Opening Worlds of

Possibilities for America’s Children

The Whole ChildThe Whole Child

Science, Technology & Engineering

Health & NutritionWorld Language & Cultures

Social Studies Fine Arts

Math

CREATIVITY

COMMUNICATION

COLLABORATION CRITICAL THINKING

Social Emotional Learning

Literacy

Putting Kids Firstfor More than 45 Years

This report presents the results of a national survey conducted by ORC International’s DualFrame CARAVAN in January 2015. The ORC International study included 1,010 adults, 18 years of age and older, who participated by phone January 9-18, 2015. Results were weighted to be statistically representative of the adult U.S. population.

When Mister Rogers’ Neighborhood hit the airwaves more than four decades ago, PBS revolutionized television, using it as it never had been used before, as a tool to reach children with a simple message: you are special, you matter and there is no one else in the world exactly like you. Mister Rogers’ Neighborhood and PBS touched millions of lives with that powerful message, which today remains a core part of PBS KIDS’ DNA.

PBS KIDS has an unwavering vision of a world where all children can reach their potential and is committed to using

the power of media to work towards that goal. PBS KIDS trusts all children, viewing them as citizens, not consumers, and offering media that empowers them to be curious, resilient and empathetic.

In addition to continuing the legacy of putting kids first, PBS KIDS also continues to build on another part of Fred Rogers’ legacy: reimagining the role of media and seeking learning opportunities in every new technology. PBS KIDS develops connected learning experiences across platforms, online and offline, all designed to light a spark, to inspire exploration and to help all kids reach their potential, so that every child can discover a world of unlimited possibilities.

The American public values PBS KIDS and confirms that it is delivering on its mission. A recent poll found that PBS KIDS is the number-one educational media brand, helps prepare children for success in school and helps all children reach their potential.

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The Whole ChildThe Whole Child

Science, Technology & Engineering

Health & NutritionWorld Language & Cultures

Social Studies Fine Arts

Math

CREATIVITY

COMMUNICATION

COLLABORATION CRITICAL THINKING

Social Emotional Learning

Literacy

Nurturing the Whole Child

PBS KIDS develops media content that supports the whole child. PBS KIDS starts with the needs of today’s children, then works with advisors and world-class producers to develop content that meets those needs. Throughout the process, PBS KIDS tests the content with kids to ensure that it is developmentally appropriate and that it is achieving its learning goals.

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The Whole Child

Leading the Way in Children’s Media

How much do you agree with the statement that _______ is the undisputed leader in children’s programming?

Percent saying “agree strongly/agree somewhat” (on a 4-point scale: agree strongly, agree somewhat, disagree somewhat, disagree strongly).

78% PBS

47% COMMERCIAL CABLE TV

38% COMMERCIAL BROADCAST TV

Source: CARAVAN ORC International, January 2015

PBS KIDS is the Undisputed Leader in Children’s Programming

Source: CARAVAN ORC International, January 2015

PBS KIDS

Discovery Family

Disney

Sprout

Nickelodeon

Disney Jr.

Nick Jr.

Cartoon Network

Disney XD

44%

21%

6%

6%

6%

1%

4%

5%

2%

Which of the following TV/media brands do you believe is the most educational for children?

Percent saying each brand/company is “most educational” for children.

PBS KIDS is the #1 Educational Media Brand

How much do you agree with the statement that _______ is the innovator in children’s educational media?

Percent saying “agree strongly/agree somewhat” (on a 4-point scale: agree strongly, agree somewhat, disagree somewhat, disagree strongly).

Source: CARAVAN ORC International, January 2015

PBS KIDS is #1 in Innovation

PBS

COMMERCIAL CABLE TV

COMMERCIAL BROADCAST TV

83%

51%

45%

4

Offering Trusted and SafeConnected Learning Experiences

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On Digital Platforms

How much do you agree with the statement that _______ is a trusted and safe place for children to visit on digital platforms?

Percent saying “agree strongly/agree somewhat” (on a 4-point scale: agree strongly, agree somewhat, disagree somewhat, disagree strongly).

84% PBS

53% COMMERCIAL BROADCAST TV

49% COMMERCIAL CABLE TV

On Mobile Devices

How much do you agree with the statement that ___________ provides trusted and safe apps for children on mobile devices?

Percent saying “agree strongly/agree somewhat” (on a 4-point scale: agree strongly, agree somewhat, disagree somewhat, disagree strongly).

81% PBS

53% COMMERCIAL CABLE TV

51% COMMERCIAL BROADCAST TV

Source: CARAVAN ORC International, January 2015

PBS KIDS is a Trusted and Safe Place…

On TV

How much do you agree with the statement that _______ is a trusted and safe place for children to watch television?

Percent saying “agree strongly/agree somewhat” (on a 4-point scale: agree strongly, agree somewhat, disagree somewhat, disagree strongly).

89% PBS

54% COMMERCIAL CABLE TV

COMMERCIAL BROADCAST TV54%

Reaching All Children Across Platforms

PBS KIDS is often one of the only sources of high-quality learning resources for the 54% of 3-4-year-olds who do not attend preschool.Source: The Annie E. Casey Foundation, 2014 Kids Count Data Book

PBS KIDS reaches more kids 2-5 and more moms with kids under 6 than any other kids TV network.

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Source: Nielsen; NPM; Reach%; 9/23/13-9/21/14; M-F7A-6P; Moms=LOH 18-49 w/K<6.

OF CHILDRENAGES 2–8

WATCH PBS KIDSSource: Nielsen NPower, 9/23/2013-9/22/2014

Last year, more minutes were spent viewing kids videos on pbskids.org than any other kids’ site.

Source: comScore VideoMetrix, January-December 2014.

77%

Online

PBSKIDS.org attracts a higher proportion of web users of Hispanic and African-American descent compared to their representation in the average U.S. web audience.

PBSKIDS.org ethnicity demographics (green) versus total U.S. web audience (red).

145 BLACK/AFRICAN-AMERICAN

122 HISPANIC

100 AVERAGE FOR U.S. WEB AUDIENCE

Source: comScore PlanMetrix, November 2013

PBS KIDS Serves All Children

On TV

PBS KIDS attracts a higher proportion of viewers from Hispanic, African-American and low-income homes compared to their representation in the U.S. population.

PBS KIDS program audience (green) indexed to total U.S. population (red).

141 BLACK/AFRICAN-AMERICAN

LOW-INCOME

Source: Nielsen NPower, all PBS KIDS programs, 4th quarter cume 2014

HISPANIC

AVERAGE FOR U.S. POPULATION

136

111

100

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Giving Kids the Tools to Succeed

Source: CARAVAN ORC International, January 2015

36PBS, PUBLIC TELEVISION 45 81

13 39

12 34 46

52COMMERCIAL CABLE TELEVISION

COMMERCIAL BROADCAST TELEVISION

0 10 20 30 40 50 60 70 80 90 100Agree strongly

Agree somewhat

PBS KIDS Helps All Children Realize Their Potential

Q. Please indicate how strongly you agree or disagree with the following statement. Do you agree strongly, agree somewhat, disagree somewhat or disagree strongly?

“Helps children realize their potential.”

36PBS, PUBLIC TELEVISION 45 81

13 39

12 34 46

52COMMERCIAL CABLE TELEVISION

COMMERCIAL BROADCAST TELEVISION

0 10 20 30 40 50 60 70 80 90 100Agree strongly

Agree somewhat

PBS KIDS Prepares Children for Success in School and in Life

Q. Please indicate how strongly you agree or disagree with the following statement. Do you agree strongly, agree somewhat, disagree somewhat or disagree strongly?

“Helps prepare children for success in school and in life.”

Source: CARAVAN ORC International, January 2015

40PBS, PUBLIC TELEVISION 43 83

14 37

13 39 52

51COMMERCIAL BROADCAST TELEVISION

COMMERCIAL CABLE TELEVISION

0 10 20 30 40 50 60 70 80 90 100Agree strongly

Agree somewhat

8

Source: Llorente, C., & Pasnik, S. (2014). Peg + Cat Content Study. A Report to the CPB-PBS Ready To Learn Initiative. New York and Menlo Park, CA: EDC-SRI.

Research shows that children’s exposure to Peg + Cat content leads to notable gains in their understanding of math concepts such as 3-D shapes and patterns.

Source: Pasnik, S., & Llorente, C. (2013). Preschool Teachers Can Use a PBS KIDS Transmedia Curriculum Supplement to Support Young Children’s Mathematics Learning: Results of a Randomized Controlled Trial. A report to the CPB-PBS Ready To Learn Initiative. Waltham, MA, and Menlo Park, CA.

In a recent study, children who used PBS KIDS content improved significantly in their understanding of early math skills compared to children who did not use the content.

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In a recent study, children who were exposed to PBS KIDS content and related support materials outscored their comparison group peers on stan-dardized math tests. Parents also became more aware of their children’s abilities and more engaged in their learning.Source: McCarthy, B.; Li, L. and Tiu, M. (2012) PBS KIDS Mathematics Transmedia Suites in Preschool Homes. A report to the CPB-PBS Ready To Learn Initiative. Redwood City, CA; WestEd.

In a recent study of Curious George digital games and videos in preschool classrooms, a wide variety of gains were found:

• Gains in children’s mathematical knowledge

• Improvements in socio-emotional learning

• Increased teachers’ knowledge and awareness about their student’s learning and mathematical development

Source: Li, L., McCarthy, B., Tui, M (2014). Learning Math with Curious George: PBS KIDS Transmedia and Digital Learning Games in the Pre-School Classroom. A report to the CPB-PBS Ready To Learn Initiative. Redwood City, CA; WestEd.

With more than 350 local stations supporting communities across the U.S., PBS KIDS is uniquely positioned to reach kids anytime and anywhere with meaningful learning opportunities. PBS stations work with local schools and partner organizations to bring PBS KIDS content to life on the ground, sparking kids’ curiosity and encouraging them to explore their interests, just like their favorite PBS KIDS characters.

Impacting Families in Local Communities

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Paving the Way for the Next Generation of Leaders

PBS KIDS’ dedication to putting children first and giving them the support they need to learn, grow and thrive is making a difference. With an approach that nurtures the whole child, content that has proven impact in helping prepare kids for success and significant reach across the U.S. and deep into local communities, PBS KIDS and PBS stations offer a unique service that parents trust, kids love and the American public values.

Ultimately, PBS KIDS’ goal is to give all children a connection with content that is so strong and powerful, that kids see themselves as their favorite characters and learn that the world is full of possibilities for them. Through multiplatform media that reaches kids and gets them excited about exploring, PBS KIDS is leading the way in inspiring the next generation of leaders.

11Explore more at pbskids.org

Join PBS KIDS in opening

worlds of possibilities for all of America’s children.

ORC International is a leading global market research firm with offices across the U.S., Europe and Asia Pacific. The Company offers a platform of Integrated Intelligence that combines forward thinking methodologies, cutting-edge technology, skilled researchers and in-depth industry experience to provide clients with valuable insight and analysis in the areas of Customer Strategies, Employee Engagement, and Innovation and Growth. ORC International was founded in 1938 and is a founding member of the CASRO, the proud partner of CNN on the CNN/ORC International poll since 2006; and the research firm of choice on the annual NYSE Euronext CEO Report. For more information, please visit www.ORCInternational.com.

ANGELINA BALLERINA: THE NEXT STEPS © 2015 HIT Entertainment Limited; BARNEY & FRIENDS © 2015 Lyons Partnership, L.P.; BOB THE BUILDER © 2015 HIT Entertainment Limited and Keith Chapman; © 2015 Gullane (Thomas) Limited. THOMAS & FRIENDS is a production of HIT Entertainment in association with THIRTEEN Productions LLC for WNET. THOMAS & FRIENDS, BOB THE BUILDER, ANGELINA BALLERINA: THE NEXT STEPS and BARNEY & FRIENDS are a production of HIT Entertainment in association with THIRTEEN Productions LLC for WNET; ARTHUR & the other Marc Brown ARTHUR characters and underlying materials (including artwork) TM and © 2015 Marc Brown; CAILLOU ©2015 DHX Cookie Jar Inc. All Rights Reserved; © Scholastic Inc. CLIFFORD™ Norman Bridwell © Scholastic Entertainment Inc. All Rights Reserved; CURIOUS GEORGE is a production of Imagine, WGBH, and Universal. Curious George and related characters, created by Margret and H.A. Rey, are copyrighted and trademarked by Houghton Mifflin Harcourt Publishing Company and used under license. Licensed by Universal Studios Licensing LLC. Television Series: © 2015. Universal Studios. All Rights Reserved. ABCmouse.com is a proud sponsor of Curious George® on PBS KIDS®. FOR PROMOTIONAL USE ONLY; CYBERCHASE is a production of THIRTEEN PRODUCTIONS LLC for WNET. © 2015 THIRTEEN PRODUCTIONS LLC. All rights reserved; DANIEL TIGER’S NEIGHBORHOOD © 2015 The Fred Rogers Company; DINOSAUR TRAIN TM & © 2015 The Jim Henson Company. All Rights Reserved; FETCH! & Ruff Ruffman and related indicia are trademarks of the WGBH Educational Foundation; FIZZY’S LUNCH LAB ©2009-2015 Lunch Lab, LLC; MARTHA SPEAKS® and underlying artwork is a trademark & copyright of Susan Meddaugh and used under license, Television Series © 2015 WGBH Educational Foundation; MAYA & MIGUEL TM & © Scholastic Inc. All rights reserved; NATURE CAT and associated characters, trademarks and design elements are owned by Spiffy Entertainment, LLC © 2015 Spiffy Entertainment, LLC, All rights reserved; ODD SQUAD © 2015 The Fred Rogers Company; OH NOAH! A production of THIRTEEN for WNET © 2015 THIRTEEN Productions LLC. All rights reserved; PEG + CAT © 2015 Feline Features LLC. All rights reserved; READY JET GO! © 2015 Wind Dancer Films; SESAME STREET® and associated characters, trademarks and design elements are owned and licensed by Sesame Workshop. © 2015 Sesame Workshop. All Rights Reserved; SID THE SCIENCE KID TM & © 2015 The Jim Henson Company. All Rights Reserved; SUPER WHY! © 2015 Out of the Blue Enterprises LLC. All Rights Reserved; THE CAT IN THE HAT KNOWS A LOT ABOUT THAT! © 2015, CITH Productions, Inc. and Red Hat Animation Ltd. Underlying characters © 1957, 1985 Dr. Seuss Enterprises, L.P.; CHUCK VANDERCHUCK Scholastic, Soup2Nuts and associated trademarks and logos are registered trademarks of Scholastic Inc. © Scholastic Entertainment Inc. 2015 All Rights Reserved; THE ELECTRIC COMPANY ® and all related characters, logos and design elements are owned and licensed by Sesame Workshop. © 2015 Sesame Workshop. All Rights Reserved; WILD KRATTS is a Kratt Brothers Company/9 Story Media Group production. © 2015 Kratt Bros. Co./ 9 Story Media Group; WORDGIRL TM & © Scholastic Inc. All Rights Reserved; WILSON AND DITCH: © 2015 The Jim Henson Company; WORDWORLD © 2015 General Word LP. All rights reserved. WordWorld, WordThings, WordFriends, and all associated logos are trademarks of General Word LP; PBS KIDS and the PBS KIDS Logo are registered trademarks of Public Broadcasting Service. Used with permission.

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