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Recycling Campaign

Recycling Campaign. KING5 Custom Research Survey USA November 2007 Confidential client communication document. No information may be shared or published without consent of KING5. Research Methodology. Sample: 600 adults from Seattle.

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Recycling Campaign

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  1. Recycling Campaign KING5 Custom Research Survey USA November 2007 Confidential client communication document. No information may be shared or published without consent of KING5

  2. Research Methodology Sample: 600 adults from Seattle. Technique: Telephone surveys conducted by Survey-USA for KING5 Television. Field Date: • November 20, 2007 Data Collection: This SurveyUSA poll was conducted by telephone in the voice of a professional announcer. Respondent households were selected at random, using Random Digit Dialing (RDD). All respondents heard the questions asked identically. Respondents answered questions by pressing buttons on their phones. Margin of Error: Overall results considered significant +/- 4.5%. A larger +/- applies to sub-populations, see legend for details. Page 2 KING5 Custom Research-Survey USA

  3. Respondent Profile Results may not add to 100%, because percentages are rounded to whole numbers. Page 3 KING5 Custom Research-Survey USA

  4. Own HomeAll Respondents Do you own your own home? Page 4 KING5 Custom Research-Survey USA

  5. Recycle PaperHomeowners Does your household currently recycle paper? Page 5 KING5 Custom Research-Survey USA

  6. Main Reason for Recycling PaperHomeowners Who Recycle Paper What would you say is the main reason your household recycles paper? • It's convenient and easy? • It's the law? • It saves money on the garbage bill? • It reduces what goes into a landfill? • It makes a difference in the community? • It helps fight global warming? • It helps save our natural resources, like trees? • Or some other reason? • 18-34 • 37% Reduces landfill • 19% Convenient & easy • 35-49 • 44% Reduces landfill • 28% Saves natural resources • 50+ • 31% Reduces landfill • 23% Convenient easy Page 6 KING5 Custom Research-Survey USA

  7. Yard & Food Waste CartHomeowners Does your household have a yard and food waste cart service? Page 7 KING5 Custom Research-Survey USA

  8. How Often Throw Away Food ScrapsHomeowners Who Have a Food Waste Cart When you throw away your leftover food scraps, • Do you put them in the garbage every time? • Do you put them in your compost bin every time? • Do you put them in your yard waste cart every time? • Do you put them in your yard waste cart about once a month? • Do you put them in your yard waste cart a few times a year? • Or do you put them somewhere else? • 40% of Adults18-34 put scraps in the garbage every time; 28% in the yard waste cart • 31% of Adults35-49 put scraps in the yard waste cart every time followed by 25% in the compost bin every time • 32% of Adults50+ put scraps in the yard waste cart every time and 29% in the garbage every time Page 8 KING5 Custom Research-Survey USA

  9. Reason For Not Putting Food Scraps in CartHomeowners Who Do Not Put Scraps In Cart Every Time What is the main reason your household does NOT put leftover vegetable scraps in your yard waste cart? It's too messy? • The cart attracts animals or insects? • You are not sure what food scraps can go in the cart? • The cart is not collected often enough? • It's not convenient? • Or some other reason? • 35% of 18-34 are not sure what goes in cart • 27% of 35-49 say it’s not convenient • 23% of 50+ think it attracts animals Page 9 KING5 Custom Research-Survey USA

  10. Seen/Heard Information on Recycling/CompostingHomeowners Have you recently seen or heard any information on recycling or composting? • 18-34 • 63% Yes • 35-49 • 60% Yes • 50+ • 72% Yes Page 10 KING5 Custom Research-Survey USA

  11. Where Was InformationHomeowners Who Saw Information Where did you see or hear the information? • TV? • Radio? • Newspaper? • A collection calendar? • A newsletter mailed to your house? • Internet? • Word of mouth? • A community event? • Or somewhere else? • 18-34 • 25% TV • 21% Newsletter • 35-49 • 34% Newsletter • 20% TV • 50+ • 36% Newsletter • 19% TV Page 11 KING5 Custom Research-Survey USA

  12. TV CommercialsRespondents Who Remember TV Ad Of the following TV commercials about recycling, which do you remember most? • The Commercial promoting the Fremont Oktoberfest? • The Pagliacci Pizza Commercial saying pizza boxes can go in yard waste cart? • The cartoon composting commercial that ended with "Recycle. Why Waste a Good Thing?" • The Tom Douglas and Kathy Casey Cooking Commercial? • The recycling commercial featuring Jones Soda, Seattle Times and Patagonia? • Or some other commercial? • 18-34 • 50% Pagliacci Pizza • 33% Recycling commercial (Jones Soda, Seattle Times and Patagonia) • 35-49 • 57% Pagliacci Pizza • 20% Other • 16% Cartoon Composting • 50+ • 47% Pagliacci Pizza • 17% Cartoon Composting Page 12 KING5 Custom Research-Survey USA

  13. Radio CommercialsRespondents Who Remember Radio Ad Of the following radio advertisements about recycling, which ONE do you remember most? • The Tully's Compostable Cup advertisement? • The Kathy Casey ad? • The Pagliacci Pizza ad? • The Tom Douglas ad? • The Snoose Pizza ad? • Bite of Seattle ad? • The Goods for the Planet ad? • Or some other radio ad? • 18-34 • 100% Other • 35-49 • 54% Tully’s • 20% Other • 35% Pagliacci Pizza • 50+ • 48% Other • 14% Pagliacci Pizza & Tom Douglas (tie) Page 13 KING5 Custom Research-Survey USA

  14. SPU Educational InformationHomeowners Which of the following educational information from the Seattle Public Utilities are you most familiar with? • The Curb Waste + Conserve Quarterly Newsletter? • The @ Your Service Newsletter that comes with utility bill? • The Garbage and Recycling Collection Calendar? • The Improve Your Recycling IQ Poster? • A Yard and Food Waste Poster? • Or some other information? • 18-34 • 34% Curb Waste & Conserve Quarterly • 25% Collection Calendar • 15% Yard & Food Waste Poster • 35-49 • 34% Curb Waste & Conserve Quarterly • 32% Collection Calendar • 26% Utility Bill Newsletter • 50+ • 30% Curb Waste & Conserve Quarterly • 30% Collection Calendar • 24% Utility Bill Newsletter Page 14 KING5 Custom Research-Survey USA

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