Research Round Up PTPA November 2010 Beth Walsh PBS Research Craig Reed TRAC

Differences in NTI vs NSI

Nielsen Measurement: Encoding and Monitoring Digital A/P meter requires encoding Full time clients receive back-up monitoring* Monitoring can help the ratings, but when monitoring contributes additional viewing it suggests there are problems with station encoding Monitoring is less reliable than active encoding *Nielsen maps the unique audio signature of each station it monitors and uses the signatures as reference data to credit public television viewing that is not encoded.

PBS Nielsen Service Two key types of ratings are tracked… 1. Daypart, such as the weekly and monthly cumes or prime time average, which count tuning to all public television stations for a particular time period. 2. Program ratings, meaning the average audience ratings and demographics for individual programs The national daypart ratings are benefiting from: – Stations encoding – Nielsen’s back-up monitoring – All multi-cast services The national program ratings are: – Verified by Nielsen using PBS codes – Include all plays within seven days – Include all DVR viewing – Include multi-cast episodes that carried the current week code

Prime Time Losses Recovered Once Nielsen Monitoring Began PBS has lost viewers in every age group, with year olds being the hardest hit. The decline for 65+ was most pronounced in ’08-09, before PBS became monitored by Nielsen.

Lack of encoder helps Monthly Prime Time GRPs

Through May At Showcase NTI cumes up 8%. Whole day dropped 27 % vs and 10% compared to prior season. In prime losses were 26% and 7%.

Full Season Full season an 18% increase in prime time. Whole day dropped 25 % vs and 6% compared to prior season. Prime was similar – losses of 25% and 5%.

Subchannels add about 20% +14% Note: 14 mains stations, 23 subchannels in sweep months Look at ‘09-10 sweep months shows subchannel adding 14% in prime GRPs Whole day shows +17% 1.5 stations per main channel Means about % in GRPs

So the differences are… Lack encoding and backup monitoring Counting difference sets of stations Plus some unresolved technical problems

PBS Daypart Research

12 1Q10 Primetime HH Reach Rank Only the four broadcast networks were able to outperform PBS in terms of Primetime HH reach. Entertainment nets like TNT and TBS were closest, but Discovery and History Channel lagged significantly behind. Nat Geo Delivers half of PBS’ HH reach PBS reached more TV households than any cable network in 1Q10 DISC -12% HIST -16% Source: Nielsen NPower

13 1Q10 Primetime Duplication Not surprisingly, nearly all PBS-viewing households watched the major broadcast nets in 1Q10. Cable nets that drew in the most PBS viewers included TNT (60%), USA (57%) and TBS (56%). Source: Nielsen NPower – 6 minute qualifier

Adults 65+ spend the most time of any group watching TV Prime Time Monthly TV Time by Age Source: NTI, average of January and February 2010.

Viewers aged represent the largest cohort for PBS prime, but viewers 65+ view more frequently and spend more time in each sitting Source: Nielsen NPower, 6 minute qualifier

PBS Prime Time Series Research

Compatible Genres – May 2010

Percent of Series Viewers (Household) Who Came ONLY for that Series Source: Nielsen NPower, average of the following sample weeks: 10/11/09, 11/23/09, and 1/18/10.

Feb 2010 Icon Quads: P40-64 HFHD = “Gold Cards” Source: Nielsen NPower, Quads are based on a 1 minute qualifier Half of the audience for Masterpiece are “Gold Cards”

PBS Program Buildup Cume: P40-64 |----Mon----|| Tue ||-Thu-|| Fri ||----Sun----| Source: Nielsen NPower, 6 minute qualifier After including nine other programs, Nature adds a high number of new viewers.

Daypart Buildup Cume: Adults Starting with PRIME TIME 66% of Total Source: NPower For year olds, Daytime and Weekend viewing does not contribute significantly to the cume.

Monday nights show audience erosion on PBS, but momentum on History Channel

American Experience

Not new episodes! American expansion, American determination, the West, WWII, natural disaster, Vietnam…

Nature

PBS & TRAC Pipeline

PBS Audience Insight

Audience Insight 2010 CPB maximizing their investment in full time Nielsen with additional custom study Audience Insight 2010 will use full Nielsen data to get an in-depth read on the current state of our audience, answer big questions, shape decisions, and establish a dashboard of audience metrics to track Speaking to multiple stakeholders Working with City Square Associates and Nielsen Chance to weigh in on the information needs More info:

34 Primetime Audience Insight Framework All metrics to be benchmarked to October 2009 “Working Dashboard” (as of 8/18/10) 1.Audience2. Content DATA TO BE INCLUDED PBS general audience cumes in key demos Demographic profile of primetime audience, with special focus on diversity goals for African-American and Latino viewers Duplication and flow between Primetime and Pledge, Plus, Kids audiences Competitive assessment: Where PBS general audience is when not tuned to PBS Relationship of on-air to on-line audiences* Ongoing series: averages, for all, by night and for individual series; specific audiences reached; contribution to the cume One-offs, pop-outs, limited series: averages for all and for individual series, specific audiences reached, contribution to the cume Genres: presence in the schedule, audiences reached Competitive assessment: needs met and unmet POTENTIAL STRATEGIC APPLICATION Identify most promising audiences, establish audience growth goals, and inform the profile of audiences used by producers, brand and marketing personnel, development leaders, and funders. Define the contribution that each of the series, events, and genres of the primetime NPS are making to the service and help to shape future content investments *pending availability of data or capacity of Nielsen to produce custom analysis.

35 Primetime Audience Insight Framework All metrics to be benchmarked to October 2009 “Working Dashboard” (as of 8/18/10) 3. Delivery4. Financial Support DATA TO BE INCLUDED Impact of program scheduling state of audience flow and management Impact of program promotion DVR usage and impact digital channels: contributions to total audience Relationship of on-air delivery to on-line delivery* Measures of viewer behavior relative to underwriting messages Performance of pledge programs (in terms of viewership) Impact of pledge on rest of general audience primetime schedule Resemblances/differences between contributors and other viewers* Programs/program types most conducive to giving* POTENTIAL STRATEGIC APPLICATION Inform scheduling, promotion, brand, and communication strategy with basic information about audience behavior and measureable impact of specific tactics and practices Assess efficacy and impact of on-air fundraising programs and inform underwriting and sponsorship practices and sales efforts. *pending availability of data or capacity of Nielsen to produce custom analysis.

****END****

Compatible Genres – July 2010

Total TV HUT/PUT Levels ‘ Season 38 HUT/PUT HHLDP18-34P35-49P50-64P S 8:00 PM-9:00 PM S 9:00 PM-10:00 PM S 10:00 PM-11:00 PM M :00 PM-11:00 PM M :00 PM-9:00 PM M :00 PM-10:00 PM T :00 PM-9:00 PM T :00 PM-10:00 PM T :00 PM-11:00 PM W.... 8:00 PM-9:00 PM W.... 9:00 PM-10:00 PM W :00 PM-11:00 PM T... 8:00 PM-9:00 PM T... 9:00 PM-10:00 PM T... 10:00 PM-11:00 PM F.. 8:00 PM-9:00 PM F.. 9:00 PM-10:00 PM F.. 10:00 PM-11:00 PM S. 8:00 PM-9:00 PM S. 9:00 PM-10:00 PM S. 10:00 PM-11:00 PM Source: Nielsen Galaxy Explorer

PBS Program Buildup Cume: P40-64 Source: Nielsen NPower, 6 minute qualifier

Latin Music Programming Hit the Target Compared to other Prime programs, including icons and specials, HOH-Hispanic homes tend to watch significantly less PBS than their non-Hispanic counterparts. With Latin Music USA and In Performance at the White House: Fiesta Latina, ratings for Hispanic households were actually higher than those for non-Hispanic ones, the only two programs of the month to exhibit this behavior. Note that the Hispanic HOH ratings for the Latin Music specials were actually higher than for the highly-promoted premiere episode of National Parks: America’s Best Idea. +80% +50% Source: Nielsen NPower 9/27/09-10/25/09, includes only measured programs for Sept/Oct and not the entire primetime schedule # T/C

Bringing in New Viewers During the two-week period prior to the Latin music specials, PBS reached 2.3 million homes with Hispanic head-of-households, and 58% of these homes watched PBS in primetime during the Latin music two-week period. 2.7 million Hispanic households watched PBS primetime during the Oct two week period, an increase of 18% over the prior two weeks. Of these, over half had NOT watched any PBS primetime in the previous two weeks. 1,323 (58%) 973 (42%) 1,323 (49%) 1,393 (51%) Sep 27 - Oct 11Oct 12 – Oct 25 Watched in both periods 2,296 HH 2,716 HH New to PBS Primetime Hispanic HOH Reach (000) Watched only in this period Source: Nielsen NPower Duplication/OOB Analysis +18%

Holding onto New Viewers In the two weeks after LMUS, PBS’s Hispanic HOH primetime reach held at the same elevated level, at 2.7MM households. During this post-period, PBS held onto 55% of Hispanic viewers who had watched during the Latin music programming period, with consistent viewership rising 12%. 1,487 (55%) 1,240 (45%) 1,487 (55%) 1,229 (45%) Oct 26 – Nov 8 Oct 12 – Oct 25 Watched in both periods 2,727 HH 2,716 HH PBS Primetime Hispanic HOH Reach (000) Watched only in this period Source: Nielsen NPower Duplication/OOB Analysis

Latin Music USA Grabs Hispanic HHs Source: Nielsen NPower – Live + 7 Day Ratings Comparing the progressive viewing of Hispanic and non-Hispanic households to the 101/102 stacked episode shows a divergence at about minute 36, which introduced content about the integration of Latin music and culture into mainstream America. By the end of the program, Hispanic household ratings were more than double those of non-Hispanic households.

Frontline The ratings for Frontline reveal very consistent audiences among year olds. The range is consistently between 0.6 to 0.8 in this demo, with only a few outliers. This program covers different topics each week but still delivers a consistent audience. One high point was a repeat of “Sick Around the World” timed during the peak of concern about H1N1 during fall (Topic+Timing=Success) Other highlights included “Obama’s War” and an episode on the middle class dealing with the recession. The lowest-rated program examined physician-assisted suicide, consistent with the lower appeal of medical topics in all programs.

Frontline

NOVA Compelling topics included anthropology, archaeology, and adventure There were mixed results for space topics New episodes of NOVA tended to perform better than repeats

NOVA