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UAB survey analysis memo
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Washington, D.C. surgeRED Alexandria, VA
Saturday, February 28, 2015 TO: Joe C. Sanders, Master Image FROM: Chris Godbey, Director, Client Strategy RE: Survey of General Election Voters in the Birmingham, AL media market SurgeRed conducted a survey by live telephone interviewers in the Birmingham Media Market from February 24-26, 2015. This survey consisted of 298 likely general election voters and included 26.2% reached on mobile phones. The sample was stratified by geographical areas, age and gender to represent a likely turnout universe. The overall margin of error for the survey is +/- 5.68%. KEY FINDINGS: Wattss favorability at 13.1% favorable to 42.1% unfavorable. 34.5% have no opinion of him. Watts is 48.3% unfavorable within Jefferson County Williamss favorability at 19.1% favorable to 7.5% unfavorable. 41.3% have no opinion of him and
32% have never heard of. This is due to most respondents are not in his HD, but for those that are, he is well thought of.
The University of Alabama systems board favorability is at 33.7% favorable to 29% unfavorable. 34% have no opinion of the entity.
UAB Graduates have a 37.7% unfavorable opinion of the UA systems Board of Trustees. UAB Footballs favorability is at 73.2% favorable to 9.2% unfavorable. 17.3% have no opinion of the
program. 64.9% agree that UAB's President acted improperly when ending the UAB football program while
18.1% disagree. 53% agree that UAB's President ended the UAB football program due to influence or pressure from
the UA System Board of Trustees while 15% disagree. 51.1% disagree that UAB receives fair and equal treatment from the University of Alabama System
Board of Trustees while 27.1% agree. 44.2% disagree that the appointment process to the University of Alabama System Board of
Trustees is open and transparent while 22% agree. 70.4% agree that eighteen years is too long to serve the University of Alabama System Board of
Trustees while 13.9% disagree. 78.7% agree that UAB should have its own separate board of trustees while 8.1% disagree. 87.1% agree that UAB should be allowed to have a football team while 4.6% disagree. 80.7% agree that the current controversy surrounding UAB is about more than football while 5.7%
disagree. 59.7% agree that UAB football would have higher attendance playing in a facility other than Legion
Field while 18.6% disagree. 83.6% support UAB reinstituting their football program while 7.8% oppose.
Washington, D.C. surgeRED Alexandria, VA
57.5% would support their local legislators more if they knew they supported UAB while 4.7% would support their local legislators less.
86.6% agree that the Board of Trustees should allow UAB to invest in Athletic facilities, such practice facilities and locker rooms while 5.2% disagree.
DEMOGRAPHIC INSIGHTS: 63.8% of respondents identify as conservative in ideology while 23.4% identify as moderate and
10.1% identify as liberal. 78.8% went either went to college somewhere besides UAB, Bama or Auburn or not at all while
10.6% are UAB graduates. 54.5% of respondents reside in Jefferson or Shelby County while an additional 17.6% reside in the
metro area and another 27.9% reside in the outlying counties of the Birmingham media market. 73% of respondents are white, 18.4% are black. 68.4% are likely Republican voters, 24.6% are likely Democrat voters. 26.4% of respondents make less than $50,000 a year, 31.8% make between $50,000 and $100,000
a year, and 15.1% make more than $100.000 a year.
BHM Media Market, Alabama - Issues Testing n=298 Likely General Election Voters +/- 5.68 MoE Fielded February 24-26, 2015
Question 1: How likely are you to vote in regularly scheduled elections for state and local candidates?
Total Total 298
Always
238 79.7
Usually
60 20.3
Question 2: Ray Watts
Total Total 298
Very Favorable
16 5.2
Somewhat Favorable
24 7.9
Somewhat Unfavorable
47 15.8
Very Unfavorable
78 26.3
No Opinion
103 34.5
Never Heard Of
31 10.2
BHM Media Market, Alabama - Issues Testing
Question 3: Jack Williams
Total Total 298
Very Favorable
19 6.3
Somewhat Favorable
38 12.9
Somewhat Unfavorable
10 3.4
Very Unfavorable
12 4.1
No Opinion
123 41.3
Never Heard Of
95 32.0
Question 4: Univ of AL System Board of Trustees
Total Total 298
Very Favorable
40 13.4
Somewhat Favorable
61 20.3
Somewhat Unfavorable
42 14.1
Very Unfavorable
44 14.9
No Opinion
101 34.0
Never Heard Of
10 3.2
BHM Media Market, Alabama - Issues Testing
Question 5: UAB Football
Total Total 298
Very Favorable
166 55.6
Somewhat Favorable
50 16.6
Somewhat Unfavorable
16 5.4
Very Unfavorable
11 3.8
No Opinion
52 17.3
Never Heard Of
3 1.2
Question 6: Would you agree or disagree that UAB's President acted improperly when ending the UAB football program?
Total Total 298
Definitely agree
163 54.5
Somewhat agree
31 10.4
Somewhat disagree
17 5.7
Definitely disagree
37 12.4
Makes no difference
15 4.9
Undecided
36 12.1
BHM Media Market, Alabama - Issues Testing
Question 7: Would you agree or disagree that UAB's President ended the UAB football program due to influence or pressure from the UA System Board of Trustees?
Total Total 298
Definitely agree
119 39.8
Somewhat agree
39 13.2
Somewhat disagree
15 5.0
Definitely disagree
30 10.0
Makes no difference
22 7.2
Undecided
74 24.8
Question 8: Would you agree or disagree that UAB receives fair and equal treatment from the University of Alabama System Board of Trustees?
Total Total 298
Definitely agree
39 13.2
Somewhat agree
42 13.9
Somewhat disagree
45 15.0
Definitely disagree
108 36.1
Makes no difference
20 6.6
Undecided
45 15.2
BHM Media Market, Alabama - Issues Testing
Question 9: Would you agree or disagree that the appointment process to the University of Alabama System Board of Trustees is open and transparent?
Total Total 298
Definitely agree
37 12.3
Somewhat agree
29 9.7
Somewhat disagree
45 15.0
Definitely disagree
87 29.2
Makes no difference
31 10.3
Undecided
70 23.5
Question 10: Would you agree or disagree that eighteen years is too long to serve the University of Alabama System Board of Trustees?
Total Total 298
Definitely agree
159 53.2
Somewhat agree
51 17.2
Somewhat disagree
19 6.4
Definitely disagree
22 7.5
Makes no difference
29 9.6
Undecided
18 6.2
BHM Media Market, Alabama - Issues Testing
Question 11: Would you agree or disagree that UAB should have its own separate board of trustees?
Total Total 298
Definitely agree
201 67.2
Somewhat agree
34 11.5
Somewhat disagree
10 3.4
Definitely disagree
14 4.7
Makes no difference
17 5.6
Undecided
22 7.5
Question 12: Would you agree or disagree that UAB should be allowed to have a football team?
Total Total 298
Definitely agree
232 77.8
Somewhat agree
28 9.3
Somewhat disagree
4 1.2
Definitely disagree
10 3.4
Makes no difference
17 5.8
Undecided
8 2.6
BHM Media Market, Alabama - Issues Testing
Question 13: Would you agree or disagree the current controversy surrounding UAB is about more than football?
Total Total 298
Definitely agree
180 60.3
Somewhat agree
61 20.4
Somewhat disagree
4 1.5
Definitely disagree
13 4.2
Makes no difference
12 4.1
Undecided
28 9.5
Question 14: Would you agree or disagree that UAB football would have higher attendance playing in a facility other than Legion Field?
Total Total 298
Definitely agree
126 42.4
Somewhat agree
52 17.3
Somewhat disagree
23 7.8
Definitely disagree
32 10.8
Makes no difference
31 10.2
Undecided
34 11.6
BHM Media Market, Alabama - Issues Testing
Question 15: Do you support or oppose UAB reinstituting their football program?
Total Total 298
Definitely support
213 71.4
Somewhat support
36 12.2
Somewhat oppose
6 2.0
Definitely oppose
17 5.8
Makes no difference
16 5.4
Undecided
9 3.1
Question 16: How would your level of support change for local legislators if you knew they supported UAB?
Total Total 298
Much more
93 31.3
Somewhat more
78 26.2
Somewhat less
8 2.5
Much less
7 2.3
Makes no difference
112 37.6
BHM Media Market, Alabama - Issues Testing
Question 17: Do you agree or disagree that the Board of Trustees should allow UAB to invest in Athletic facilities, such practice facilities and locker rooms?
Total Total 298
Definitely agree
196 65.7
Somewhat agree
62 20.9
Somewhat disagree
5 1.6
Definitely disagree
11 3.6
Makes no difference
12 3.9
Undecided
13 4.3
Question 18: Ideology
Total Total 298
Very conservative
100 33.6
Somewhat conservative
90 30.2
Moderate
70 23.4
Somewhat liberal
21 7.0
Very liberal
9 3.1
Refused
9 2.9
BHM Media Market, Alabama - Issues Testing
Question 19: Graduate
Total Total 298
UA
17 5.8
Auburn
14 4.8
UAB
32 10.6
Other
102 34.1
No
133 44.7
Question 20: Age
Total Total 298
18-34
19 6.4
35-49
62 20.7
50-64
106 35.4
65+
112 37.4
Question 21: Gender
Total Total 298
M
130 43.6
F
168 56.4
BHM Media Market, Alabama - Issues Testing
Question 22: Region
Total Total 298
Jefferson
123 41.4
Shelby
39 13.1
Other Core
53 17.6
Outside Core
83 27.9
Question 23: Race
Total Total 298
White
218 73.0
Black
55 18.4
Other/Unknown
26 8.7
Question 24: Party
Total Total 298
Likely Democrat
73 24.6
Likely Independent
21 6.9
Likely Republican
204 68.4
BHM Media Market, Alabama - Issues Testing
Question 25: Propensity to vote
Total Total 298
Low
28 9.6
Average
111 37.1
High
159 53.4
Question 26: Est Income
Total Total 298
Less than $25K
39 12.9
$25K to $50K
40 13.5
$50K to $100K
95 31.8
$100K to $200K
34 11.4
More than $200K
11 3.7
Unknown
80 26.7
BHM Media Market, Alabama - Issues Testing
Question 27: Education
Total Total 298
Some college to masters
115 38.7
Less than to HS graduate
82 27.5
Unknown
101 33.8
Question 28: Phone
Total Total 298
Cell
78 26.2
Landline
220 73.8