TRAC Development Workshop 2013 1 The State of

TRAC Development Workshop 2013 1 The State of

TRAC Development Workshop 2013 1 The State of Pledge Dev Workshop 2013 15 Jan 2013 2 PBS Statistical Report Trends 2012 Pledge Results vs. 2008 vs. 2011 Dollars 3% -4%

Pledges -6% -4% Break Minutes 33% 6% DPM -29% -9% 3 Pledge Advantage Trends

2012 Pledge Results vs. 2008 vs. 2011 Dollars -18% -8% Pledges -13% -9% Break Minutes 15% -3%

DPM -29% -5% Avg Gift -6% 2% Results from 16 Pledge Advantage Stations 4 DPM & Avg Gift: 2008-2012 Stable set of 16 Stations; calendar year $180 $160 $155 $144

$140 $137 $144 $146 $120 $100 $90 $80 $68 $64 $67 $64

$60 DPM Avg Gift $40 $20 $0 2008 2009 2010 2011 2012 5 Average Pledge per 10 Minutes

Stable set of 16 Stations; Calendar Year 7.00 6.00 5.77 4.77 5.00 4.71 4.70 4.37 4.00 Pldg/10Min 3.00 2.00 1.00 0.00

2008 2009 2010 2011 2012 6 Sunday Up Evening (7P-10P) DPM by Day of Week 200 180 160 140 120 100 80 60 40 20

0 Sun 20 08 Mon Tue Wed Thu Fri Sat 7 Top 5 Programs by

% Dollars (main channel data only) 2012 Highest Grossing Programs Programs %BrkMin %Dollars DR 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% 2011 Highest Grossing Programs Programs

%BrkMin %Dollars S 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% 2008 Highest Grossing Programs Programs %BrkMin %Dollars BRAIN 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% 8 Ratings for pledge down 1.40 1.23 1.20 0.97 1.00 0.80

0.96 0.73 Non Pledge Pledge 0.60 0.60 0.47 0.40 0.20 0.00 2008 2011 2012

Source: HH Viewing prime time from nine 2007 LPM markets primary stations 9 Pledgers 65+ Percent of Pledgers by Age & Gender 70% 63% 63% 60% 49% 50% 39% 40% 2008 2011 2012

31% 30% 30% 20% 10% 0% 3%1%1% A18-34 9% 6%6% A35-49 A50-64 A65+ 10 Viewers too (prime time) Percent of Viewers by Age & Gender 45%

39% 39% 35% 40% 35% 28% 28% 28% 30% 25% 20% 16% 14% 15% 14% 23% 19% 17%

2008 2011 2012 10% 5% 0% A18-24 A35-39 A50-64 A65+ 11 End 12 Pledge Older than Regular Schedule Demographic Ratings in LPM Markets

Pre & During Pledge , Dec-10 and Mar-11 0.92 0.7 -48% 0.43 0.27 0.11 -38% -24% A 50-64 A 65+ 0.06 A 18-49

Pre During 13 Erosion - about 25% per play for hits Average Pledge Index Erosion 3 Plays, 18 Stns 300 278 250 202 200 154 150 100 50

0 Play 1 Play 2 Play 3 Programs include Brain Fitness; Carol King & JT; Folk Rewind; Rock, Pop Doo Wop; My Generation; Orman: Women & Money 14 Erosion - Gauge legs of show? Erosion for 12 shows with 2 plays, 18 Stns 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% 15 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% 16 PTV Viewership & Pledge 17 PTV Audience Butterflies 60% Regular Viewers 20%

NPS Loyalists 20% 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. Household Audience Duplication March 2010 Pre-Pledge 4 Weeks March 2011 Pledge 4 Weeks Pre-Pledge 4 Weeks 76% Reach: 41.6MM Pledge 4 Weeks

69% Reach: 41.4MM Reach: Source: Nielsen NPower Reach & Frequency Duplication Report, 6-min qualifier, Feb/Mar 2010 43.7MM Reach: 43.3MM 19 March Audience Stats 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, didnt change this March at all. Last year went up to a 63.

Regular audience IS pledge audience 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) 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) 22 The Differences 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 Loyal Build Up Cume It took three more days to reach 80% of the loyal 40+ audience in March 2011, and one less to reach 80% ofLoyal all viewers. PBSday March 2011 Pledge: Viewer Buildup Loyals 40+

ReachBuildup % 100 90 80 70 60 50 40 30 20 10 0 80% reached after 11 days 80% reached after 19 days 1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829 Day of Pledge Drive

24 Source: Nielsen NPower Reach & Frequency Report, 6-min qualifier, Mar 2011 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 prepledge Is this a warning sign? 25 Frontloading 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. NPS & Pledge American Experience

Antiques Roadshow Frontline Independent Lens Masterpiece Nature Need to Know NOVA NOVA 10PM NOVA ScienceNOW Washington Week PBS Newshour Avg. % of Aud. Watching Pledge 8 7 8 11 8 7 10 8 9

8 12 7 Avg.% of Pledge Viewership 32 46 22 14 27 36 16 33 13 28 14 26 27 Regular Viewers Find Pledge Shows Washington Week American Experience

Frontline Independent Lens Masterpiece Need to Know NOVA 10PM NOVA ScienceNOW Antiques Roadshow NOVA PBS Newshour Nature # Shows 10% or More 8 6 6 6 6 6 6 6 5 5

5 4 28 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 29 Pledge and Promotion Use the PBS duplication charts to find out who watches what. Top promotion spots no surprise. To Promote to Boomers (any genre)

ARS Am Ex Nature Nova Masterpiece Newshour 31 For Younger Music & Self Help ARS, Nova, Nature, Secrets/Dead, Frontline, Am Ex For Suze, specifically, its: ARS Nova Nature & Newshour Am Ex

32 Welks 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 33 To Promote Nature Genre/Theme Nature ARS

Nova 34 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 35 end 36

Recently Viewed Presentations

  • Perfusion & Coronary Artery Disease

    Perfusion & Coronary Artery Disease

    CARDIAC PERFUSION Brunner, chapter 25 The essential function of the CV and pulmonary systems is to provide a continuous supply of oxygenated blood to every cell in the body (see next slide). Changes in perfusion affect all human functions such...
  • Pierce Genetics: A Conceptual Approach 3e

    Pierce Genetics: A Conceptual Approach 3e

    Saqqaq people: lived in Greenland; DNA sequenced from hair tufts from 4000-year-old male; found the sequences matched those from the Chukchis from Russia. * * Figure 10.2 Griffith's experiments demonstrated transformation in bacteria. * Figure 10.3 Avery, MacLeod, and McCarty's...
  • Vanderbilt University Biomedical Engineering

    Vanderbilt University Biomedical Engineering

    Vanderbilt University Biomedical Engineering BME 272-273 Senior Design Description This course integrates the engineering and life science backgrounds of senior biomedical engineering students through the presentation of design principles for medical devices and systems.
  • TRENDS AND CHALLENGES - University of Kentucky

    TRENDS AND CHALLENGES - University of Kentucky

    TRENDS AND CHALLENGES Exploring the Landscape of Education in Psychology Some Significant Trends Diversity/Multiculturalism Education as a Business Multidisciplinary Approach Pragmatic View of Educational Goals Techno-Education Information Explosion (De)Personalization of Education Escalating Cost of Education Change in the Educational Landscape...
  • OVERVIEW Impressive statistics!  Over 2 Million youth participants

    OVERVIEW Impressive statistics! Over 2 Million youth participants

    The program is coordinated and underwritten by Tropicana, a division of PEPSICO and administered through the . 4-H Youth Development Program, Extension Service of the University of Florida. the public speaking course has expanded to accommodate hundreds of thousands of...
  • Energy in Ecosystems

    Energy in Ecosystems

    Construct a food web for your biome. It must include at least 10 organisms. You must include pictures and color. #2—Common Biotic Factors ; Provide that common biotic factors for your biome, including common predators, prey, and vegetation.
  • Programming Languages & Software Engineering

    Programming Languages & Software Engineering

    Improve CSE and UW reputation. Feedbackto improve conventional courses. New modalities (video) Massive data. Impetus for error-free instructions. Yes, this costs money, but remarkably little. October 24, 2012. Upcoming UW CSE Courses on Coursera
  • www.tecpedu.net

    www.tecpedu.net

    The forearm is in the neutral position with the wrist in slight extension (10°-20°), the MCP joint in 50° of flexion, and the proximal and distal interphalangeal joints in slight flexion (10°-15°). When immobilizing a metacarpal neck fracture, the MCP...