1. Pledge Now Pt.1 The Data?
Dev Workshop 2011
11 Jan 2011

2. PBS Statistical Reports March Trend
Percent Difference
March Pledge
2007
2008
2009
2010
Gross Chang Since 2006
Dollars 9%
-10%
-24%
-43%
Pledges 3%
-9%
-16%
-15%
-33%
Minutes
-1% 0%
-2%
DPM
18%
-23%
-37%

3. 18 Pledge Advantage Stations
Note Break Minutes…
Year Results
18 Pledge Advantage Stations
2010 Pledge Results
vs. 2006
vs. 2009
Dollars
-10%
-7%
Pledges 2%
-2%
Break Minutes
39%
-1%
DPM
-35%
-6%
Pledges/10Min
-27%
Avg Gift
-11%
-5%

4. DPM & Avg Gift: 2006-2010 Stable set of 18 Stations; calendar year
Note: DPM has declined 35% since 2006 and Avg Gift is off 11%

5. Average Pledge per 10 Minutes
Note: Pledge per 10 Mins has declined 27% since 2006

6. 2010 similar but much lower Evening (7P-10P) DPM by Day of Week
All hours of the day off evenly as well.

7. Ratings are receding
Source: Viewing is prime time from ten 2006 LPM markets primary stations

8. Members and Weekly Cume Viewers Trend

9. Top 5 Programs by % Dollars

10. Percent of Pledgers by Age & Gender
Pledgers are aging
Percent of Pledgers by Age & Gender

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

12. WHYY

13. end