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


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


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


Sunday Up…

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


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


Ratings for pledge down

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


Pledgers 65+

Percent of Pledgers by Age & Gender


Viewers too (prime time)

Percent of Viewers by Age & Gender


End


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

Programs include Brain Fitness; Carol King & JT; Folk Rewind; Rock, Pop Doo Wop; My Generation; Orman: Women & Money


Erosion - Gauge legs of show?

Erosion for 12 shows with 2 plays, 18 Stns


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 Audience

Butterflies 60%

RegularViewers 20%

NPS Loyalists 20%


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 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

  • 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

  • Under 65 view 6 days, 300 min (5 hours)

  • 65+ view 7 days 377 min (6 hours,15 min)


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

  • 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

  • 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

  • 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


Regular Viewers Find Pledge Shows


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

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

  • Top promotion spots no surprise.


To Promote to Boomers (any genre)

  • ARS

  • Am Ex

  • Nature

  • Nova

  • Masterpiece

  • Newshour


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

  • 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

  • Nature

  • ARS

  • Nova


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


end


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