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Who Are Those Sustainers?

Who Are Those Sustainers?. Kristen Kuebler, TRAC Media. Pledge Days. Sustainer Race. PTV. NPR. Why Aren’t They Calling for the BluRay discs?. Lawrence Welk. Who Are They?. What sets sustainers apart? Demographics? Income? What do they like to watch?

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Who Are Those Sustainers?

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  1. Who Are Those Sustainers? Kristen Kuebler, TRAC Media

  2. Pledge Days

  3. Sustainer Race PTV NPR

  4. Why Aren’t They Calling for the BluRay discs? Lawrence Welk

  5. Who Are They? • What sets sustainers apart? • Demographics? • Income? • What do they like to watch? • What kinds of shows will they pledge? • What are the top 6 things you should know about sustainers?

  6. #1 You Have Them Now!

  7. #2 They are Women # 3 Younger??

  8. KPBS Demographics

  9. KPBS Sustainers(1,100)

  10. Sustainers Match Pledgers!

  11. #4 They are “In Between” • Are stable community members, lived in their home for 15 years • Have an average income of $65,801 (below the average for pledgers) • Heavily skews toward single person homes – 43% (20% above the average)

  12. They Are Professionals • Very heavy skew towards professionals, doctors, lawyers – 67%! • Next largest group on 15% for admin, managers, owners and teachers • Fewer retirees than normal at 11% • Almost no white collar, service or sales

  13. Equifax Niches • Two largest groups at about 20% each are opposite ends of the retirement spectrum • Young At Heart – age 70, $26,000 • IRA Spenders – age 67, $91,000 • Underperforms with the two highest income levels

  14. Lifestyle Interests • Mix of lifestyle interests • Close to the average for Outdoors, upscale, blue chip investments • Somewhat below average for technology and computer interests

  15. Are Sustainers Core Viewers? • We need to study sustainers to truly answer this question… but • Sustainers are clearly dedicated members • We know a lot about members and viewing

  16. #5 Sustainers View Many Genres • Members view less TV than non-members. • Members view more PTV than non-members. • For members, there are no true genre audiences • That means they watch many different genres on PTV

  17. Varied Tastes Sustainer pledging behavior supports the idea that they are core viewers History/Doc 5% News 4% Britcom and Comedy 1% Found Across All Genres • Music 34% • Self Help 27% • Travel 16% • Drama 14% • Nature 11%

  18. Individual Show Profiles • Now small samples, all approximately 100 • Only 3 programs with enough data

  19. Downton Demographics

  20. Fuhrman Demographics

  21. Younger Sustainers?! • The majority of sustainers are 65+, but it appears sustaining appeals to younger viewers • Early days, but we see higher percentages of younger sustainers than regular pledgers for both Furhman and Steves • Nothing has moved the needle younger recently, so this bears watching

  22. What Programs Did They Pledge For? • KAET great test case for learning about shows • We can separate out shows that had live sustainer pitching and compare to the bulk of shows that had only the crawl • Only complication is that results include all the pledging across three channels (main, life, world)

  23. KAET Sustainer Stats • Overall August total was that 28% of pledges received were sustainers (where sustaining was pitched or crawled) • Shows with only the crawl pulled in 27% sustainers • Shows pitched live (or airchecked) for sustainers drew 31% • Straight live closer to 38%

  24. How to Measure Sustainer Success? • % of pledges not ideal • For TPT Newshour had 69% sustainers (82) • Dyer was just 9% sustainers (53)

  25. Sustainer Index • Look at Sustainers per footprint minute and then divide by the average for the drive to get a sustainer index • 100 index = average for the drive

  26. What Do You Think? • Which show is most efficient? Least efficient? • Magic Moments • PBS Newshour • ADD & Mastering It • Ed Sullivan’s Top Performers • Oscar Hammerstein • Doo Wop Love Songs

  27. Sustainer Index • Oscar Hammerstein 407 • Magic Moments 337 • Ed Sullivan’s Top Performers 263 • ADD and Mastering It 228 • Dr. Fuhrman’s Immunity Solution 186 • Dr. Wayne Dyer Wishes Fulfilled 132 • PBS Newshour 81

  28. Sustainers and Premiums • Do more of them take no premium than regular pledgers? • Not at KAET, 5% versus 6% for regular pledgers • Other stations different results?

  29. #6 Sustainers Largest % is New

  30. Summing Up • When you ask for sustainers, you should get a broad response across your usual donors • BUT sustainers are even more female than other donors – 74% • The sustainer option is most attractive to folks in the middle to lower end of donor income range • No big ethnic skew emerges, except that Hispanics overperformed for KPBS

  31. Best Sustainer Shows • Potential sustainers are all over your schedule • In general best pledge shows are also best sustainer shows – any genre • Core mission show like Newshour a great sustainer vehicle since you keep it in the schedule during pledge anyway

  32. Sustainers… • Need more study! • Could be the solution to multiple problems • Too many days • Aging file • Fiscal uncertainty

  33. What Will You Do? • Set the stage at your station – prepare staff for what is coming? • Starting sustainer messaging in various channels? • Choose one or two virtuals and do the phone key messaging? Whatever you choose – share your results so we can all learn from them!

  34. Rick Steves Demographics

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