Digging Into the Numbers

Beth Walsh

Craig Reed

Kristen Kuebler

May 16, 2011

NOVA

3

NOVA Move Mostly Positive

Household P40-49 P50-64 P65-990.0

0.5

1.0

1.5

2.0

2.5

3.0

1.6

0.7

1.3

2.11.9

0.9

1.5

2.6

2.2

1.2

1.8

2.5

NOVA HH/Demo Ratings

'09-10 '10-11 STD Wed 1Q11

HH/D

emo

AA%

• In the move from Tuesday to Wednesday, NOVA has seen ratings increases in 40-49 and 50-64, and a small decrease in 65+.

Source: Nielsen program ratings report

4

Prior to NOVA move, Tuesday primetime ratings were up for 65+, down for other demos

Tue 8-11 PM Tue 8PM T ue 9PM Tue 10PM Wed 8-11 PM

Wed 8PM Wed 9PM Wed 10PM-15%

-10%

-5%

0%

5%

10%

15%

20%

-3%

6%

-4%

-12%

-4%

-9%

-6%

3%

-5% -5%

-9%

-1%

-8% -9%

-13%

-1%

7%

11%

0%

13%

7%

4%6%

14%

Tues/Wed Year to Year Pre-Move

P40-49P50-64P65-99

% C

hang

e in

ratin

g

• Before NOVA’s move, Tuesday and Wednesday ratings were up, year over year for viewers 65+, but largely down for other key demos.

Source: Nielsen NPower Time Period Report

% Change in rating comparing Oct-Feb 2009-10 to Oct-Jan 11 10-11

5

Tuesday and Wednesday, all demos have benefitted from move

Tue 8-11 PM Tue 8PM T ue 9PM Tue 10PM Wed 8-11 PM

Wed 8PM Wed 9PM Wed 10PM0%

10%

20%

30%

40%

50%

60%

12%

28%

4% 4%

41%

19%

52% 52%

22%

38%

16%

9%

25%

14%

27%

39%

14% 15% 14% 13%

3%0%

7%4%

Tues/Wed Year to Year Post Move

P40-49P50-64P65-99

% C

hang

e in

Rati

ng

% Change in rating comparing Oct-Feb 2009-10 to Jan 19-Feb

23 2011

Source: Nielsen NPower Time Period Report

• Year over year ratings for Tuesday and Wednesday show both days benefited, particularly 40-49 and 50-64, with no loss among 65+

NOVA’s Move - Overnights

Note - 41 station stable set across both years.

1.36 1.37

0.00

0.20

0.40

0.60

0.80

1.00

1.20

1.40

1.60

2010 2011

NOVA 2010 and 2011 Original Eps Average Hh Rating

Jan 19 -May 4, 2011

NOVA performed the same as ‘10

January 19 - May 5, 2010 January 18 - May 4, 2011Hh Rtg Hh Rtg Diff

3703 The Sphinx 1.9 3810 Japan's Quake 2.4 0.53704 Machu Picchu 1.8 3805 Stuff: Smarter 1.5 -0.33702 Pharaoh's Ship 1.5 3804 Stuff: Cleaner 1.4 -0.13708 Edge-Space pt1 1.3 3803 Stuff: Smaller 1.3 0.03705 Cave Diving 1.3 3802 Stuff: Stronger 1.3 0.03709 Edge-Space pt2 1.2 3808 Venom 1.3 0.03706 Pluto Files 1.2 3806 Smart Machine 1.2 0.03710 Mt St Helens Back 1.1 3807 Flight 447 1.1 0.03707 Mind Over Money 0.9 3809 Power Surge 1.0 0.1

Average 1.4 Average 1.4 0.0

But together the nights are up

Note - 41 station stable set across both years.

0.951.08

0.00

0.20

0.40

0.60

0.80

1.00

1.20

1.40

2010 2011

Tuesday and Wednesday Average Hh Rating

Jan 19 -May 4, 2011

2011 Had More Popular Titles

Hh Rating

Hours Per Station

Household Ratings by Hours per StationTop Five Carried on Tues & Wed

0.0

0.2

0.4

0.6

0.8

1.0

1.2

1.4

1.6

1.8

2.0

0.0 2.0 4.0 6.0 8.0 10.0 12.0

2010

2011

Nova

Frontline

Civil War

Pioneers & Sci NowFaces of

America

Grt PerfNatl Parks

LA and Orlando…

LA long term trend

Monthly Prime Time GRPs in LA Since April 2006

0

100

200

300

400

500

600

Apr

-06

Aug

-06

Dec

-06

Apr

-07

Aug

-07

Dec

-07

Apr

-08

Aug

-08

Dec

-08

Apr

-09

Aug

-09

Dec

-09

Apr

-10

Aug

-10

Dec

-10

Apr

-11

KCET

KLCS

KOCE

KVCR

Avg Primary Stn

Prime time is up…

109

174

160

89

72

68

28

22

2011

2010KCET

KOCE

KLCS

KVCR

Average Monthly Prime Time GRPs January - April

Note: Total GRPs are 354 in 2010 and 369 in 2011.

Whole Week is not…

Average Monthly Whole Week GRPs January - April

Note: Total GRPs are 1550 in 2010 and 1238 in 2011.

408

860

435

285

279

294

116

111

2011

2010KCET

KOCE

KLCS

KVCR

Weekly reach is a problem

24

1415

18

0

5

10

15

20

25

30

KCET KOCE

2010

2011

Average Whole Week CumesJanuary & February

And then there’s Orlando

Monthly GRPs in Orlando Since April 2006

0

100

200

300

400

500

600

Apr

-06

Aug

-06

Dec

-06

Apr

-07

Aug

-07

Dec

-07

Apr

-08

Aug

-08

Dec

-08

Apr

-09

Aug

-09

Dec

-09

Apr

-10

Aug

-10

Dec

-10

Apr

-11

WBCC

WDSC

WMFE

Avg Primary Stn

Kids Shows

PBS Ranks 3rd among Kids M-F 7a-6p

17

NICK DSNY PBS Nick Jr TOON DXD SPRT NKTNS THE HUB

Kids 2 - 5

3.91614268299904

2.48885688639903

2.23188907490904

1.66496784253506

0.97981848369294

0.30422862668682

0.30029199052737

0.1579035317256

0.10870866566494

Kids 2 - 8

3.15860984706337

2.10774335243852

1.63296196010859

1.08474022352138

1.01086546610291

0.372238313602401

0.19345375964603

0.1822273299688

0.0886456603744805

LOH w/ K<3

1.03259565918755

0.97064714149003

1.03135995543599

0.58598931584417

0.27870925808575

0.0778801959490202

0.14133677052636

0.0351846821301

0.03699939192297

0.30.81.31.82.32.83.33.84.3 M-F 7a-6p AA Ratings by Demo

AA

% R

ating

s

• ‘10-11 Season-to-date, PBS Kids 2-5 daytime rating is a 2.2; Kids 2-8 is a 1.6 • Among Kids 2-5, PBS ranks 3rd, three-tenths of a point behind Disney• PBS tied with Nick and Disney among Ladies of the Household with Kids < 3 years-old (all 1.0)

Source: NTI Nielsen NPower, 2010-2011 Season-to-date Mon-Fri 7a-6p Time Period Live +7 AA Ratings

Nickelodeon Schedule with Half Hour Ratings, Kids 2-8

18

7:00 AM

7:30 AM

8:00 AM

8:30 AM

9:00 AM

9:30 AM

10:00 AM

10:30 AM

11:00 AM

11:30 AM

12:00 PM

12:30 PM

1:00 PM

1:30 PM

2:00 PM

2:30 PM

3:00 PM

3:30 PM

4:00 PM

4:30 PM

5:00 PM

5:30 PM

6:00 PM

6:30 PM

7:00 PM

7:30 PM

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

Feb 2011 Kids 2-8 AA% Ratings M-F 7am-8pm

½ H

our A

A %

Rati

ngs

Sp

on

geB

ob

Sq

uare

Pan

ts

Sp

on

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Pan

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uare

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ts

S

pon

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uare

Pan

ts

D

ora

th

e E

xp

lore

r

Dora

th

e E

xp

lore

r

G

o D

ieg

o,

Go!

Max a

nd

Ru

by

Bu

bb

le G

up

pie

s

Team

Un

izoom

i

Max a

nd

Ru

by

Bu

bb

le G

up

pie

s

D

ora

th

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xp

lore

r

Dora

th

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xp

lore

r

T

UFF

Pu

pp

y

Pen

gu

ins

of

Mad

ag

asc

ar

Sp

on

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ob

Sq

uare

Pan

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Sp

on

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Sq

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Pan

ts

Vic

tori

ou

s

iC

arl

y

S

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S

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ts

• Peaks for Nick occur at 11am with Bubble Guppies and at 6:30 pm in the middle of back-to-back iCarly for Feb 2011

Source: NTI Nielsen Npower, February 2011 ½ Hour Live + 7 AA% Ratings for Kids 2-8, M-F 7am–8pm. Schedule is based on March 28, 2011 online listings.

Nick Jr Schedule with Half Hour Ratings , Kids 2-8

19

7:00 AM

7:30 AM

8:00 AM

8:30 AM

9:00 AM

9:30 AM

10:00 AM

10:30 AM

11:00 AM

11:30 AM

12:00 PM

12:30 PM

1:00 PM

1:30 PM

2:00 PM

2:30 PM

3:00 PM

3:30 PM

4:00 PM

4:30 PM

5:00 PM

5:30 PM

6:00 PM

6:30 PM

7:00 PM

7:30 PM

0.0

0.5

1.0

1.5

2.0

2.5

3.0Feb 2011 Kids 2-8 AA% Ratings M-F 7am-8pm

½ H

our A

A %

Rati

ngs

Litt

le B

ear

Litt

le B

ill

Fr

esh

Beat

Ban

d

Pin

ky D

inky

Doo

Jack

's B

ig M

usi

c S

how

Toot

& P

ud

dle

Fran

klin

Fran

klin

Mis

s S

pid

er'

s S

un

ny P

atc

h F

rien

ds

Mis

s S

pid

er'

s S

un

ny P

atc

h F

rien

ds

Li

ttle

Bear

Lit

tle B

ear

Yo G

ab

ba G

ab

ba

Jack

's B

ig M

usi

c S

how

Oliv

ia

O

livia

L

ittl

e B

ill

Li

ttle

Bill Wow

Wow

Wu

bb

zy

Yo

Gab

ba G

ab

ba

D

ino D

an

Ni H

ao K

ai-

Ian

Won

der

Pets

Fre

sh B

eat

Ban

d

D

ora

Th

e E

xp

lore

r

Go,

Die

go,

Go!

• Peaks for Nick Jr occur later in the day around 7pm with Dora The Explorer and Go, Diego, Go!

Source: NTI Nielsen Npower, February 2011 ½ Hour Live + 7 AA% Ratings for Kids 2-8, M-F 7am–8pm. Schedule is based on March 28, 2011 online listings.

20

Disney Schedule with Half Hour Ratings , Kids 2-8

7:00 AM

7:30 AM

8:00 AM

8:30 AM

9:00 AM

9:30 AM

10:00 AM

10:30 AM

11:00 AM

11:30 AM

12:00 PM

12:30 PM

1:00 PM

1:30 PM

2:00 PM

2:30 PM

3:00 PM

3:30 PM

4:00 PM

4:30 PM

5:00 PM

5:30 PM

6:00 PM

6:30 PM

7:00 PM

7:30 PM

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

Feb 2011 Kids 2-8 AA% Ratings M-F 7am-8pm

½ H

our A

A %

Rati

ngs

Tin

ga T

ing

a T

ale

s/ T

imm

y T

ime

Han

dy M

an

ny

M

icke

y M

ou

se

Jake

& t

he P

irate

s

Mic

key M

ou

se

Han

dy M

an

ny

B

ab

ar

& B

ad

ou

C

hu

gg

ing

ton

M

icke

y M

ou

se

M

icke

y M

ou

se

Mic

key M

ou

se

Jun

gle

Ju

nct

ion

Sp

eci

al A

gen

t

Im

ag

inati

on

Movers

Su

ite L

ife o

n D

eck

*

G

ood

Luck

Ch

arl

ie*

S

on

ny w

ith

a C

han

ce*

Wiz

ard

s-Pla

ce*

S

hake

It

Up

*

Su

ite L

ife o

n D

eck

*

Fi

sh H

ooks

Fi

sk H

ooks

G

ood

Luck

Ch

arl

ie*

Son

ny w

ith

a C

han

ce*

Wiz

ard

s-Pla

ce*

S

hake

It

Up

*

• The peak for Disney occurs at 8:30am with Jake & The Pirates

Source: NTI Nielsen Npower, February 2011 ½ Hour Live + 7 AA% Ratings for Kids 2-8, M-F 7am–8pm. Schedule is based on March 28, 2011 online listings.

*From 2pm to 8pm, Disney rotates the programs

Kids Block Stronger with Cat

Child 2-5 AA % Jan '10 Feb '10 Mar '10 Apr '10

Jan '11 Feb '11 Mar '11 Apr '11Avg W/S ‘10

Avg W/S ‘11

Cat In The Hat 4.6 5.3 5.1 4.7 -- 4.9Curious George 4.4 5.0 4.8 4.8 4.9 5.7 4.9 5.1 4.8 5.1Dinosaur Train 4.1 4.4 3.7 4.1 4.6 4.5 3.8 4.5 4.1 4.3Sid the Science Kid 2.7 3.2 2.9 3.0 2.9 --Super Why 3.7 4.1 3.4 3.8 4.3 4.8 4.3 4.7 3.8 4.5

Block Average 3.7 4.2 3.7 3.9 4.6 5.1 4.5 4.7 3.9 4.7

+22%

Wild Kratts is averaging 2.1 among kids 4-8, 38% above the average PBS Kids program for kids 4-8, and 30% above the Go! Program average with 4-8’s.

Source: Nielsen NPower national program ratings, January through April each year

New Kids Ratings by Week

0.00

0.10

0.20

0.30

0.40

0.50

0.60

0.70

0.80

0.90

9/2

7

10

/11

10

/25

11/8

11/2

2

12

/6

12

/20

1/3

1/1

7

1/3

1

2/1

4

2/2

8

3/1

4

3/2

8

Avg Program

Cat In Hat

Wild Kratt

Average Household Rating by Week Primary Play, Primary Station

Top 10 M-F Kids Series

% Diff08-09 09-10 10-11 v '09-10

Average Program 0.52 0.49 0.51 4%

Curious George 0.75 0.70 0.76 9%

The Cat in the Hat -- -- 0.69

Super WHY! 0.64 0.64 0.65 1%

Sesame Street 0.62 0.63 0.65 2%

Dinosaur Train -- 0.65 0.64 -3%

Arthur 0.62 0.55 0.60 10%

Martha Speaks 0.59 0.51 0.54 7%

Sid the Sci Kid 0.64 0.60 0.52 -12%

Wild Kratts -- -- 0.50

WordWorld 0.54 0.51 0.49 -3%

Average Household RatingsPrimary Play, M-F Daytime

Other M-F Kids Series

Average Household RatingsPrimary Play, M-F Daytime

% Diff08-09 09-10 10-11 v '09-10

Caillou* 0.61 0.54 0.54 -1%

WordGirl 0.55 0.47 0.47 0%

Barney & Friends* 0.48 0.46 0.45 -2%

Clifford 0.64 0.51 0.44 -15%

Cyberchase* 0.53 0.35 0.42 19%

Fetch!* 0.58 0.43 0.41 -4%

Electric Company 0.46 0.40 0.40 0%

Between the Lions* 0.30 0.29 0.28 -3%

* Carriage significantly reduced for these series.

Local programming

Local is not just news

News/ Talk35%

Other Local65%

• For 5-11p M-F & 6a-11p Sa-Su, local is 8.2% of time.

• Contrary to system thinking, only about 1/3rd is news.

Other Local - % Local Time

5%

7%

8%

8%

18%

20%

Sports

Miscellaneous

How-to/Personal Improve

Arts (Art, Comedy, Drama, Music)

Factual (Nature, History, Science)

Local Ambience (Americana, Food, Travel)

2010 Top 10 Series

Rank Title Station Genre Avg HH Rtg Plays

1 Tennessee Crossroads WNPT Travel 3.10 92

2 Donnybrook...Your Turn KETC News 1.98 41

3 Donnybrook KETC News 1.53 88

4 Southwest Yard & Garden KNME How-To 1.44 38

5 Album KTCA News 1.37 2

6 Minnesota: A History of the Land KTCA History 1.36 2

7 Chicago Tonight WTTW News 1.30 289

8 Check, Please! WTTW Food 1.15 149

9 Making of Milwaukee WMVT History 1.00 9

10 Memphis Memoirs WKNO History 0.95 6

Local Programming+Customization

Beefing Up Your Schedule

Beefing Up Your Schedule

• What are your colleagues doing to improve their ratings?

• The top non-fed program list each day on the overnights can help us find out

Top Overnight Non-fed Shows

20+ Appearances Dec. 12 -May 12

Avg Rating Avg. Index

Antiques Roadshow 1.9 175

McLaughlin Group 0.7 254

As Time Goes By 1.3 180

Keeping Up Appearances 1.7 195

Nova 1.2 144

Secrets of the Dead 1.3 151

Nature 1.2 135

Pioneers of Television 1.4 157

Are You Being Served? 1.5 186

Doc Martin 1.2 167

Top Overnight Non-fed Shows10-19 Appearances Dec. 12-May 12

Avg Rating Avg. IndexSherlock Holmes 1.5 140World War II in HD Colour 0.8 149Great Performances 0.6 156Masterpiece Classic 1.3 140Rick Steves' Europe 81.0 194The Best of Laugh In 1.5 172Lawrence Welk 1.1 209Waiting for God 1.1 130The Civil War 1.0 120This Old House Hour 1.8 181

Classic Gospel 1.64 186Lark Rise to Candleford 1.1 190American Experience 1.2 153American Masters 1.2 143Frontline 0.8 136Make 'Em Laugh: The Funny Business of America 1.4 146The Space Age: NASA's Story 1.1 149

Future Pairings? Title Ep # Episode

A Span in Time

A Story of Three Bridges

American Experience 1103 Hoover Dam

American Experience 2004 Grand Central

American Experience 2304 Panama Canal

Anywhere, Alaska 102 Dalton Highway: Natural Resources and Nature

Beyond the Light Switch 101

Blue Ridge Parkway: A Long and Winding Road

Blueprint America: Road to the Future

Bridge So Far: A Suspense Story

Building Alaska

California's Gold 407 Golden Gate Bridge

California's Gold 1006

California's Gold 13006 Old Wood

Chesapeake Bay Bridge

City of Bridges

Cornerstones: The Irish in Toledo

Covered Bridges of New England

Historic Bridges of Arkansas

Jungle Under Glass

Ken Burns American Stories

Ken Burns American Stories 104 Brooklyn Bridge

Liquid Assets: The Story of Our Water Infrastructure

Return to the Forest Where We Live

Saved From the Wrecking Ball

Spanning Time: America's Covered Bridges

The National Parks: America's Best Idea 106 The Morning of Creation (1946-1980)

Tracks Across the Sky

Pairings First Lady & 1812

Title Ep # EpisodeAmerican Experience 2204 Dolley MadisonBetty Ford: The Real DealNancy Reagan: The Role of a Lifetime

Title Ep # Episode

A Sandhills Story

Before There Were Parks: Yellowstone and Glacier Through Native Eyes

Brulé, Live at Mt. Rushmore: Concert for Reconciliation of the Cultures

Cowboys, Indians and Lawyers

Independent Lens 1203Reel Injun

Seth Eastman: Painting the Dakota

The Mystery of Chaco Canyon

We Shall Remain: American Experience 2106Tecumseh's Vision

Pairings Great Depression

Title Ep # Episode

American Experience 1009Riding the Rails

American Experience 2201Civilian Conservation Corps

American Masters 2104You Must Remember This: The Warner Bros. Story: Good War, Uneasy Peace (1935-50)

Between the Lines With Barry Kibrick 1110Ted Gup: A Secret Gift

Documenting the Face of America: Roy Stryker and the FSA/OWI Photographers

Great Lodges of the National Parks 104Lodges of the Pacific Northwest

Herbert Hoover: Landslide

Independent Lens 1021At Home in Utopia

Making of Milwaukee 105The Great Depression to the 21st Century

The Appalachians 103

The National Parks: America's Best Idea 105Great Nature (1933-1945)

Work Pays America

Scott’s Guaranteed Ratings List• Through a Dog’s eyes• Victory in the Pacific: American Experience• Adventure Lodges of North America• African American Lives• Alan Alda in Scientific American Frontiers• America’s Ballroom Challenge• American Masters: Warner Brothers• Conquistadors with Michael Wood• Faces of America• Frontline: From Jesus to Christ• Great Lodges of the National Parks• Ground War• In Search of Myths & Heroes with Michael Wood• Looking for Lincoln• Make ‘em Laugh• Perilous Fight: WWII in Color• Pioneers of Television• POV: Food, Inc.• Secret Files of the Inquisition• Story of India• WWII Behind Closed Doors• Beat the Devil• Charade• Father’s Little Dividend• His Girl Friday• My Man Godfrey• McLintock!• Penny Serenade• Royal Wedding• The Stranger

• 1421: The Year China Discovered America • American Masters: Carol Burnett• At Close Range with National Geographic• Bear Island• Blitz: London’s Longest Night• Bombing of Germany: American Experience• Botany of Desire • Buddha• Churchill• Cities of Light• City at War• David Suchet on the Orient Express• Final Hours: Amelia Earhart• Helen of Troy• In the Footsteps of Marco Polo• Jerusalem: Center of the World• Journey of Man• Kennedys: American Experience• Krakatoa• Lost Cave Temples• Marie Antoinette• Marines• Mark Twain Prize (Bill Cosby, George Carlin)• Medal of Honor• Mystery of Chaco Canyon• Niagara Falls• Paul McCartney: Gershwin Prize• Rape of Europa• Secrets of Shangri-La• Standard of Perfection: Show Cats

Nielsen slides

eNames

• PBS national ratings do not use eNames (anymore!)

• National ratings use a combination of PBS Content Code, station Final Distributor code and line-ups

• PBS preference for those not using eNames would be to have “not available” as opposed to old program titles

National Nielsen

• Nielsen completed monitoring of all PBS member stations in September 2010

• We learned that the bulk of the missing audience data was coming from non-metered markets not encoding (+53% after the monitoring was put in place)

• PBS national primetime average is a 1.4 household rating for all PBS stations

• Finally have a complete and accurate picture of the audience

Audience Insight Slides

PBS ratings trail off each night

8p 8:30p 9p 9:30p 10p 10:30p0

1

2

3

4

5

6

Primetime Rating for PBS & Selected Competition09-10 Season

CBS

NBC

PBS

DISC

HIST

Primetime Hour (M-Su)

HH

Rati

ng

42

• Other networks build ratings across the primetime hours, starting lowest at 8p, rising at 9pm and, often, into 10pm as well.

• On most nights, PBS’s ratings run counter to this, beginning strong at 8pm and falling each hour.

• The potential audience grows across the night, so the opportunity to grab more of them exists.

Source: Nielsen NPower time period ratings report, 09-10 season Mon-Sun 8p-11p

Nightly PBS minute-by-minute ratings reveal steep cliffs at programs’ end

0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 105 110 115 120 125 130 135 140 145 150 155 160 165 170 175 180 0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0MONDAY (1/18/10)

P40-49P50-64P65+

43

0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 105 110 115 120 125 130 135 140 145 150 155 160 165 170 175 180

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0TUESDAY (1/19/10)

P40-49

P50-64

P65+

Antiques Roadshow: “Raleigh, NC” American Experience: “Influenza 1918” VARIOUS

NOVA: “Riddles of the Sphinx” Frontline: “A Death in Tehran” Independent Lens: “Copyright Criminals”

Source: Nielsen NPower time period ratings report

44

Programs drawing similar audiences not always co-located in the schedule

Sunday Monday Tuesday Wednesday Thursday Friday

Newshour Newshour Newshour Newshour Newshour

Nature AntiquesRoadshow

NOVA Great Performances

Secrets of the

Dead

This Old House Hour

Wash Week

Need to Know

Masterpiece American

Experience

History

Detectives

Frontline American Masters

AntiquesRoadshow

Masterpiece

Various Independen

tLens

P.O.V. Soundstage

Source: Nielsen NPower, ‘09-10 broadcast season, program ratings report, median age used.

60 or under, male 60 or under, female

Over 60, male Over 60, femaleKEY: BOLD = strong College 4+ skew

45

Viewers 65+: in for a pound

• Even among PBS-oriented 65+ viewers, some come only for one or two titles.

• Example: Many Frontline viewers watched other shows, but far fewer viewers of other shows also watched Frontline

Source: Nielsen NPower Duplication table, 09-10 Season, Primetime persons 65+

Persons 65+ PBS

NewsHourAmerican

ExperienceAmerican Masters

Antiques Roadshow Frontline

History Detectives Masterpiece Nature NOVA

Secrets of the Dead

PBS NewsHour

American Experience

American Masters

Antiques Roadshow

Frontline

History Detectives

Masterpiece

Nature

NOVA

Secrets of the Dead

= 60%+ duplication

= 40-60% duplication

= less than 40% duplication

Selected slides from Limited Series analyses

Pioneers of TelevisionP 50-64 Score Big compared to PBS Prime Average

• The 200-series out-performed the PBS Jan-Feb 2011 primetime for all demo groups• Persons 50-64 stand out with a 115% increase PBS primetime audience• P 40-49 earned a 1.1, on par with PBS primetime P 50-64 rating

Household Persons 40 - 49 Persons 50 - 64 Persons 65+0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

1.4

0.5

1.1

2.42.4

1.1

2.3

3.1

Pioneers of Television 200-Series Avg & PBS Primetime

PBS Primetime PITV 200 Series

AA %

Rati

ngs

74%

116%

115%

29%

Source: NTI Nielsen Npower, Live +7 AA Ratings for PITV 200 Series and PBS Primetime 8-11pm M-Su by Demo group47

Pioneers of Television“Westerns” – Most Popular Episode of the 200 Series

• “Westerns” proved to be the most popular, scoring 90% above “Science Fiction” for P 65+.• Most audiences dropped during “Crime Dramas”; Persons 40-49 actually saw a 27% increase.• Aside from P 65+, ratings were relatively on par for episode 204 compared to episode 201

Ep 201 - "Science Fiction" Ep 202 - "Westerns" Ep 203 - "Crime Dramas" Ep 204 - "Local Kids' TV"0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

Pioneers of Television – Episode AA Ratings by Demo Group

Household P 40 - 49 P 50 - 64 P 65+

AA %

Rati

ngs

Source: NTI Nielsen Npower, Live +7 AA Ratings for PITV 200 Series by Demo group & Episode 48

Pioneers of Television Ep. 201 Brought New Viewers to PBS Primetime

• 863,000 New Households watched Pioneers of Television that did not watch PBS the previous 2 weeks in January 2011

• While only 235,000 new P 40-49 viewers tuned in for Episode 201, this new audience comprised 35% of the total P 40-49 audience reach for #201

• 25% of Persons 50-64 viewers were new and 20% of Persons 65+ viewers were new

Household P 40 - 49 P 50 - 64 P 65+0

100

200

300

400

500

600

700

800

900

1,000

0%

5%

10%

15%

20%

25%

30%

35%

40%New Aud Reach (000) % of Audience that was New

PITV

New

Aud

ienc

e (0

00)

Percent of Demo G

roup that was N

ew Au

-dience

Source: NTI Nielsen Npower, Reach Duplication for PITV #201 and PBS Primetime (1/3/11-1/16/11) by Demo group 49

50

CircusTarget Demo Ratings Summary

P40-49 P50-64 P65+0.0

0.5

1.0

1.5

2.0

2.5

0.68

0.97

1.59

0.42

0.940000000000001

2.15

Circus Ratings in Target Demos

Circus PBS STD Prime Average

Rat

ing

(L

ive

AA

%)

• Ratings for persons 40-49 were up 51% compared to PBS prime.• Persons 65+ ratings were off 26%.

51

CircusMxM for P65+

01234567891011121314151617181920212223242526272829303132333435363738394041424344454647484950515253545556575859606162636465666768697071727374757677787980818283848586878889909192939495969798991001011021031041051061071081091101111121131141151161171181191200.0

0.5

1.0

1.5

2.0

2.5

3.0

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%Circus Wed 11/3 MxM Ratings P65+

P50-64 AA%

Cume Reach

Minute of Program

AA

%

Cu

mu

lati

ve

Re

ac

h

Few new P65+ viewers added in 2nd hour

Early strength dissipates quickly

• After 5-minutes, Circus 101 had already reached 40% of its total 65+ audience, typical of appointment viewing and a sign that promotional efforts may have worked for this group.

• Unfortunately, the audience tuned out steadily during the first hour.• After the 60-minute mark a lack of new viewers combined with tune-out brought

down ratings.

The Tenth Inning

The Tenth Inning vs. PBS Primetime (Sept 2010) Ratings

0.0

0.5

1.0

1.5

2.0

2.5

Ra

tin

g (

AA

%)

101 1.6 0.3 0.7 0.7 1.1 1.3 1.5

102 1.0 0.1 0.4 0.5 0.7 0.8 1.3

101/102 Series 1.3 0.2 0.5 0.6 0.8 1.0 1.4

PBS Avg* 1.3 0.1 0.2 0.5 0.8 1.0 2.2

%Diff (Series/PBS) -1% +42% +54% +25% +11% +4% -56%

Household P18-24 P25-39 P40-49 P40-64 P50-64 P65-99

*PBS TP Avg represents respective time period averages (excluding specials) for Sept 2010.

• Ratings for P 65+ were off 56% from PBS primetime average• Ratings 54% ahead of prime for P 25-39