audience insight 2014 - whro-tvsupport.whro.org/images/pdf/tv-audience-insights-2014.pdf · viewers...

Primetime Profi leSeptember 23, 2013 - September 21, 2014With Comparisons to the 2011-2012 and 2012-2013 Seasons

Audience Insight 2014Annual Report

1

PBS Research is pleased to present you with its 2013-14 full season Annual Report, an important part of our “Au-dience Insight” project which was launched six years ago in order to increase understanding of PBS viewer behav-ior across the public television system. Whether you are a general manager, a marketing or development profes-sional, a programmer, or a PBS staff er, we hope you will fi nd this a useful tool for thinking about the audiences we serve. We can better plan for the future by looking not just at a snap-shot of audience ratings at a single moment in time, but at the longer trend of our performance over the past three seasons.

Th e 2013-14 season was, by many measures, incredibly successful for PBS in primetime. We wrapped with a 1.50 national primetime average household rating, up 5% from the 1.43 during 2012-13. Of the 30 top networks on television, only three were up in household ratings season-over-season. And PBS ranked 5th in primetime, behind only the four major broadcast networks and ahead of every cable network, improving from 8th place in 2012-13.

In addition to Downton Abbey, programming events like Ken Burns’ Th e Roosevelts were not only ratings jugger-nauts, but were highly eff ective at reaching new or lighter viewers and fi nding a following on digital platforms. And, of the ongoing series, fi ve saw season-over-season growth, benefi tting from great content and a scheduling strategy that helps retain audiences.

As in prior editions, we provide an overview of the rat-ings performance of PBS night-by-night, hour-by-hour, and in comparison to other networks with whom we com-

pete for viewer time and attention. We profi le the compo-sition of our audience, including the heaviest viewers as well as contributors. Th is book also goes in-depth on the established series, genres, and special programming.

Th is year we have added several new features, in an eff ort to make this an even more valuable tool for your local sta-tion. Enhancements include:

• A contributor index for each program show-ing how well that program performs among PBS contributors.

• A table of behavioral and attitudinal at-tributes for each ongoing series, which fuses MRI and Nielsen data to provide a profi le of viewers that goes beyond standard demo-graphics to characteristics like civic engage-ment, arts participation, and investment be-havior.

• Genre-based ratings and delivery infor-mation, so you can estimate how many peo-ple in diff erent demographic breaks might tune into a given program within a genre—the kind of information potential local and national sponsors are often seeking.

• And several special pages that focus on spe-cifi c programming events and tactics de-signed to grow PBS’s audience and increase viewer engagement: new scripted drama se-ries, new programs in science, nature, and technology; culturally diverse programming; and of course the pop-out events intended to attract new viewers to our service.

PBS Research, and our partners at City Square Associ-ates who assist us in the Audience Insight project, hope you will fi nd the information in this booklet useful and welcome your feedback, questions, and suggestions.

Steve McGowan, Vice President, PBS ResearchBeth Walsh, Senior Director, PBS Research

A WORD FROM PBS RESEARCH

Source: All data contained in this report come from Nielsen’s national PeopleMeter sample. Respondent-level data pulled from Nielsen’s NPower tool for Live+7. MRI Fusion data rely on the fused datasets from Nielsen’s national PeopleMeter sample and MRI’s persons 18+ sample of respondents with the 9/23/2013 - 3/30/2014 and 3/31/2014 - 9/21/2014 MRI waves averaged together.

32

1 A WORD FROM PBS RESEARCH

2 TABLE OF CONTENTS

4 PBS PRIMETIME RATINGS BY WEEK; PBS PRIMETIME RATINGS BY NIGHT

5 PBS PRIMETIME RATINGS BY HOUR; PBS PRIMETIME RATINGS CHANGE BY HOUR

6 PBS PRIMETIME AUDIENCE COMPOSITION; PBS PRIMETIME AUDIENCE COMPOSITION BY VIEWING SEGMENT

7 THE ROOSEVELTS

8 POP-OUT VIEWERS

9 POP-OUT AUDIENCE COMPOSITION

10 PBS PRIMETIME RATINGS VS. OTHER NETWORKS

11 PBS VIEWER INDEX: BROADCAST AND CABLE

12 PBS PRIMETIME SERIES RANKER

14 PBS PRIMETIME RATINGS BY GENRE

15 ARTS

16 GREAT PERFORMANCES

17 PBS ARTS FESTIVAL

18 DRAMA

19 MASTERPIECE

20 NEW SCRIPTED SERIES

21 SCIENCE/NATURE

22 NATURE

23 NOVA

24 SCIENCE, NATURE & TECH LIMITED SERIES

25 HISTORY/PERSONAL HISTORY

26 ANTIQUES ROADSHOW

27 AMERICAN EXPERIENCE

28 AMERICAN MASTERS

29 LIMITED SERIES INNOVATIONS

30 CULTURAL DIVERSITY

31 INDIE FILM

32 INDEPENDENT LENS

33 POV

34 NEWS/PUBLIC AFFAIRS

35 FRONTLINE

36 NEWSHOUR /NEWSHOUR WEEKEND

37 CHARLIE ROSE-THE WEEK/ WASHINGTON WEEK

38 GRAND DASHBOARD

40 PBS PRIMETIME SERIES DUPLICATION

41 GLOSSARY/ UNIVERSE ESTIMATES

TABLE OF CONTENTS

PART I: SEASON OVERVIEW

PART II: SERIES BY GENRE

3

PART ISEASON OVERVIEW

54

HOUSEHOLDPBS PRIMETIME RATINGS CHANGE BY HOUR

HOUSEHOLD AND PERSONS / 2013 - 2014 VS 2012 - 2013 SEASON

NOTE: 2013-14 RATINGS SHOWN. COLOR CODING REPRESENTS THE PERCENT CHANGE RELATIVE TO THE 2012-13 SEASON

PBS PRIMETIME RATINGS BY NIGHT

PBS PRIMETIME RATINGS BY HOURHOUSEHOLDHOUSEHOLD

PBS PRIMETIME RATINGS BY WEEK

KEY

PLEDGEPERIOD

2013-20142012-20132011-2012

1.50

2013-2014 PRIMETIME AVERAGE

KEY

2011-2012 2013-20142012-2013

9:00PM8:00PM 10:00PM

KEY

2012-13 TO 2013-14 CHANGE

<-5% -5% to 5% >5%

76

PBS PRIMETIME AUDIENCE COMPOSITION2013-14 AUDIENCE VS. ALL PRIMETIME VIEWERS

VIEWERS 18+ ARE DIVIDED INTO THE FOLLOWING SEGMENTS

HEAVY POTENTIALULTRA HEAVY

PBS PRIMETIME AUDIENCE COMPOSITION BY VIEWING SEGMENT

Top 5% who account for 55% of the PBS minutes consumed. (NOTE: Ultra Heavy are a sub-set of Heavy)

Top 20% who account for 86% of the PBS minutes consumed.

Next 20% of viewers (after the Heavy viewers) who account for 10% of the PBS minutes consumed.

PBS PRIMETIMETOTAL PRIMETIME TV VIEWERS CONTRIBUTOR

MEDIAN AGE: 49 MEDIAN INCOME: $50,700

MEDIAN AGE: 65

MEDIAN AGE: 69

MEDIAN INCOME: $50,300


MEDIAN AGE: 69

MEDIAN AGE: 67

MEDIAN AGE: 52




THE ROOSEVELTS

The Civil War

TitleRank

Downton Abbey, Series 4

Life on Earth

The Living Planet: A Portrait of the Earth


The American Experience "The Kennedys"

Nature "Kingdom of the Ice Bear"

Cosmos

Lewis & Clark: The Journey of The Corps of Discovery

Planet Earth

The Scarlet Letter

Baseball

Frontier House

The Dinosaurs!

Vietnam: A Television History

Mark Twain

Mystery! "The Adventuresof Sherlock Holmes"

The West

Columbus and the Age of Discovery

Living Wild

Source: Nielsen Television Index (NTI) Source: Nielsen NPower/MRI Fusion Program Ratings Report/ Live+7

Source: Nielsen NPower Program Ratings Reports/Live+7Source: Google Analytics

HH AA%Date

33

6,4

62

25

8,6

83

211

,39

0

165

,74

3

154

,36

4

127

,58

4

Index: 385

18,439

13,247

9,180 8,979

6,548

4,0553,631

3,184 3,047

4.9

4.9

5.0

5.0

5.1

5.2

5.3

5.4

5.5

5.7

6.3

6.3

6.5

6.9

7.0

7.6

7.8

7.9

8.3

8.7Aug-86

Jan-13

Dec-77

Jan-81

Jan-12

Aug-88

Jan-82

Aug-76

Oct-93

Dec-81

Mar-75

Aug-90

May-01

Oct-88

Sep-79

Jan-01

Feb-81

Aug-92

Sep-87

Mar-80

ST

RE

AM

S (

00

0)

The Roosevelts

Total - 1 ,850,416

59

6,1

90

Ken Burns’ Series – Digital Viewership Roosevelts vs. Other Popular Mini-series

Average Minute Viewers 2+ for Popular Mini-Series (000)

Most Recent Seasons

TH

E W

AL

KIN

G D

EA

D

DO

WN

TO

N A

BB

EY

4

TH

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OO

SE

VE

LT

S

GA

ME

OF

TH

RO

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SH

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3

MA

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IVE

HO

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LA

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BO

AR

DW

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MP

IRE

Highest-Rated PBS Limited Series of All Time The Roosevelts Popular with

PBS Contributors

From our merged Nielsen/MRI Fusion self-reported donor sample, The Roosevelts ratings among PBS contributors were, on average, almost four times higher than the national average for all persons 18+.

The Roosevelts 6.2Sep-13

The Roosevelts Nightly Ratings

Persons 18+ and PBS Contributors 18+

3.9

15.1

1

2

3

4

5

6

7

8

9

9

12

13

14

15

16

17

18

18

20

20

11

Across seven episodes, The Rooseveltsserved 1.85 million total streams, markedlyout-performing the previous two KenBurns miniseries - delivering eight timesthe number of streams of The Dust Bowl

Of all the popular recurring series across all networks, The Roosevelts placed behind Downton and The Walking Dead but was ahead of Game of Thrones and Sherlock.

7

THE ROOSEVELTS

The Civil War

TitleRank


Life on Earth

The Living Planet: A Portrait of the Earth


The American Experience "The Kennedys"

Nature "Kingdom of the Ice Bear"

Cosmos

Lewis & Clark: The Journey ofThe Corps of Discovery

Planet Earth

The Scarlet Letter

Baseball

Frontier House

The Dinosaurs!

Vietnam: A Television History

Mark Twain

Mystery! "The Adventuresof Sherlock Holmes"

The West

Columbus and the Age of Discovery

Living Wild

Source: Nielssen Television Index (NTI) Source: Nielsen NPower/M/MRI Fusion Program Ratingsngs Report/ Live+7

Source: Nielsen NPower Program Ratings Reports/Live+7Source: Google Analytics

HH AA%Date

33

6,4

62

25

8,6

83

211

,39

0

165

,74

3

154

,36

4

127

,58

4

Indexex: 385

18,439

13,247

9,180 8,979

6,548

4,0553,631

3,184 33,047

4.9

4.9

5.0

5.0

5.1

5.2

5.3

5.4

5.5

5.7

6.3

6.3

6.5

6.9

7.0

7.6

7.8

7.9

8.3

8 78.7Aug-8866

Jan-13

Dec-77

Jan-81

Jan-12

Aug-88

Jan-82

Aug-76

Oct-93

Dec-81

Mar-75

Aug-90

May-01

Oct-88

Sep-79

Jan-01

Feb-81

Aug-92

Sep-87

Mar-80

ST

RE

AM

S (

00

0)

The Roosevelts

Total - 1 ,850,4, 16

,19

59

6,1

90

Keen Burns’ S’ eries – Digital Viewership Roosevelts vs. Other Poppular Mini-seriries

Avera e nute Viewers 2+ for p ar Mini-Series 00)AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAvAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAvvvvvvvvvv ggggveragggggerageeeeeeggggerageeeeeeeggggerageeeeeeeeggggerageeeeeeeeeggggerageeeeeeeeeeggggerageeeeeeeeeeeggggerageeeeeeeeeeeeggggerageeeeeeeeeeeeeggggerageeeeeeeeeeeeeeggggerageeeeeeeeeeeeeeeggggerag MMMMinuMinuttttttttuuMinutttttttttuuMinuttttttttttuuMinutttttttttttuuMinutttttttttttuuMinutttttttttttuuMinu etttttttttttuuMinu eetttttttttttuuMinu eeetttttttttttuuMinu eeeeetttttttttttuuMinutttttttttttMi tttttttttttMi eeeee ViewViewwwwwwwwwwwwwViewwwwwwwwwwwwwwViewwwwwwwwwwwwwwwViewwwwwwwwwwwwwwwwViewwwwwwwwwwwwwwwwwViewwwwwwwwwwwwwwwwwwViewwwwwwwwwwwwwwwwwwViewewwwwwwwwwwwwwwwwwVieweewwwwwwwwwwwwwwwwwVieweeeewwwwwwwwwwwwwwwwwViewViVi eeeeeeerrs 2+rs 2+rs 2+rs 2+++++++rs 2+++++++rs 2+++++++rs 2+++++++rs 2+ f++++++rs 2+ ff++++++s 2+ fff++++++s 2+ ffff++++++s 2+ fffff++++++2+ ffffff2 ffffffffooooooooor por ppooooooooor Popppooooooooor Poppppooooooooor Popppppooooooooor Poppppppooooooooor Popppppppooooooooor Poppppppppooooooooor Popppppppppooooooooor Poppppppppppoooooooor Popppppppppppoooooooor PoPP eeeeeeeeeees (es ( 0000000000es (000000000000es (0000000000000es (00000000000000s (000000000000000s (0000000000000000s (00000000000000000s (000000000000000000s (0000000000000000000s (00000000000000000000s (000000000000000000000(000000000000000000000(0nnnnnnnnni-Seni-Serrrrrrreeeni-Serrrrrrrreeeni-Serrrrrrrrreeeni-Serrrrrrrrrreeeni-Serrrrrrrrrrreeeni-Serrrrrrrrrrreeei-Serrrrrrrrrrreeei-Se irrrrrrrrrrreeei Se iirrrrrrrrrrreeei Se iiirrrrrrrrrrreeei Se iiiii S iiiiii S iiiiiiiuuuuuuuuular Mular MMMMMMMMMMMMMular MMMMMMMMMMMMMMular MMMMMMMMMMMMMMMular MMMMMMMMMMMMMMMMular MMMMMMMMMMMMMMMMMular MMMMMMMMMMMMMMMMMMular MMMMMMMMMMMMMMMMMMMlar MMMMMMMMMMMMMMMMMMMlar MMMMMMMMMMMMMMMMMMMlar MMMMMMMMMMMMMMMMMMMlar MiMMMMMMMMMMMMMMMMMMl MiiMMMMMMMMMMMMMMMMMMl Miiil

Most Recent SeasonsMooMoMMM t Recct Rect Rt Rt R nt Seent Set St St S sonssons

HE

WA

LT

HK

ING

DE

AD

A

DO

WN

TO

N A

BB

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4

TH

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VE

LT

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GA

MO

F T

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HR

ON

ES

SH

ER

LO

CK

3

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HO

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Highest-Rated PBS Limited Serieries of All Time The Roosesevelveltsts PoPopular with

PBS Coontntributors

FroFrom our merged Nielsen/MRI Fusion self-reported donor sample, The Roosevelts ratings among PBS contributors were, on average, almost four times higher than thenational average for all persons 18+.

The Roosevelts 6.2Sep-13

The Roosevelts Nightly Ratings

Persons 18+ and PBS Contributors 18+

3.9

15.1

1

2

3

4

5

66

77

88

99

99

122

133

14

15

16

17

18

18

20

20

111

Acrcross seven episodes, The Rooseveltsservved 1e .85 million total streams, markedlyout-perfore ming the previous two KenBurns miniminiseries s - delivering eight timesthe number of sof streamtr s of The Dust Bowl

Of all the popular recurrinng series acrosss all networkss, The Roosevelts placed behinhind Downton and TThe Walking Deadad but was ahead of Game ofof Thrones and Sheerrlock.

(two episodes) and Prohibition (three episodes).

98

POP-OUT VIEWERSRecent viewer=viewer 18+ who had watched PBS during the four weeks prior to the pop-out. Non-Recent viewer=viewer 18+ who had not watched any PBS during the four weeks prior to the pop-out.

DASHBOARD

AMERICAN EXPERIENCE JFK - 11/11/13

FRONTLINE LEAGUE OF DENIAL - 10/18/13

DASHBOARD

POP-OUT AUDIENCE COMPOSITION

DOWNTON ABBEY SEASON 4 PREMIERE - 1/5/14

THE ROOSEVELTS - 9/14/14

DOWNTON ABBEY SEASON 4 PREMIERE - 1/5/14

AMERICAN EXPERIENCE JFK - 11/11/13

FRONTLINE LEAGUE OF DENIAL - 10/18/13

THINK WEDNESDAY - 4/9/14

THE ROOSEVELTS - 9/14/14

THINK WEDNESDAY - 4/9/14

Median Age:

56

Median Income:

$61,500

Median Age:

65

Median Income:

$51,500

Median Age:

60

Median Income:

$70,300

Median Age:

61

Median Income:

$45,200

Median Age:

65

Median Income:

$62,400

1110

PBS PRIMETIME RATINGS VS OTHER NETWORKSHOUSEHOLD

What’s a Household Rating Point?

Each household rating point = 1,158,000 U.S. TV households.

PBS VIEWER INDEXTOP 30 BROADCAST SERIES

HORIZONTAL BAR, SAME NETS AS FACING PAGE, SAME ORDER

TOP 30 CABLE SERIES

2012-13 TO 2013-14 CHANGE

-24% +21%

Only the top 30 networks are shown.

Color bars indicate percent change over the previous season’s household average audience rating.

AVG. PBS INDEX TO HH

60.00 100.00 150.00

Th e PBS Viewer Index for each top-rated program is arrived at by calculating the program rating among the households that watched PBS and indexing it to the program rating among total US TV households. Th is calculation is done on a weekly basis for PBS viewers to each broadcast/cable program. PBS Index = PBS Viewer HH AA% /Total US HH AA%.

PBS VIEWER INDEX

The “PBS Viewer Index” is a measure of PBS viewers’ relative interest in the top series on other broadcast and cable networks. Programs with an index of 100 (shown in shades of grey) are about as likely to be watched by PBS viewers as by any TV viewer. Programs with an index over 100 (shown in shades of green) are more likely to be watched by PBS viewers. Programs with an index under 100 (shown in shades of pink) are less likely to be watched by PBS viewers. The US TV household average audience rating is shown beneath the title of each program.

1312

PART IISERIES BY GENRE

PBS PRIMETIME SERIES* RANKERHOUSEHOLD RATINGS

* PRIMETIME SERIES WITH AT LEAST FOUR NEW EPISODES THIS SEASON, PLUS PBS NEWSHOUR.AVERAGES INCLUDE ORIGINAL BROADCAST EPISODES ONLY.

KEY

2012-2013 2013-20142011-2012

1514

PBS PRIMETIME RATINGS BY GENRE

WO

RLD

IND

IE FILMEX

PLO

RE

AR

TSD

RA

MA

HISTO

RY

/IDEN

TITY

SCIEN

CE/N

ATU

RE

DR

AM

AH

ISTOR

YIN

DIE FILM

PU

BLIC

AFFA

IRS

AR

TS

ARTS

781 7816 58 77 293 511 39

(000)

The chart below shows the average of ratings for all programs in the arts genre such as PBS Arts Festival, A Capitol Fourth, Craft In America, Great Performances, In Performance at the White House, Live From Lincoln Center, National Memorial Day Concert, and The Mark Twain Prize compared with the ratings (or average audience) for primetime on all PBS stations. The comparison is shown on a household basis and for select demographic breaks. In general, arts programming that has aired on PBS this season has yielded ratings that are lower than the PBS primetime season average.

The corresponding delivery numbers--that is, the actual number of households or persons viewing during an average minute--are shown below the ratings chart.

ARTS

KEY

PBS PRIMETIME

HOUSEHOLD

KEY

2012-2013 2013-20142011-2012

1716

TOP-RATED 2013-14 ORIGINAL BROADCAST EPISODES

SEASON-OVER-SEASON COMPARISON HH AND DEMO RATINGS

KEY

2011-2012 2012-2013 2013-2014

VERTICAL BAR

AA BY HH AND DEMOS

THREE SEASONS

WO

RLD

IND

IE FILMEX

PLO

RE

AR

TSD

RA

MA

HISTO

RY

/IDEN

TITY

WO

RLD

IND

IE F

ILM

EXP

LOR

EA

RTS

DR

AM

AH

ISTO

RY

/ID

ENTI

TY

SCIE

NC

E/N

ATU

RE

DR

AM

AH

ISTO

RY

IND

IE F

ILM

PU

BLI

C A

FFA

IRS

AR

TSSC

IENC

E/NA

TUR

ED

RA

MA

HISTO

RY

IND

IE FILMP

UB

LIC A

FFIAR

SA

RTS

MRI ATTITUDES AND BEHAVIORS


KEY

Fall 2011 Summer 2012 Fall 2014

4.0x 3.0x5.0x 2.3x 3.8x 3.2x 3.4x 5.1x

MRI ATTITUDES AND BEHAVIORS - PBS CONTRIBUTOR RATINGS

FALL 2014 ARTS FESTIVAL PROGRAMS

PBS CONTRIBUTORS

P18+ AA%

KEY

ALL VIEWERS

18+ AA%

(Index)

Compared to

Primetime

Viewers

Rank Among

PBS Series

ArtsCivic

Engagement

Tech

Enthusiasts

Financial

Investments(over $250K)

Travel

(Foreign)

Wild

Card

3.7x 1.8x 1.8x 1.8x 2.5x

#6 #3 #11 #5 #4

Twice as likely to attend

dance perfor-

mances

#2 How to Read: Great Performances viewers are 3.7x more likely than all primetime viewers to attend a classical music performance. Great Performances ranked #6 among all PBS series for this same behavior.

4.9x

Contributor Index

1918

DRAMA

VERTICAL BAR

AA RATINGS % BY HH AND DEMO

PBS AVERAGE AND GENERE



KEY

2011-2012 2012-2013 2013-2014

VERTICAL BAR

AA BY HH AND DEMOS

THREE SEASONS

SCIE

NC

E/N

ATU

RE

DR

AM

AH

ISTO

RY

IND

IE F

ILM

PU

BLI

C A

FFA

IRS

AR

TSSC

IENC

E/NA

TUR

ED

RA

MA

HISTO

RY

IND

IE FILMP

UB

LIC A

FFAIR

SA

RTS


3385 20363 362 441 1361 2046 103

(000)

The chart below shows the average of ratings for all programs in the drama genre such as The Bletchley Circle, Call The Midwife, Last Tango in Halifax, Masterpiece, Murder on the Home Front, and Vicious compared with the ratings (or average audience) for primetime on all PBS stations. The comparison is shown on a household basis and for select demographic breaks. In general, drama programming that has aired on PBS this season has yielded rat-ings that are higher than the PBS primetime season average.


DRAMAPBS PRIMETIME

KEY

ArtsCivic

Engagement

Tech

Enthusiasts

Financial


Travel

(Foreign)

Wild

Card

3.4x 1.4x 1.9x 2.3x 1.7x

#10 #8 #10 #1 #5

Compared to

Primetime

Viewers

Rank Among

PBS Series

2.8x as likely to ski on va-

cation (do-

mestic travel)

#1How to Read: Masterpiece viewers are 3.4x more likely than all primetime viewers to attend a classical music performance. Masterpiece ranked #10 among all PBS series for this same behavior.

6.08 5.98

4.91

4.0x

Contributor Index

P65+ AA%

2120

NEW

S/P

UB

LIC

AFF

AIR

SIN

DIE

FIL

MSC

IEN

CE

& N

ATU

RE

AR

TSD

RA

MA

HIS

TOR

Y/I

DEN

TIT

Y

NEW SCRIPTED SERIES

VERTICAL BAR



NEW

S/PU

BLIC

AFFA

IRS

IND

IE FILMSC

IENC

E & N

ATU

RE

AR

TSD

RA

MA

HISTO

RY

/IDEN

TITY

SCIE

NC

E/N

ATU

RE

DR

AM

AH

ISTO

RY

/IN

DIE

FIL

MP

UB

LIC

AFF

AIR

SA

RTS

SCIEN

CE/N

ATU

RE

DR

AM

AIN

DIE FILM

PU

BLIC

AFFIA

RS

AR

TS

1964 20239 234 281 796 983 137

(000)

The chart below shows the average of ratings for all programs in the science/ nature genre such as Comet Encounter, Hawking, My Wild Aff air, Nature, NOVA, Operation Maneater, Raw to Ready, Sex in the Wild, Skeletons of the Sahara, Super Skyscrapers, and Your Inner Fish compared with the ratings (or average audience) for primetime on all PBS stations. The comparison is shown on a household basis and for select demographic breaks. In general, science/nature programming that has aired on PBS this season has yielded ratings that are higher than the PBS primetime season average.


SCIENCE/NATUREPBS PRIMETIME

KEY

SCIENCE/NATURESERIES-BY-SERIES COMPARISON HH AND DEMO RATINGS

SUNDAY APRIL 13, 2014 MINUTE BY MINUTE HOUSEHOLD RATINGS

CALL THE MIDWIFE 303 MR. SELFRIDGE 414 BLETCHLEY CIRCLE 201

HISTO

RY

The minute-by-minute ratings shown below illustrate a typical Sunday night, with rising household ratings during Call the Midwife, a drop during the station break, but a nice recovery to very steady ratings throughout “Mr. Selfridge.” This is fol-lowed by another drop during the break that re-set the level for The Bletchley Circle, which was also quite steady.

Call the Midwife S3 Last Tango in Halifax S1 (ep. 4-6)Last Tango in Halifax S2The Bletchley Circle S2Vicious

KEY

Fifty-one percent of the households that had watched Call the Midwife also watched “Mr. Selfridge,” and 37% of the homes that had watched “Mr. Selfridge” also watched The Bletchley Circle.

2322



KEY

2011-2012 2012-2013 2013-2014

VERTICAL BAR

AA BY HH AND DEMOS

THREE SEASONS



NEW

S/P

UB

LIC

AFF

AIR

SIN

DIE

FIL

MSC

IEN

CE

& N

ATU

RE

AR

TSD

RA

MA

HIS

TOR

Y/I

DEN

TIT

YN

EWS/P

UB

LIC A

FFAIR

SIN

DIE FILM

SCIEN

CE &

NA

TUR

EA

RTS

DR

AM

AH

ISTOR

Y/ID

ENTIT

YSC

IEN

CE/

NA

TUR

ED

RA

MA

HIS

TOR

YIN

DIE

FIL

MP

UB

LIC

AFF

AIR

SA

RTS

SCIEN

CE/N

ATU

RE

DR

AM

AH

ISTOR

YIN

DIE FILM

PU

BLIC

AFFA

IRS

AR

TS

MRI ATTITUDES AND BEHAVIORS MRI ATTITUDES AND BEHAVIORS

KEY

2011-2012 2012-2013 2013-2014

ArtsCivic

Engagement

Tech

Enthusiasts

Financial


Travel

(Foreign)

Wild

Card

ArtsCivic

Engagement

Tech

Enthusiasts

Financial


Travel

(Foreign)

Wild

Card

3.5x 0.9x 2.2x 1.5x 1.4x

#8 #13 #6 #12 #11

Compared to

Primetime

Viewers

Rank Among

PBS Series

Compared to

Primetime

Viewers

Compared to

Primetime

Viewers

Rank Among

PBS Series

3.3x 1.5x 2.5x 1.7x 1.6x

#11 #7 #1 #7 #9(tied)

2.5x as likely to go bird-

watching

#2(tied)

2.1x as likely to bike on vaca-

tion (domestic travel)

#1 How to Read: Nature viewers are 3.5x more likely than all primetime viewers to attend a classical music performance. Nature ranked #8 among all PBS series for this same behavior.

How to Read: NOVA viewers are 3.3x more likely than all primetime viewers to attend a classical music performance. NOVA ranked #11 among all PBS series for this same behavior.

4.1x 4.1x

Contributor Index Contributor Index

HISTO

RY

2524

VERTICAL BAR



SCIENCE, NATURE & TECH LIMITED SERIES

NEW

S/PU

BLIC

AFFA

IRS

IND

IE FILMSC

IENC

E & N

ATU

RE

AR

TSD

RA

MA

HISTO

RY

/IDEN

TITY

NEW

S/P

UB

LIC

AFF

AIR

SIN

DIE

FIL

MSC

IEN

CE

& N

ATU

RE

AR

TSD

RA

MA

HIS

TOR

Y/I

DEN

TIT

YSC

IEN

CE/

NA

TUR

ED

RA

MA

HIS

TOR

YIN

DIE

FIL

MP

UB

LIC

AFF

AIR

SA

RTS

SCIEN

CE/N

ATU

RE

DR

AM

AH

ISTOR

YIN

DIE FILM

PU

BLIC

AFFA

IRS

AR

TSHISTORY/PERSONAL HISTORY

2622 20135 215 295 1093 1598 119

(000)

The chart below shows the average of ratings for all programs in the history/personal history genre such as African Americans, American Experience, American Masters, Antiques Road-show, Genealogy Roadshow, History Detectives Special Investigations, Latino Americans, Nazi Mega Weapons, Pioneers of Television, The Roosevelts, Secrets of… (various locations), and The Story of the Jews compared with the ratings (or average audience) for primetime on all PBS stations. The comparison is shown on a household basis and for select demographic breaks. In general, history/personal history programming that has aired on PBS this season has yielded ratings that are higher than the PBS primetime season average.


KEY

HISTORYPBS PRIMETIME

PERCENT NOVA AUDIENCE RETAINED (HOUSEHOLD CUME DELIVERY)

2013-14 WEDNESDAY 10PM PROGRAMS

NIGHT-BY-NIGHT GENDER COMPOSITION

AVG. MALE 18+ COMPOSITION %

51 % 32%

26%

35%

33%

32%

32%

32%

31%

30%

29%

28%

27%

2,953,000

2,463,000

2,433,000

2,618,000

2,983,000

2,627,000

2,796,000

2,596,000

3,126,000

3,004,000

2,743,000

The chart below shows the gender skew for individual PBS primetime hours. PBS generally skews female but there are a few hours each week that attract a more male audience -- notably Wednesday nights at 10 pm, when 51% of the audience is male.

How to Read: Of the 2.95 million homes that had watched NOVA at 9 pm, 35% of them watched Skeletons of the Sahara at 10 pm.

2726

NEW

S/PU

BLIC

AFFA

IRS

IND

IE FILMSC

IENC

E & N

ATU

RE

AR

TSD

RA

MA

HISTO

RY

/IDEN

TITY


VERTICAL BAR

AA BY HH AND DEMOS

THREE SEASONS


KEY

2011-2012 2012-2013 2013-2014

TABLE

TOP 10 CABLE

NETWORK, PROGRAM

NAME, PBS AA



KEY

2011-2012 2012-2013 2013-2014

NEW

S/P

UB

LIC

AFF

AIR

SIN

DIE

FIL

MSC

IEN

CE

& N

ATU

RE

AR

TSD

RA

MA

HIS

TOR

Y/I

DEN

TIT

YSC

IEN

CE/

NA

TUR

ED

RA

MA

HIS

TOR

YIN

DIE

FIL

MP

UB

LIC

AFF

AIR

SA

RTS

SCIEN

CE/N

ATU

RE

DR

AM

AH

ISTOR

YIN

DIE FILM

PU

BLIC

AFFA

IRS

AR

TS


ArtsCivic

Engagement

Tech

Enthusiasts

Financial


Travel

(Foreign)

Wild

Card

ArtsCivic

Engagement

Tech

Enthusiasts

Financial


Travel

(Foreign)

Wild

Card

Compared to

Primetime

Viewers

Rank Among

PBS Series

Compared to

Primetime

Viewers

Rank Among

PBS Series

2.5x 1.6x 1.7x 1.7x 1.3x

#6 #13 #12 #8(tied) #13

3.4x 1.0x 1.9x 1.8x 1.6x

#9 #12 #9 #4 #7(tied)

2.3x as likely to collect

antiques

#1

2.6x as likely to read magazines

for relaxation

and info

#1 How to Read: Antiques Roadshow viewers are 2.5x more likely than all primetime viewers to attend a classical music performance. Antiques Roadshow ranked #13 among all PBS series for this same behavior.

How to Read: American Experience viewers are 3.4x more likely than all primetime viewers to attend a classical music performance. American Experience ranked #9 among all PBS series for this same behavior.

7.30 7.12

6.21

P65+ AA%

3.5x3.9x

Contributor IndexContributor Index

HISTO

RY

2928


LIMITED SERIES INNOVATIONS

NEW

S/P

UB

LIC

AFF

AIR

SIN

DIE

FIL

MSC

IEN

CE

& N

ATU

RE

AR

TSD

RA

MA

HIS

TOR

Y/I

DEN

TIT

Y


NEW

S/PU

BLIC

AFFA

IRS

IND

IE FILMSC

IENC

E & N

ATU

RE

AR

TSD

RA

MA

HISTO

RY

/IDEN

TITY

SCIE

NC

E/N

ATU

RE

DR

AM

AH

ISTO

RY

IND

IE F

ILM

PU

BLI

C A

FFA

IRS

AR

TSSC

IENC

E/NA

TUR

ED

RA

MA

HISTO

RY

IND

IE FILMP

UB

LIC A

FFAIR

SA

RTS


KEY

2011-2012 2012-2013 2013-2014

ArtsCivic

Engagement

Tech

Enthusiasts

Financial


Travel

(Foreign)

Wild

Card

4.3x 1.6x 2.3x 1.7x 1.3x

#2 #5 #4 #6 #13

Compared to

Primetime

Viewers

Rank Among

PBS Series

4.6x as likely to own corpo-

rate bonds or

debentures

#1 How to Read: American Masters viewers are 4.3x more likely than all primetime viewers to attend a classical music performance. American Masters ranked #2 among all PBS series for this same behavior.

4.6x


KEY

SECRETS OF... 2013-14 ORIGINAL BROADCAST EPISODES

GENEALOGY ROADSHOW

HISTORY DETECTIVES

SI

SECRETS OF...(VARIOUS)

Contributor Index

HISTO

RY

HISTORY DETECTIVES - VIEWER ENGAGEMENT WITH NEW FORMAT

HISTORY DETEC-TIVES SI (2014)

HISTORY DETEC-TIVES (2012-13)

KEY The new single-topic format for History Detectives Special Investigations marked an improvement over the prior magazine-style format, reaching more total viewers, achieving greater frequency of tune in, and result-ing in substantially more total minutes viewed across the four episodes.

3130

NEW

S/P

UB

LIC

AFF

AIR

SIN

DIE

FIL

MEX

PLO

RE

AR

TSD

RA

MA

HIS

TOR

Y/I

DEN

TIT

YN

EWS/P

UB

LIC A

FFAIR

SIN

DIE FILM

SCIEN

CE &

NA

TUR

EA

RTS

DR

AM

AH

ISTOR

Y/ID

ENTIT

Y

CULTURAL DIVERSITY

SCIE

NC

E/N

ATU

RE

DR

AM

AH

ISTO

RY

IND

IE F

ILM

PU

BLI

C A

FFA

IRS

AR

TSSC

IENC

E/NA

TUR

ED

RA

MA

HISTO

RY

IND

IE FILMP

UB

LIC A

FFAIR

SA

RTS

579 7712 77 92 240 235 40

(000)

The chart below shows the average of ratings for all programs in the indie fi lm genre such as Independent Lens and POV compared with the ratings (or average audience) for primetime on all PBS stations. The comparison is shown on a household basis and for select demo-graphic breaks. In general, indie fi lm programming that has aired on PBS this season has yielded ratings that are lower than the PBS primetime season average.


iNDIE FILMPBS PRIMETIME

KEY

INDIE FILM

HISTO

RY

KEY

PBS Primetime

Average

African

Americans

Latino

Americans

HH AND RACE/ETHNICITY RATINGS AND AUDIENCE COMPOSITION

THE STORY OF THE JEWS

Black household rating was 3x the total US rating.

THE STORY OF

THE JEWS

PBS PRIMETIME

KEYThe Story of the Jews skewed more toward higher income and higher education homes.

Hispanic household rating was more than double the total US rating.

3332


VERTICAL BAR

AA BY HH AND DEMOS

THREE SEASONS


KEY

2011-2012 2012-2013 2013-2014

NEW

S/PU

BLIC

AFFA

IRS

IND

IE FILMEX

PLO

RE

AR

TSD

RA

MA

HISTO

RY

/IDEN

TITY



KEY

2011-2012 2012-2013 2013-2014

NEW

S/P

UB

LIC

AFF

AIR

SIN

DIE

FIL

MEX

PLO

RE

AR

TSD

RA

MA

HIS

TOR

Y/I

DEN

TIT

YSC

IEN

CE/

NA

TUR

ED

RA

MA

HIS

TOR

YIN

DIE

FIL

MP

UB

LIC

AFF

AIR

SA

RTS

SCIEN

CE/N

ATU

RE

DR

AM

AH

ISTOR

YIN

DIE FILM

PU

BLIC

AFFA

IRS

AR

TS


ArtsCivic

Engagement

Tech

Enthusiasts

Financial


Travel

(Foreign)

Wild

Card

ArtsCivic

Engagement

Tech

Enthusiasts

Financial


Travel

(Foreign)

Wild

Card

3.6x 2.2x 2.3x 1.5x 1.6x

#7 #1 #5 #11 #7(tied)

Compared to

Primetime

Viewers

Rank Among

PBS Series

Compared to

Primetime

Viewers

Rank Among

PBS Series

4.0x 1.8x 2.0x 1.4x 2.6x

#3 #4 #8 #13 #3

2.1x as likely to read newspa-

pers for relaxa-

tion and info

#1

2.6x as likely to take adult

education

courses

#1 How to Read: Independent Lens viewers are 3.6x more likely than all primetime viewers to attend a classical music performance. Independent Lens ranked #7 among all PBS series for this same behavior.

How to Read: POV viewers are 4.0x more likely than all primetime viewers to attend a classical music performance. POV ranked #3 among all PBS series for this same behavior.

4.6x 4.6x

Contributor Index Contributor Index

HISTO

RY

3534

NEWS/PUBLIC AFFAIRS

NEW

S/P

UB

LIC

AFF

AIR

SIN

DIE

FIL

MSC

IEN

CE

& N

ATU

RE

AR

TSD

RA

MA

HIS

TOR

Y/I

DEN

TIT

Y

VERTICAL BAR





KEY

2011-2012 2012-2013 2013-2014

NEW

S/PU

BLIC

AFFA

IRS

SCIEN

CE &

NA

TUR

EA

RTS

DR

AM

AH

ISTOR

Y/ID

ENTIT

YIN

DIE FILM

SCIE

NC

E/N

ATU

RE

DR

AM

AH

ISTO

RY

IND

IE F

ILM

PU

BLI

C A

FFA

IRS

AR

TSSC

IENC

E/NA

TUR

ED

RA

MA

HISTO

RY

IND

IE FILMP

UB

LIC A

FFAIR

SA

RTS


524 648 44 47 175 323 29

(000)

The chart below shows the average of ratings for all programs in the news/public aff airs genre such as Charlie Rose - The Week, Frontline, PBS NewsHour, and Washington Week compared with the ratings (or average audience) for primetime on all PBS stations. The comparison is shown on a household basis and for select demographic breaks. In general, news/public aff airs programming that has aired on PBS this season has yielded ratings that are lower than the PBS primetime season average.


PUBLIC AFFAIRSPBS PRIMETIME

KEY

ArtsCivic

Engagement

Tech

Enthusiasts

Financial


Travel

(Foreign)

Wild

Card

Compared to

Primetime

Viewers

Rank Among

PBS Series

3.9x 1.3x 2.4x 1.6x 1.7x

#4 #9 #3 #10 #6

2.6x as likely to hike on

vacation (do-

mestic travel)

#1 How to Read: Frontline viewers are 3.9x more likely than all primetime viewers to attend a classical music performance. Frontline ranked #4 among all PBS series for this same behavior.

4.5xContributor Index

HISTO

RY

3736

VERTICAL BAR - PBS NEWSHOUR

AA BY HH AND DEMOS

THREE SEASONS


KEY

2011-2012 2012-2013 2013-2014


KEY

2011-2012 2012-2013 2013-2014

NEW

S/PU

BLIC

AFFA

IRS

IND

IE FILMSC

IENC

E & N

ATU

RE

AR

TSD

RA

MA

HISTO

RY

/IDEN

TITY

NEW

S/P

UB

LIC

AFF

AIR

SIN

DIE

FIL

MSC

IEN

CE

& N

ATU

RE

AR

TSD

RA

MA

HIS

TOR

Y/I

DEN

TIT

Y


KEY

2011-2012 2012-2013 2013-2014

SCIE

NC

E/N

ATU

RE

DR

AM

AH

ISTO

RY

IND

IE F

ILM

PU

BLI

C A

FFA

IRS

AR

TSSC

IENC

E/NA

TUR

ED

RA

MA

HISTO

RY

IND

IE FILMP

UB

LIC A

FFAIR

SA

RTS

TBD - MRI FUSION DATA




Compared to

Primetime

Viewers

ArtsCivic

Engagement

Tech

Enthusiasts

Financial


Travel

(Foreign)

Wild

Card

Rank Among

PBS Series

Compared to

Primetime

Viewers

Rank Among

PBS Series

3.9x 2.0x 2.0x 1.7x 3.2x

#5 #2 #7 #8(tied) #1

4.6x 1.3x 2.4x 2.0x 2.8x

#1 #10 #2 #2 #2

3x as likely to hunt on vaca-

tion

#1

2.2x as likely to be politi-

cal activists

#1

How to Read: Charlie Rose The Week viewers are 3.9x more likely than all primetime viewers to attend a classical music performance. Charlie Rose The Week ranked #5 among all PBS series for this same behavior.

How to Read: Washington Week viewers are 4.6x more likely than all primetime viewers to attend a classical music performance. Washington Week ranked #1 among all PBS series for this same behavior.

ArtsCivic

Engagement

Tech

Enthusiasts

Financial


Travel

(Foreign)

Wild

Card

2.9x 1.2x 1.7x 1.8x 1.6x

#10 #11 #12 #3 #9(tied)

2.6x as likely to own ex-

change traded

funds

#3 How to Read: PBS NewsHour viewers are 2.9x more likely than all primetime viewers to attend a classical music performance. PBS NewsHour ranked #10 among all PBS series for this same behavior.

Compared to

Primetime

Viewers

Rank Among

PBS Series

8.4x

6.2x

6.7x

Contributor Index

Contributor Index

Contributor Index

HISTO

RY

3938

GRAND DASHBOARD

4140

GLOSSARYRating or AA (Average Audience) -- Percent of all TV households (or persons) watching during an average minute of a program or time period.

Cume or Reach – Total TV households (or persons) tuned for at least 6 minutes during a program or time period. Each household or person is

counted only once.

Live+7 – Includes all playback on a DVR within 7 days of the program feed or original time period.

Non-Recent Viewers – Viewers 18+ of a program who had not watched any PBS in the previous four weeks.

Heavy Viewers – Viewers 18+ are divided into fi ve equal groups according to their time spent viewing PBS. Th e top 20%, who watch the most PBS,

are called Heavy Viewers.

Prime time rating – the prime time rating includes tuning to all PBS stations during an average minute from Monday-Sunday 8-11 PM, (including

multi-cast stations and all Live+7 viewing).

Rating Point -- Each household rating point represents 1,158,000 households.

Universe Estimate (UE) -- the total number of Homes or Persons in a given population

UNIVERSE ESTIMATESU.S. TV HOUSEHOLDS = 115,800,000

Persons in Households

Total P2+ 294,659,000

Total 18+ 230,689,000

P 2-5 15,560,000

P 6-11 23,780,000

P 12-17 24,630,000

P 18-24 28,880,000

P 25-39 57,763,000

P 40-49 40,317,000

P 50-64 60,585,000

P 65+ 43,144,000

Media Related

Cable and/or ADS 104,410,000

Broadcast Only 11,390,000

DVD Owner 95,000,000

DVR Owner 54,210,000

Videogame Owner 51,450,000

Race of Householder

Black (Alone or in combination) 14,860,000

White 88,270,000

Asian 5,230,000

Ethnicity of Householder

Hispanic 14,690,000

Non-Hispanic 101,110,000

Education of Householder

< 4 Yrs High School 13,350,000

4 Yrs High School 28,910,000

1-3 Yrs College 37,500,000

4+ Yrs College 36,040,000

Household Income

<$40,000 47,610,000

$40,000 - $59,999 19,070,000

$60,000 - $99,999 24,370,000

$100,000+ 24,750,000

PBS PRIMETIME SERIES DUPLICATIONHOUSEHOLD DUPLICATION PERCENT

TABLE OF SERIES ON FACING PAGE WITH DUPLICATION PERCENTAGES

HOW TO READ: To be read across — of all the households that watched American Experience, 5% of them also watched Washington Week.

Note that all program duplication is calculated on a weekly basis, looking for duplication only when two programs aired within the same feed week. The table above represents the averages of just the weeks in which the two programs aired.

MRI ATTITUDE AND BEHAVIOR ICONSArts - those who attend classical music or opera performances.

Civic Engagement - a segment classifi ed by MRI through pyschographic statements as “Civic Advocates.” Members of this segment are likely to

have written something that was published, written an article for a magazine or newspaper, contacted media or similar behaviors.

Tech Enthusiasts - a segment which includes enthusiastic adopters and regular users of technology. In comparison to Tech-phobes, Tech-Splorers

and Tech-Gamers.

Financial Investments - those who have any type of fi nancial investments totalling over $250,000.

Travel - those who participate in any kind of foreign travel, whether for business or vacation.

Contributor - those who report having made a contribution to a PBS station in the last 12 months.

Booklet designed and produced by City Square Associates, Inc., Cambridge, Massachusetts

For more information contact:Beth Walsh, [email protected]

For additional copies contact:Gail Malloy, [email protected]

Look inside...Audience Insight 2014

Since full-time national Nielsen measurement of PBS began in 2009, PBS Research has led a project called Audience Insight in order to increase insight into viewer behavior across the public television system and cultivate system-wide literacy with respect to audience measurement. Each year since then, PBS Research has published user-friendly reviews of the primetime broadcast season and has presented the results of its special analyses at concurrent ses-sions during the annual meeting and during webinars thereafter. Th is booklet is the latest publication of that ongo-ing project.Th is Audience Insight work—and full time Nielsen measurement generally—has informed PBS content, scheduling, and promotion strategy. Local station executives have been able to use the data to shape and share the compelling story of public television’s reach, local programmers have been able to use the analysis to inform the decisions they make about how to build and promote their schedules, and development and marketing professionals have drawn on the data and insights to reach prospective contributors more eff ectively and make the case for PBS to potential local sponsors.

About Audience Insight…...

Get access…Go to MyPBS for past booklets and presentations. Programming -- Nielsen Reports -- Audience Insights

• Th e latest on PBS’s primetime ratings and rank among other popular networks for the full season 2013-2014• Th ree-year ratings trends for each night of the week and every general audience series • Special features on scripted acquisitions in drama, series reaching culturally diverse audiences, and pop-out programming events like Ken Burns’ Th e Roosevelts • And new this year: A contributor index for every one of the ongoing series, a PBS viewer index to show what else PBS viewers like to watch on TV, and an attitudinal/behavioral profi le of viewers on attributes such as arts interest, civic engagement, fi nancial investments, and more!

audience insight 2014 - whro-tvsupport.whro.org/images/pdf/tv-audience-insights-2014.pdf · viewers...

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