The View From Outside: PBS’s Pledge Audience Presented at Trac Media Service’s 2013 Development Workshop January 15, 2013 Steve McGowan Monocacy Media Partners 1

“Money (That’s What I Want)” The Beatles I can name that tune in __ seconds… 2 #1 #2 “Money, Money, Money” ABBA #3 #4 “You Never Give Me Your Money” The Beatles “Money” Pink Floyd

After Years of Living on the “Dark Side” I am Getting Back Up to Speed Station Pledging—how much, how often Pledge audiences Ratings patterns Demographic composition Donor motivations 3

The Big Pledge Titles Anne of Green Gables A 60s Folk/Rock Reunion Peter, Paul & Mary 25 th Anniversary Spencer Tracy Legacy Nat Geo “Jerusalem” W.C. Fields Straight Up Benny Goodman: Let’s Dance Gala of Stars Plus over 13 hours of regular series Plus over 13 hours of regular series The Big Pledge Titles The Arlo Guthrie Show Nat Geo “Grizzlies” GP “Jimmy Stewart: Wonderful Life” Country Music Legends Tom Peters: Power of Excellence Minnelli on Minnelli Celebrating a Jazz Master (Thelonious Monk) Lawrence Welk: TV’s Music Man Mancini & Friends A Musical Toast: Stars Shine on PTV Plus over 15 hours of regular series Plus over 15 hours of regular series 4

No. of Stations Pledging Each Period 5

Average Days Per Pledging Station 6

Who Pledges? More women than men Older people pledge more than younger people (65+ and year olds) College educated pledge more often Caucasians pledge most 7

Annual PBS Prime Time Ratings: Pledge and Non-Pledge 8 Non-pledge ratings have averaged 20% more than Pledge months the past five years, hitting a record gap (28%) last season. Note: June was moved to the Pledge average beginning

Pledge PBS Weekly Prime Ratings 9

Who Watched Most Last February*? Household CharacteristicAA% Broadcast only homes2.8 Not in Labor Force2.6 Head of Home 4+ Yrs of College2.0 Household Income $20-39K1.8 HH Income $40-59K and $100K+1.7 PBS Average1.6 *3 weeks prior to pledge (Feb 12-March 3, 2012) PBS “Upscale” + 4.1% + NILF, Owns Home, HOH 4+ Yrs College 10

How Did Their Viewing Change During Pledge?* Household CharacteristicAA% Chng Household income $100K+-52% Head of Home 4+ Years College-47% HH Income $40-59K-42% Not in Labor Force-38% PBS Average-38% Household Income $20-39K-32% Broadcast only homes-23% *March 4-24, 2012 PBS “Upscale” + -47% + NILF, Owns Home, HOH 4+ Yrs College 11

Households Transition to Pledge In both 2010 and 2011, the March pledge period reached nearly the same number of households as the month prior. In 2012 reach did drop, falling from 43MM households to 38.7 translating into a smaller percentage of the pre-pledge audience 41.6MM Household Audience Duplication Pre-Pledge Source: Nielsen NPower Reach & Frequency Duplication Report, 6-min qualifier, Feb/Mar MM Pledge March MM 43.3MM March MM 38.7MM March 2012 Pre-Pledge Pledge Pre-Pledge Pledge 76% 69%65% 12

Pledge Average Daily Minutes decline for all three key age segments during pledge 13

March 2012 Pledge Specials ProgramStation CountHH Rating GPER Phantom of the Opera Big Band Vocalists PBS March Prime Average1.1 Dr. Wayne Dyer Wishes Superstars 70’s Soul Il Volo Takes Flight Peter Paul & Mary GPER Tony Bennett Oscar & Hammerstein II Easy Yoga Easing Pain Yanni Live El Morro Horses Of The West Under The Streetlamp

Summary Weekly and monthly ratings during Pledge periods have eroded at a greater rate than non-pledge months As seen previously, Pledge does not bring in a different audience profile. In fact, much of the pre-pledge audience carries over to the ensuing pledge drive Fall-off is occurring most among Nielsen’s standard upscale and “PBS Upscale” demos 15