PBS Pledge Audience

The View From Outside: PBSs Pledge AudiencePresented at Trac Media Services 2013 Development WorkshopJanuary 15, 2013Steve McGowanMonocacy Media Partners

1Money (Thats What I Want) The Beatles

I can name that tune in __ seconds

2#1#2Money, Money, Money ABBA

#3#4You Never Give Me Your Money The Beatles

Money Pink Floyd

After Years of Living on the Dark Side I am Getting Back Up to SpeedStation Pledginghow much, how oftenPledge audiencesRatings patternsDemographic compositionDonor motivations3The Big Pledge Titles--1986Anne of Green GablesA 60s Folk/Rock ReunionPeter, Paul & Mary 25th AnniversarySpencer Tracy LegacyNat Geo JerusalemW.C. Fields Straight UpBenny Goodman: Lets DanceGala of StarsPlus over 13 hours of regular seriesThe Big Pledge Titles--1987The Arlo Guthrie ShowNat Geo GrizzliesGP Jimmy Stewart: Wonderful LifeCountry Music LegendsTom Peters: Power of ExcellenceMinnelli on MinnelliCelebrating a Jazz Master (Thelonious Monk)Lawrence Welk: TVs Music ManMancini & FriendsA Musical Toast: Stars Shine on PTVPlus over 15 hours of regular series4Only dead subjects in 1986 were: Spencer Tracy, WC Fieldseven Benny Goodman was alive (barelyhe passed in June)1987: Vincente Minnelli passed in 1986. Thelonious Monk (1982). Even Jimmy Stewart and Lawrence Welk were still getting along4No. of Stations Pledging Each Period5Average Days Per Pledging Station6Who Pledges?More women than menOlder people pledge more than younger people (65+ and 50-64 year olds)College educated pledge more oftenCaucasians pledge most7Annual PBS Prime Time Ratings:Pledge and Non-Pledge8Non-pledge ratings have averaged 20% more than Pledge months the past five years, hitting a record gap (28%) last season.Note: June was moved to the Pledge average beginning 2005-06PledgePledgePledgePledgePledgePBS Weekly Prime Ratings99Who Watched Most Last February*?Household CharacteristicAA%Broadcast only homes2.8Not in Labor Force2.6Head of Home 4+ Yrs of College2.0Household Income $20-39K1.8HH Income $40-59K and $100K+1.7PBS Average1.6*3 weeks prior to pledge (Feb 12-March 3, 2012)PBS Upscale +4.1%+NILF, Owns Home, HOH 4+ Yrs College10How Did Their Viewing Change During Pledge?*Household CharacteristicAA% ChngHousehold income $100K+-52%Head of Home 4+ Years College-47%HH Income $40-59K-42%Not in Labor Force-38%PBS Average-38%Household Income $20-39K-32%Broadcast only homes-23%*March 4-24, 2012PBS Upscale +-47%+NILF, Owns Home, HOH 4+ Yrs College11Households Transition to PledgeIn both 2010 and 2011, the March pledge period reached nearly the same number of households as the month prior.In 2012 reach did drop, falling from 43MM households to 38.7 translating into a smaller percentage of the pre-pledge audience41.6MMHousehold Audience DuplicationPre-PledgeSource: Nielsen NPower Reach & Frequency Duplication Report, 6-min qualifier, Feb/Mar 201041.4MMPledgeMarch 201043.7MM43.3MMMarch 201143.0MM38.7MMMarch 2012Pre-PledgePledgePre-PledgePledge76%69%65%12For the past two years, comparing the overall number of homes reached pre- and during pledge showed that the numbers were strikingly similar. March 2012 experienced a drop of about 10%, falling from 43MM homes to 38.7MM. Duplication with the previous months household audience slipped furtherto 65%.

Even so, when we looked at specific household flow, as well as the demo composition of pre-pledge and Pledge, both point to the fact that the pledge audience is very similar to our regular viewers.12PledgeAverage Daily Minutes decline for all three key age segments during pledge13The primetime trends are a bit more defined, but tell a similar story.13March 2012 Pledge SpecialsProgramStation CountHH RatingGPER Phantom of the Opera3821.1Big Band Vocalists4101.1PBS March Prime Average1.1Dr. Wayne Dyer Wishes4920.9Superstars 70s Soul2810.8Il Volo Takes Flight2860.8Peter Paul & Mary3290.7GPER Tony Bennett2050.5Oscar & Hammerstein II2420.5Easy Yoga Easing Pain4240.5Yanni Live El Morro2080.4Horses Of The West2530.3Under The Streetlamp1730.314Great Performances Phantom of the Opera and Big Band Vocalists were the top two household ratings draws this March, though each just matched the March primetime time period average.

Bills answers to Steves methodological questions: These are actually GAA ratings (including ALL telecastsincluding non-prime). This began with Nielsens GAA policy which began in Feb 2011. These PL-designated shows were tracked for 14 days.14SummaryWeekly and monthly ratings during Pledge periods have eroded at a greater rate than non-pledge monthsAs seen previously, Pledge does not bring in a different audience profile. In fact, much of the pre-pledge audience carries over to the ensuing pledge driveFall-off is occurring most among Nielsens standard upscale and PBS Upscale demos15Money (That's What I Want)The BeatlesWith the Beatles, track 141963Rock15856.24You Never Give Me Your MoneyThe BeatlesAbbey Road, track 91969Rock24084.98Money, Money, MoneyABBAABBA Gold: Greatest Hits, track 91992Other11598.343Money (2011 - Remaster)Pink FloydThe Best Of Pink Floyd: A Foot In The Door (2011 - Remaster), track 92011Rock40150.1