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As Table 1.3 shows, comparing only Low loyalty viewers to Very High loyalty viewersreveals an more direct relationship (p = .002). Very High loyalty viewers are morelikely to say that an anchor’s concern for the community is important to their decisionto watch. Low loyalty viewers are more likely to say that an anchor’s concern for thecommunity is less important to their decision to watch.Table 1.3The Relationship Between Importance of Concern for Communityand Viewer Loyalty Levels (2 Groups)Levels of LoyaltyVeryLow High TotalImportance Not-to- Count 45 19 64of Concern Somewhat % within CONCERN2 70.3% 29.7% 100.0%Important % within NTILES of LOYALTY 43.7% 22.1% 33.9%% of Total 23.8% 10.1% 33.9%Adjusted Residual 3.1 -3.1Very Count 58 67 125Important % within CONCERN2 46.4% 53.6% 100.0%% within NTILES of LOYALTY 56.3% 77.9% 66.1%% of Total 30.7% 35.4% 66.1%Adjusted Residual -3.4 3.1Total Count 103 86 189% within CONCERN2 54.5% 45.5% 100.0%% within NTILES of LOYALTY 100.0% 100.0% 100.0%% of Total 54.5% 45.5% 100.0%Chi-Square TestsAsymp. Sig. Exact Sig. Exact Sig.Value df (2-sided) (2-sided) (1-sided)Pearson Chi-Square 9.760 b 1 .002Continuity Correction a 8.820 1 .003Likelihood Ratio 9.992 1 .002Fisher’s Exact Test .002 .001Linear-by-Linear Association 9.709 1 .002N of Valid Cases 189a. Computed only for a 2x2 tableb 0 cells (.0%) have expected count less than 5. The minimum expected count is 25.99.DiscussionThe relationship between respondent’s level of loyalty and their thought that ananchor’s concern for the community is important is worthy of further attention. Themore loyal respondents are, the more important an anchor’s concern for thecommunity is to their decision to watch a particular newscast. More and more stationsare trying to position themselves as being involved with and concerned for thecommunity they serve. The recent collaborative effort between WBIR-TV (Knoxville,TN) and WLOS-TV (Asheville, NC) in raising money for the Great Smoky Mountains44Feedback April 2003 (Vol. 44, No. 2)