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Introducing Communications And Media Use Survey (2024)

ISSUE 33 • June 2024

Attention: Marketing and communications teams

Communications and Media Use Survey Cohort

We invite you to attend a free informational session on June 24 from 2:00 – 3:00 pm EDT | 11:00 am – 12:00 pm PDT. We’ll delve into the survey’s features and cohort learning activities, share best practices for deployment, and answer any questions.

Register for the Informational Session

Focus on Patrons’ Communications and Media Use Behaviors

Registration is now open until July 12, 2024

How are your ticket buyers accessing information about upcoming cultural events? What specific print, email, radio, TV, social media and other digital media sources do they rely on? How do they share or spread event information? What other cultural organizations in your marketplace do they follow?

What You Can Expect

The Communications and Media Use Survey is one of our four basic surveys – a quantitative protocol measuring patrons’ communications and media use behaviors. Participating organizations will need to provide lists of local radio stations, local television stations, entertainment news/calendar websites, and print publications (newspapers and magazines) to test incidence of use. Other questions explore social media use patterns, sources of digital media, use of arts-specific streaming services, attitudes about printed brochures and mailers, and word of mouth. 

Results will allow organizations to forecast where communications spend has the highest probability for measurable results, based on the specific ways their unique audience interacts with local, regional, and national media landscapes

This is an ideal survey for cohorts sharing the same marketplace, so if regional service organizations or funders are willing to sponsor a cohort in your community, they should contact WolfBrown to participate. 

This survey will:   
– Identify media sources that most highly match the preferences of your existing audiences, with the goal of finding new, like-minded attendees
– Explore media sources that cater to specific target audiences you’re working to include in your total audience demographics 
– Understand how the media and consumption preferences of your audiences are changing over time, so you can adapt your strategy  
– Fine-tune the relationship between your artistic programming and a customized media outreach plan to relevant media outlets    ​​

Highlights from the 2023 Findings

The 19 organizations that participated in last year’s cohort gained valuable insights. For example:
– Dramatic generational declines in use of print and broadcast media, as well as print collateral
– Diminished efficacy of email marketing with younger consumers
– Questions about use of social media as sales channels vs. platforms for engagement
– Need for new conversation about arts-specific digital media channels ​

We invite you to join the cohort and add your perspective and experience to the dialogue around communications and media use. As with other Audience Outlook Monitor surveys, you’ll join a cohort of organizations and move through the process together as a cohort. Your survey results accumulate in a dashboard, alongside results from other cohort members. As with all cohort surveys, WolfBrown staff will assist with deployment logistics and guide you through the sense-making process.

Learn More About the Communications and Media Use Survey