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The View From Outside: PBS’s Pledge Audience

The View From Outside: PBS’s Pledge Audience. Presented at Trac Media Service’s 2013 Development Workshop January 15, 2013. Steve McGowan Monocacy Media Partners. I can name that tune in __ seconds…. “Money (That’s What I Want)” The Beatles. #1. #2. “Money, Money, Money” ABBA. #3.

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The View From Outside: PBS’s Pledge Audience

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  1. The View From Outside: PBS’s Pledge Audience Presented at Trac Media Service’s 2013 Development Workshop January 15, 2013 Steve McGowan Monocacy Media Partners

  2. I can name that tune in __ seconds… “Money (That’s What I Want)” The Beatles #1 #2 “Money, Money, Money” ABBA #3 “You Never Give Me Your Money” The Beatles “Money” Pink Floyd #4

  3. After Years of Living on the “Dark Side” I am Getting Back Up to Speed • Station Pledging—how much, how often • Pledge audiences • Ratings patterns • Demographic composition • Donor motivations

  4. The Big Pledge Titles--1986 The Big Pledge Titles--1987 • Anne of Green Gables • A 60s Folk/Rock Reunion • Peter, Paul & Mary 25th Anniversary • Spencer Tracy Legacy • Nat Geo “Jerusalem” • W.C. Fields Straight Up • Benny Goodman: Let’s Dance • Gala of Stars • The Arlo Guthrie Show • Nat Geo “Grizzlies” • GP “Jimmy Stewart: Wonderful Life” • Country Music Legends • Tom Peters: Power of Excellence • Minnelli on Minnelli • Celebrating a Jazz Master (Thelonious Monk) • Lawrence Welk: TV’s Music Man • Mancini & Friends • A Musical Toast: Stars Shine on PTV • Plus over 13 hours of regular series • Plus over 15 hours of regular series

  5. No. of Stations Pledging Each Period

  6. Average Days Per Pledging Station

  7. Who Pledges? • More women than men • Older people pledge more than younger people (65+ and 50-64 year olds) • College educated pledge more often • Caucasians pledge most

  8. Annual PBS Prime Time Ratings:Pledge and Non-Pledge Non-pledge ratings have averaged 20% more than Pledge months the past five years, hitting a record gap (28%) last season. Note: June was moved to the Pledge average beginning 2005-06

  9. PBS Weekly Prime Ratings Pledge Pledge Pledge Pledge Pledge

  10. Who Watched Most Last February*? +NILF, Owns Home, HOH 4+ Yrs College *3 weeks prior to pledge (Feb 12-March 3, 2012)

  11. How Did Their Viewing Change During Pledge?* *March 4-24, 2012 +NILF, Owns Home, HOH 4+ Yrs College

  12. Households Transition to Pledge • In both 2010 and 2011, the March pledge period reached nearly the same number of households as the month prior. • In 2012 reach did drop, falling from 43MM households to 38.7 translating into a smaller percentage of the pre-pledge audience Household Audience Duplication March 2010 March 2011 March 2012 Pledge Pledge Pledge Pre-Pledge Pre-Pledge Pre-Pledge 76% 69% 65% 41.4MM 41.6MM 43.3MM 38.7MM 43.7MM 43.0MM Source: Nielsen NPower Reach & Frequency Duplication Report, 6-min qualifier, Feb/Mar 2010

  13. Average Daily Minutes decline for all three key age segments during pledge Pledge

  14. March 2012 Pledge Specials

  15. Summary • Weekly and monthly ratings during Pledge periods have eroded at a greater rate than non-pledge months • As seen previously, Pledge does not bring in a different audience profile. In fact, much of the pre-pledge audience carries over to the ensuing pledge drive • Fall-off is occurring most among Nielsen’s standard upscale and “PBS Upscale” demos

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