TRAC January 2012.  Shrinking member base  Low renewal rate  Member favorites often pre-empted during drives  And…

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Presentation transcript:

TRAC January 2012

 Shrinking member base  Low renewal rate  Member favorites often pre-empted during drives  And…

 Followed the Milwaukee model ◦ 2-3 minute open (prior to the program) explaining the concept ◦ Masterpiece runs in its entirety ◦ 15 – 17 end break

 We’d love to offer Masterpiece every Sunday of the year – even during pledge - but fund raising around the program hasn’t met the costs of acquiring and airing the program 52 weeks a year  It’s baffling, because Masterpiece viewing is sky high  The specials we air when the program is pre- empted essentially pay for Masterpiece

The conventional wisdom is… it won’t work

Goal: 296 calls or clicks of support over the next four Sundays, which will fund Masterpiece through February  When we hit 296, we’re done, and Masterpiece will run uninterrupted for the next three months. We’ll revisit this experiment during the March drive  When you call or click in your investment, be sure to vote for the Masterpiece(s) you’d like to see in March.

 Goal: 296 over four nights  Actual: 331 over two (37 minutes)  Revenue: $23,446  DPM: $  Ave pledge $70.83  Premiums: Less than 20%

 Airs 1:30 – 4 PM weekdays  Viewers:9,000  list:6,000  Facebook: growing rapidly  Previous fund raising success: None  Pre-empted (for as much as two weeks at a time) during pledge

 Tea will run uninterrupted during December  No pledge breaks  Goal: 462 calls or clicks of support by Dec 9  If we hit it, no interruptions through February, and we’ll try this again in March  We’re going on faith  Conventional wisdom: It won’t work (yes, its a theme)

 1/3 rd of a page, November guide  and Facebook  :30 second and :45 second on-air spots, the GM and the programmer

 Introduced online December 5 ◦ Daily updates, online / on-air  Deadline December 9  Goal:462  Actual:491  Revenue: $24,678  Ave pledge: $50.26  Premiums: None

 Tea & Masterpiece ~ 832 pledges for $48,124 (14.6% and 6.8% of total, respectively) Masterpiece:  New:218 pledges 65.9%  Renew / rejoin: %  Add:7422.3% Tea:  New: %  Renew / rejoin %  Add %

(compared to December 2010)  Revenue up 11%  Minutes decreased by 12%  DPM up 24.7%  Premium costs down  Online revenue increased 103%  Happy viewers, new traditions

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