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Waiting For Your Cat to Bark

Waiting For Your Cat to Bark. Audiences and Geography. David J. LeRoy. Geography is Destiny. 6%. 16%. 49%. 29%. Comparing Two Similar Sized DMAs. The Impact of Geography. FCC Says This Is KPBS’s Signal. Real Coverage Map of KPBS. Coverage Map WNPT. The Consequences of Geography.

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Waiting For Your Cat to Bark

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  1. Waiting For Your Cat to Bark Audiences and Geography David J. LeRoy

  2. Geography is Destiny 6% 16% 49% 29%

  3. Comparing Two Similar Sized DMAs The Impact of Geography

  4. FCC Says This Is KPBS’s Signal

  5. Real Coverage Map of KPBS

  6. Coverage Map WNPT

  7. The Consequences of Geography * KPBS radio and TV combined was approx. $18 million gross revenue in 2010. KPBS is has a much bigger budget, even excluding the revenue assigned to the radio portion of this joint licensee. • Gross Rev. 2010 data: • NPT $5.5 million • KPBS $13.3 million* Nashville invests a higher portion of its funds in programming (NPT 53%, KPBS 37%)

  8. Increasing Grants and Major Gifts

  9. Increasing Grants and Major Gifts

  10. Take Away • The great station managers somehow learn to shift emphasis when traditional sources of income atrophy (like underwriting and membership) • These two stations have focused on partnerships, major gifts and philanthropy • But one size does not fit all

  11. Geography and Membership

  12. The Take Away • KLVX could not exploit the NGO route nor major giving and had to develop a different funding model • That is a fee for services: i.e., training large number of adults funded by various governmental agencies • This “new” CPB data set lets us explore and reveals new insights… for example

  13. KLVX Number of Members

  14. Waiting for the Cat to Bark • Somehow the “rule” emerged that more and more viewing (GRPs) should led to membership • Both WNPT and KLVX are consistently the most viewed PTV stations in the nation and yet have “failed” to grow their membership • And for more than a decade these two stations’ membership levels have remained the same • Viewing is a necessary but not sufficient condition for membership

  15. Challenging The Membership Assumption • The amount of viewing in a market (GRPs) does not appear to be related to membership levels… Why? • Some possible hints: heavy viewers of all TV are not necessarily believers of the “mission”; • Yes, there are loyal, knowledgeable viewers who view a drive and pledge – but we suspect they a minority of the cume!

  16. Membership and Local Programming • 1st – the mix of local programming and its long history on the station creates a “warm feeling” (this is about emotion not reason) • 2nd day in day out do you connect the dots for the viewers and the members? • 3rd local pledge specials can successful because its touches peoples emotion

  17. Work in Progress Questions

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