Earth & Sky Summative Evaluation: Edge of Discovery Series Study 1

Earth & Sky is a daily short-format science series for both commercial and public radio. Produced by EarthTalk, Inc. of Austin, TX, the series is hosted by Deborah Byrd and Joel Block and consists of 90-second programs on a wide variety of topics mostly drawn from environmental sciences, earth sciences and astronomy. With support from the National Science Foundation, Multimedia Research presents the first study of a two-part summative evaluation on the impact of Earth & Sky on public radio listeners, focusing on traditional formats as well as the new “Edge of Discovery” programming that presents the scientists describing their own research. The evaluation focused on what demographic or background characteristics relate to whether or not one listens to Earth & Sky and to frequency of listening; what effects the series has on listeners and what kind of actions the series has prompted in listeners. Questionnaires were mailed to random names drawn from member subscriber lists of public radio stations serving the areas surrounding Missoula, MT, Columbia, MO, and Boston, MA. Of the 2954 questionnaires that adult public radio members received, 2019 or 69% were returned for analysis: 86% of our public radio members listen to Earth & Sky and 51% hear it frequently. Listeners rate the series as highly appealing and understandable. The series has a strong positive impact on listeners' awareness and comprehension of science issues and scientists and a considerable influence on listeners' actions beyond the 90-seconds. The series clearly acts to encourage listeners to look at the night sky differently but also demonstrates a critical multiplier effect by inspiring significant numbers of listeners to discuss science with their colleagues, friends and family members. Half of the listeners wrote of a positive impact of the “Edge of Discovery” format, featuring scientists speaking of their research. Listeners appreciated and enjoyed the format (12%), acquired a better understanding of scientific inquiry (7%), appreciated the credibility of hearing from the scientists themselves (6%), felt a greater respect for scientists and science (6%), thought the format added a personal dimension to scientists and science (5%) and indicated the format humanized scientists and science (5%). They felt the format was understandable (2%) and that it was important to hear from scientists (2%). A small 2% of listeners complained that the show was too short for scientists to present their research. The remaining listeners either did not answer the question (26%), did not recognize the format (4%), felt no impact (10%), or felt no impact because they already had a positive attitude that the format reinforced (8%).

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