Research Round UpPTPA November 2010

Beth WalshPBS ResearchCraig Reed

TRAC

Differences in NTI vs NSI

Nielsen Measurement: Encoding and

Monitoring• Digital A/P meter requires encoding• Full time clients receive back-up

monitoring*• Monitoring can help the ratings, but

when monitoring contributes additional viewing it suggests there are problems with station encoding

• Monitoring is less reliable than active encoding

*Nielsen maps the unique audio signature of each station it monitors and uses the signatures as reference data to credit public television viewing that is not encoded.

PBS Nielsen ServiceTwo key types of ratings are tracked…1. Daypart, such as the weekly and monthly cumes or

prime time average, which count tuning to all public television stations for a particular time period.

2. Program ratings, meaning the average audience ratings and demographics for individual programs

The national daypart ratings are benefiting from:– Stations encoding – Nielsen’s back-up monitoring– All multi-cast services

The national program ratings are:– Verified by Nielsen using PBS codes– Include all plays within seven days– Include all DVR viewing– Include multi-cast episodes that carried the current week code

Prime Time Losses Recovered Once Nielsen Monitoring Began

Prime Time Average Audience Ratings

0.20.4

1.0

2.2

0.0

0.5

1.0

1.5

2.0

2.5

3.0

P18-34 P35-49 P50-64 P65+

'05-06 '06-07 '07-08 '08-09 '09-10

-50%

-8%

-29%

-20%

PBS has lost viewers in every age group, with 50-64 year olds being the hardest hit. The decline for 65+ was most pronounced in ’08-09, before PBS became monitored by Nielsen.

Lack of encoder helps 09-10

Aug-

07

Oct-0

7

Dec-0

7

Feb-

08

Apr-0

8

Jun-

08

Aug-

08

Oct-0

8

Dec-0

8

Feb-

09

Apr-0

9

Jun-

09

Aug-

09

Oct-0

9

Dec-0

9

Feb-

10

Apr-1

0

Jun-

100

100

200

300

400

500

600

WGCUWEDUKLRUWCETWKOP

Monthly Prime Time GRPs

Through May

• At Showcase NTI cumes up 8%. • Whole day dropped 27 % vs 07-08 and 10% compared to

prior season.• In prime losses were 26% and 7%.

Full Season

Full-Season Average GRPs

Daypart 07-08 08-09 09-10

Whole Day 22,045 17,622 16,559

Prime Time 5,669 4,458 4,255

• Full season an 18% increase in prime time.• Whole day dropped 25 % vs 07-08 and 6% compared to

prior season.• Prime was similar – losses of 25% and 5%.

Subchannels add about 20%

Main Stn Subchannel0

50100150200250300350400450

Prime Time GRPs Average ‘09-10 Stns

+14%

Note: 14 mains stations, 23 subchannels in sweep months

• Look at ‘09-10 sweep months shows subchannel adding 14% in prime GRPs

• Whole day shows +17%

• 1.5 stations per main channel

• Means about 20-25% in GRPs

So the differences are…• Lack encoding and backup

monitoring• Counting difference sets of stations• Plus some unresolved technical

problems

PBS Daypart Research

12

1Q10 Primetime HH Reach Rank

• Only the four broadcast networks were able to outperform PBS in terms of Primetime HH reach.

• Entertainment nets like TNT and TBS were closest, but Discovery and History Channel lagged significantly behind.

Nat Geo Delivers

half of PBS’ HH

reach

PBS reached more TV

households than any cable

network in 1Q10

DISC -12%

HIST -16%

Source: Nielsen NPower

HH Primetime Reach Ranker 1Q10

0

20,000

40,000

60,000

80,000

100,000

120,000

CBS

NBC

FOX

ABC PBS

TNT

TBSC

USA

DISC

FX AEN

HIST

TLC SPK

AMC

LIF

FAM

CMDY

ESPN

APL

SYFY

FOOD

BRVO

CNN

TRAV

MSNBC

HGTV

CNBC

HALL

FOXNC

HLN

NGC

DHLT BIO

DSCI

STYL VS

BBCA DIY

13

1Q10 PBS Primetime HH Duplication %

94 93 92 91

6057 56

52 52 51 5047 47 47 47 45

42 42 40 39 39 38 37 37 36 36 3530 30

27 26

18 18 17

0

10

20

30

40

50

60

70

80

90

100

CBSNBC

FOX

ABCTN

TUSA

TBSC

DISC

HIST FX

TLC

FAM

AMC

AEN

ESPN LIF

SPK

CMDY

APL

FOOD

CNBCCNN

BRVOSYFY

TRAV

HGTV

MSNBC

FOXNC

NGCHALL

HLNDSCI

DHLT BIO

1Q10 Primetime Duplication• Not surprisingly, nearly all PBS-viewing

households watched the major broadcast nets in 1Q10.

• Cable nets that drew in the most PBS viewers included TNT (60%), USA (57%) and TBS (56%).

Source: Nielsen NPower – 6 minute qualifier

Adults 65+ spend the most time of any group watching TV Prime Time Monthly TV Time by Age

0

5

10

15

20

25

30

35

40

45

50

A40-49 A50-64 A65+

Ho

urs

Source: NTI, average of January and February 2010.

Viewers aged 50-64 represent the largest cohort for PBS prime, but viewers 65+ view

more frequently and spend more time in each sitting

Source: Nielsen NPower, 6 minute qualifier

Reach, Frequency, and Time Spent ViewingPBS Prime Time, January 2010

0

50

100

150

200

250

300

350

0 1 2 3 4 5 6

Frequncy (# times per month)

TS

V (

av

era

ge

min

ute

s p

er

mo

nth

) 19.5M5.3x

295 min/mo18 min ea

21.6 Million3.7 times

171 min/mo16 min ea

12.2M2.7x

110 min/mo12 min ea

Adults 40-49

Adults 65+

Adults50-64

PBS Prime Time Series Research

Compatible Genres – May 2010

P40-64 Duplication - May 2010

AMEX ANRO FRON INLE MAST NAAT NETK NOVA SEDE WWIR

AMEX c 46 25 13 23 31 11 29 25 8

ANRO 27 c 12 7 16 22 7 20 17 6

FRON 40 33 c 18 22 30 17 43 27 13

INLE 47 42 40 c 31 34 19 41 31 15

MAST 30 36 18 11 c 40 11 27 22 8

NAAT 30 36 18 9 30 c 10 32 20 8

NETK 35 36 33 17 26 33 c 38 28 31

NOVA 32 37 29 13 23 37 13 c 28 12

SEDE 36 42 25 13 24 30 13 37 c 8

WWIR 33 41 34 18 25 36 41 45 22 c

Pri

mary Schedule

Secondary Schedule

Percent of Series Viewers (Household)Who Came ONLY for that Series

60%55%

51%48% 47%

41% 40%34% 32%

25%

0%

10%

20%

30%

40%

50%

60%

70%

AntiquesR oads how

Nature GreatP erf

Was hWeek

Nova AmericanMas ters

S ecrets ofthe D ead

F rontline AmericanE xperience

IndepLens

Source: Nielsen NPower, average of the following sample weeks: 10/11/09, 11/23/09, and 1/18/10.

Feb 2010 Icon Quads: P40-64

ANRO

LFLD26%

HFHD29%

HFLD24%

LFHD21%

FRON

LFLD23%

HFHD16%

HFLD29%

LFHD32%

MAST

LFLD10%

HFHD50%

HFLD20%

LFHD20%

NOVA

LFLD21%

HFHD18% HFLD

41%

LFHD20%

HFHD = “Gold Cards”

Source: Nielsen NPower, Quads are based on a 1 minute qualifier

Half of the audience for Masterpiece

are “Gold Cards”

PBS Program Buildup Cume: P40-64

PBS Icon Buildup Cume - Week of Feb 8-14, 2010Series added in CHRONOLOGICAL order

*TOTAL*12,000

4,951

1,180

1,477

620258

389266 179 286

1,400

994

0

2,000

4,000

6,000

8,000

10,000

12,000

ANRO AMEX NOVA FRON INLE SOUN WWIR NOWD BMJL NAAT MAST *TOTAL*

Rea

ch (

000)

|----Mon----| |-------Tue-------| |-Thu-| |--------Fri--------| |----Sun----|

Source: Nielsen NPower, 6 minute qualifier

After including nine other programs, Nature adds a high number of new viewers.

Daypart Buildup Cume: Adults 40-64

Starting with PRIME TIMEPBS P40-64 January 2010 Daypart Buildup Cume

30.7

5.8

1.5

2.41.5 4.5

Total46.4

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

45.0

50.0

Primetime Daytime Fringe Late Fringe Overnight Weekend Total

Rea

ch %

66% of Total

Source: NPower

For 40-64 year olds, Daytime and Weekend viewing does not contribute significantly to the cume.

Monday nights show audience erosion on PBS, but momentum on History

ChannelPrime MxM Ratings - P40-64

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

0 15 30 45 60 75 90 105 120 135 150 165 180

Minute of Prime

De

mo

Ra

ting

Mon 8/16 HIST - Pawn/Pickers/Pawn Mon 8/30 PBS - ANRO/HIDE/MUMM

American Experience

0.00.51.01.52.02.53.03.5

Telecast Date

AA

%

A40-64 A40-49 A50-64 A65+

American Experience

Program Ep. # Episode Name Date A40-64 A40-49 A50-64 A65+American Experience 2202 Wyatt Earp 01/25/10 1.5 1.1 1.8 3.3American Experience 1008 Surviving the Dust Bowl 11/16/09 1.3 0.9 1.6 2.9American Experience 2203 Bombing of Germany 02/08/10 1.2 0.8 1.5 2.8American Experience 1103 Hoover Dam 11/09/09 1.1 0.8 1.4 2.1American Experience 604 Hurricane of '38 05/17/10 1.0 0.7 1.3 2.4American Experience 2206 My Lai 04/26/10 1.0 0.7 1.3 1.6American Experience 1710 Victory in the Pacific 03/29/10 1.0 0.8 1.2 2.3American Experience 503 Donner Party 02/01/10 1.0 0.6 1.4 1.8Eyes on the Prize 1902 Ain't Scared of Your Jails 1960-1961/No Easy Walk 1961-1963 04/08/10 1.0 0.7 1.3 2.0American Experience 1009 Riding the Rails 05/24/10 1.0 0.6 1.3 2.4American Experience 308 Crash of 1929 10/26/09 1.0 0.7 1.2 2.2American Experience 2208 Into the Deep:America, Whaling & the World 05/10/10 0.9 0.6 1.2 1.7American Experience 2201 Civilian Conservation Corps 11/02/09 0.9 0.5 1.1 2.0American Experience 1511 Seabiscuit 11/23/09 0.8 0.5 1.1 1.9American Experience 1005 Influenza 1918 01/18/10 0.8 0.5 1.1 2.1Eyes on the Prize 1903 Mississippi: Is ThisAmerica? 1963-1964/Bridge to Freedom 1965 04/15/10 0.8 0.6 0.9 1.3American Experience 601 Amelia Earhart 02/22/10 0.7 0.4 1.0 2.1American Experience 2204 Dolley Madison 03/01/10 0.7 0.4 0.9 2.2American Experience 2110 Kennedys 02/15/10 0.7 0.5 0.8 1.4American Experience 2201 Civilian Conservation Corps 05/31/10 0.6 0.3 0.8 1.7American Experience 2207 Roads to Memphis 05/03/10 0.5 0.4 0.6 0.9American Experience 2002 Lobotomist 03/22/10 0.4 0.3 0.5 1.1Eyes on the Prize 1901 Awakenings 1954-1956/Fighting Back 1957-1962 04/01/10 0.3 0.2 0.3 0.5American Experience 2205 Earth Days 04/19/10 0.2 0.2 0.3 0.2American Experience 2102 Polio Crusade 04/12/10 0.2 0.2 0.2 0.3

Not new episodes!

American expansion, American determination, the West, WWII, natural disaster, Vietnam…

Nature

0.0

1.0

2.0

3.0

4.0

5.0

10/1

1/09

11/0

1/09

11/1

5/09

12/2

0/09

01/0

3/10

01/1

7/10

01/3

1/10

02/1

4/10

02/2

8/10

04/0

4/10

04/1

8/10

05/0

2/10

05/1

6/10

06/2

0/10

07/1

1/10

07/2

5/10

Telecast Date

AA

%

A40-64 A40-49 A50-64 A65+

NatureProgram Ep. # Episode Name Date A40-64 A40-49 A50-64 A65+Nature 2705 Hummingbirds: Magic in the Air 01/10/10 2.1 1.4 2.6 4.6Nature 2706 Clash: Encounters of Bears and Wolves 01/17/10 1.7 1.1 2.2 3.7Nature 2708 Invasion of the Giant Pythons 02/21/10 1.5 0.8 2.0 2.9Nature 2403 Christmas in Yellowstone 12/20/09 1.4 0.8 2.0 3.8Nature 2702 Born Wild: The First Days of Life 05/09/10 1.4 0.9 1.8 4.2Nature 2702 Born Wild: The First Days of Life 11/01/09 1.4 0.9 1.7 3.3Nature 2408 Andes: The Dragon's Back 07/18/10 1.4 0.8 1.8 4.7Nature 2707 Wild Balkans 01/31/10 1.3 0.8 1.8 3.5Nature 2701 Cloud: Challenge of the Stallions 10/25/09 1.3 0.7 1.8 3.2Nature 2603 American Eagle 01/24/10 1.3 0.8 1.7 3.3Nature 2302 Oceans in Glass: Behind the Scenes of the Monterey Bay Aquarium07/25/10 1.3 0.9 1.5 3.2Nature 2609 Kilauea: Mountain of Fire 05/02/10 1.2 0.8 1.6 4.4Nature 2503 The Cheetah Orphans 11/22/09 1.2 0.8 1.6 3.6Nature 2709 Hunters & Herds 04/04/10 1.2 0.9 1.5 3.3Nature 2502 In the Valley of the Wolves 02/14/10 1.2 0.8 1.6 2.3Nature 2601 White Falcon, White Wolf 01/03/10 1.2 0.8 1.5 3.1Nature 2710 Jungle 04/11/10 1.2 0.7 1.6 3.6Nature 2606 Is That Skunk? 02/28/10 1.2 0.9 1.4 2.5Nature 2703 Black Mamba 11/08/09 1.2 0.8 1.5 2.8Nature 2507 Crash: A Tale of Two Species 05/16/10 1.2 0.8 1.4 3.5Nature 2608 Why We Love Cats and Dogs 05/23/10 1.1 0.7 1.5 3.1Nature 2704 Fellowship of the Whales 04/25/10 1.1 0.7 1.4 3.5Nature 2704 Fellowship of the Whales 11/15/09 1.1 0.8 1.4 2.6Nature 2610 Frogs: The Thin Green Line 04/18/10 1.1 0.5 1.5 2.4Nature 2407 Raptor Force 10/11/09 1.1 0.5 1.5 2.7Nature 2602 Clever Monkeys 03/28/10 1.0 0.7 1.3 2.8Nature 2504 The Beauty of Ugly 02/07/10 1.0 0.7 1.3 2.0Nature 2612 Eagles of Mull 07/11/10 1.0 0.6 1.3 4.1Nature 2401 Chimpanzees: An Unnatural History 06/20/10 0.9 0.5 1.3 2.6Nature 2503 The Cheetah Orphans 06/27/10 0.9 0.5 1.2 2.7Nature 2607 Drakensberg: Barrier of Spears 12/27/09 0.9 0.5 1.2 2.0Nature 2402 Penguins of the Antarctic 08/01/10 0.6 0.5 0.7 2.4

PBS & TRAC Pipeline

PBS Audience Insight

Audience Insight 2010• CPB maximizing their investment in full time

Nielsen with additional custom study• Audience Insight 2010 will use full Nielsen data to

get an in-depth read on the current state of our audience, answer big questions, shape decisions, and establish a dashboard of audience metrics to track

• Speaking to multiple stakeholders• Working with City Square Associates and Nielsen• Chance to weigh in on the information needs• More info: bwalsh@pbs.org

34

Primetime Audience Insight Framework

All metrics to be benchmarked to October 2009 “Working Dashboard” (as of 8/18/10)1. Audience 2. Content

DATA TO BE INCLUDED

• PBS general audience cumes in key demos

• Demographic profile of primetime audience, with special focus on diversity goals for African-American and Latino viewers

• Duplication and flow between Primetime and Pledge, Plus, Kids audiences

• Competitive assessment: Where PBS general audience is when not tuned to PBS

• Relationship of on-air to on-line audiences*

• Ongoing series: averages, for all, by night and for individual series; specific audiences reached; contribution to the cume

• One-offs, pop-outs, limited series: averages for all and for individual series, specific audiences reached, contribution to the cume

• Genres: presence in the schedule, audiences reached

• Competitive assessment: needs met and unmet

POTENTIA

L STRATEGI

C APPLICATION

Identify most promising audiences, establish audience growth goals, and inform the profile of audiences used by producers, brand and marketing personnel, development leaders, and funders.

Define the contribution that each of the series, events, and genres of the primetime NPS are making to the service and help to shape future content investments

*pending availability of data or capacity of Nielsen to produce custom analysis.

35

Primetime Audience Insight Framework

All metrics to be benchmarked to October 2009 “Working Dashboard” (as of 8/18/10)

3. Delivery 4. Financial Support

DATA TO BE INCLU

DED

• Impact of program scheduling

• state of audience flow and management

• Impact of program promotion

• DVR usage and impact

• digital channels: contributions to total audience

• Relationship of on-air delivery to on-line delivery*

• Measures of viewer behavior relative to underwriting messages

• Performance of pledge programs (in terms of viewership)

• Impact of pledge on rest of general audience primetime schedule

• Resemblances/differences between contributors and other viewers*

• Programs/program types most conducive to giving*

POTENTIAL

STRATEGIC APPLICATIO

N

Inform scheduling, promotion, brand, and communication strategy with basic information about audience behavior and measureable impact of specific tactics and practices

Assess efficacy and impact of on-air fundraising programs and inform underwriting and sponsorship practices and sales efforts.

*pending availability of data or capacity of Nielsen to produce custom analysis.

****END****

Compatible Genres – July 2010

P40-64 Duplication - July 2010

Persons 40 - 64 ANRO FRON HIDE MAST NAAT NETK NOVA POV WWIR

ANRO 8 23 13 17 6 19 5 5

FRON 44 22 20 22 13 40 19 12

HIDE 60 10 24 24 9 27 10 8

MAST 37 10 25 32 7 22 8 6

NAAT 37 8 20 25 9 30 7 8

NETK 42 18 26 18 30 39 18 33

NOVA 38 14 21 16 28 10 9 10

POV 45 31 34 25 29 22 38 13

WWIR 39 16 24 18 29 34 37 11

Pri

mary Schedule

Secondary Schedule

Total TV HUT/PUT Levels ‘09-10 Season

38

HUT/PUT HHLD P18-34 P35-49 P50-64 P65+ . . . . . . S 8:00 PM-9:00 PM 59.1 30.0 39.1 49.0 56.6 . . . . . . S 9:00 PM-10:00 PM 61.2 32.7 42.1 51.3 56.9 . . . . . . S 10:00 PM-11:00 PM 57.1 31.6 39.4 46.2 49.5 M . . . . . . 10:00 PM-11:00 PM 57.6 31.5 38.3 45.3 50.2 M . . . . . . 8:00 PM-9:00 PM 60.3 29.5 36.6 48.2 58.4 M . . . . . . 9:00 PM-10:00 PM 62.6 32.6 40.8 50.9 58.2 . T . . . . . 8:00 PM-9:00 PM 59.1 28.3 35.3 46.9 57.7 . T . . . . . 9:00 PM-10:00 PM 61.3 31.5 39.5 49.4 57.1 . T . . . . . 10:00 PM-11:00 PM 56.8 30.6 37.1 44.6 49.7 . . W . . . . 8:00 PM-9:00 PM 56.6 26.9 33.8 44.4 54.4 . . W . . . . 9:00 PM-10:00 PM 59.8 30.3 38.4 48.1 55.4 . . W . . . . 10:00 PM-11:00 PM 55.9 29.7 36.5 43.8 48.8 . . . T . . . 8:00 PM-9:00 PM 56.0 26.5 33.2 44.2 54.4 . . . T . . . 9:00 PM-10:00 PM 58.7 29.7 37.6 47.3 54.7 . . . T . . . 10:00 PM-11:00 PM 55.7 29.3 36.6 43.9 48.3 . . . . F . . 8:00 PM-9:00 PM 51.6 22.6 29.8 41.1 52.8 . . . . F . . 9:00 PM-10:00 PM 54.3 24.7 33.4 44.4 53.2 . . . . F . . 10:00 PM-11:00 PM 53.2 25.2 34.3 43.1 47.9 . . . . . S . 8:00 PM-9:00 PM 50.6 22.5 30.5 40.8 51.8 . . . . . S . 9:00 PM-10:00 PM 53.1 24.2 33.7 44.0 52.5 . . . . . S . 10:00 PM-11:00 PM 52.3 25.0 34.7 43.1 47.3

Source: Nielsen Galaxy Explorer

PBS Program Buildup Cume: P40-64

PBS Icon Buildup Cume - Week of Feb 8-14, 2010Series added in order of DESCENDING REACH

TOTAL12,000

4,951

1,695

1,622

854

1,084

570322 348 238 203 113

0

2,000

4,000

6,000

8,000

10,000

12,000

ANRO NOVA NAAT AMEX MAST FRON BMJL SOUN INLE WWIR NOWD *TOTAL*

Rea

ch (

000)

Source: Nielsen NPower, 6 minute qualifier

Latin Music Programming Hit the Target• Compared to other Prime programs, including icons and specials, HOH-

Hispanic homes tend to watch significantly less PBS than their non-Hispanic counterparts.

• With Latin Music USA and In Performance at the White House: Fiesta Latina, ratings for Hispanic households were actually higher than those for non-Hispanic ones, the only two programs of the month to exhibit this behavior.

• Note that the Hispanic HOH ratings for the Latin Music specials were actually higher than for the highly-promoted premiere episode of National Parks: America’s Best Idea. Sept/ Oct Prime PBS Program Ratings

1.8

1.2 1.2 1.10.9

0.70.4 0.3 0.3 0.2

1.00.8

1.7

5.6

4.1

1.4

0.5

1.0

2.0

1.2

0.0

1.0

2.0

3.0

4.0

5.0

6.0

Latin MusicUSA

In Perf: FiestaLatina

Nature National Parks101

AntiquesRoadshow

Frontline IndependentLens

Inventing LA Masterpiece NOVA

HH

AA

%

HOH Hispanic

HOH Non-Hispanic

+80%

+50%

Source: Nielsen NPower 9/27/09-10/25/09, includes only measured programs for Sept/Oct and not the entire primetime schedule

# T/C 2 1 1 6 2 1 2 1 2 2

Bringing in New Viewers• During the two-week period prior to the Latin music specials, PBS

reached 2.3 million homes with Hispanic head-of-households, and 58% of these homes watched PBS in primetime during the Latin music two-week period.

• 2.7 million Hispanic households watched PBS primetime during the Oct 12-25 two week period, an increase of 18% over the prior two weeks. Of these, over half had NOT watched any PBS primetime in the previous two weeks.

1,323 (58%)

973 (42%)

1,323 (49%)

1,393 (51%)

Sep 27 - Oct 11 Oct 12 – Oct 25

Watched in both periods

2,296 HH2,716 HH

New to

PBS Primetime Hispanic HOH Reach (000)PBS Primetime Hispanic HOH Reach (000)

Watched only in this period

Watched only in this period

Source: Nielsen NPower Duplication/OOB Analysis

+18%

Holding onto New Viewers• In the two weeks after LMUS, PBS’s Hispanic HOH primetime reach

held at the same elevated level, at 2.7MM households.• During this post-period, PBS held onto 55% of Hispanic viewers

who had watched during the Latin music programming period, with consistent viewership rising 12%.

1,487 (55%)

1,240 (45%)

1,487 (55%)

1,229 (45%)

Oct 26 – Nov 8Oct 12 – Oct 25

Watched in both periods

2,727 HH2,716 HH

PBS Primetime Hispanic HOH Reach (000)PBS Primetime Hispanic HOH Reach (000)

Watched only in this periodWatched only in this period

Source: Nielsen NPower Duplication/OOB Analysis

Latin Music USA Grabs Hispanic HHs

Source: Nielsen NPower – Live + 7 Day Ratings

Look

ing

Back

: Car

los

Sant

ana

& M

ario

Bau

za

Onl

y in

New

York

: Mac

hito

& H

is Af

ro-C

uban

s

Dizz

y Gille

spie

& C

hano

Poz

o: C

ham

pion

s of

Lat

in J

azz

The

Mam

bo C

raze

: Tito

Pue

nte

& Ti

to R

odrig

uez

Mam

boni

cks:

The

Pal

ladi

um &

its

Danc

ers

I Lov

e Lu

cy &

Lat

in M

usic

Acro

ss th

e US

The

Secr

et L

atin

Sou

nds

of R

ock

& Ro

ll

Bill G

raha

m &

the

Evol

utio

n of

the

Sant

ana

Blue

s Ba

nd

A Su

pers

tar i

s Bo

rn: C

arlo

s Sa

ntan

a at

Woo

dsto

ck

The

Birth

of B

ooga

loo

Willi

e Co

lón,

Hec

tor L

avoe

& F

ania

Rec

ords

Nuyo

rican

Iden

tity,

New

Latin

Sou

nds

Salsa

: Fro

m th

e Ch

eeta

h Cl

ub to

the

Latin

Sou

nd o

f the

70s

Our

Lat

in T

hing

& th

e Fa

nia

All-S

tars

Yank

ee S

tadi

um, C

elia

Cru

z, a

nd S

alsa

the

Mov

ie

Salsa

's In

tern

atio

nal S

ucce

ss

Politi

cs, S

ocie

ty &

Salsa

: Rub

én B

lade

s &

Willi

e Co

lón

The

Decli

ne o

f Fan

ia R

ecor

ds

Latin Music USA 101/ 102 Stack

0.0

0.5

1.0

1.5

2.0

2.5

3.0

0 15 30 45 60 75 90 105 120

AA

%

Hispanic HHs Non-Hispanic HHs

• Comparing the progressive viewing of Hispanic and non-Hispanic households to the 101/102 stacked episode shows a divergence at about minute 36, which introduced content about the integration of Latin music and culture into mainstream America.

• By the end of the program, Hispanic household ratings were more than double those of non-Hispanic households.

Frontline

• The ratings for Frontline reveal very consistent audiences among 40-64 year olds.

• The range is consistently between 0.6 to 0.8 in this demo, with only a few outliers.

• This program covers different topics each week but still delivers a consistent audience.

• One high point was a repeat of “Sick Around the World” timed during the peak of concern about H1N1 during fall 2009. (Topic+Timing=Success)

• Other highlights included “Obama’s War” and an episode on the middle class dealing with the recession.

• The lowest-rated program examined physician-assisted suicide, consistent with the lower appeal of medical topics in all programs.

Frontline

0.0

0.5

1.0

1.5

2.0

2.5

10/13

/09

10/20

/09

10/27

/09

11/03

/09

11/10

/09

11/17

/09

11/24

/09

12/15

/09

12/22

/09

01/19

/10

01/26

/10

02/02

/10

02/09

/10

02/16

/10

02/23

/10

03/02

/10

03/30

/10

04/13

/10

04/20

/10

04/27

/10

05/04

/10

05/11

/10

05/18

/10

05/25

/10

06/22

/10

06/29

/10

08/25

/10

Telecast Date

AA

%

A40-64 A40-49 A50-64 A65+

Frontline

Program Ep. # Episode Name Date A40-64 A40-49 A50-64 A65+Frontline 2611 Sick Around the World 11/10/09 1.3 1.0 1.6 2.0Frontline 2801 Obama's War 10/13/09 1.0 0.8 1.1 1.3Frontline 2803 Close to Home 10/27/09 0.9 0.8 1.0 1.5Frontline 2802 The Warning 10/20/09 0.8 0.8 0.9 1.3Frontline 2810 Flying Cheap 02/09/10 0.8 0.8 0.9 1.5Frontline 2809 Digital Nation 02/02/10 0.8 0.6 1.0 1.3Frontline 2813 Behind Taliban Lines 02/23/10 0.8 0.7 0.9 1.4Frontline 2815 Obama's Deal 04/13/10 0.8 0.6 1.0 1.5Frontline 1610 From Jesus to Christ: The First Christians 12/15/09 0.8 0.5 1.0 1.5Frontline 2817 College, Inc. 05/04/10 0.8 0.6 0.9 1.3Frontline 2812 The Wounded Platoon 05/18/10 0.8 0.7 0.9 1.4Frontline 2806 The Card Game 11/24/09 0.8 0.7 0.8 1.2Frontline 2805 A Death in Tehran 11/17/09 0.8 0.6 0.9 0.9Frontline 2806 The Card Game 01/26/10 0.8 0.6 0.9 1.3Frontline 2605 The Medicated Child 11/03/09 0.8 0.6 0.9 1.4Frontline 2805 A Death in Tehran 01/19/10 0.7 0.6 0.9 1.3Frontline 2802 The Warning 02/16/10 0.7 0.5 0.9 1.1Frontline 2814 The Quake 03/30/10 0.7 0.5 0.8 1.2Frontline 2816 The Vaccine War 04/27/10 0.7 0.6 0.7 1.2Frontline 2818 Law & Disorder 08/25/10 0.7 0.6 0.7 1.2Frontline 1612 From Jesus to Christ: The First Christians 12/22/09 0.7 0.5 0.8 1.1Frontline/World 902 Troubled Water 06/29/10 0.6 0.6 0.7 0.9Frontline 2807 The Dancing Boys of Afghanistan 04/20/10 0.6 0.4 0.8 1.7Frontline/World 901 The Carbon Hunters 05/11/10 0.6 0.3 0.8 0.9Frontline 2810 Flying Cheap 05/25/10 0.6 0.4 0.7 1.0Frontline 2811 The Suicide Tourist 06/22/10 0.5 0.3 0.7 1.1Frontline 2811 The Suicide Tourist 03/02/10 0.5 0.5 0.6 1.1

NOVA

• Compelling topics included anthropology, archaeology, and adventure

• There were mixed results for space topics

• New episodes of NOVA tended to perform better than repeats

NOVA

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

10/0

6/09

10/1

3/09

10/2

0/09

10/2

7/09

11/0

3/09

11/1

0/09

11/1

7/09

11/2

4/09

12/1

5/09

12/2

2/09

12/2

9/09

01/0

5/10

01/1

2/10

01/1

9/10

01/2

6/10

02/0

2/10

02/0

9/10

02/1

6/10

02/2

3/10

03/0

2/10

03/2

3/10

03/3

0/10

04/0

6/10

04/1

3/10

04/2

0/10

04/2

7/10

05/0

4/10

05/1

1/10

05/1

8/10

05/2

5/10

06/2

2/10

06/2

9/10

07/0

6/10

07/1

3/10

07/2

0/10

07/2

7/10

08/2

4/10

Telecast Date

AA

%

A40-64 A40-49 A50-64 A65+

NOVAProgram Ep. # Episode Name Date A40-64 A40-49 A50-64 A65+NOVA 3404 The Last Great Ape 12/22/09 1.9 1.4 2.3 3.9NOVA 3703 Riddles of the Sphinx 01/19/10 1.5 1.0 1.9 2.9NOVA 3704 Ghosts of Machu Picchu 02/02/10 1.5 1.1 1.8 3.3NOVA 3701 Killer Subs in Pearl Harbor 01/05/10 1.4 0.7 1.9 2.6NOVA | Becoming Human 3614 Birth of Humanity 11/10/09 1.4 0.8 1.8 2.2NOVA 3604 Extreme Ice 02/16/10 1.3 0.8 1.7 1.7NOVA 3601 The Incredible Journey of the Butterflies 01/26/10 1.3 1.0 1.5 3.0NOVA | Hunting the Edge of Space 3709 The Ever Expanding Universe 04/13/10 1.3 0.9 1.5 1.7NOVA 3705 Extreme Cave Diving 02/09/10 1.2 1.0 1.4 1.8NOVA 3603 Rat Attack 03/30/10 1.2 0.9 1.5 2.0NOVA 3617 What Darwin Never Knew 12/29/09 1.2 0.8 1.6 2.4NOVA 3607 Megabeasts' Sudden Death 02/23/10 1.2 0.9 1.5 2.0NOVA | Becoming Human 3615 Last Human Standing 11/17/09 1.2 0.8 1.5 2.6NOVA | Becoming Human 3613 First Steps 11/03/09 1.1 0.8 1.4 2.5NOVA 3702 Building Pharaoh's Ship 01/12/10 1.1 0.7 1.5 2.5NOVA 2303 B-29 Frozen in Time 07/20/10 1.1 1.0 1.3 2.6NOVA 3616 Lizard Kings 10/20/09 1.1 0.9 1.3 1.9NOVA | Hunting the Edge of Space 3708 The Mystery of the Milky Way 04/06/10 1.1 0.9 1.2 2.0NOVA 3710 Mt. St. Helens Back From the Dead 05/04/10 1.0 0.8 1.2 1.7NOVA 3315 The Deadliest Plane Crash 07/13/10 1.0 0.7 1.3 2.1NOVA 3611 Hubble's Amazing Rescue 10/13/09 1.0 0.6 1.3 1.8NOVA 3602 The Spy Factory 06/29/10 1.0 0.7 1.2 2.3NOVA 3519 The Big Energy Gamble 04/20/10 1.0 0.6 1.3 2.2NOVA 3508 Cracking the Maya Code 03/23/10 1.0 0.6 1.3 2.2NOVA 3218 Storm That Drowned a City 05/18/10 1.0 0.7 1.1 2.2NOVA 3107 Hunt for the Supertwister 05/11/10 0.9 0.6 1.2 1.3NOVA 3317 Family That Walks on All Fours 10/27/09 0.9 0.6 1.2 1.8NOVA 3502 The Four-Winged Dinosaur 08/24/10 0.9 0.5 1.2 2.0NOVA 3707 Mind Over Money 04/27/10 0.9 0.4 1.3 1.4NOVA 3612 What Are Dreams? 11/24/09 0.9 0.8 0.9 1.4NOVA 3402 Kings of Camouflage 06/22/10 0.9 0.5 1.2 1.9NOVA 3706 Pluto Files 03/02/10 0.9 0.7 1.0 1.3NOVA 3011 Who Killed the Red Baron? 07/27/10 0.9 0.7 1.0 2.2NOVA 3418 Missing in MiG Alley 07/06/10 0.8 0.5 1.1 2.0NOVA 3602 The Spy Factory 12/15/09 0.8 0.5 1.1 1.5NOVA 3312 Mystery of the Megavolcano 05/25/10 0.8 0.5 1.0 1.7NOVA 3605 Darwin's Darkest Hour 10/06/09 0.6 0.4 0.8 1.7