1. Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study Jay Hiselman WGBH Sponsorship Research January 17, 2013 Sample size of 5,306 Adults 18+ fielded 2/11-2/28/13 Last Month Viewers of PBS, Broadcast Networks, Cable Networks

2. PBS Versus Broadcast & Cable

3. Sponsor Messages Stand Out In PBS’s Uncluttered Environment PBS viewers notice PBS sponsor messages Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks How to read 50% of PBS viewers are more likely to notice sponsors on PBS than to notice sponsors/advertisers on other programs/networks they watch. 14% of Cable network viewers are more likely to notice advertisers on cable networks than on other programs/networks they watch. 17% of Broadcast network viewers are more likely to notice advertisers on broadcast networks than on other programs/networks they watch.

4. Viewers Pay More Attention to PBS Sponsor Messages PBS viewers pay attention to PBS sponsor messages more than commercial TV audiences pay attention to ads on commercial TV How to read 42% of PBS viewers are more likely to pay attention to sponsor messages on PBS than to pay attention to sponsor/ad messages on other programs/networks. 12% of Cable network viewers are more likely to pay attention to ad messages on cable networks than to sponsor/ad messages on other programs/networks. 14% of Broadcast network viewers are more likely to pay attention to ad messages on broadcast networks than to sponsor/ad messages on other programs/networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

5. Viewers Remember PBS Sponsors PBS viewers are more likely to remember PBS sponsor messages than commercial TV audiences are likely to remember ads How to read 38% of PBS viewers remember the sponsors on PBS. 18% of Cable network viewers remember the sponsors/advertisers on cable networks. 22% of Broadcast network viewers are remember the sponsors/advertisers on broadcast networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

6. PBS Sponsorships Drive Positive Sponsor Perceptions PBS viewers believe PBS sponsors are good corporate citizens How to read 58% of PBS viewers believe PBS sponsors are good corporate citizens. 15% of Cable network viewers believe sponsors/advertisers on cable networks are good corporate citizens. 12% of Broadcast network viewers believe sponsors/advertisers on broadcast networks are good corporate citizens. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

7. PBS Sponsorships Drive Positive Sponsor Perceptions PBS viewers feel more positive about PBS sponsors due to their association with PBS How to read 57% of PBS viewers feel more positive about PBS sponsors because they sponsor PBS. 10% of Cable network viewers feel more positive about sponsors/advertisers because they sponsor/advertise on cable networks. 11% of Broadcast network viewers feel more positive about sponsors/advertisers because they sponsor/advertise on broadcast networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

8. “Halo Effect” of PBS Sponsorship Positions Brands as Leaders PBS viewers view PBS sponsors as leaders in their industry How to read 40% of PBS viewers view PBS sponsors as leaders in their industry. 15% of Cable network viewers view cable network sponsors/advertisers as leaders in their industry. 14% of Broadcast network viewers view broadcast network sponsors/advertisers as leaders in their industry Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

9. Viewer Trust in PBS Extends to PBS Sponsors PBS viewers are 4 times more likely to view PBS sponsors as more trustworthy when compared to commercial TV audience perceptions How to read 36% of PBS viewers view PBS sponsors as “more trustworthy”. 9% of Cable network viewers view cable network sponsors/advertisers as “more trustworthy”. 9% of Broadcast network viewers view broadcast network sponsors/advertisers as “more trustworthy”. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

10. PBS Sponsorship Positions Brands As Innovative PBS viewers view PBS sponsors as forward-thinking and innovative How to read 51% of PBS viewers view PBS sponsors as forward-thinking and innovative. 16% of Cable network viewers view cable network sponsors/advertisers as forward-thinking and innovative. 13% of Broadcast network viewers view broadcast network sponsors/advertisers as forward-thinking and innovative. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

11. PBS Program Quality “Rubs Off” On Sponsors PBS viewers believe PBS sponsors have a commitment to quality and excellence How to read 52% of PBS viewers believe PBS sponsors have a commitment to quality and excellence. 14% of Cable network viewers believe cable network sponsors/advertisers have a commitment to quality and excellence. 14% of Broadcast network viewers view broadcast network sponsors/advertisers have a commitment to quality and excellence. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

12. PBS Sponsorships Enhance Corporate Image PBS viewers believe PBS sponsors have integrity How to read 45% of PBS viewers believe PBS sponsors have integrity. 12% of Cable network viewers believe cable network sponsors/advertisers have integrity. 12% of Broadcast network viewers view broadcast network sponsors/advertisers have integrity. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

13. PBS Sponsorships Create Good Will and Positive Image Associations PBS viewers respect companies that sponsor PBS How to read 59% of PBS viewers respect PBS sponsors. 14% of Cable network viewers respect cable network sponsors/advertisers. 13% of Broadcast network viewers respect broadcast network sponsors/advertisers. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

14. PBS Sponsorship Drives Purchase Preference PBS viewers are more likely to choose to buy a product or service from a PBS sponsor How to read 47% of PBS viewers are more likely to chose to buy a product or service from a PBS sponsor. 16% of Cable network viewers are more likely to chose to buy a product or service from a cable network sponsors/advertiser. 12% of Broadcast network viewers are more likely to chose to buy a product or service from a broadcast network sponsors/advertiser. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

15. PBS Viewer Loyalty Translates to Sponsor Loyalty PBS viewers are loyal to PBS sponsors How to read 24% of PBS viewers are loyal to PBS sponsors due to their association with PBS. 9% of Cable network viewers are loyal to cable network sponsors/advertisers. 7% of Broadcast network viewers are loyal to broadcast network sponsors/advertisers. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

16. PBS Sponsorship Drives Advocacy PBS viewers are twice as likely to recommend PBS sponsors to friends and family than commercial TV audiences How to read 20% of PBS viewers recommend companies that sponsor PBS to friends and family. 10% of Cable network viewers recommend companies that sponsor/advertise on cable networks to friends and family. 10% of Broadcast network viewers recommend companies that sponsor/advertise on broadcast networks to friends and family. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

17. PBS Versus Cable Nets

18. Sponsor Messages Stand Out In PBS’s Uncluttered Environment PBS viewers notice PBS sponsor messages Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks How to read 50% of PBS viewers are more likely to notice sponsors on PBS than to notice sponsors/advertisers on other programs/networks they watch. 29% of FOX News viewers are more likely to notice advertisers on FOX News than on other programs/networks they watch.

19. Viewers Pay More Attention to PBS Sponsor Messages PBS viewers pay attention to PBS sponsor messages more than commercial TV audiences pay attention to ads on commercial TV How to read 42% of PBS viewers are more likely to pay attention to sponsor messages on PBS than to pay attention to sponsor/ad messages on other programs/networks. 30% of FOX News viewers are more likely to pay attention to ad messages on FOX News than to sponsor/ad messages on other programs/networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

20. PBS Sponsorships Drive Positive Sponsor Perceptions PBS viewers believe PBS sponsors are good corporate citizens How to read 58% of PBS viewers believe PBS sponsors are good corporate citizens. 33% of National Geographic network viewers believe sponsors/advertisers on National Geographic network are good corporate citizens. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

21. PBS Sponsorships Drive Positive Sponsor Perceptions PBS viewers feel more positive about PBS sponsors due to their association with PBS How to read 57% of PBS viewers feel more positive about PBS sponsors because they sponsor PBS. 33% of National Geographic network viewers feel more positive about sponsors/advertisers because they sponsor/advertise on National Geographic network. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

22. PBS Sponsorships Positions Brands As Innovative PBS viewers view PBS sponsors as forward-thinking and innovative How to read 51% of PBS viewers view PBS sponsors as forward-thinking and innovative. 32% of National Geographic network viewers view National Geographic network sponsors/advertisers as forward-thinking and innovative. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

23. PBS Program Quality “Rubs Off” On Sponsors PBS viewers believe PBS sponsors have a commitment to quality and excellence How to read 52% of PBS viewers believe PBS sponsors have a commitment to quality and excellence. 34% of National Geographic network viewers believe National Geographic network sponsors/advertisers have a commitment to quality and excellence. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

24. PBS Sponsorships Create Good Will and Positive Image Associations PBS viewers respect companies that sponsor PBS How to read 59% of PBS viewers respect PBS sponsors. 39% of National Geographic network viewers respect National Geographic network sponsors/advertisers. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

25. PBS Sponsorships Drives Purchase Preference PBS viewers are more likely to choose to buy a product or service from a PBS sponsor How to read 47% of PBS viewers are more likely to chose to buy a product or service from a PBS sponsor. 30% of National Geographic network viewers are more likely to chose to buy a product or service from a National Geographic network sponsor/advertiser. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

26. American Experience Versus Broadcast & Cable

27. Sponsor Messages Stand Out In American Experience’s Uncluttered Environment American Experience viewers notice sponsor messages Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks How to read 46% of American Experience viewers are more likely to notice its sponsors than to notice sponsors/advertisers on other programs/networks they watch. 14% of Cable network viewers are more likely to notice advertisers on cable networks than on other programs/networks they watch. 17% of Broadcast network viewers are more likely to notice advertisers on broadcast networks than on other programs/networks they watch.

28. Viewers Pay More Attention to American Experience Sponsor Messages American Experience viewers pay attention to American Experience sponsor messages more than commercial TV audiences pay attention to ads on commercial TV How to read 46% of American Experience viewers are more likely to pay attention to sponsor messages than to pay attention to sponsor/ad messages on other programs/networks. 12% of Cable network viewers are more likely to pay attention to ad messages on cable networks than to sponsor/ad messages on other programs/networks. 14% of Broadcast network viewers are more likely to pay attention to ad messages on broadcast networks than to sponsor/ad messages on other programs/networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

29. Viewers Remember American Experience Sponsors American Experience viewers are more likely to remember American Experience sponsor messages than commercial TV audiences are likely to remember ads How to read 43% of American Experience viewers remember the sponsors on American Experience. 18% of Cable network viewers remember the sponsors/advertisers on cable networks. 22% of Broadcast network viewers are remember the sponsors/advertisers on broadcast networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

30. Sponsorship of American Experience Enhances Corporate Responsibility American Experience viewers believe its sponsors are good corporate citizens How to read 54% of American Experience viewers believe its sponsors are good corporate citizens. 15% of Cable network viewers believe sponsors/advertisers on cable networks are good corporate citizens. 12% of Broadcast network viewers believe sponsors/advertisers on broadcast networks are good corporate citizens. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

31. Sponsorship of American Experience Creates Positive Perceptions American Experience viewers feel more positive about its sponsors due to their association with the program How to read 56% of American Experience viewers feel more positive about its sponsors because they sponsor the program. 10% of Cable network viewers feel more positive about sponsors/advertisers because they sponsor/advertise on cable networks. 11% of Broadcast network viewers feel more positive about sponsors/advertisers because they sponsor/advertise on broadcast networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

32. Sponsorship of American Experience Positions Brands as Leaders American Experience viewers view its sponsors as leaders in their industry How to read 48% of American Experience viewers view its sponsors as leaders in their industry. 15% of Cable network viewers view cable network sponsors/advertisers as leaders in their industry. 14% of Broadcast network viewers view broadcast network sponsors/advertisers as leaders in their industry Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

33. Trust in PBS Extends to American Experience’s Sponsors American Experience viewers are 4 times more likely to view its sponsors as more trustworthy when compared to commercial TV audience perceptions How to read 38% of American Experience viewers view its sponsors as “more trustworthy”. 9% of Cable network viewers view cable network sponsors/advertisers as “more trustworthy”. 9% of Broadcast network viewers view broadcast network sponsors/advertisers as “more trustworthy”. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

34. Sponsorship of American Experience Positions Brands As Innovative American Experience viewers view its sponsors as forward-thinking and innovative How to read 54% of American Experience viewers view its sponsors as forward-thinking and innovative. 16% of Cable network viewers view cable network sponsors/advertisers as forward-thinking and innovative. 13% of Broadcast network viewers view broadcast network sponsors/advertisers as forward-thinking and innovative. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

35. Sponsorship of American Experience Establishes High Quality Perceptions American Experience viewers believe its sponsors have a commitment to quality and excellence How to read 55% of American Experience viewers believe its sponsors have a commitment to quality and excellence. 14% of Cable network viewers believe cable network sponsors/advertisers have a commitment to quality and excellence. 14% of Broadcast network viewers view broadcast network sponsors/advertisers have a commitment to quality and excellence. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

36. Sponsorship of American Experience Enhances Your Corporate Image American Experience viewers believe its sponsors have integrity How to read 46% of American Experience viewers believe its sponsors have integrity. 12% of Cable network viewers believe cable network sponsors/advertisers have integrity. 12% of Broadcast network viewers view broadcast network sponsors/advertisers have integrity. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

37. Sponsorship of American Experience Creates Good Will and Positive Image Associations American Experience viewers respect companies that sponsor the program How to read 55% of American Experience viewers respect the program’s sponsors. 14% of Cable network viewers respect cable network sponsors/advertisers. 13% of Broadcast network viewers respect broadcast network sponsors/advertisers. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

38. Sponsorship of American Experience Drives Purchase Preference American Experience viewers are more likely to choose to buy a product or service from a its sponsors How to read 44% of American Experience viewers are more likely to chose to buy a product or service from an American Experience sponsor. 16% of Cable network viewers are more likely to chose to buy a product or service from a cable network sponsors/advertiser. 12% of Broadcast network viewers are more likely to chose to buy a product or service from a broadcast network sponsors/advertiser. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

39. Viewers Are Loyal to American Experience Sponsors American Experience viewers are four times more likely to be loyal to its sponsors than commercial TV viewers are loyal to advertisers How to read 37% of American Experience viewers are loyal to the program’s sponsors. 9% of Cable network viewers are loyal to cable network sponsors/advertisers. 7% of Broadcast network viewers are loyal to broadcast network sponsors/advertisers. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

40. Sponsorship of American Experience Drives Advocacy American Experience viewers are nearly three times more likely to recommend American Experience sponsors to friends and family than commercial TV viewers recommend its advertisers How to read 27% of American Experience viewers recommend companies that sponsor American Experience to friends and family. 10% of Cable network viewers recommend companies that sponsor/advertise on cable networks to friends and family. 10% of Broadcast network viewers recommend companies that sponsor/advertise on broadcast networks to friends and family. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

41. Antiques Roadshow Versus Broadcast & Cable

42. Sponsor Messages Stand Out In Antiques Roadshow’s Uncluttered Environment Antiques Roadshow viewers notice sponsor messages Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks How to read 25% of Antiques Roadshow viewers are more likely to notice its sponsors than to notice sponsors/advertisers on other programs/networks they watch. 14% of Cable network viewers are more likely to notice advertisers on cable networks than on other programs/networks they watch. 17% of Broadcast network viewers are more likely to notice advertisers on broadcast networks than on other programs/networks they watch.

43. Viewers Pay More Attention to Antiques Roadshow Sponsor Messages Antiques Roadshow viewers pay attention to Antiques Roadshow sponsor messages more than commercial TV audiences pay attention to ads on commercial TV How to read 26% of American Experience viewers are more likely to pay attention to sponsor messages than to pay attention to sponsor/ad messages on other programs/networks. 12% of Cable network viewers are more likely to pay attention to ad messages on cable networks than to sponsor/ad messages on other programs/networks. 14% of Broadcast network viewers are more likely to pay attention to ad messages on broadcast networks than to sponsor/ad messages on other programs/networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

44. Sponsorship of Antiques Roadshow Enhances Corporate Responsibility Antiques Roadshow viewers are twice as likely to believe its sponsors are good corporate citizens when compared to commercial TV viewers How to read 38% of Antiques Roadshow viewers believe its sponsors are good corporate citizens. 15% of Cable network viewers believe sponsors/advertisers on cable networks are good corporate citizens. 12% of Broadcast network viewers believe sponsors/advertisers on broadcast networks are good corporate citizens. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

45. Sponsorship of Antiques Roadshow Creates Positive Perceptions Antiques Roadshow viewers feel more positive about its sponsors due to their association with the program How to read 34% of Antiques Roadshow viewers feel more positive about its sponsors because they sponsor the program. 10% of Cable network viewers feel more positive about sponsors/advertisers because they sponsor/advertise on cable networks. 11% of Broadcast network viewers feel more positive about sponsors/advertisers because they sponsor/advertise on broadcast networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

46. Sponsorship of Antiques Roadshow Positions Brands as Leaders Antiques Roadshow viewers view its sponsors as leaders in their industry How to read 27% of Antiques Roadshow viewers view its sponsors as leaders in their industry. 15% of Cable network viewers view cable network sponsors/advertisers as leaders in their industry. 14% of Broadcast network viewers view broadcast network sponsors/advertisers as leaders in their industry Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

47. Viewers Trust Antiques Roadshow Sponsors Antiques Roadshow viewers are nearly 3 times more likely to view its sponsors as more trustworthy when compared to commercial TV audience perceptions How to read 26% of Antiques Roadshow viewers view its sponsors as “more trustworthy”. 9% of Cable network viewers view cable network sponsors/advertisers as “more trustworthy”. 9% of Broadcast network viewers view broadcast network sponsors/advertisers as “more trustworthy”. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

48. Sponsorship of Antiques Roadshow Positions Brands As Innovative Antiques Roadshow viewers view its sponsors as forward-thinking and innovative How to read 31% of Antiques Roadshow viewers view its sponsors as forward-thinking and innovative. 16% of Cable network viewers view cable network sponsors/advertisers as forward-thinking and innovative. 13% of Broadcast network viewers view broadcast network sponsors/advertisers as forward-thinking and innovative. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

49. Sponsorship of Antiques Roadshow Establishes High Quality Perceptions Antiques Roadshow viewers are more likely to believe its sponsors have a commitment to quality and excellence when compared to commercial TV viewers How to read 36% of Antiques Roadshow viewers believe its sponsors have a commitment to quality and excellence. 14% of Cable network viewers believe cable network sponsors/advertisers have a commitment to quality and excellence. 14% of Broadcast network viewers view broadcast network sponsors/advertisers have a commitment to quality and excellence. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

50. Sponsorship of Antiques Roadshow Enhances Your Corporate Image Antiques Roadshow viewers believe its sponsors have integrity How to read 34% of Antiques Roadshow viewers believe its sponsors have integrity. 12% of Cable network viewers believe cable network sponsors/advertisers have integrity. 12% of Broadcast network viewers view broadcast network sponsors/advertisers have integrity. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

51. Sponsorship of Antiques Roadshow Creates Good Will and Positive Image Associations Antiques Roadshow viewers respect companies that sponsor the program How to read 39% of Antiques Roadshow viewers respect the program’s sponsors. 14% of Cable network viewers respect cable network sponsors/advertisers. 13% of Broadcast network viewers respect broadcast network sponsors/advertisers. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

52. Sponsorship of Antiques Roadshow Drives Purchase Preference Antiques Roadshow viewers are more likely to choose to buy a product or service from a its sponsors How to read 31% of Antiques Roadshow viewers are more likely to chose to buy a product or service from an Antiques Roadshow sponsor. 16% of Cable network viewers are more likely to chose to buy a product or service from a cable network sponsors/advertiser. 12% of Broadcast network viewers are more likely to chose to buy a product or service from a broadcast network sponsors/advertiser. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

53. Viewers Are More Loyal to Antiques Roadshow Sponsors Antiques Roadshow viewers are more likely to be loyal to its sponsors than commercial TV viewers are loyal to advertisers How to read 16% of Antiques Roadshow viewers are loyal to the program’s sponsors. 9% of Cable network viewers are loyal to cable network sponsors/advertisers. 7% of Broadcast network viewers are loyal to broadcast network sponsors/advertisers. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

54. Sponsorship of Antiques Roadshow Drives Advocacy Antiques Roadshow viewers are more likely to recommend Antiques Roadshow sponsors to friends and family than commercial TV viewers recommend its advertisers How to read 15% of Antiques Roadshow viewers recommend companies that sponsor Antiques Roadshow to friends and family. 10% of Cable network viewers recommend companies that sponsor/advertise on cable networks to friends and family. 10% of Broadcast network viewers recommend companies that sponsor/advertise on broadcast networks to friends and family. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

55. Frontline Versus Broadcast & Cable

56. Sponsor Messages Stand Out In Frontline’s Uncluttered Environment Frontline viewers notice sponsor messages Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks How to read 34% of Frontline’s viewers are more likely to notice its sponsors than to notice sponsors/advertisers on other programs/networks they watch. 14% of Cable network viewers are more likely to notice advertisers on cable networks than on other programs/networks they watch. 17% of Broadcast network viewers are more likely to notice advertisers on broadcast networks than on other programs/networks they watch.

57. Viewers Pay More Attention to Frontline Sponsor Messages Frontline viewers pay attention to Frontline sponsor messages more than commercial TV audiences pay attention to ads on commercial TV How to read 37% of Frontline viewers are more likely to pay attention to sponsor messages than to pay attention to sponsor/ad messages on other programs/networks. 12% of Cable network viewers are more likely to pay attention to ad messages on cable networks than to sponsor/ad messages on other programs/networks. 14% of Broadcast network viewers are more likely to pay attention to ad messages on broadcast networks than to sponsor/ad messages on other programs/networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

58. Viewers Remember Frontline Sponsors Frontline viewers are more likely to remember Frontline sponsor messages than commercial TV audiences are likely to remember ads How to read 32% of Frontline viewers remember the sponsors on Frontline. 18% of Cable network viewers remember the sponsors/advertisers on cable networks. 22% of Broadcast network viewers are remember the sponsors/advertisers on broadcast networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

59. Sponsorship of Frontline Enhances Corporate Responsibility Frontline viewers are more likely to believe its sponsors are good corporate citizens when compared to commercial TV viewers How to read 42% of Frontline viewers believe its sponsors are good corporate citizens. 15% of Cable network viewers believe sponsors/advertisers on cable networks are good corporate citizens. 12% of Broadcast network viewers believe sponsors/advertisers on broadcast networks are good corporate citizens. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

60. Sponsorship of Frontline Drives Positive Perceptions Frontline viewers feel more positive about its sponsors due to their association with the program How to read 43% of Frontline viewers feel more positive about its sponsors because they sponsor the program. 10% of Cable network viewers feel more positive about sponsors/advertisers because they sponsor/advertise on cable networks. 11% of Broadcast network viewers feel more positive about sponsors/advertisers because they sponsor/advertise on broadcast networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

61. Sponsorship of Frontline Positions Brands as Leaders Frontline viewers view its sponsors as leaders in their industry How to read 38% of Frontline viewers view its sponsors as leaders in their industry. 15% of Cable network viewers view cable network sponsors/advertisers as leaders in their industry. 14% of Broadcast network viewers view broadcast network sponsors/advertisers as leaders in their industry Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

62. Viewers Trust Frontline Sponsors Frontline viewers are 3 times more likely to view its sponsors as more trustworthy when compared to commercial TV audience perceptions How to read 30% of Frontline viewers view its sponsors as “more trustworthy”. 9% of Cable network viewers view cable network sponsors/advertisers as “more trustworthy”. 9% of Broadcast network viewers view broadcast network sponsors/advertisers as “more trustworthy”. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

63. Sponsorship of Frontline Positions Brands As Innovative Frontline viewers view its sponsors as forward-thinking and innovative How to read 42% of Frontline viewers view its sponsors as forward-thinking and innovative. 16% of Cable network viewers view cable network sponsors/advertisers as forward-thinking and innovative. 13% of Broadcast network viewers view broadcast network sponsors/advertisers as forward-thinking and innovative. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

64. Sponsorship of Frontline Establishes High Quality Perceptions Frontline viewers are three times as likely to believe its sponsors have a commitment to quality and excellence when compared to commercial TV viewers How to read 42% of Frontline viewers believe its sponsors have a commitment to quality and excellence. 14% of Cable network viewers believe cable network sponsors/advertisers have a commitment to quality and excellence. 14% of Broadcast network viewers view broadcast network sponsors/advertisers have a commitment to quality and excellence. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

65. Sponsorship of Frontline Enhances Your Corporate Image Frontline viewers believe its sponsors have integrity How to read 40% of Frontline viewers believe its sponsors have integrity. 12% of Cable network viewers believe cable network sponsors/advertisers have integrity. 12% of Broadcast network viewers view broadcast network sponsors/advertisers have integrity. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

66. Sponsorship of Frontline Creates Good Will and A Positive Image Association Frontline viewers respect companies that sponsor the program How to read 49% of Frontline viewers respect the program’s sponsors. 14% of Cable network viewers respect cable network sponsors/advertisers. 13% of Broadcast network viewers respect broadcast network sponsors/advertisers. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

67. Sponsorship of Frontline Drives Purchase Preference Frontline viewers are more likely to choose to buy a product or service from a its sponsors How to read 36% of Frontline viewers are more likely to chose to buy a product or service from a Frontline sponsor. 16% of Cable network viewers are more likely to chose to buy a product or service from a cable network sponsors/advertiser. 12% of Broadcast network viewers are more likely to chose to buy a product or service from a broadcast network sponsors/advertiser. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

68. Viewers Are More Loyal to Frontline Sponsors Frontline viewers are more likely to be loyal to its sponsors than commercial TV viewers are loyal to advertisers How to read 30% of Antiques Roadshow viewers are loyal to the program’s sponsors. 9% of Cable network viewers are loyal to cable network sponsors/advertisers. 7% of Broadcast network viewers are loyal to broadcast network sponsors/advertisers. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

69. Sponsorship of Frontline Drives Advocacy Frontline viewers are more likely to recommend Frontline sponsors to friends and family than commercial TV viewers recommend its advertisers How to read 23% of Frontline viewers recommend companies that sponsor Frontline to friends and family. 10% of Cable network viewers recommend companies that sponsor/advertise on cable networks to friends and family. 10% of Broadcast network viewers recommend companies that sponsor/advertise on broadcast networks to friends and family. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

70. Masterpiece Versus Broadcast & Cable

71. Sponsor Messages Stand Out In Masterpiece’s Uncluttered Environment Masterpiece viewers notice sponsor messages Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks How to read 43% of Masterpiece viewers are more likely to notice its sponsors than to notice sponsors/advertisers on other programs/networks they watch. 14% of Cable network viewers are more likely to notice advertisers on cable networks than on other programs/networks they watch. 17% of Broadcast network viewers are more likely to notice advertisers on broadcast networks than on other programs/networks they watch.

72. Viewers Pay More Attention to Masterpiece Sponsor Messages Masterpiece viewers pay attention to Masterpiece sponsor messages more than commercial TV audiences pay attention to ads on commercial TV How to read 36% of Masterpiece viewers are more likely to pay attention to sponsor messages than to pay attention to sponsor/ad messages on other programs/networks. 12% of Cable network viewers are more likely to pay attention to ad messages on cable networks than to sponsor/ad messages on other programs/networks. 14% of Broadcast network viewers are more likely to pay attention to ad messages on broadcast networks than to sponsor/ad messages on other programs/networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

73. Viewers Remember Masterpiece Sponsors Masterpiece viewers are more likely to remember Masterpiece sponsor messages than commercial TV audiences are likely to remember ads How to read 36% of Masterpiece viewers remember the sponsors on Masterpiece. 18% of Cable network viewers remember the sponsors/advertisers on cable networks. 22% of Broadcast network viewers are remember the sponsors/advertisers on broadcast networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

74. Sponsorship of Masterpiece Enhances Corporate Responsibility Masterpiece viewers are more likely to believe its sponsors are good corporate citizens when compared to commercial TV viewers How to read 45% of Masterpiece viewers believe its sponsors are good corporate citizens. 15% of Cable network viewers believe sponsors/advertisers on cable networks are good corporate citizens. 12% of Broadcast network viewers believe sponsors/advertisers on broadcast networks are good corporate citizens. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

75. Sponsorship of Masterpiece Drives Positive Perceptions Masterpiece viewers feel more positive about its sponsors due to their association with the program How to read 45% of Masterpiece viewers feel more positive about its sponsors because they sponsor the program. 10% of Cable network viewers feel more positive about sponsors/advertisers because they sponsor/advertise on cable networks. 11% of Broadcast network viewers feel more positive about sponsors/advertisers because they sponsor/advertise on broadcast networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

76. Sponsorship of Masterpiece Positions Brands as Leaders Masterpiece viewers view its sponsors as leaders in their industry How to read 33% of Masterpiece viewers view its sponsors as leaders in their industry. 15% of Cable network viewers view cable network sponsors/advertisers as leaders in their industry. 14% of Broadcast network viewers view broadcast network sponsors/advertisers as leaders in their industry Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

77. Viewers Trust Masterpiece Sponsors Masterpiece viewers are 3 times more likely to view its sponsors as more trustworthy when compared to commercial TV audience perceptions How to read 30% of Masterpiece viewers view its sponsors as “more trustworthy”. 9% of Cable network viewers view cable network sponsors/advertisers as “more trustworthy”. 9% of Broadcast network viewers view broadcast network sponsors/advertisers as “more trustworthy”. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

78. Sponsorship of Masterpiece Positions Brands As Innovative Masterpiece viewers view its sponsors as forward-thinking and innovative How to read 36% of Masterpiece viewers view its sponsors as forward-thinking and innovative. 16% of Cable network viewers view cable network sponsors/advertisers as forward-thinking and innovative. 13% of Broadcast network viewers view broadcast network sponsors/advertisers as forward-thinking and innovative. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

79. Sponsorship of Masterpiece Drives High Quality Perceptions Masterpiece viewers are 3.5 times as likely to believe its sponsors have a commitment to quality and excellence when compared to commercial TV viewers How to read 49% of Masterpiece viewers believe its sponsors have a commitment to quality and excellence. 14% of Cable network viewers believe cable network sponsors/advertisers have a commitment to quality and excellence. 14% of Broadcast network viewers view broadcast network sponsors/advertisers have a commitment to quality and excellence. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

80. Sponsorship of Masterpiece Enhances Your Corporate Image Masterpiece viewers believe its sponsors have integrity How to read 38% of Masterpiece viewers believe its sponsors have integrity. 12% of Cable network viewers believe cable network sponsors/advertisers have integrity. 12% of Broadcast network viewers view broadcast network sponsors/advertisers have integrity. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

81. Sponsorship of Masterpiece Creates Good Will and A Positive Image Association Masterpiece viewers respect companies that sponsor the program How to read 52% of Masterpiece viewers respect the program’s sponsors. 14% of Cable network viewers respect cable network sponsors/advertisers. 13% of Broadcast network viewers respect broadcast network sponsors/advertisers. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

82. Sponsorship of Masterpiece Drives Purchase Preference Masterpiece viewers are more likely to choose to buy a product or service from a its sponsors How to read 36% of Masterpiece viewers are more likely to chose to buy a product or service from a Masterpiece sponsor. 16% of Cable network viewers are more likely to chose to buy a product or service from a cable network sponsors/advertiser. 12% of Broadcast network viewers are more likely to chose to buy a product or service from a broadcast network sponsors/advertiser. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

83. Viewers Are More Loyal to Masterpiece Sponsors Masterpiece viewers are more likely to be loyal to its sponsors due to their association with Masterpiece than commercial TV viewers are loyal to its advertisers How to read 18% of Antiques Roadshow viewers are loyal to the program’s sponsors. 9% of Cable network viewers are loyal to cable network sponsors/advertisers. 7% of Broadcast network viewers are loyal to broadcast network sponsors/advertisers. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

84. Sponsorship of Masterpiece Drives Advocacy Masterpiece viewers are more likely to recommend Masterpiece sponsors to friends and family than commercial TV viewers recommend its advertisers How to read 16% of Masterpiece viewers recommend companies that sponsor Masterpiece to friends and family. 10% of Cable network viewers recommend companies that sponsor/advertise on cable networks to friends and family. 10% of Broadcast network viewers recommend companies that sponsor/advertise on broadcast networks to friends and family. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

85. NOVA Versus Broadcast & Cable

86. Sponsor Messages Stand Out In NOVA’s Uncluttered Environment NOVA viewers notice sponsor messages Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks How to read 35% of NOVA viewers are more likely to notice its sponsors than to notice sponsors/advertisers on other programs/networks they watch. 14% of Cable network viewers are more likely to notice advertisers on cable networks than on other programs/networks they watch. 17% of Broadcast network viewers are more likely to notice advertisers on broadcast networks than on other programs/networks they watch.

87. Viewers Pay More Attention to NOVA Sponsor Messages NOVA viewers pay attention to NOVA sponsor messages more than commercial TV audiences pay attention to ads on commercial TV How to read 29% of NOVA viewers are more likely to pay attention to sponsor messages than to pay attention to sponsor/ad messages on other programs/networks. 12% of Cable network viewers are more likely to pay attention to ad messages on cable networks than to sponsor/ad messages on other programs/networks. 14% of Broadcast network viewers are more likely to pay attention to ad messages on broadcast networks than to sponsor/ad messages on other programs/networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

88. Sponsorship of NOVA Strengthens Corporate Responsibility Perceptions NOVA viewers are more likely to believe its sponsors are good corporate citizens when compared to commercial TV viewers How to read 43% of NOVA viewers believe its sponsors are good corporate citizens. 15% of Cable network viewers believe sponsors/advertisers on cable networks are good corporate citizens. 12% of Broadcast network viewers believe sponsors/advertisers on broadcast networks are good corporate citizens. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

89. Sponsorship of NOVA Drives Positive Perceptions NOVA viewers feel more positive about its sponsors due to their association with the program How to read 38% of NOVA viewers feel more positive about its sponsors because they sponsor the program. 10% of Cable network viewers feel more positive about sponsors/advertisers because they sponsor/advertise on cable networks. 11% of Broadcast network viewers feel more positive about sponsors/advertisers because they sponsor/advertise on broadcast networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

90. Sponsorship of NOVA Positions Brands as Leaders NOVA viewers view its sponsors as leaders in their industry How to read 26% of NOVA viewers view its sponsors as leaders in their industry. 15% of Cable network viewers view cable network sponsors/advertisers as leaders in their industry. 14% of Broadcast network viewers view broadcast network sponsors/advertisers as leaders in their industry Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

91. Viewers Trust NOVA Sponsors NOVA viewers are twice as likely to view its sponsors as more trustworthy when compared to commercial TV audience perceptions How to read 23% of NOVA viewers view its sponsors as “more trustworthy”. 9% of Cable network viewers view cable network sponsors/advertisers as “more trustworthy”. 9% of Broadcast network viewers view broadcast network sponsors/advertisers as “more trustworthy”. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

92. Sponsorship of NOVA Positions Brands As Innovative NOVA viewers view its sponsors as forward-thinking and innovative How to read 37% of NOVA viewers view its sponsors as forward-thinking and innovative. 16% of Cable network viewers view cable network sponsors/advertisers as forward-thinking and innovative. 13% of Broadcast network viewers view broadcast network sponsors/advertisers as forward-thinking and innovative. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

93. Sponsorship of NOVA Promotes High Quality Perceptions NOVA viewers are 2.8 times as likely to believe its sponsors have a commitment to quality and excellence when compared to commercial TV viewers How to read 39% of NOVA viewers believe its sponsors have a commitment to quality and excellence. 14% of Cable network viewers believe cable network sponsors/advertisers have a commitment to quality and excellence. 14% of Broadcast network viewers view broadcast network sponsors/advertisers have a commitment to quality and excellence. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

94. Sponsorship of NOVA Enhances Your Corporate Image NOVA viewers believe its sponsors have integrity How to read 29% of NOVA viewers believe its sponsors have integrity. 12% of Cable network viewers believe cable network sponsors/advertisers have integrity. 12% of Broadcast network viewers view broadcast network sponsors/advertisers have integrity. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

95. Sponsorship of NOVA Creates Good Will and A Positive Image Associations NOVA viewers respect companies that sponsor the program How to read 44% of NOVA viewers respect the program’s sponsors. 14% of Cable network viewers respect cable network sponsors/advertisers. 13% of Broadcast network viewers respect broadcast network sponsors/advertisers. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

96. Sponsorship of NOVA Drives Purchase Preference NOVA viewers are more likely to choose to buy a product or service from a its sponsors How to read 30% of NOVA viewers are more likely to chose to buy a product or service from a NOVA sponsor. 16% of Cable network viewers are more likely to chose to buy a product or service from a cable network sponsors/advertiser. 12% of Broadcast network viewers are more likely to chose to buy a product or service from a broadcast network sponsors/advertiser. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

97. Viewers Are More Loyal to NOVA Sponsors NOVA viewers are more likely to be loyal to its sponsors due to their association with NOVA than commercial TV viewers are loyal to its advertisers How to read 16% of Antiques Roadshow viewers are loyal to the program’s sponsors. 9% of Cable network viewers are loyal to cable network sponsors/advertisers. 7% of Broadcast network viewers are loyal to broadcast network sponsors/advertisers. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

98. Sponsorship of NOVA Drives Advocacy NOVA viewers are more likely to recommend NOVA sponsors to friends and family than commercial TV viewers recommend its advertisers How to read 16% of NOVA viewers recommend companies that sponsor NOVA to friends and family. 10% of Cable network viewers recommend companies that sponsor/advertise on cable networks to friends and family. 10% of Broadcast network viewers recommend companies that sponsor/advertise on broadcast networks to friends and family. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

99. Programming Qualitative

100. PBS Programming Covers Issues That Are Important To Viewers PBS’s breadth of programming, including news and public affairs, serves viewers needs better than cable networks Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks How to read 65% of PBS viewers agree that PBS addresses issues that are “important to me” 68% of FOX News viewers agree that FOX News addresses issues that are “important to me”

101. PBS Content Is Distinctive The majority of PBS viewers agree that PBS provides content they can not find elsewhere Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks How to read 82% of PBS viewers agree that PBS provides content they can not find elsewhere. 77% of History Channel viewers agree that History Channel provides content they can not find elsewhere.

102. PBS is A Viewer Favorite Nearly half of PBS viewers say PBS Is their favorite – the highest out of all measured networks Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks How to read 49% of PBS viewers agree that PBS is their favorite on TV 48% of FOX News viewers agree that FOX News is their favorite on TV

103. PBS Viewers Are Engaged PBS’s viewers are more likely to be paying full attention to programs versus viewers of most cable networks Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks How to read 71% of PBS viewers agree that they pay full attention while watching PBS 72% of National Geographic channel viewers agree that they pay full attention while watching National Geographic channel

104. PBS Is Smarter TV PBS respects viewer’s intelligence and helps make them smarter Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks How to read 80% of PBS viewers agree that “PBS respects my intelligence” 75% of National Geographic channel viewers agree that “National Geographic channel respects my intelligence”

105. PBS Sets The Standard For Quality Among each network’s viewing audience, PBS viewers rate PBS the highest for quality Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks How to read 70% of PBS viewers agree that “PBS sets the standard...” 63% of National Geographic channel viewers agree that “National Geographic PBS sets the standard...”

106. PBS Provides Unparalleled, High Quality Content Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks How to read 71% of PBS viewers agree that “PBS provides me with a unique TV viewing experience”

107. American Experience Sets The Standard For Historical Documentaries Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks How to read 80% of American Experience viewers agree that “American Experience is a trusted source to learn about historical events”

108. Antiques Roadshow Is the Best Antiquing Series On TV Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks How to read 85% of Antiques Roadshow viewers agree that “Antiques Roadshow is a fun way to learn about antiques and history”

109. Frontline Is a Trusted Source Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks How to read 64% of Frontline viewers agree that “Frontline is a trusted source to learn about current events”

110. Masterpiece Delivers an Engaged And Loyal Audience Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks How to read 82% of PBS viewers agree that “Masterpiece is more entertaining than similar programming ion other networks” Regarding Downton Abbey... Among Masterpiece Viewers...

111. NOVA Stands Alone In Science Programming Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks How to read 75% of NOVA viewers agree that “NOVA is a trusted source to learn about science”

112. PBS Viewers Are Grateful to Sponsors Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks How to read 85% of PBS viewers are aware that corporations that sponsor PBS series help to make them possible