TRAC Development Workshop

The State of Pledge Dev Workshop Jan

PBS Statistical Report Trends Pledge Results vs. 2008vs Dollars 3%-4% Pledges -6%-4% Break Minutes 33%6% DPM -29%-9%

Pledge Advantage Trends Results from 16 Pledge Advantage Stations Pledge Results vs. 2008vs Dollars -18%-8% Pledges -13%-9% Break Minutes 15%-3% DPM -29%-5% Avg Gift -6%2%

DPM & Avg Gift: Stable set of 16 Stations; calendar year 5

Average Pledge per 10 Minutes Stable set of 16 Stations; Calendar Year 6

Sunday Up… 7 Evening (7P-10P) DPM by Day of Week

Top 5 Programs by % Dollars (main channel data only) 8

Ratings for pledge down Source: HH Viewing prime time from nine 2007 LPM markets primary stations 9

Pledgers Percent of Pledgers by Age & Gender

Viewers too (prime time) 11 Percent of Viewers by Age & Gender

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Pledge Older than Regular Schedule 13 Demographic Ratings in LPM Markets Pre & During Pledge, Dec-10 and Mar-11

Erosion - about 25% per play for hits 14 Programs include Brain Fitness; Carol King & JT; Folk Rewind; Rock, Pop Doo Wop; My Generation; Orman: Women & Money

Erosion - Gauge legs of show? 15 Erosion for 12 shows with 2 plays, 18 Stns

The Points Signs of recovery after 2008 Tuesday bump Self help hits return Pledgers and viewers continue to age Chase away more younger viewers during pledge Erosion should be about 25% 16

PTV Viewership & Pledge 17

PTV Audience Butterflies 60% Regular Viewers 20% NPS Loyalists 20%

19 Regular Viewership Matters March draws nearly the same number of HHs as Feb. Majority of pre-pledge viewers also watched some portion of the pledge month, 76% last year and 69% this year. Reach: 41.6MM Household Audience Duplication Pre-Pledge 4 Weeks Source: Nielsen NPower Reach & Frequency Duplication Report, 6-min qualifier, Feb/Mar % Reach: 41.4MM Pledge 4 Weeks March 2010 Reach: 43.7MM Pre-Pledge 4 Weeks 69% Reach: 43.3MM Pledge 4 Weeks March 2011

March Avg. Rating is a versus a 1.3 non-pledge rating 2 nd week of pledge is lowest rated Median age of PBS viewer is 62, didn’t change this March at all. Last year went up to a 63. March Audience Stats

Very few new/unique viewers for pledge March 2011 cume 37, prior year 36 For demos reach: – 21% of – 35% of – 48% of 65+ Weekend valuable real estate, have higher cumes in older demo groups (65+ 45% more) Regular audience IS pledge audience

How Much Loyals View in March Under 65 view 6 days, 300 min (5 hours) 65+ view 7 days 377 min (6 hours,15 min) 22

NPS loyalists do check in less (visits drop 10%) and spend fewer minutes: – 17% less for 65+ – 11% less for Younger (50 on down) music has highest percentage of “new” viewers (15-19%) but absolute numbers are very small Self help gets a little over 10% “new” folks in, again very small numbers The Differences

24 Loyal Build Up Cume It took three more days to reach 80% of the loyal 40+ audience in March 2011, and one day less to reach 80% of all viewers. Source: Nielsen NPower Reach & Frequency Report, 6-min qualifier, Mar % reached after 11 days 80% reached after 19 days

Loyals & Pledge Reach 75% of them in first week But in 2011 it took 3 days longer to reach 80% of them & we had less overlap with pre- pledge… Is this a warning sign? 25

Studies from early 90s showed cume reaching most heavy viewers after just a few days Now add viewers & cume throughout the drive Frontloading not as critical as in the past, BUT… Loyal viewers and older viewers still cume in fairly quickly. At 80% after 11 days. Gather information about show performance & take advantage of weekend high cumes. Frontloading

NPS & Pledge 27

Regular Viewers Find Pledge Shows 28

Largest Percent of Regular Audience Viewing a Single Pledge Show Three hit 20% Washington Week with Rock, Pop & Doo Wop & Les Miserables Masterpiece & Les Miserables Largest overlap in terms of sheer numbers will be ARS & Rock, Pop & Doo Wop - 13% of the ARS audience watched 29

Use the PBS duplication charts to find out who watches what. Top promotion spots no surprise. Pledge and Promotion

To Promote to Boomers (any genre) ARS Am Ex Nature Nova Masterpiece Newshour 31

For Younger Music & Self Help ARS, Nova, Nature, Secrets/Dead, Frontline, Am Ex For Suze, specifically, it’s: – ARS – Nova – Nature & Newshour – Am Ex 32

Welk’s Big Band 47% of the 65+ viewers also watched ARS 36% of the 65+ viewers also watched Nature Next best spots to promote (23%) Newshour Am Ex Masterpiece 33

To Promote Nature Genre/Theme Nature ARS Nova 34

Strategies Maximize pre-pledge viewership Still frontload, but you can roll things out more slowly Take advantage of weekends to repeat older skewing titles (space out premiere of the possibly weaker/unknown self-help) Try to find affinity with regular schedule slots Target your promotion 35

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