TRAC Development Workshop
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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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Trac development workshop 2013

TRAC Development Workshop

2013


The state of pledge

The State of Pledge

Dev Workshop 2013

15 Jan 2013


Pbs statistical report trends

PBS Statistical Report Trends


Pledge advantage trends

Pledge Advantage Trends

Results from 16 Pledge Advantage Stations


Dpm avg gift 2008 2012 stable set of 16 stations calendar year

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


Average pledge per 10 minutes stable set of 16 stations calendar year

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


Sunday up

Sunday Up…

Evening (7P-10P) DPM by Day of Week


Top 5 programs by dollars main channel data only

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


Ratings for pledge down

Ratings for pledge down

Source: HH Viewing prime time from nine 2007 LPM markets primary stations


Pledgers 65

Pledgers 65+

Percent of Pledgers by Age & Gender


Viewers too prime time

Viewers too (prime time)

Percent of Viewers by Age & Gender


Trac development workshop 2013

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Pledge older than regular schedule

Pledge Older than Regular Schedule

Demographic Ratings in LPM Markets

Pre & During Pledge , Dec-10 and Mar-11


Erosion about 25 per play for hits

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


Erosion gauge legs of show

Erosion - Gauge legs of show?

Erosion for 12 shows with 2 plays, 18 Stns


The points

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%


Ptv viewership pledge

PTV Viewership & Pledge


Ptv audience

PTV Audience

Butterflies 60%

RegularViewers 20%

NPS Loyalists 20%


Regular viewership matters

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


March audience stats

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.


Regular audience is pledge audience

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)


How much loyals view in march

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)


The differences

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


Loyal build up cume

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


Loyals pledge

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?


Frontloading

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.


Nps pledge

NPS & Pledge


Regular viewers find pledge shows

Regular Viewers Find Pledge Shows


Largest percent of regular audience viewing a single pledge show

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


Pledge and promotion

Pledge and Promotion

  • Use the PBS duplication charts to find out who watches what.

  • Top promotion spots no surprise.


To promote to boomers any genre

To Promote to Boomers (any genre)

  • ARS

  • Am Ex

  • Nature

  • Nova

  • Masterpiece

  • Newshour


For younger music self help

For Younger Music & Self Help

  • ARS, Nova, Nature, Secrets/Dead, Frontline, Am Ex

  • ForSuze, specifically, it’s:

    • ARS

    • Nova

    • Nature & Newshour

    • Am Ex


Welk s big band

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


To promote nature genre theme

To Promote Nature Genre/Theme

  • Nature

  • ARS

  • Nova


Strategies

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


Trac development workshop 2013

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