

 – Michael Arnold
Program Director, WUNC
AUDIENCE 98 Associate

Audience Research Analysis
Copyright © ARA and CPB.  All rights reserved.
Revised: September 01, 2000 12:38 PM.