PledgeTRAC 2011 The State of Pledge Dev Workshop Jan

PledgeTRAC 2011 PBS Statistical Report Trends Pledge Results vs. 2007vs 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 Pledge Advantage Trends Results from 15 Pledge Advantage Stations Pledge Results vs. 2007vs 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 DPM & Avg Gift: Stable set of 15 Stations; calendar year 4

PledgeTRAC 2011 Average Pledge per 10 Minutes Stable set of 15 Stations; Calendar Year 5

PledgeTRAC 2011 Tuesday shows nice gains 6 Evening (7P-10P) DPM by Day of Week No real change by hour.

PledgeTRAC 2011 Ratings flat for 2011 vs 2010 Source: HH Viewing prime time from nine 2007 LPM markets primary stations 7

PledgeTRAC 2011 Top 5 Programs by % Dollars (main channel data only) 8

PledgeTRAC 2011 Pledgers continue to age 9 Percent of Pledgers by Age & Gender

PledgeTRAC 2011 Viewers too (prime time) 10 Percent of Viewers by Age & Gender

PledgeTRAC 2011 Pledge Older than Regular Schedule 11 Demographic Ratings in LPM Markets Pre & During Pledge, Dec-10 and Mar-11

PledgeTRAC 2011 Erosion - about 25% per play for hits 12 Programs include Brain Fitness; Carol King & JT; Folk Rewind; Rock, Pop Doo Wop; My Generation; Orman: Women & Money

PledgeTRAC 2011 Erosion - Gauge legs of show? 13 Erosion for 12 shows with 2 plays, 18 Stns

PledgeTRAC 2011 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% 14

PledgeTRAC 2011 PTV Viewership & Pledge 15

PledgeTRAC 2011 PTV Audience Butterflies 60% Regular Viewers 20% NPS Loyalists 20%

PledgeTRAC 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 % 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 versus a 1.3 non-pledge rating 2 nd 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 – 35% of – 48% of 65+ Weekend valuable real estate, have higher cumes in older demo groups (65+ 45% more) Regular audience IS pledge audience

PledgeTRAC 2011 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) 20

PledgeTRAC 2011 NPS loyalists do check in less (visits drop 10%) and spend fewer minutes: – 17% less for 65+ – 11% less for 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 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 % reached after 11 days 80% reached after 19 days

PledgeTRAC 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 pre- pledge… Is this a warning sign? 23

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 NPS & Pledge 25

PledgeTRAC 2011 Regular Viewers Find Pledge Shows 26

PledgeTRAC 2011 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 27

PledgeTRAC 2011 Use the PBS duplication charts to find out who watches what. Top promotion spots no surprise. Pledge and Promotion

PledgeTRAC 2011 To Promote to Boomers (any genre) ARS Am Ex Nature Nova Masterpiece Newshour 29

PledgeTRAC 2011 For Younger Music & Self Help ARS, Nova, Nature, Secrets/Dead, Frontline, Am Ex For Suze, specifically, it’s: – ARS – Nova – Nature & Newshour – Am Ex 30

PledgeTRAC 2011 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 31

PledgeTRAC 2011 To Promote Nature Genre/Theme Nature ARS Nova 32

PledgeTRAC 2011 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 33

PledgeTRAC 2011 end 34