Supporting_Statement_Nielsen_Survey_Supporting_Statement_A[1][1]

Paperwork Reduction Act
Supporting Statement A
Supplement to OMB Form 83-i
1. Check the
circumstance that
makes this
information
collection
necessary.
(Check all that apply)

Date 2007-03-28

OMB Control # 3060 -

Title of Collection How People Get News and Information - Media Ownership Study 1

Response to a direct Congressional/Administration mandate to provide information.
Determination of eligibility to receive, retain, or participate in a FCC sponsored program or benefit.
Assessment of external compliance with statute, regulation, policy, or procedure.
Processing and responding to complaints, comments, and appeals.
Understanding a situation or market in order to determine whether the FCC needs to take action.
Conducting an internal evaluation of FCC program effectiveness or customer satisfaction.

1a. Cite the statute(s), regulation(s), or policy(s) that
authorize the Commission to collect this information. 47 USC 154(i)
ATTACH A PDF COPY OF THESE ITEMS TO THIS DOCUMENT.
1b. Give the name, phone number, and email address of the program
official who can answer OMB questions about this collection.
1c. Is this an extension of or
revision to an existing collection
OR the final version of a preapproved (NPRM) collection OR
the final version of an emergency
collection?
Check if Not
Applicable

1c. If the answer
to Question 1d
was "yes," what
were the terms of
clearance?
(750 character limit)

Check if Not
Applicable

1d. If the answer
to Question 1d
was "yes," how
have the terms of
clearance been
addressed?
(750 character limit)
ATTACH A PDF COPY
OF ANY
INFORMATION
ALREADY PROVIDED
TO OMB IN
ASSOCIATION WITH
THE TERMS OF
CLEARANCE

Yes
No

Dr. Michelle Connolly, 202-418-1503
Michelle.Connolly@fcc.gov

1d. If the answer to Question 1c
was "yes," were there any terms of
clearance in the existing collection,
pre-approved (NPRM) collection, or
emergency collection?

Yes
No
Not applicable

Check if Not
Applicable

1e. If this is a
revision to an
existing
collection, note
and explain the
differences
between the
content or
purpose of the
existing and
revised
collections?
(750 character limit)

Check if Not
Applicable

1f. If this is a
revision to an
existing
collection, note
and explain the
differences
between the
burden or
respondents of
the existing and
revised
collections?
(750 character limit)

Check if Not
Applicable

2. If the
Commission
collected this
same information The Commission had Nielson conduct a similar survey in 2002 (expired collection 3060-1020). The results from this
in the past, how previous survey became part of the decision making process the Commission used to pass previous rules on media
ownership in 2003.
was that
information
actually used?
(500 character limit)

2a. Who will
have access to
the raw data
collected?

Nielsen staff; FCC staff and management
involved with analyzing the data and making
recommendations to the Commissioners and
their staffs.
(250 character limit)

2b. Who will
have access to
the compiled
data results?

Because this survey is one part of a larger
rulemaking, compiled results will become part of
the public record and thus be available to Congress
and
the public.
(250 character limit)

2c. Provide Internet URL's where
background on the Commission policy 2006 Review of Media Ownership Rules - http://www.fcc.gov/ownership/
or activity underlying this collection
can be obtained.

2d. Using lay
language and
avoiding
acronyms, describe
the purpose for
The survey responses will allow the Commission, Congress, and the public to better understand how important
which this
various sources of news and information are to households. This information is vital as the Commission and the
information will be country review and decide upon appropriate media ownership rules.
used?
(1500 character limit)

2e. Explain why the
Commission needs
to ask for the
information
associated with this
collection in just
the way proposed
in order to fulfill
the circumstance(s)
identified in
Question1 and
The survey questions and all methodological approaches were designed by one of the Nation's most credible
achieve the
purpose identified statistical agencies - the Nielsen Media company. The Commission has relied upon Nielsen's 50 years of expertise in
in Question 2d. In determining the appropriate questions, flow of questions, wording of questions, and all other response pattern and
other words, why structure matters.
couldn't the
Commission ask for The survey questions that have been decided upon are designed so that the Commission can have a reasonable
estimate of how different types of media are used as sources of information and news. The survey will give a sense
different
information, pose not only of the amount of time spent using various media, but also whether the type of information gathered differs
different questions, by media. This information is important so that the Commission will know what the market looks like currently.
Given the recent impact of the Internet on consumers information gathering patterns and sources, it is crucial that
use a different
methodology and we have an accurate and up to date picture of average household’s usage patterns. This will help guide
policymaking with respect to broadcast ownership rules.
still fulfill the
circumstance and
achieve the
purpose?
(5000 character limit)

ATTACH A PDF COPY
OF THE QUESTIONS OR
FORM(S) USED IN
ASSOCIATION WITH
THIS INFORMATION
COLLECTION

2f. Describe
what flexibility,
the Commission
has to ask
different
questions,
collect different
information, or
use a different
methodology.

While the Commission has discretion and flexibility over the survey questions and methods, we note that the survey
questions and all methodological approaches were designed by one of the Nation's most credible statistical agencies the Nielsen Media company. The Commission relies upon Nielsen's 50 years of expertise in determining the
appropriate questions, flow of questions, wording of questions, and all other response pattern and structure matters.

(500 character limit)

This collection is part of the Commission's on-going review of its media ownership rules. This review began in June
2006 when the Commission opened a new phase of a rule-making proceeding that concerns its major broadcast
ownership rules.
In its July 2006 Further Notice of Proposed Rule-making (FNPRM - FCC 06-93) the Commission began to seek comment
on how to address the issues raised by the opinion of the U.S. Court of Appeals for the Third Circuit in Prometheus v.
FCC and on whether the media ownership rules are “necessary in the public interest as the result of competition.”

2g. Using lay
language and
The Commission has six broadcast ownership rules (the national television multiple ownership rule, the local television
avoiding
multiple ownership rule, the radio/television cross ownership rule, the dual network rule, the local radio ownership
acronyms,
rule, and the newspaper/broadcast) that the public was invited to comment on.
provide context
for this
The Commission particularly asked commenters to address the impact of various ownership rules on minorities,
information
women, and small businesses. We also urged commenters to discuss the potential effects, if any, of the broadcast
collection by
ownership rules currently in effect, and the effect of any changes on advertising markets, the ability of independent
summarizing the stations to compete, the availability of family-friendly and children’s programming, the amount of indecent and/or
Commission
violent content broadcast over-the-air, and the availability of independent programming.
policy or activity
that is
Congress has also indicated a high level of interest in the topic of media ownership. One evidence of this is an August
associated with 1, 2006 letter to Chairman Martin that was signed by 84 members of the House of Representatives. These members
this information expressed their view that "access to diverse sources of information is necessary to maintain the informed citizenry that
collection.
is crucial to a functioning democracy." And, they encouraged the Commission "to invite the greatest level of public
(4000 character limit)

participation possible in your deliberation of new ownership rules."

ATTACH A PDF
COPY OF RELEVANT To do this the Commission decided to held public hearings on this topic and conducted such hearings in Los Angeles
POLICY OR
(October 2006), Nashville (December 2006), and Harrisburg, PA (February 2007).
RULEMAKING
ITEMS TO THIS
Finally, to supplement the information received from the public and Congress, the Commission also decided
DOCUMENT.

(November 2006) to sponsor ten economic studies on media ownership rules. This information collection relates to
the first of these studies - "How People Get News and Information." This study will be conducted by Nielsen Media
Research under contract to the Commission. It will be conducted as a phone survey of 11,000 consumers and will ask
questions about their use of media. It will identify consumers' primary, secondary, and tertiary sources of news and
information; whether these sources change depending on the time of day or day of the week; and the frequency with
which consumers access these sources.

Understanding whether consumers rely most heavily on traditional broadcast and print media outlets versus newer
media sources such as the Internet will help the Commission fully understand the realities of today's market. This will
allow the Commission, the Administration, and Congress to make decisions on media ownership based on current, on3. Describe
the-ground realities and not on old assumptions. Because of the rapid change in the media arena in just the past 12
how the
months, relying on data collected more than a few months ago - much less data gathered years ago - would likely
information
collection makes produce a picture of media use that bears little resemblance to current reality. Failure to gather this information in a
timely way can lead to a misinformed Commission, Congress, and public - leading to the possibility of inappropriate or
use of
This
is a phone
survey.
ineffective
public
policy.Respondents answer questions which Nielsen staff input into computerized survey software.
information
From
a
respondent's
perspective, the only information technology involved is their telephone.
technology to
reduce the
burden on
respondents.
(500 character limit)

3a. Describe other
things the Commission
is doing to make it easy Because of Nielsen extensive experience in the survey field, the Commission is relying upon their expertise and
for respondents to
assurance that they have made the survey as easy to respond to as possible and still get reliable, useful
provide this information information.
correctly the first time.
(500 character limit)

3b. Describe how those
who do not have access
to information
technologies will be
Only individuals with telephones will be included in the survey.
accommodated in
responding to this
information collection.
(500 character limit)

4. Does this information collection duplicate any other Federal government
information collection?
WHEN ANSWERING THIS QUESTION, DATA PROVIDED TO USAC, TRS, NECA, AND
ADMINISTRATORS OF OTHER COMMISSION PROGRAMS IS CONSIDERED TO BE
PART OF A FEDERAL INFORMATION COLLECTION - EVEN IF DIRECT COMMISSION
STAFF NEVER SEE THIS DATA!

Yes
No

Check if Not
Applicable

4a. If the answer to
Question 4 is "yes," explain
why existing information
collections cannot be used
or modified to achieve the
purpose of this
information collection.
(500 character limit)

Check if Not
Applicable

4b. If the answer to
Question 4 is "no," explain
the efforts undertaken to
ensure that there are no FCC staff have conducted a literature search and reviewed OMB approved PRA collections. No other federal
government information collections on this topic have been identified.
duplicative Federal
government information
collections.
(500 character limit)

4c. If this collection shares
a similar name or
purpose with any other
Commission collection,
note and explain the
differences between the
collections - including
explaining why the
collections could not be
combined?

Check if Not
Applicable

500 character limit)

5. Does this
information
collection
impact small
business?

Check if Not
Applicable

Yes
No

5a. If the answer to
Question 5 is "yes,"
explain what is
being done to
minimize the
information
collection burden
on small business.
(500 character limit)

6. Describe the
consequences if this
information collection is
not approved as
requested.
(500 character limit)

MAKE SURE THIS
ANSWER AGREES WITH
THE ANSWERS GIVEN TO
QUESTIONS 2e AND 2f.

6a. Are there
any technical
or legal
obstacles that
keep the
Commission
from reducing
burden in
regard to this
information
collection?

Senators and House subcommittee chairs (Boxer, Markey, Kucinich) announced in January 2007 that they
would hold hearings on the Commission's media ownership rules early in the year. Failure to gather this
information in a timely manner may lead to out-of-date information being shared with Congress and the
public - potentially leading to inappropriate or ineffective public policy.

Check if Not
Applicable

Yes
No

6b. If the answer
to Question 6a is
"yes," explain
these obstacles.
(350 character limit)

7. Does this information collection demonstrate any of these special circumstances.
(Check all that apply)

Report more
than quarterly
Submit more
than 2 copies
of any
document

Respond in
less than 30
days

Is based on nongeneralizable
statistical methods

Retain records
for more than
3 years

Uses statistical data
classifications not
approved by OMB

Includes a non-supportable
promise of confidentiality
Requires submittal of confidential
information without the agency
being able to demonstrate that it
has procedures to protect the
confidential information.

Check if Not
Applicable

7a. Explain any
special
circumstances
checked in
Question 7.

Senators and House subcommittee chairs (Boxer, Markey, Kucinich) announced in January 2007 that they would hold
hearings on the Commission's media ownership rules early in the year - well before a routine PRA collection could be
approved. To properly prepare for these hearings the Commission needs current information about Americans'
interactions with and use of various media sources. As would be expected with an emergency PRA request, the
Commission will authorize the Nielsen company to begin data collection shortly after PRA approval is received.
(750 character limit)

8. Give the Federal Register citation for the Commission's solicitation of public
comment on this information collection.
ATTACH A PDF COPY OF THIS FEDERAL REGISTER NOTICE TO THIS DOCUMENT.

A Federal Register notice regarding this
emergency PRA request will be published ASAP.

Check if Not
Applicable

8a. Were any
public comments
received in
response to this
public notice?

Yes
No

Because this is an emergency request - there has not yet been an opportunity for the Commission to seek
public input on this particular collection. However, while there has not been a specific notice about this
8b. If the answer to
information collection, the public was informed of the Commission's decision to study media ownership in
Question 8a is "yes,"
June 2006. Specifics of this particular media study were announced in a Public Notice on November 22,
summarize the comments
2006. Public hearings on media ownership took place in Los Angeles (October 2006), Nashville (December
and explain how the
2006), and Harrisburg, PA (February 2007).
Commission responded to
the comments.
(2500 character limit)

8c. Describe other
consultations with
agencies, groups, and
persons outside the
Commission in relation to
this information collection.
(500 character limit)

The public was informed of the Commission's decision to study media ownership in June 2006. Specifics of
this particular media study were announced in a Public Notice on November 22, 2006. Public hearings on
media ownership took place in Los Angeles (October 2006), Nashville (December 2006), and Harrisburg, PA
(February 2007).

Check if Not
Applicable

8d. If this collection has
existed for more than 3
years and no efforts have
been made to solicit
external comments in that
time, explain why.
(500 character limit)

9. Has any
payment or gift
been given to
respondents in
connection with
this information
collection?

Check if Not
Applicable

Yes
No

9a. If the answer to
Question 9 is "yes,"
explain.
( 350 character limit)

Check if Not

10. Was any
promise of
confidentiality or
privacy protection
made to
respondents?

Yes
No

10a. If the answer
Applicable
to Question 10 is
"yes," cite the
authority (statute,
regulation, policy) Privacy Act (5 USC 552a) protection for information collected about individuals. Any
that authorizes such personally identifiable information collected is allowed and will be handled and
protected under the terms of FCC-CGB2 system of records.
a promise of
confidentiality or
privacy protection.
( 250 character limit)
Check if Not
Applicable

11. Was any
question about
sexual behavior,
religious beliefs,
personal attitudes,
or other sensitive
personal topic
asked?

Yes
No

11a. If the answer
to Question 11 is
"yes," explain why
such questions are
necessary to
achieve the purpose
of this collection.
( 350 character limit)

Check if Not
Applicable

11b. If the answer to
Question 11 is "yes,"
identify what specific uses
will be made of the
sensitive information.
( 500 character limit)

11c. If the answer to
Question 11 is" yes,"
explain what steps are
being taken to get the
informed consent and/or
overcome the possible
reluctance to respond of
those who are being
asked to provide sensitive
personal information.
( 500 character limit)

Check if Not
Applicable

12, 13, and 14. Complete one copy of the Cost and Time Burden Worksheet found at the end of
this document for every respondent type and/or form associated with this information collection.
Check if Not
Applicable

15. Explain the reason
for any program
changes or adjustments
This is a new collection that has arisen as part of a FNPRM process as described in the answer to Question 2. It
reported in responses to
is marked here as a program change because that is how the ROCIS system handles such items.
Questions 13 and 14 on
form OMB 83-i.
( 500 character limit)

Check if Not
Applicable

16. Will results
from this
collection of
information be
published?

Yes
No

16a. If the
answer to
Question 16 is The compiled results from this survey will become part of the Commission's rulemaking on
"yes," explain
media ownership rules and published as part of a normal rulemaking process. While the
your publication Commission expects to complete its current media ownership rulemaking sometime in late
plan, including 2007 or 2008, court or Congressional actions could modify this planning assumption.
your timeline.
(350 character limit)
Check if Not

17. Are you
seeking
approval to not
display the
expiration date
for this
collection ?

Yes
No

Applicable
17a. If the
answer to
Question 17 is
Because this is a telephone survey nothing will be "displayed" to the respondents and
"yes," explain
therefore
it is physically impossible to "display" the expiration date in a phone conversation.
the reasons for
this request.
( 250 character limit)

Check if Not
Applicable

18. Are you
requesting any
exceptions in
Question 19 of
OMB 83-i?

Yes
No

18a. If the
answer to
Question 18 is Items c and f are not applicable to this collection - no small entities; no recordkeeping.
Item g cannot be met because this is a telephone survey and nothing will be "displayed" to
"yes," explain
the reasons for the respondents; therefore it is physically impossible to certify to condition g(vi) regarding a
verbal conversation on the phone.
this request.
( 350 character limit)

BE SURE TO:
1. Answer every question or put a "not applicable" check in every box. There should be no empty
boxes on the template!
2. Complete a cost and time burden worksheet (next page) for every respondent type and/or form
associated with this information collection.
3. Attach a PDF copy of the statute(s), regulation(s), or policies that authorize the Commission to
collect this information. (Question 1a)
4. Attach a PDF copy of any information previously provided to OMB regarding terms of clearance
for revised or previously submitted collections. (Question 1d)
5. Attach a PDF copy of the questions or forms associated with this information collection.
(Question 2e)
6. Attach a PDF copy of the Commission policy or rulemaking document(s) associated with this
information collection. (Question 2g)
7. Attach a PDF copy of the Federal Register notice that sought public comment on this
information collection. (Question 8)
8. Complete Supporting Statement B (Statistical Methods Questions) if you answered "yes" to
Question 17 on the OMB 83-i form affirming that you are using statistical methods in association
with this information collection

COST and TIME BURDEN WORKSHEET
Information to answer Questions 12, 13, and 14.
Complete one copy of this worksheet for every respondent type and/or form associated with this information collection.
Respondent Type

Form Number

Individual/Household

BASIC BURDEN DATA

ANNUALIZED FCC COSTS

1. # of
Respondents 3,000

2. Frequency

(pick one)

3. # of responses per
respondent each year

15. Capital and
Startup Costs 0

Once

16. Purchase
of Services

1

17. Operation
and
0
Maintenance

(pick one)

4. Annual #
of responses 3,000

18. Total FCC
Costs

(Box 1 X Box 3)

TIME PER RESPONSE
5. Reporting
(pick one)

3060-XXXX

0.33333333

$58,000

$58,000

COST PER RESPONSE
9. Reporting cost

5.2727272

Hours

6. Recordkeeping 0

10. Recordkeeping cost 0

(pick one)

7. 3rd party
disclosure

0
11.3rd party disclosure
0
cost

(pick one)

8. TOTAL TIME
(Box 5 + Box 6 + Box 7)
(pick one)

0.33333333

(Box 9 + Box 10 + Box 11)

(Box 4 X Box 8)

(pick one)

5.2727272

Hours

ANNUAL TIME BURDEN
13. GRAND TOTAL

12. TOTAL COST

1,000
Hours

ANNUAL COST BURDEN
14. GRAND TOTAL
(Box 4 X Box 12)

$58,000

19. Describe
methods used to
estimate time
The time and cost burden estimates were developed based upon assumptions built into the survey design by Nielsen.
and cost
burdens.
(350 character limit)