11
Chris Marshall [email protected]
1023 31st Street, NW • 5th Floor Washington, DC 20007
202.625.0370 • fx 202.625.0371 www.mellmangroup.com
Lori [email protected]
214 North Fayette StreetAlexandria, VA 22314
303.324.7655 • fx 303. 433.4253 www.pos.org
Presentation ToGordon Hensley
Presentation of Findings from aSurvey of 1,009 Adults
June 2015
22
Methodology
• N=1009
• Question included in omnibus telephone survey of randomly selected adults age 18 or older
• Interviews Conducted June 4-7, 2015
• Margin Of Error +/- 3.1% Overall, Higher For Subgroups
33
Many Americans Are Familiar With The Grateful Dead, And Those Who Know Them Like Them
0%
20%
40%
60%
80%
100%
Favorable Unfavorable Don't Know Never Heard Of
29%
10%
39%
21%
Overall, do you have a very favorable, somewhat favorable, somewhat
unfavorable, or very unfavorable impression of the American rock
band, the Grateful Dead?
RatioName
Recognition
2.90 39%
10%
Very
44
The Dead Are Popular Across Party Lines
0% 20% 40% 60% 80% 100%
32%
26%
31%
15%
9%
6%
Favorability
2.13 46%
2.89 35%
5.17 37%
GOP
Indep
Dem
Political Party
favorable
unfavorable
Ratio
Name
Recognition
55
The Grateful Dead Is Best Known Among Baby Boomers, But Well Liked Across Every Age Segment
0% 20% 40% 60% 80% 100%
21%
37%
37%
40%
20%
5%
8%
14%
15%
10%
Favorability
4.20 27%
4.63 45%
2.64 50%
2.67 55%
2.00 30%
18-34
35-44
45-54
55-64
65+
Age
favorable
unfavorable
Ratio
Name
Recognition
66
Men Are More Familiar With The Band, But Women View Them Somewhat More Favorably Than Men
0% 20% 40% 60% 80% 100%
34%
25%
12%
7%
2.83 46%
3.57 32%
Favorability
Men
Women
Gender
favorable
unfavorable
Ratio
Name
Recognition
77
The Grateful Dead Are Best Known In The West And Northeast, But Liked Everywhere
0% 20% 40% 60% 80% 100%
31%
25%
25%
39%
9%
7%
11%
11%
Favorability
3.44 40%
3.57 32%
2.27 36%
3.55 50%
Northeast
Midwest
South
West
Region
favorable
unfavorable
Ratio
Name
Recognition
88
White Americans Are The Most Familiar With The DeadThe Band Is Quite Popular Among The Hispanics Who Know Them
0% 20% 40% 60% 80% 100%
35%
12%
25%
12%
6%
5%
Favorability
2.92 47%
2.00 18%
5.00 30%
White
Black
Hispanic
Race
favorable
unfavorable
Ratio
Name
Recognition
99
The Dead Are Better Known And Better Liked Among Those With College Degrees
0% 20% 40% 60% 80% 100%
21%
28%
44%
8%
11%
11%
Favorability
2.63 29%
2.55 38%
4.00 55%
HS Grad
Some
College
College
Grad
Education
favorable
unfavorable
Ratio
Name
Recognition
1010
Awareness Of The Dead And Favorable Assessments Are Greatest Among Those With Higher Incomes
0% 20% 40% 60% 80% 100%
22%
30%
27%
37%
45%
10%
9%
9%
11%
10%
Favorability
2.20 32%
3.33 38%
3.00 36%
3.36 48%
4.50 55%
<$35k
$35-50k
$50-75k
$75-
100k
$100k+favorable
unfavorable
Household Income
Ratio
Name
Recognition
1111
The Most Favorable Impressions Of The Grateful Dead Are Held By Higher Socioeconomic Status,
Older, And White Americans
0% 20% 40% 60% 80%
45%
44%
40%
39%
37%
37%
37%
35%
29%
$100k+
College Grad
55-64
West
35-44
45-54
$75-$100k
White
Total
% Favorable
