111

Waiting For Your Cat to Bark

David J. LeRoy

Audiences and Geography

222

Geography is Destiny

49%

29%

6%

16%

333

Comparing Two Similar Sized DMAs

The Impact of Geography

444

FCC Says This Is KPBS’s Signal

555

Real Coverage Map of KPBS

666

Coverage Map WNPT

777

The Consequences of Geography

KPBS is has a much bigger budget, even excluding the revenue assigned to the radio portion of this joint licensee. Gross Rev. 2010 data:

NPT $5.5 million KPBS $13.3 million*

Nashville invests a higher portion of its funds in programming (NPT 53%, KPBS 37%)

* KPBS radio and TV combined was approx. $18 million gross revenue in 2010.

888

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

Total Op Revenues (including major gifts)

NPT Dir Op Rev KPBS TV Dir Op Rev

999

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 20100.0

1,000,000.0

2,000,000.0

3,000,000.0

4,000,000.0

5,000,000.0

NPTChanging Mix of Support

CPB Fed Grants NPT UnderwNPT Members NPT Major Gifts FoundationsLocal Tax Sup

Increasing Grants and Major Gifts

101010

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 20100.0

2,000,000.0

4,000,000.0

6,000,000.0

8,000,000.0

10,000,000.0

12,000,000.0

14,000,000.0

16,000,000.0

18,000,000.0

20,000,000.0

22,000,000.0

24,000,000.0

KPBS TV/FM CombinedChanging Mix of Support

CPB KPBS Fed Grant KPBS Underw KPBS MembersKPBS Major Gifts KPBS Fnd Grants Univ + Local Tax

Increasing Grants and Major Gifts

111111

Take Away

The great station managers somehow learn to shift emphasis when traditional sources of income atrophy (like underwriting and membership)

These two stations have focused on partnerships, major gifts and philanthropy

But one size does not fit all

121212

Geography and Membership

131313

The Take Away

KLVX could not exploit the NGO route nor major giving and had to develop a different funding model

That is a fee for services: i.e., training large number of adults funded by various governmental agencies

This “new” CPB data set lets us explore and reveals new insights… for example

141414

KLVX Number of Members

151515

Waiting for the Cat to Bark

Somehow the “rule” emerged that more and more viewing (GRPs) should led to membership

Both WNPT and KLVX are consistently the most viewed PTV stations in the nation and yet have “failed” to grow their membership

And for more than a decade these two stations’ membership levels have remained the same

Viewing is a necessary but not sufficient condition for membership

161616

Challenging The Membership Assumption

The amount of viewing in a market (GRPs) does not appear to be related to membership levels… Why? Some possible hints: heavy viewers of

all TV are not necessarily believers of the “mission”;

Yes, there are loyal, knowledgeable viewers who view a drive and pledge – but we suspect they a minority of the cume!

171717

Membership and Local Programming

1st – the mix of local programming and its long history on the station creates a “warm feeling” (this is about emotion not reason)

2nd day in day out do you connect the dots for the viewers and the members?

3rd local pledge specials can successful because its touches peoples emotion

181818

Work in Progress

Questions