Comparing VALS Types

The differences among these segments of society are in sharp focus when viewed through the lens of our Stairway to Given.

Public radio’s three prevailing VALSä2  types are the most likely to travel up the Stairway. Actualizer-Fulfilleds know the route best.

– Jay Youngclaus
AUDIENCE 98 Core Team

 

Stairway to Given (For most-listened-to Public Radio Station)		Actualizer- Fulfilled	Actualizer- Other	Fulfilled	Others
	Percent of Listeners	24	11	30	36
	Percent of Listening	29	11	32	28
	Percent of Givers	35	11	32	22
	Percent of Giving	39	13	30	19
Steps 1&2 Reliance on Public Radio	Percent in Core	61	48	51	36
	Loyalty	51	38	42	30
	Years Listening to Station	11	8	11	8
	Percent with "Strong" Reliance on Public Radio	61	47	50	33
	Percent who listen both Weekdays and Weekends	62	50	57	42
	Occasions (per week)	10	8	8	6
	TSL (HR:MN per week)	10:54	9:34	9:48	7:14
Step 3 Personal Importance	Percent who agree Public Radio Station is Personally Important	94	92	91	83
	Percent with "Strong" Sense of Community	72	65	58	40
Step 4 Funding Beliefs	Percent who have Beliefs Associated with Giving to Public Radio	36	35	37	34
Step 5 Ability to Afford	Average Annual Household Income	$102,000	$74,000	$58,000	$41,000

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