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Accessible Witty and Clever Influential Local Impact Inspiring Global in Perspective Engaging Intelligent Diverse Educated Dynamic Compassionate.

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Presentation on theme: "Accessible Witty and Clever Influential Local Impact Inspiring Global in Perspective Engaging Intelligent Diverse Educated Dynamic Compassionate."— Presentation transcript:

1 Accessible Witty and Clever Influential Local Impact Inspiring Global in Perspective Engaging Intelligent Diverse Educated Dynamic Compassionate

2 Its true… For 40 years, PBS has been delivering award-winning, critically acclaimed programming… But, we werent talking about our programs…

3 Those are Our Viewers… PBS viewers are a lot like our programs, so its not surprising that you might have thought we were describing our programming. In fact, PBS is the number one place to reach viewers who are tuned in to the world around them – engaged in stimulating programming, and engaged in their communities.

4 Take a Closer Look PBS viewers arent only a desirable demographic in terms of features… PBS viewers also reflect America. And… PBS is Americas first choice provider for factual and literary-based content. –More viewers tune to PBS than to any other provider of similar programming. –Ratings for PBS genres consistently exceed those of providers of similar content.

5 PBS Audiences: Affluent, Educated, Influential Index 100 = Average U.S. Adult Source: 2009 Doublebase, Mediamark Research Inc. PBS Viewer INDEX

6 PBS Audiences Also Reflect America Source: Nielsen NPower 4Q09 Time Period & UE Reports, Total Day defined as M-Su 6a-6a

7 PBS Reaches America PBS is available in nearly every household in Americamatched only by ABC, CBS, NBC, and FOX. Thats right...our coverage surpasses all cable networks! Weve got viewers, too. Nearly 62 million people in 39 million households watch public television during an average week! Source: Nielsen NPower 4Q09 Time Period & UE Reports, Total Day defined as M-Su 6a-6a

8 Not only does PBS attract desirable viewers and have access to virtually every household in the country, but more households and adults watch PBS than providers of similar content. And, when ratings for PBS programming genres are compared to those of providers of similar content, PBS comes out ahead time and time again. PBS is Americas first choice provider for factual and literary-based content.

9 We know PBS reaches more households than many of our competitors Source: Nielsen NPower 4Q09 Time Period Report, Primetime defined as M-Su 8-11pm

10 And, PBS attracts competitive, younger audiences Source: Nielsen TV national People Meter, 09/24/ /21/2008, MTWTFSS 8:00PM-11:00PM

11 PBS Primetime Programming Reaches Adults Source: Nielsen TV national People Meter, 09/22/ /20/2009, MTWTFSS 8:00PM-11:00PM

12 PBS Primetime Programming Reaches More Adults Source: Nielsen TV national People Meter, 09/22/ /20/2009, MTWTFSS 8:00PM-11:00PM

13 … And those viewers are not always tuning in to other channels… Total Day Viewing Among Cable Households 47% of TV households that watch PBS do not tune into CNN 35% of TV households that watch PBS do not tune into The History Channel 34% of TV households that watch PBS do not tune into The Discovery Channel 37% of TV households that watch PBS do not tune into A&E Source: Nielsen NPower 4Q09 Duplication Report, Total Day defined as M-Su 6a-6a

14 Unduplicated Audiences Primetime Viewing Among Cable Households w/HHI $75K+ 58% of TV households that watch PBS do not tune into CNN during Primetime. 52% of TV households that watch PBS do not tune into A&E during Primetime. 52% of TV households that watch PBS do not tune into Bravo during Primetime. 41% of TV households that watch PBS do not tune into Discovery during Primetime Source: Nielsen NPower 4Q09 Duplication Report, Primetime Defined as M-Su 8-11pm

15 PBS Science & Nature Programming NOVA, Nature – For over 40 years PBS has been the leading provider of science and nature programming, and PBS continues to achieve higher ratings than providers of similar content. PBS continues to provide the public with meaningful scientific investigations such as the upcoming special, NOVA: Human Origins For PBS: Nielsen. All drama, science/nature, history/biography, how-to and news/public affairs programs fed Sept. 08 – Sept. 09, including specials, miniseries, and regular series. For cable: Nielsen TV national People Meter, 09/22/ /20/2009, MTWTFSS 8:00PM-11:00PM

16 PBS History & Biography Programming Marquee history & biography series such as American Experience, History Detectives, and American Masters attract more viewers than providers of similar content. PBS also features unparalleled historical programming like the winner of three Primetime Emmys® THE WAR and AMERICAN EXPERIENCE: Roberto Clemente that won ALMA award. For PBS: Nielsen. All drama, science/nature, history/biography, how-to and news/public affairs programs fed Sept. 08 – Sept. 09, including specials, miniseries, and regular series. For cable: Nielsen TV national People Meter, 09/22/ /20/2009, MTWTFSS 8:00PM-11:00PM

17 PBS Drama Programming Award-winning, and much loved, drama and performance programs such as Masterpiece Theatre, and Mystery! attract more viewers than many comparable cable providers. With stand-out performances such as the recent multiple-Emmy Award ® winner, Masterpiece Theater: Cranford, PBS continues to bring the highest quality Drama programming to broadcast television. For PBS: Nielsen. All drama, science/nature, history/biography, how-to and news/public affairs programs fed Sept. 08 – Sept. 09, including specials, miniseries, and regular series. For cable: Nielsen TV national People Meter, 09/22/ /20/2009, MTWTFSS 8:00PM-11:00PM

18 PBS News and Public Affairs Programming News and Public Affairs Programming such as The Newshour with Jim Lehrer, Washington Week, Frontline and others continue to attract competitive, loyal audiences. PBS continues to expand program offerings in the areas of news and public affairs with new seasons of NOW, Frontline, the Nightly Business Report and Tavis Smiley. For PBS: Nielsen. All drama, science/nature, history/biography, how-to and news/public affairs programs fed Sept. 08 – Sept. 09, including specials, miniseries, and regular series. For cable: Nielsen TV national People Meter, 09/22/ /20/2009, MTWTFSS 8:00PM-11:00PM

19 Association with PBS Also Enhances Your Brand Image

20 Sponsoring PBS Programming Does Your Brand Good PBS and PBS KIDS enjoy public trust and high brand equity. Recent research by Total Research Corporation shows that companies recognized as PBS sponsors are seen by viewers as higher quality. This halo effect crosses over multiple categories: financial, energy, technology and childrens goods.

21 PBS – A Trusted Media Source Source: Roper Public Opinion Poll on PBS, February For six years in a row, the Roper poll has shown that Americans consider PBS the nations most trusted institution among nationally known organizations!

22 This Trust and Brand Equity Transfers to Sponsors – And Weve Got the Data to Prove It! In 2006, PBS commissioned Harris Interactive and Total Research to conduct a surveys to explore the impact of the PBS Brand on sponsors. The results show that association with PBS had a measurable, positive impact on a sponsors brand image as reflected in quality perceptions.

23 PBS KIDS: Highly Rated Among Parents PBS KIDS Image Tracking Survey, Harris Interactive Market Research, September 2006, among parents with children ages * Average rating on an 11-point scale where 10 = outstanding/extraordinary, 5 = quite acceptable, and 0 = poor/unacceptable

24 Quality Lift Results by Industry* PBS Helps Build Sponsors Brands Industry AVG Quality Score Among All Respondents in Study AVG Quality Score Did Not Identify Company as Sponsor on PBS AVG Quality Score Identified Company as Sponsor on PBS AVG Quality Lift AVG % Lift Financial (5) % Technology (2) % Auto/Energy (3) % Retail (3) % Manu/Chemical (3) % TOTAL AVG (17) % *Quality lift=quality score difference between those who have seen the corporation/brand sponsoring programs on PBS and those who have not (column 3 - column 2) PBS Sponsorship – Awareness and Impact on Quality Perceptions, Harris Interactive, August, 2006.

25 The average quality score among companies that respondents identified as a PBS sponsor was 15% higher than quality scores among those who were not recognized. … 16% higher for financial services companies identified as a PBS sponsor … 15% higher for manufacturing and chemical companies identified as a PBS sponsor … 14% higher for retail companies identified as a PBS sponsor … 11% higher for automotive and energy companies identified as a PBS sponsor In Other Words… You Can Do Well by Doing Good PBS Sponsorship – Awareness and Impact on Quality Perceptions, Harris Interactive, August, 2006.

26 How Does Program Sponsorship Work?

27 Sponsorship in Action PBS Program Sponsorship packages deliver the following on-air benefits: –Two :15 spots on each broadcast of sponsored programming in an uncluttered environment No competing sponsors from the same industry will be associated with the programs you select. Only a maximum of 3 national sponsors per program are accepted. Daily programs will receive 520 or more national spots per year. –Your sponsor messages will be seen on every broadcast during the sponsorship term.

28 Sponsorship in Action PBS Program Sponsorship packages include the following off-air benefits: –Marketing and Promotional Opportunities: Specialized sponsorship programs can be developed to meet your strategic goals. –Sponsors can leverage their associations with programming through multiple channels: »promotional arrangements, »outreach materials, »localized events and more! –PBS can offer sponsors opportunities to tie-in to nation-wide initiatives such as annual PBS Auctions. –PBS can support your sponsorship through additional advertising and promotion in key markets or to key constituents. »Print advertising, FSI distribution, brochures and other materials can be developed.

29 Sponsorship in Action PBS Program Sponsors receive the following off-air benefits: –Marketing and Promotional Opportunities (cont.): Hyperlinked logo placement on content home pages –some additional opportunities like banners and other display units throughout the program site can available with extra cost attached to them. –PBS.org receives over 9 million unique visitors each month. Public relations opportunities: –Public relations efforts can be tailored to your strategic direction. »Consumer and trade campaigns can be developed. »Sponsors are often included in PBS events with members of Congress and the National Government.

30 PBS Sponsorships Case Study Examples

31 Ford Motor Company: Nature Goals: –Increase positive associations with education and environment year- round. –Raise awareness and positive associations during launch of Ford Contour. Elements: –On-air credits on weekly broadcasts of Nature. Sponsor messages included on Home Video. Sponsor logo and hyperlink included on Nature homepage. –Outreach materials, including: Educational collateral distribution (65,000 pieces). Press and advertising. Screening events. Contest to win a trip to a Nature program location. Results: –Ford positioned as a leader in year-round environmental stewardship.

32 Johnson & Johnson: American Family Goal. –Raise profile of Johnson & Johnson among Hispanic Americans and further its diversity messaging. Elements: –On-air program sponsorship. On-air credit placement, plus logo and hyperlink placement on PBS.org. –In the first season, the American Family web site registered over 1.2 million pageviews. –Advertising: Johnson & Johnson lgoo featured in key-market print and outdoor advertising. –Off-air Outreach. Johnson & Johnsons message reached nearly 700,000 person in 5 key markets through PBS station supported outreach. Johnson & Johnsons message further extended through programs in association with national partners including Generations United, League of United Latin American Citizens, MANA, National Council of La Raza and the National Latino Childrens Institute, among others. Results: –Johnson & Johnson capitalized on both on-air and off-air opportunities to carry diversity message. –Off-air station outreach and American Family national partners reached nearly 7 million people. Source: PTNP American Family Outreach Report, 2004

33 Ernst & Young: Great Performances Goals: –Position E&Y as a leader in business consulting and a superior financial performer among key b-to-b decision makers. –Demonstrate ongoing commitment to customers, employees, its corporate culture and the arts. Elements: –On-air credit: 36, 15-second sponsor messages during the Great Performances Season. –Online logo placement: An interactive web site with signage and hyperlinks to the E&Y corporate site, attracting over 100,000 unique monthly visits. –Print: Promotional ads in the New York Times reaching 1.1 million viewers in addition to ads in Stagebill and Town & Country. –Off-Air: Tickets for clients and employees to Great Performances premieres and tapings in the US and around the world. Results: –E&Y visibility was boosted in serious, yet glamorous ways among highly educated professionals. –Key clients and employees received privileged access to top-quality entertainment.

34 Lipton Noodle Soup: Clifford Goals: –Raise the profile of Lipton Noodle Soups among moms. –Increase retail presence in the grocery aisle. Elements: –On-air program sponsorship. Logo and hyperlink placement on Clifford homepages on PBSKIDS.org and PBSParents.org. Re-design of Liptons own homepage to accent its relationship with Clifford. –Off-air promotional arrangement with Scholastic. Four promotional offers over the course of a full year. Seasonal promotions with Ronald McDonald House and Wal*Mart. Result: –Raised profile of Lipton Noodle Soup through on-air and off-air relationship with Clifford The Big Red Dog. –Excellent redemption of self liquidating, promotional offers.


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