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PBS Viewers Believe PBS Sponsors Care About Important Issues

How to interpret this graph:

36% of PBS viewers surveyed agreed with the statement "Companies that sponsor PBS care about issues that are important to me."
7% of cable viewers surveyed agreed with the statement "Companies that advertise on cable networks care about issues that are important to me."
11% of broadcast viewers surveyed agreed with the statement "Companies that advertise on broadcast networks care about issues that are important to me."

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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.