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
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