Recycling Campaign

KING5 Custom ResearchSurvey USA

November 2007

Confidential client communication document. No information may be shared or published without consent of KING5

Page 2KING5 Custom Research-Survey USA

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 3KING5 Custom Research-Survey USA

Respondent Profile

Nov-07Gender: Male 49%

Female 51%

Age: 18-34 34%35-49 33%50+ 33%

Race: White 76%Black 5%Hispanic 5%Other 15%

Results may not add to 100%, because percentagesare rounded to whole numbers.

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Do you own your own home?

Own HomeAll Respondents

56%

43%

3%

Yes No Not Sure

Page 5KING5 Custom Research-Survey USA

Does your household currently recycle paper?

Recycle PaperHomeowners

93%

6%1%

Yes No Not Sure

Page 6KING5 Custom Research-Survey USA

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?

Main Reason for Recycling Paper

Homeowners Who Recycle Paper

Nov07 +/-5.7%

19%

6% 5%

37%

4%

9%

18%

2%

Convenient The Law SavesMoney

ReducesLandfill

Makes aDifference

FightGlobal

Warming

SaveNatural

Resources

Other

18-34• 37% Reduces landfill• 19% Convenient & easy

35-49• 44% Reduces landfill• 28% Saves natural

resources50+

• 31% Reduces landfill• 23% Convenient easy

Page 7KING5 Custom Research-Survey USA

Does your household have a yard and food waste cart service?

Yard & Food Waste CartHomeowners

Nov07 +/-5.1%

67%

29%

4%

Yes No Not Sure

Page 8KING5 Custom Research-Survey USA

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?

How Often Throw Away Food Scraps

Homeowners Who Have a Food Waste Cart

Nov07 +/-6.7%

28%

18%

31%

11%

4%

8%

1%

GarbageEvery Time

Compost BinEvery Time

Yard WasteCart Every

Time

Yard WasteCart Once a

Month

Yard WasteCart a Few

Times a Year

Other Not Sure

• 40% of Adults 18-34 put scraps in the garbage every time; 28% in the yard waste cart

• 31% of Adults 35-49 put scraps in the yard waste cart every time followed by 25% in the compost bin every time

• 32% of Adults 50+ put scraps in the yard waste cart every time and 29% in the garbage every time

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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?

Reason For Not Putting Food Scraps in Cart

Homeowners Who Do Not Put Scraps In Cart Every Time

Nov07 +/-9.3%

12%

19%21%

6%

17%

22%

2%

Too Messy AttractsAnimals/Insects

Unsure WhatGoes in Cart

Cart NotCollectedEnough

NotConvenient

Other Not Sure

• 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 10KING5 Custom Research-Survey USA

Have you recently seen or heard any information on recycling or composting?

Seen/Heard Information on Recycling/Composting

Homeowners

Nov07 +/-5.2%

66%

34%

1%

Yes No Not Sure

18-34• 63% Yes

35-49• 60% Yes

50+• 72% Yes

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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?

Where Was InformationHomeowners Who Saw Information

Nov07 +/-6.7%

21%

10%12% 12%

32%

4%2% 2%

5%

TVRad

io

Newsp

aper

Collec

tion

Calen

dar

Newsle

tter

Inte

rnet

Word

of M

outh

Event

Not S

ure

18-34• 25% TV• 21% Newsletter

35-49• 34% Newsletter• 20% TV

50+• 36% Newsletter• 19% TV

Page 12KING5 Custom Research-Survey USA

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?

TV CommercialsRespondents Who Remember TV Ad

Nov07 +/-14.7%

3%

51%

12%

4%

12%14%

5%

FreemontOktoberfest

P agliacciP izza

CartoonComposting

Douglas &Casey

RecyclingCommercial

Other Not Sure

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 13KING5 Custom Research-Survey USA

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?

Radio CommercialsRespondents Who Remember Radio Ad

Nov07 +/-21.7%

26%

0%

20%

3%0% 0%

2%

44%

3%

Tully'sCup

KathyCasey

P agliacciP izza

TomDouglas

SnooseP izza

Bite ofSeattle

Goodsfor theP lanet

Other Not Sure

18-34• 100% Other

35-49• 54% Tully’s• 20% Other• 35% Pagliacci Pizza

50+• 48% Other• 14% Pagliacci Pizza

& Tom Douglas (tie)

Page 14KING5 Custom Research-Survey USA

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?

SPU Educational InformationHomeowners

Nov07 +/-6.7%

32%

21%

30%

2%

5%

8%

3%

Curb Waste +Conserve

Qrtrly

Utility BillNewsletter

CollectionCalendar

Recycling IQP oster

Yard & FoodWasteP oster

Other Not Sure

18-34• 34% Curb Waste &

Conserve Quarterly• 25% Collection Calendar• 15% Yard & Food Waste

Poster35-49

• 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