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PBS Viewers Are More Likely to Buy Products and Services from PBS Sponsors

How to interpret this graph:

28% of PBS viewers surveyed are more likely to choose to buy a product or service from a PBS sponsor, all things being equal.
11% of cable viewers surveyed are more likely to choose to buy a product or service from a cable advertiser, all things being equal.
7% of broadcast viewers surveyed are more likely to choose to buy a product or service from a broadcast advertiser, all things being equal.

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Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 4,368 adults 18+. 1/28-2/3/09. Last month viewers of PBS, Broadcast, and Cable Networks.