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TRAC Development Workshop 2013

TRAC Development Workshop 2013. The State of Pledge. Dev Workshop 2013 15 Jan 2013. PBS Statistical Report Trends. Pledge Advantage Trends. Results from 16 Pledge Advantage Stations. DPM & Avg Gift: 2008-2012 Stable set of 16 Stations; calendar year.

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TRAC Development Workshop 2013

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  1. TRAC Development Workshop 2013

  2. The State of Pledge Dev Workshop 2013 15 Jan 2013

  3. PBS Statistical Report Trends

  4. Pledge Advantage Trends Results from 16 Pledge Advantage Stations

  5. DPM & Avg Gift: 2008-2012 Stable set of 16 Stations; calendar year

  6. Average Pledge per 10 MinutesStable set of 16 Stations; Calendar Year

  7. Sunday Up… Evening (7P-10P) DPM by Day of Week

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

  9. Ratings for pledge down Source: HH Viewing prime time from nine 2007 LPM markets primary stations

  10. Pledgers 65+ Percent of Pledgers by Age & Gender

  11. Viewers too (prime time) Percent of Viewers by Age & Gender

  12. End

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

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

  15. Erosion - Gauge legs of show? Erosion for 12 shows with 2 plays, 18 Stns

  16. 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%

  17. PTV Viewership & Pledge

  18. PTV Audience Butterflies 60% RegularViewers 20% NPS Loyalists 20%

  19. 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 March 2011 Pre-Pledge 4 Weeks Pledge 4 Weeks Pre-Pledge 4 Weeks Pledge 4 Weeks 76% 69% Reach: 41.6MM Reach: 41.4MM Reach: 43.3MM Reach: 43.7MM Source: Nielsen NPower Reach & Frequency Duplication Report, 6-min qualifier, Feb/Mar 2010

  20. 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, didn’t change this March at all. Last year went up to a 63.

  21. 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)

  22. 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)

  23. 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

  24. 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. 80% reached after 19 days 80% reached after 11 days Source: Nielsen NPower Reach & Frequency Report, 6-min qualifier, Mar 2011

  25. 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?

  26. 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.

  27. NPS & Pledge

  28. Regular Viewers Find Pledge Shows

  29. 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

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

  31. To Promote to Boomers (any genre) • ARS • Am Ex • Nature • Nova • Masterpiece • Newshour

  32. For Younger Music & Self Help • ARS, Nova, Nature, Secrets/Dead, Frontline, Am Ex • ForSuze, specifically, it’s: • ARS • Nova • Nature & Newshour • Am Ex

  33. 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

  34. To Promote Nature Genre/Theme • Nature • ARS • Nova

  35. 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

  36. end

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