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Influential

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Global in Perspective

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CompassionateCompassionate

It’s true… For 40 years, PBS has been delivering award-winning, critically

acclaimed programming…

But, we weren’t talking about our programs…

Those are Our Viewers…

• PBS viewers are a lot like our programs, so it’s not surprising that you might have thought we were describing our programming.

• In fact, PBS is the number one place to reach viewers who are tuned in to the world around them – engaged in stimulating programming, and engaged in their communities.

Take a Closer Look

• PBS viewers aren’t only a desirable demographic in terms of features…

• PBS viewers also reflect America.• And… PBS is America’s first choice provider

for factual and literary-based content.– More viewers tune to PBS than to any other

provider of similar programming.– Ratings for PBS genres consistently exceed those

of providers of similar content.

PBS Audiences: Affluent, Educated, Influential

Index 100 = Average U.S. AdultSource: 2009 Doublebase, Mediamark Research Inc.

118

125

126

149

150

0 40 80 120 160

Written SomethingThat Has Been

Published

Holds a PostGraduate Degree

Own A VacationHome

Member of aCharitable

Organization

Own $150,000 + inStocks

PBS Viewer INDEX

PBS Audiences Also Reflect America

Source: Nielsen NPower 4Q09 Time Period & UE Reports, Total Day defined as M-Su 6a-6a

Full Day Profile % Total U.S.

TV Households % PBS

Audience Race/Ethnicity of Household

Black 12.2% 14.4% Spanish origin 11.3% 11.8% Education <4 Yrs high school 13.9% 12.0% High school grad. 28.6% 26.6% Some college 28.7% 27.4% 4+ years college 30.7% 32.0% Income Less than $20,000 17.5% 22.0% $20,000-39,999 20.4% 22.9% $40,000-59,999 19.5% 18.6% $60,000+ 44.9% 37.9% Gender Men 18+ 37.4% 32.8% Women 18+ 40.1% 42.8%

PBS Reaches America

PBS is available in nearly every household in America—matched only by ABC, CBS, NBC, and FOX.

That’s right...our coverage surpasses all cable networks!

We’ve got viewers, too. Nearly 62 million people in 39 million households watch public television

during an average week!

National TV Coverage Percentage of Households with Reception

99% 99% 99% 99% 99%

87% 86% 86% 86% 86% 86% 85%80%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

PBSABC

CBSNBC

FOXNIC

KA&E

DISNEY

FOODLIF

ETLC

HIST

BRAVO

Source: Nielsen NPower 4Q09 Time Period & UE Reports, Total Day defined as M-Su 6a-6a

Not only does PBS attract desirable viewers and have access to virtually every household in the

country, but more households and adults watch PBS than providers of similar content.

And, when ratings for PBS programming genres are compared to those of providers of similar content,

PBS comes out ahead time and time again.

PBS is America’s first choice provider for factual and literary-based content.

We know PBS reaches more households than many of our competitors

Primetime Household AA (000)

1,370

1,185

898 883806

542 513

0

200

400

600

800

1,000

1,200

1,400

1,600

PBSA&E

Hallm

ark

Histo

ry

Disco

very

CNN

MSNBC

Source: Nielsen NPower 4Q09 Time Period Report, Primetime defined as M-Su 8-11pm

And, PBS attracts competitive, younger audiences

Source: Nielsen TV national People Meter, 09/24/2007-09/21/2008, MTWTFSS 8:00PM-11:00PM

PBS Genres & Cable Nets Adults 18-49 AA (000s)

210

224

322

430

480

499

528

572

620

632

640

970

1,285

0 200 400 600 800 1,000 1,200 1,400

PBS News & PA

Animal Planet

CNN

PBS Drama

PBS History

Lifetime

History

Family

Discovery

A&E

PBS Sci & Nature

TNT

USA

PBS Primetime Programming Reaches Adults 25-54Primetime

Adults 25-54AA Ratings

0.5 0.5

0.4

0.3 0.3

0.2

0.0

0.1

0.2

0.3

0.4

0.5

0.6

Disco

very

A&EPBS

CNN

MSNBC

Hallm

ark

PrimetimeAdults 25-54 AA (000)

659

610578

449

368

330

293

0

100

200

300

400

500

600

700

A&E

Discov

ery

Histo

ryPBS

CNN

MSNBC

Hallmark


PBS Primetime Programming Reaches More Adults 35-64

Primetime Adults 35-64AA Ratings

0.6 0.6

0.5 0.5

0.4 0.4 0.4

0.0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1.0

1.1

PBSA&E

Histo

ry

Disco

very

Hallm

ark

CNN

MSNBC

PrimetimeAdults 35-64 AA (000)

722701

651

576

515 511468

0

100

200

300

400

500

600

700

800

PBSA&E

Histo

ry

Disco

very

Hallm

ark

CNN

MSNBC


… And those viewers are not always tuning in to other channels…

Total Day Viewing Among Cable Households

47% of TV households that watch PBS do not tune

into CNN


into The History Channel


into The Discovery Channel


into A&E

Source: Nielsen NPower 4Q09 Duplication Report, Total Day defined as M-Su 6a-6a

Unduplicated AudiencesPrimetime Viewing Among Cable Households w/HHI $75K+

58% of TV households that watch PBS do not tune into

CNN during Primetime.


A&E during Primetime.


Bravo during Primetime.


Discovery during Primetime

Source: Nielsen NPower 4Q09 Duplication Report, Primetime Defined as M-Su 8-11pm

PBS Science & Nature Programming

• NOVA, Nature – For over 40 years PBS has been the leading provider of science and nature programming, and PBS continues to achieve higher ratings than providers of similar content.

• PBS continues to provide the public with meaningful scientific investigations such as the upcoming special, NOVA: Human Origins

Average Household Ratings

1.6

0.8

0.4

0.0

0.2

0.4

0.6

0.8

1.0

1.2

1.4

1.6

1.8

PBSScience &

Nature

Discovery AnimalPlanet

For PBS: Nielsen. All drama, science/nature, history/biography, how-to and news/public affairs programs fed Sept. ’08 – Sept. ’09, including specials, miniseries, and regular series. For cable: Nielsen TV national People Meter, 09/22/2008-09/20/2009, MTWTFSS 8:00PM-11:00PM

PBS History & Biography Programming

• Marquee history & biography series such as American Experience, History Detectives, and American Masters attract more viewers than providers of similar content.

• PBS also features unparalleled historical programming like the winner of three ’08-’09 Primetime Emmys® THE WAR and AMERICAN EXPERIENCE: Roberto Clemente that won ALMA award.


1.3

0.90.8

0.0

0.2

0.4

0.6

0.8

1.0

1.2

1.4

PBS History &Biography

A&E History Channel


PBS Drama Programming

• Award-winning, and much loved, drama and performance programs such as Masterpiece Theatre, and Mystery! attract more viewers than many comparable cable providers.

• With stand-out performances such as the recent multiple-Emmy Award ® winner, Masterpiece Theater: Cranford, PBS continues to bring the highest quality Drama programming to broadcast television.


1.6

0.9 0.90.8

0.0

0.2

0.4

0.6

0.8

1.0

1.2

1.4

1.6

1.8

PBS Drama Lifetime A&E Hallmark


PBS News and Public Affairs Programming

• News and Public Affairs Programming such as The Newshour with Jim Lehrer, Washington Week, Frontline and others continue to attract competitive, loyal audiences.

• PBS continues to expand program offerings in the areas of news and public affairs with new seasons of NOW, Frontline, the Nightly Business Report and Tavis Smiley.


0.8

0.6 0.6

0.0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

CNN PBS News/PublicAffairs

MSNBC


Association with PBS Also Enhances

Your Brand Image

Sponsoring PBS Programming Does Your Brand Good

• PBS and PBS KIDS enjoy public trust and high brand equity.

• Recent research by Total Research Corporation shows that companies recognized as PBS sponsors are seen by viewers as higher quality.

• This halo effect crosses over multiple categories: financial, energy, technology and children’s goods.

PBS – A Trusted Media Source

49%

17%12%

0%

10%

20%

30%

40%

50%

PBS, PublicTelevision

CommercialBroadcastNetworks

Cable TelevisionNetworks

Percentage of Respondents Who Answered "Trust A Great Deal" On a Four-point Scale

Source: Roper Public Opinion Poll on PBS, February 2009.

• For six years in a row, the Roper poll has shown that Americans consider PBS the nation’s most trusted institution among nationally known organizations!

This Trust and Brand Equity Transfers to Sponsors – And

We’ve Got the Data to Prove It!

In 2006, PBS commissioned Harris Interactive and Total Research to conduct a surveys to explore the

impact of the PBS Brand on sponsors.

The results show that association with PBS had a measurable, positive impact on a sponsors brand

image as reflected in quality perceptions.

PBS KIDS: Highly Rated Among Parents

PBS KIDS Image Tracking Survey, Harris Interactive Market Research, September 2006, among parents with children ages 2-11.

* Average rating on an 11-point scale where 10 = outstanding/extraordinary, 5 = quite acceptable, and 0 = poor/unacceptable

5.13

5.67

6.25

6.51

6.52

6.52

7.24

Tickle U

Toon Disney

Disney Channel

Noggin

Nick Jr.

Playhouse Disney

PBS Kids

Quality Lift Results by Industry*

PBS Helps Build Sponsors’ Brands

Industry

AVG Quality Score Among

All Respondents in

Study

AVG Quality Score Did Not

Identify Company as Sponsor on

PBS

AVG Quality Score Identified

Company as Sponsor on PBS

AVGQuality Lift

AVG% Lift

Financial (5) 5.56 5.70 6.60 .90 16%

Technology (2) 7.14 7.09 7.81 .73 10%

Auto/Energy (3) 6.10 6.14 6.80 .66 11%

Retail (3) 6.31 6.21 7.09 .89 14%

Manu/Chemical (3) 5.83 5.97 6.84 .87 15%

TOTAL AVG (17) 5.98 6.03 6.91 .88 15%

*Quality lift=quality score difference between those who have seen the corporation/brand sponsoring programs on PBS and those who have not (column 3 - column 2)

PBS Sponsorship – Awareness and Impact on Quality Perceptions, Harris Interactive, August, 2006.

The average quality score among companies that respondents

identified as a PBS sponsor was 15% higher than quality scores among those who were not recognized.

…16% higher for financial services companies identified as a PBS sponsor

…15% higher for manufacturing and chemical companies identified as a PBS sponsor

…14% higher for retail companies identified as a PBS sponsor

…11% higher for automotive and energy companies identified as a PBS sponsor

In Other Words… You Can Do Well by Doing Good

PBS Sponsorship – Awareness and Impact on Quality Perceptions, Harris Interactive, August, 2006.

How Does Program Sponsorship Work?

Sponsorship in Action• PBS Program Sponsorship packages deliver

the following on-air benefits:– Two :15 spots on each broadcast of sponsored

programming in an uncluttered environment• No competing sponsors from the same industry will be

associated with the programs you select.• Only a maximum of 3 national sponsors per program are

accepted.• Daily programs will receive 520 or more national spots

per year.– Your sponsor messages will be seen on every broadcast

during the sponsorship term.

Sponsorship in Action• PBS Program Sponsorship packages include the

following off-air benefits:– Marketing and Promotional Opportunities:

• Specialized sponsorship programs can be developed to meet your strategic goals.

– Sponsors can leverage their associations with programming through multiple channels:

» promotional arrangements,» outreach materials,» localized events and more!

– PBS can offer sponsors opportunities to tie-in to nation-wide initiatives such as annual PBS Auctions.

– PBS can support your sponsorship through additional advertising and promotion in key markets or to key constituents.

» Print advertising, FSI distribution, brochures and other materials can be developed.

Sponsorship in Action

• PBS Program Sponsors receive the following off-air benefits:– Marketing and Promotional Opportunities (cont.):

• Hyperlinked logo placement on content home pages– some additional opportunities like banners and other display

units throughout the program site can available with extra cost attached to them.

– PBS.org receives over 9 million unique visitors each month.

• Public relations opportunities:– Public relations efforts can be tailored to your strategic

direction.» Consumer and trade campaigns can be developed.» Sponsors are often included in PBS events with members

of Congress and the National Government.

PBS Sponsorships

Case Study Examples

Ford Motor Company: Nature

• Goals:– Increase positive associations with education and environment year-

round.– Raise awareness and positive associations during launch of Ford

Contour.• Elements:

– On-air credits on weekly broadcasts of Nature.• Sponsor messages included on Home Video.• Sponsor logo and hyperlink included on Nature homepage.

– Outreach materials, including:• Educational collateral distribution (65,000 pieces).• Press and advertising.• Screening events.• Contest to win a trip to a Nature program location.

• Results:– Ford positioned as a leader in year-round environmental stewardship.

Johnson & Johnson: American Family• Goal.

– Raise profile of Johnson & Johnson among Hispanic Americans and further its diversity messaging.

• Elements:– On-air program sponsorship.

• On-air credit placement, plus logo and hyperlink placement on PBS.org.– In the first season, the American Family web site registered over 1.2 million pageviews.

– Advertising:• Johnson & Johnson lgoo featured in key-market print and outdoor advertising.

– Off-air Outreach. • Johnson & Johnson’s message reached nearly 700,000 person in 5 key markets through

PBS station supported outreach.• Johnson & Johnson’s message further extended through programs in association with

national partners including Generations United, League of United Latin American Citizens, MANA, National Council of La Raza and the National Latino Children’s Institute, among others.

• Results:– Johnson & Johnson capitalized on both on-air and off-air opportunities to carry

diversity message.– Off-air station outreach and American Family national partners reached nearly 7

million people.

Source: PTNP American Family Outreach Report, 2004

Ernst & Young: Great Performances

• Goals:– Position E&Y as a leader in business consulting and a superior financial

performer among key b-to-b decision makers.– Demonstrate ongoing commitment to customers, employees, its corporate culture

and the arts.• Elements:

– On-air credit: 36, 15-second sponsor messages during the Great Performances Season.

– Online logo placement: An interactive web site with signage and hyperlinks to the E&Y corporate site, attracting over 100,000 unique monthly visits.

– Print: Promotional ads in the New York Times reaching 1.1 million viewers in addition to ads in Stagebill and Town & Country.

– Off-Air: Tickets for clients and employees to Great Performances premieres and tapings in the US and around the world.

• Results:– E&Y visibility was boosted in serious, yet glamorous ways among highly

educated professionals.– Key clients and employees received privileged access to top-quality

entertainment.

Lipton Noodle Soup: Clifford

• Goals:– Raise the profile of Lipton Noodle Soups among moms.– Increase retail presence in the grocery aisle.

• Elements:– On-air program sponsorship.

• Logo and hyperlink placement on Clifford homepages on PBSKIDS.org and PBSParents.org.

• Re-design of Lipton’s own homepage to accent its relationship with Clifford.

– Off-air promotional arrangement with Scholastic. • Four promotional offers over the course of a full year.• Seasonal promotions with Ronald McDonald House and Wal*Mart.

• Result:– Raised profile of Lipton Noodle Soup through on-air and off-air

relationship with Clifford The Big Red Dog.– Excellent redemption of self liquidating, promotional offers.

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