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TRAC Development Workshop

2013

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The State of Pledge

Dev Workshop 201315 Jan 2013

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PBS Statistical Report Trends

2012 Pledge Results

vs. 2008 vs. 2011

Dollars 3% -4%

Pledges -6% -4%

Break Minutes 33% 6%

DPM -29% -9%

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Pledge Advantage Trends

Results from 16 Pledge Advantage Stations

2012 Pledge Results

vs. 2008 vs. 2011

Dollars -18% -8%Pledges -13% -9%Break Minutes 15% -3%

DPM -29% -5%Avg Gift -6% 2%

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DPM & Avg Gift: 2008-2012 Stable set of 16 Stations; calendar year

2008 2009 2010 2011 2012$0

$20

$40

$60

$80

$100

$120

$140

$160

$180

$90

$68 $64 $67 $64

$155$144 $137 $144 $146

DPMAvg Gift

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Average Pledge per 10 MinutesStable set of 16 Stations; Calendar Year

2008 2009 2010 2011 20120.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

5.77

4.77 4.71 4.704.37

Pldg/10Min

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Sunday Up…

Evening (7P-10P) DPM by Day of Week

Sun Mon Tue Wed Thu Fri Sat0

20406080

100120140160180200

200820112012

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Top 5 Programs by % Dollars(main channel data only)

Programs %BrkMin %DollarsDR W DYER: WISHES FULFLLD 6% 7%DR AMEN: USE-BRAIN-AGE 4% 6%J FUHRMAN: 3 STEPS-HEALTH 3% 4%SUPERSTARS-70'S SOUL LIVE 3% 3%DOWNTON ABBEY REVSTED 1% 3%

Programs %BrkMin %DollarsS ORMAN: MONEY CLASS 10% 7%J FUHRMAN: 3 STEPS-HEALTH 6% 5%ROCK, POP & DOO WOP 5% 4%LES MISERABLES-CNCRT25TH 5% 2%GP: JACKIE EVANCHO-DRM ME 4% 2%

Programs %BrkMin %DollarsBRAIN FITNESS PROGRAM 4% 7%S ORMAN: WOMEN&MONEY 6% 6%E SLOTT: STAY RICH-EVER 4% 5%MM: MY GENERATION-60S 3% 4%DR AMEN: CHNG-BRN-LIFE 90 3% 4%

2008 Highest Grossing Programs

2011 Highest Grossing Programs

2012 Highest Grossing Programs

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Ratings for pledge down

Source: HH Viewing prime time from nine 2007 LPM markets primary stations

2008 2011 20120.00

0.20

0.40

0.60

0.80

1.00

1.20

1.401.23

0.97 0.96

0.730.60

0.47

Non Pledge Pledge

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Pledgers 65+

Percent of Pledgers by Age & Gender

A18-34 A35-49 A50-64 A65+0%

10%

20%

30%

40%

50%

60%

70%

3%9%

39%

49%

1%6%

30%

63%

1%6%

31%

63%

200820112012

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Viewers too (prime time)

Percent of Viewers by Age & Gender

A18-24 A35-39 A50-64 A65+0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

14%

23%

28%

35%

14%19%

28%

39%

16% 17%

28%

39%

200820112012

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End

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Pledge Older than Regular Schedule

A 18-49 A 50-64 A 65+

0.11

0.43

0.92

0.06

0.27

0.700000000000001

Pre During

-48%

-38% -24%

Demographic Ratings in LPM MarketsPre & During Pledge , Dec-10 and Mar-11

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Erosion - about 25% per play for hits

Play 1 Play 2 Play 30

50

100

150

200

250

300 278

202

154

Average Pledge Index Erosion3 Plays, 18 Stns

Programs include Brain Fitness; Carol King & JT; Folk Rewind; Rock, Pop Doo Wop; My Generation; Orman: Women & Money

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Erosion - Gauge legs of show?

Program %DiffAVERAGE PROGRAM -26%

CAROLE KING - JAMES TAYLOR: LIVE AT THE TROUBADOUR -49%

AMERICAN SOUNDTRACK: DOO WOP'S GREATEST HITS -39%

GREAT PERFORMANCES: HITMAN: DAVID FOSTER -36%

MM: ROCK, POP AND DOO WOP -36%

MY MUSIC: MY GENERATION: THE 60S -35%

MY MUSIC: DOO WOP LOVE SONGS -34%

JOHN SEBASTIAN PRESENTS: FOLK REWIND (MY MUSIC) -25%

GREAT PERFORMANCES: BOCELLI AND FOSTER -21%

DR WAYNE DYER: CHANGE YOUR THOUGHTS, LIFE 4%

ROY ORBISON & FRIENDS: A BLACK AND WHITE NIGHT 7%

BRAIN FITNESS PROGRAM 10%

Erosion for 12 shows with 2 plays, 18 Stns

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The Points

• Signs of recovery after 2008• Tuesday bump• Self help hits return• Pledgers and viewers continue to age• Chase away more younger viewers during

pledge• Erosion should be about 25%

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PTV Viewership & Pledge

PTV AudienceButterflies 60%

Regular Viewers 20%

NPS Loyalists 20%

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Regular Viewership Matters• March draws nearly the same number of HHs as Feb.• Majority of pre-pledge viewers also watched some portion of

the pledge month, 76% last year and 69% this year.

Reach: 41.6MM

Household Audience Duplication

Pre-Pledge 4 Weeks

Source: Nielsen NPower Reach & Frequency Duplication Report, 6-min qualifier, Feb/Mar 2010

76%

Reach: 41.4MM

Pledge 4 Weeks

March 2010

Reach: 43.7MM

Pre-Pledge 4 Weeks

69%

Reach: 43.3MM

Pledge 4 Weeks

March 2011

• March Avg. Rating is a 1.0 - 1.1 versus a 1.3 non-pledge rating

• 2nd week of pledge is lowest rated• Median age of PBS viewer is 62, didn’t change

this March at all. Last year went up to a 63.

March Audience Stats

• Very few new/unique viewers for pledge• March 2011 cume 37, prior year 36• For demos reach:

– 21% of 40-49– 35% of 50-64– 48% of 65+

• Weekend valuable real estate, have higher cumes in older demo groups (65+ 45% more)

Regular audience IS pledge audience

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How Much Loyals View in March

• Under 65 view 6 days, 300 min (5 hours)• 65+ view 7 days 377 min (6 hours,15 min)

• NPS loyalists do check in less (visits drop 10%) and spend fewer minutes:– 17% less for 65+– 11% less for 50-64

• Younger (50 on down) music has highest percentage of “new” viewers (15-19%) but absolute numbers are very small

• Self help gets a little over 10% “new” folks in, again very small numbers

The Differences

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Loyal Build Up Cume • It took three more days to reach 80% of the loyal 40+ audience in March

2011, and one day less to reach 80% of all viewers.

Source: Nielsen NPower Reach & Frequency Report, 6-min qualifier, Mar 2011

0102030405060708090

100

1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829

Reac

h Bu

ildup

%

Day of Pledge Drive

PBS March 2011 Pledge: Loyal Viewer Buildup Loyals 40+

80% reached after 11 days

80% reached after 19 days

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Loyals & Pledge

• Reach 75% of them in first week• But in 2011 it took 3 days longer to reach 80%

of them & we had less overlap with pre-pledge…

• Is this a warning sign?

• Studies from early 90s showed cume reaching most heavy viewers after just a few days

• Now add viewers & cume throughout the drive• Frontloading not as critical as in the past, BUT…• Loyal viewers and older viewers still cume in

fairly quickly. At 80% after 11 days.• Gather information about show performance &

take advantage of weekend high cumes.

Frontloading

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NPS & Pledge

Avg. % of Aud. Watching Pledge

Avg.% of Pledge Viewership

American Experience 8 32Antiques Roadshow 7 46Frontline 8 22Independent Lens 11 14Masterpiece 8 27Nature 7 36Need to Know 10 16NOVA 8 33NOVA 10PM 9 13NOVA ScienceNOW 8 28Washington Week 12 14PBS Newshour 7 26

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Regular Viewers Find Pledge Shows# Shows 10% or

MoreWashington Week 8American Experience 6Frontline 6Independent Lens 6Masterpiece 6Need to Know 6NOVA 10PM 6NOVA ScienceNOW 6Antiques Roadshow 5NOVA 5PBS Newshour 5Nature 4

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Largest Percent of Regular Audience Viewing a Single Pledge Show

• Three hit 20%• Washington Week with Rock, Pop & Doo Wop

& Les Miserables• Masterpiece & Les Miserables• Largest overlap in terms of sheer numbers will

be ARS & Rock, Pop & Doo Wop - 13% of the ARS audience watched

• Use the PBS duplication charts to find out who watches what.

• Top promotion spots no surprise.

Pledge and Promotion

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To Promote to Boomers (any genre)

• ARS• Am Ex• Nature• Nova• Masterpiece• Newshour

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For Younger Music & Self Help

• ARS, Nova, Nature, Secrets/Dead, Frontline, Am Ex

• For Suze, specifically, it’s:– ARS– Nova– Nature & Newshour– Am Ex

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Welk’s Big Band

• 47% of the 65+ viewers also watched ARS• 36% of the 65+ viewers also watched Nature• Next best spots to promote (23%)• Newshour• Am Ex• Masterpiece

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To Promote Nature Genre/Theme

• Nature• ARS• Nova

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Strategies

• Maximize pre-pledge viewership• Still frontload, but you can roll things out

more slowly• Take advantage of weekends to repeat older

skewing titles (space out premiere of the possibly weaker/unknown self-help)

• Try to find affinity with regular schedule slots• Target your promotion

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end