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The State of Pledge

The State of Pledge. Dev Workshop 2012 10 Jan 2012. PBS Statistical Report Trends. - Long-term - Big losses in dollars and gains in minutes - Against 2010 – Dollars and break minutes up. Pledge Advantage Trends. - Long-term - Big losses in dollars and gains in minutes

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The State of Pledge

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  1. The State of Pledge Dev Workshop 2012 10 Jan 2012

  2. PBS Statistical Report Trends - Long-term - Big losses in dollars and gains in minutes - Against 2010 – Dollars and break minutes up

  3. Pledge Advantage Trends - Long-term - Big losses in dollars and gains in minutes - Against 2010 – Dollars flat and break minutes DOWN Results from 15 Pledge Advantage Stations

  4. DPM & Avg Gift: 2007-2011 Stable set of 15 Stations; calendar year

  5. Average Pledge per 10 MinutesStable set of 15 Stations; Calendar Year

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

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

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

  9. Pledgers continue to age Percent of Pledgers by Age & Gender

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

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

  12. 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

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

  14. 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%

  15. PTV Viewership & Pledge

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

  17. 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

  18. 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.

  19. 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)

  20. 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)

  21. 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

  22. 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

  23. 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?

  24. 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.

  25. NPS & Pledge

  26. Regular Viewers Find Pledge Shows

  27. 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

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

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

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

  31. 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

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

  33. 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

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