PledgeTRAC 2011 1

The State of Pledge

Dev Workshop 201210 Jan 2012

PledgeTRAC 2011 2

PBS Statistical Report Trends

2011 Pledge Results

vs. 2007 vs. 2010

Dollars -16% 13%

Pledges -10% 5%

Break Minutes 39% 5%

DPM -46% 8%

- Long-term - Big losses in dollars and gains in minutes - Against 2010 – Dollars and break minutes up

PledgeTRAC 2011 3

Pledge Advantage Trends

Results from 15 Pledge Advantage Stations

2011 Pledge Results

vs. 2007 vs. 2010

Dollars -21% 0%

Pledges -13% -5%

Break Minutes 21% -8%

DPM -34% 8%

Avg Gift -9% 5%

- Long-term - Big losses in dollars and gains in minutes - Against 2010 – Dollars flat and break minutes DOWN

PledgeTRAC 2011 4

DPM & Avg Gift: 2007-2011 Stable set of 15 Stations; calendar year

2007 2008 2009 2010 2011$0

$20

$40

$60

$80

$100

$120

$140

$160

$180

$106$90

$68 $65 $70

$158 $155$143 $137

$144

DPMAvg Gift

PledgeTRAC 2011 5

Average Pledge per 10 MinutesStable set of 15 Stations; Calendar Year

2007 2008 2009 2010 20110.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

8.00

6.71

5.83

4.77 4.71 4.86

Pldg/10Min

PledgeTRAC 2011 6

Tuesday shows nice gains

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

Sun Mon Tue Wed Thu Fri Sat0

50

100

150

200

250

200720102011

No real change by hour.

PledgeTRAC 2011 7

Ratings flat for 2011 vs 2010

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

2007 2010 20110.00

0.20

0.40

0.60

0.80

1.00

1.20

1.401.29

0.98 0.98

0.83

0.58 0.60Non Pledge Pledge

PledgeTRAC 2011 8

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

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 %DollarsDR AMEN: CHNG-BRN-BODY 4% 5%MAGIC MOMENTS: 50S POP 3% 5%E SULLIVAN: 60S ROCK&ROLL 3% 4%MM: FOLK REWIND 2% 3%EASY YOGA-ARTHRITIS 2% 3%

Programs %BrkMin %DollarsS ORMAN: WOMEN&MONEY 8% 11%DOO WOPS BEST 4% 5%DR W DYER: CHANGE-LIFE 5% 4%MM: BRITISH BEAT 4% 4%BRAIN FITNESS PROGRAM 1% 4%

2007 Highest Grossing Programs

2010 Highest Grossing Programs

2011 Highest Grossing Programs

PledgeTRAC 2011 9

Pledgers continue to age

Percent of Pledgers by Age & Gender

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

10%

20%

30%

40%

50%

60%

70%

3%

11%

40%46%

1%7%

33%

59%

1%6%

31%

62%

200720102011

PledgeTRAC 2011 10

Viewers too (prime time)

Percent of Viewers by Age & Gender

A1834 A3549 A5064 A65plus0%5%

10%15%20%25%30%35%40%45%50%

6%

18%

30%

42%

5%

15%

31%

45%

5%

13%

31%

47%

200720102011

PledgeTRAC 2011 11

Pledge Older than Regular Schedule

A 18-49 A 50-64 A 65+

0.11

0.43

0.92

0.06

0.27

0.7

Pre During

-48%

-38% -24%

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

PledgeTRAC 2011 12

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

PledgeTRAC 2011 13

Erosion - Gauge legs of show?

Program %Diff

AVERAGE 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

PledgeTRAC 2011 14

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%

PledgeTRAC 2011 15

PTV Viewership & Pledge

PledgeTRAC 2011

PTV AudienceButterflies 60%

Regular Viewers 20%

NPS Loyalists 20%

PledgeTRAC 201117

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

PledgeTRAC 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

PledgeTRAC 2011

• 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

PledgeTRAC 2011 20

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)

PledgeTRAC 2011

• 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

PledgeTRAC 2011 22

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 Bui

ldup

%

Day of Pledge Drive

PBS March 2011 Pledge: Loyal Viewer Buildup

Loyals 40+

80% reached after 11 days

80% reached after 19 days

PledgeTRAC 2011 23

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?

PledgeTRAC 2011

• 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

PledgeTRAC 2011 25

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

PledgeTRAC 2011 26

Regular Viewers Find Pledge Shows# Shows 10% or

More

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

PledgeTRAC 2011 27

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

PledgeTRAC 2011

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

• Top promotion spots no surprise.

Pledge and Promotion

PledgeTRAC 2011 29

To Promote to Boomers (any genre)

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

PledgeTRAC 2011 30

For Younger Music & Self Help

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

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

PledgeTRAC 2011 31

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

PledgeTRAC 2011 32

To Promote Nature Genre/Theme

• Nature• ARS• Nova

PledgeTRAC 2011 33

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

PledgeTRAC 2011 34

end