Research Round Up
PTPA November 2010
Beth Walsh
PBS Research
Craig Reed
TRAC
Differences in NTI vs NSI
Nielsen Measurement:
Encoding and Monitoring
• Digital A/P meter requires encoding
• Full time clients receive back-up monitoring*
• Monitoring can help the ratings, but when
monitoring contributes additional viewing it
suggests there are problems with station
encoding
• Monitoring is less reliable than active
encoding
*Nielsen maps the unique audio signature of each station it monitors and
uses the signatures as reference data to credit public television viewing
that is not encoded.
PBS Nielsen Service
Two key types of ratings are tracked…
1. Daypart, such as the weekly and monthly cumes or prime time
average, which count tuning to all public television stations for
a particular time period.
2. Program ratings, meaning the average audience ratings and
demographics for individual programs
The national daypart ratings are benefiting from:
– Stations encoding
– Nielsen’s back-up monitoring
– All multi-cast services
The national program ratings are:
–
–
–
–
Verified by Nielsen using PBS codes
Include all plays within seven days
Include all DVR viewing
Include multi-cast episodes that carried the current week code
Prime Time Losses Recovered
Once Nielsen Monitoring Began
Prime Time Average Audience Ratings
'05-06
'06-07
'07-08
'08-09
'09-10
3.0
-8%
2.5
2.2
2.0
1.5
-29%
1.0
1.0
0.5
-20%
-50%
0.4
0.2
0.0
P18-34
P35-49
P50-64
P65+
PBS has lost viewers in every age group, with 50-64 year olds being the hardest
hit. The decline for 65+ was most pronounced in ’08-09, before PBS became
monitored by Nielsen.
Jun-10
Apr-10
Feb-10
Dec-09
Oct-09
Aug-09
Jun-09
Apr-09
Feb-09
Dec-08
Oct-08
Aug-08
500
Jun-08
Apr-08
Feb-08
Dec-07
Oct-07
Aug-07
Lack of encoder helps 09-10
600
Monthly Prime Time
GRPs
400
WGCU
300
WEDU
200
KLRU
WCET
100
WKOP
0
Through May
• At Showcase NTI cumes up 8%.
• Whole day dropped 27 % vs 07-08 and 10% compared to prior
season.
• In prime losses were 26% and 7%.
Full Season
• Full season an 18% increase in prime time.
• Whole day dropped 25 % vs 07-08 and 6% compared to prior
season.
• Prime was similar – losses of 25% and 5%.
Full-Season Average GRPs
Daypart
Whole Day
07-08
22,045
08-09
17,622
09-10
16,559
Prime Time
5,669
4,458
4,255
Subchannels add about 20%
• Look at ‘09-10
sweep months
shows subchannel
adding 14% in
prime GRPs
• Whole day shows
+17%
• 1.5 stations per
main channel
• Means about 2025% in GRPs
Prime Time GRPs
Average ‘09-10 Stns
450
400
350
300
250
200
150
100
50
0
+14%
Main Stn
Subchannel
Note: 14 mains stations, 23 subchannels
in sweep months
So the differences are…
• Lack encoding and backup monitoring
• Counting difference sets of stations
• Plus some unresolved technical problems
PBS Daypart Research
1Q10 Primetime HH Reach Rank
• Only the four broadcast networks were able to outperform PBS in
terms of Primetime HH reach.
• Entertainment nets like TNT and TBS were closest, but Discovery
and History Channel lagged significantly behind.
HH Primetime Reach
Ranker 1Q10
PBS reached
more TV
households
than any cable
network in
1Q10
120,000
100,000
DISC
-12%
HIST
-16%
Nat
Geo Delivers
half of PBS’
HH reach
80,000
60,000
40,000
20,000
12
M
M
D
Y
ES
PN
A
PL
SY
FY
FO
O
B D
R
VO
C
N
TR N
A
M V
S
NB
C
H
G
TV
C
N
B
C
H
A
L
FO L
X
N
C
H
LN
N
G
C
D
H
LT
B
IO
D
SC
ST I
YL
VS
B
B
C
A
D
IY
C
LI
F
FA
IS
T
TL
C
SP
K
A
M
C
FX
EN
H
Source: Nielsen NPower
A
C
FO
X
A
B
C
PB
S
TN
TB T
SC
U
SA
D
IS
C
B
N
C
B
S
0
1Q10 Primetime Duplication
• Not surprisingly, nearly all PBS-viewing households
watched the major broadcast nets in 1Q10.
• Cable nets that drew in the most PBS viewers included
TNT (60%), USA (57%) and TBS (56%).
1Q10 PBS Primetime HH Duplication %
100
94 93 92
91
90
80
70
60
60
57 56
52 52 51
50
50
47 47 47 47
45
40
42 42 40
39 39 38 37
37 36 36 35
30 30
30
27 26
18 18 17
20
10
Source: Nielsen NPower – 6 minute qualifier
13
BI
O
LI
F
SP
K
C
M
DY
AP
L
FO
O
D
C
NB
C
C
NN
BR
VO
SY
FY
TR
AV
H
G
M TV
SN
B
FO C
XN
C
N
G
C
H
AL
L
H
LN
D
SC
I
D
HL
T
AM
C
AE
N
ES
PN
FA
M
FX
TL
C
X
AB
C
TN
T
U
SA
TB
SC
D
IS
C
H
IS
T
FO
BC
N
C
BS
0
Adults 65+ spend the most time of any group watching TV
Prime Time Monthly TV Time by Age
50
45
40
35
Hours
30
25
20
15
10
5
0
A40-49
A50-64
Source: NTI, average of January and February 2010.
A65+
Viewers aged 50-64 represent the largest
cohort for PBS prime, but viewers 65+ view
more frequently and spend more time in each
sitting
Reach, Frequency, and Time Spent Viewing
PBS Prime Time, January 2010
Adults 65+
TSV (average minutes per month)
350
300
Adults50-64
250
200
Adults 40-49
150
19.5M
5.3x
295 min/mo
18 min ea
21.6 Million
3.7 times
171 min/mo
16 min ea
12.2M
2.7x
110 min/mo
12 min ea
100
50
0
0
1
2
3
4
Frequncy (# times per month)
Source: Nielsen NPower, 6 minute qualifier
5
6
PBS Prime Time Series
Research
Compatible Genres – May
2010
P40-64 Duplication - May 2010
P
r
i
m
a
r
y
S
c
h
e
d
u
l
e
Secondary Schedule
AMEX
ANRO
FRON
INLE
MAST
NAAT
NETK
NOVA
SEDE
WWIR
AMEX
c
46
25
13
23
31
11
29
25
8
ANRO
27
c
12
7
16
22
7
20
17
6
FRON
40
33
c
18
22
30
17
43
27
13
INLE
47
42
40
c
31
34
19
41
31
15
MAST
30
36
18
11
c
40
11
27
22
8
NAAT
30
36
18
9
30
c
10
32
20
8
NETK
35
36
33
17
26
33
c
38
28
31
NOVA
32
37
29
13
23
37
13
c
28
12
SEDE
36
42
25
13
24
30
13
37
c
8
WWIR
33
41
34
18
25
36
41
45
22
c
Percent of Series Viewers (Household)
Who Came ONLY for that Series
70%
60%
60%
55%
51%
50%
48%
47%
41%
40%
40%
34%
32%
30%
25%
20%
10%
0%
Antiques
R oads how
Nature
G reat
P erf
W as h
W eek
Nova
Americ an S ec rets of F rontline Americ an
Mas ters
the D ead
E xperienc e
Source: Nielsen NPower, average of the following sample weeks: 10/11/09, 11/23/09, and 1/18/10.
Indep
L ens
Feb 2010 Icon Quads: P40-64
ANRO
FRON
HFHD = “Gold Cards”
HFHD
29%
LFLD
26%
Half of the
audience for
Masterpiece
are “Gold
Cards”
HFLD
24%
LFHD
21%
HFHD
16%
LFLD
23%
HFHD
50%
LFHD
20%
LFLD
10%
Source: Nielsen NPower, Quads are based on a 1 minute qualifier
LFHD
32%
NOVA
MAST
HFLD
20%
HFLD
29%
HFHD
18%
HFLD
41%
LFLD
21%
LFHD
20%
PBS Program Buildup Cume: P40-64
PBS Icon Buildup Cume - Week of Feb 8-14, 2010
Series added in CHRONOLOGICAL order
12,000
994
10,000
389
620
266
179
286
1,400
258
Reach (000)
8,000
1,477
6,000
*TOTAL*
12,000
1,180
4,000
4,951
2,000
0
ANRO
AMEX
|----Mon----|
NOVA
FRON
INLE
SOUN
WWIR
NOWD
BMJL
|-------Tue-------| |-Thu-| |--------Fri--------|
NAAT
MAST
*TOTAL*
|----Sun----|
After including nine other programs, Nature adds a high number of new
viewers.
Source: Nielsen NPower, 6 minute qualifier
Daypart Buildup Cume: Adults
40-64
Starting with PRIME TIME
PBS P40-64 January 2010 Daypart Buildup Cume
50.0
45.0
2.4
40.0
1.5
4.5
1.5
Reach %
35.0
5.8
30.0
25.0
Total
46.4
66% of Total
20.0
30.7
15.0
10.0
5.0
0.0
Primetime
Daytime
Fringe
Late Fringe
Overnight
Weekend
Total
For 40-64 year olds, Daytime and Weekend viewing does not contribute significantly to the cume.
Source: NPower
Monday nights show audience erosion
on PBS, but momentum on History
Channel
Prime MxM Ratings - P40-64
3.5
3.0
Demo Rating
2.5
2.0
1.5
1.0
0.5
0.0
0
15
30
45
60
75
90
105
120
135
150
Minute of Prime
Mon 8/16 HIST - Pawn/Pickers/Pawn
Mon 8/30 PBS - ANRO/HIDE/MUMM
165
180
10
/2
6/
11 09
/0
9/
11 09
/2
3/
01 09
/2
5/
02 10
/0
8/
02 10
/2
2/
03 10
/2
2/
04 10
/0
1/
04 10
/1
2/
04 10
/1
9/
05 10
/0
3/
05 10
/1
7/
05 10
/3
1/
10
AA%
American Experience
A40-64
A40-49
A50-64
Telecast Date
A65+
3.5
3.0
2.5
2.0
1.5
1.0
0.5
0.0
American Experience
Not new
episodes!
Program
American Experience
American Experience
American Experience
American Experience
American Experience
American Experience
American Experience
American Experience
Eyes on the Prize
American Experience
American Experience
American Experience
American Experience
American Experience
American Experience
Eyes on the Prize
American Experience
American Experience
American Experience
American Experience
American Experience
American Experience
Eyes on the Prize
American Experience
American Experience
Ep. #
2202
1008
2203
1103
604
2206
1710
503
1902
1009
308
2208
2201
1511
1005
1903
601
2204
2110
2201
2207
2002
1901
2205
2102
Episode Name
Wyatt Earp
Surviving the Dust Bowl
Bombing of Germany
Hoover Dam
Hurricane of '38
My Lai
Victory in the Pacific
Donner Party
Ain't Scared of Your Jails 1960-1961/No Easy Walk 1961-1963
Riding the Rails
Crash of 1929
Into the Deep:America, Whaling & the World
Civilian Conservation Corps
Seabiscuit
Influenza 1918
Mississippi: Is ThisAmerica? 1963-1964/Bridge to Freedom 1965
Amelia Earhart
Dolley Madison
Kennedys
Civilian Conservation Corps
Roads to Memphis
Lobotomist
Awakenings 1954-1956/Fighting Back 1957-1962
Earth Days
Polio Crusade
American expansion, American determination,
the West, WWII, natural disaster, Vietnam…
A40-64 A40-49 A50-64 A65+
Date
3.3
1.8
1.1
1.5
01/25/10
2.9
1.6
0.9
1.3
11/16/09
2.8
1.5
0.8
1.2
02/08/10
2.1
1.4
0.8
1.1
11/09/09
2.4
1.3
0.7
1.0
05/17/10
1.6
1.3
0.7
1.0
04/26/10
2.3
1.2
0.8
1.0
03/29/10
1.8
1.4
0.6
1.0
02/01/10
2.0
1.3
0.7
1.0
04/08/10
2.4
1.3
0.6
1.0
05/24/10
2.2
1.2
0.7
1.0
10/26/09
1.7
1.2
0.6
0.9
05/10/10
2.0
1.1
0.5
0.9
11/02/09
1.9
1.1
0.5
0.8
11/23/09
2.1
1.1
0.5
0.8
01/18/10
1.3
0.9
0.6
0.8
04/15/10
2.1
1.0
0.4
0.7
02/22/10
2.2
0.9
0.4
0.7
03/01/10
1.4
0.8
0.5
0.7
02/15/10
1.7
0.8
0.3
0.6
05/31/10
0.9
0.6
0.4
0.5
05/03/10
1.1
0.5
0.3
0.4
03/22/10
0.3
04/01/10
0.5
0.3
0.2
0.2
0.3
0.2
0.2
04/19/10
0.3
0.2
0.2
0.2
04/12/10
Telecast Date
07
/2
07
/1
5/1
0
1/1
0
0/1
0
6/1
0
2/1
0
A50-64
06
/2
05
/1
05
/0
8/1
0
4/1
0
A40-49
04
/1
04
/0
8/1
0
4/1
0
1/1
0
7/1
0
3/1
0
0/0
9
5/0
9
1/0
9
1/0
9
A40-64
02
/2
02
/1
01
/3
01
/1
01
/0
12
/2
11
/1
11
/0
10
/1
AA%
Nature
A65+
5.0
4.0
3.0
2.0
1.0
0.0
Nature
Program
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Nature
Ep. #
2705
2706
2708
2403
2702
2702
2408
2707
2701
2603
2302
2609
2503
2709
2502
2601
2710
2606
2703
2507
2608
2704
2704
2610
2407
2602
2504
2612
2401
2503
2607
2402
Episode Name
Date
A40-64 A40-49 A50-64 A65+
Hummingbirds: Magic in the Air
01/10/10
2.1
1.4
2.6
4.6
Clash: Encounters of Bears and Wolves
01/17/10
1.7
1.1
2.2
3.7
Invasion of the Giant Pythons
02/21/10
1.5
0.8
2.0
2.9
Christmas in Yellowstone
12/20/09
1.4
0.8
2.0
3.8
Born Wild: The First Days of Life
05/09/10
1.4
0.9
1.8
4.2
Born Wild: The First Days of Life
11/01/09
1.4
0.9
1.7
3.3
Andes: The Dragon's Back
07/18/10
1.4
0.8
1.8
4.7
Wild Balkans
01/31/10
1.3
0.8
1.8
3.5
Cloud: Challenge of the Stallions
10/25/09
1.3
0.7
1.8
3.2
American Eagle
01/24/10
1.3
0.8
1.7
3.3
Oceans in Glass: Behind the Scenes of the Monterey 07/25/10
Bay Aquarium
1.3
0.9
1.5
3.2
Kilauea: Mountain of Fire
05/02/10
1.2
0.8
1.6
4.4
The Cheetah Orphans
11/22/09
1.2
0.8
1.6
3.6
Hunters & Herds
04/04/10
1.2
0.9
1.5
3.3
In the Valley of the Wolves
02/14/10
1.2
0.8
1.6
2.3
White Falcon, White Wolf
01/03/10
1.2
0.8
1.5
3.1
Jungle
04/11/10
1.2
0.7
1.6
3.6
Is That Skunk?
02/28/10
1.2
0.9
1.4
2.5
Black Mamba
11/08/09
1.2
0.8
1.5
2.8
Crash: A Tale of Two Species
05/16/10
1.2
0.8
1.4
3.5
Why We Love Cats and Dogs
05/23/10
1.1
0.7
1.5
3.1
Fellowship of the Whales
04/25/10
1.1
0.7
1.4
3.5
Fellowship of the Whales
11/15/09
1.1
0.8
1.4
2.6
Frogs: The Thin Green Line
04/18/10
1.1
0.5
1.5
2.4
Raptor Force
10/11/09
1.1
0.5
1.5
2.7
Clever Monkeys
03/28/10
1.0
0.7
1.3
2.8
The Beauty of Ugly
02/07/10
1.0
0.7
1.3
2.0
Eagles of Mull
07/11/10
1.0
0.6
1.3
4.1
Chimpanzees: An Unnatural History
06/20/10
0.9
0.5
1.3
2.6
The Cheetah Orphans
06/27/10
0.9
0.5
1.2
2.7
Drakensberg: Barrier of Spears
12/27/09
0.9
0.5
1.2
2.0
Penguins of the Antarctic
08/01/10
0.6
0.5
0.7
2.4
PBS & TRAC Pipeline
PBS Audience Insight
Audience Insight 2010
• CPB maximizing their investment in full time Nielsen
with additional custom study
• Audience Insight 2010 will use full Nielsen data to get an
in-depth read on the current state of our audience,
answer big questions, shape decisions, and establish a
dashboard of audience metrics to track
• Speaking to multiple stakeholders
• Working with City Square Associates and Nielsen
• Chance to weigh in on the information needs
• More info: bwalsh@pbs.org
Primetime Audience Insight Framework
All metrics to be benchmarked to October 2009
1. “Working
AudienceDashboard” (as of 8/18/10)
2. Content
DATA TO BE INCLUDED
• PBS general audience cumes in key
demos
• Demographic profile of primetime
audience, with special focus on diversity
goals for African-American and Latino
viewers
• Duplication and flow between Primetime
and Pledge, Plus, Kids audiences
• Competitive assessment: Where PBS
general audience is when not tuned to
PBS
• Ongoing series: averages, for all, by night
and for individual series; specific audiences
reached; contribution to the cume
• One-offs, pop-outs, limited series: averages
for all and for individual series, specific
audiences reached, contribution to the
cume
• Genres: presence in the schedule, audiences
reached
• Competitive assessment: needs met and
unmet
POTENTIAL
STRATEGIC
APPLICATION
• Relationship of on-air to on-line
audiences*
34
Identify most promising audiences,
establish audience growth goals, and
inform the profile of audiences used by
producers, brand and marketing
personnel, development leaders, and
funders.
Define the contribution that each of the
series, events, and genres of the primetime
NPS are making to the service and help to
shape future content investments
*pending availability of data or capacity of Nielsen to produce custom analysis.
Primetime Audience Insight Framework
All metrics to be benchmarked to October 2009
“Working Dashboard” (as of 8/18/10)
POTENTIAL
STRATEGIC
APPLICATION
DATA TO BE INCLUDED
3. Delivery
35
• Impact of program scheduling
• state of audience flow and management
• Impact of program promotion
• DVR usage and impact
• digital channels: contributions to total
audience
• Relationship of on-air delivery to on-line
delivery*
Inform scheduling, promotion, brand,
and communication strategy with basic
information about audience behavior
and measureable impact of specific
tactics and practices
4. Financial Support
• Measures of viewer behavior relative to
underwriting messages
• Performance of pledge programs (in terms
of viewership)
• Impact of pledge on rest of general
audience primetime schedule
• Resemblances/differences between
contributors and other viewers*
• Programs/program types most conducive
to giving*
Assess efficacy and impact of on-air
fundraising programs and inform
underwriting and sponsorship practices
and sales efforts.
*pending availability of data or capacity of Nielsen to produce custom analysis.
****END****
Compatible Genres – July
2010
P40-64 Duplication - July 2010
Persons 40 - 64
P
r
i
m
a
r
y
S
c
h
e
d
u
l
e
ANRO
ANRO
Secondary Schedule
FRON
HIDE
MAST
NAAT
NETK
NOVA
POV
WWIR
8
23
13
17
6
19
5
5
22
20
22
13
40
19
12
24
24
9
27
10
8
32
7
22
8
6
9
30
7
8
39
18
33
9
10
FRON
44
HIDE
60
10
MAST
37
10
25
NAAT
37
8
20
25
NETK
42
18
26
18
30
NOVA
38
14
21
16
28
10
POV
45
31
34
25
29
22
38
WWIR
39
16
24
18
29
34
37
13
11
Total TV HUT/PUT Levels ‘0910 Season
HUT/PUT
. . . . . . S 8:00 PM-9:00 PM
. . . . . . S 9:00 PM-10:00 PM
. . . . . . S 10:00 PM-11:00 PM
M . . . . . . 10:00 PM-11:00 PM
M . . . . . . 8:00 PM-9:00 PM
M . . . . . . 9:00 PM-10:00 PM
. T . . . . . 8:00 PM-9:00 PM
. T . . . . . 9:00 PM-10:00 PM
. T . . . . . 10:00 PM-11:00 PM
. . W . . . . 8:00 PM-9:00 PM
. . W . . . . 9:00 PM-10:00 PM
. . W . . . . 10:00 PM-11:00 PM
. . . T . . . 8:00 PM-9:00 PM
. . . T . . . 9:00 PM-10:00 PM
. . . T . . . 10:00 PM-11:00 PM
. . . . F . . 8:00 PM-9:00 PM
. . . . F . . 9:00 PM-10:00 PM
. . . . F . . 10:00 PM-11:00 PM
. . . . . S . 8:00 PM-9:00 PM
. . . . . S . 9:00 PM-10:00 PM
. . . . . S . 10:00 PM-11:00 PM
38
Source: Nielsen Galaxy Explorer
HHLD
59.1
61.2
57.1
57.6
60.3
62.6
59.1
61.3
56.8
56.6
59.8
55.9
56.0
58.7
55.7
51.6
54.3
53.2
50.6
53.1
52.3
P18-34
30.0
32.7
31.6
31.5
29.5
32.6
28.3
31.5
30.6
26.9
30.3
29.7
26.5
29.7
29.3
22.6
24.7
25.2
22.5
24.2
25.0
P35-49
39.1
42.1
39.4
38.3
36.6
40.8
35.3
39.5
37.1
33.8
38.4
36.5
33.2
37.6
36.6
29.8
33.4
34.3
30.5
33.7
34.7
P50-64
49.0
51.3
46.2
45.3
48.2
50.9
46.9
49.4
44.6
44.4
48.1
43.8
44.2
47.3
43.9
41.1
44.4
43.1
40.8
44.0
43.1
P65+
56.6
56.9
49.5
50.2
58.4
58.2
57.7
57.1
49.7
54.4
55.4
48.8
54.4
54.7
48.3
52.8
53.2
47.9
51.8
52.5
47.3
PBS Program Buildup Cume: P40-64
PBS Icon Buildup Cume - Week of Feb 8-14, 2010
Series added in order of DESCENDING REACH
12,000
570
10,000
322
348
238
203
113
1,084
854
Reach (000)
8,000
1,622
6,000
TOTAL
12,000
1,695
4,000
4,951
2,000
0
ANRO
NOVA
Source: Nielsen NPower, 6 minute qualifier
NAAT
AMEX
MAST
FRON
BMJL
SOUN
INLE
WWIR
NOWD *TOTAL*
Latin Music Programming Hit the Target
•
•
•
Compared to other Prime programs, including icons and specials, HOH-Hispanic
homes tend to watch significantly less PBS than their non-Hispanic counterparts.
With Latin Music USA and In Performance at the White House: Fiesta Latina, ratings for
Hispanic households were actually higher than those for non-Hispanic ones, the
only two programs of the month to exhibit this behavior.
Note that the Hispanic HOH ratings for the Latin Music specials were actually
higher than for the highly-promoted premiere episode of National Parks: America’s
Best Idea.
Sept/Oct Prime PBS Program Ratings
6.0
5.6
HOH Hispanic
HOH Non-Hispanic
5.0
4.1
+80%
HH AA%
4.0
+50%
3.0
2.0
2.0
1.8
1.7
1.4
1.0
1.0
1.2
1.2
1.1
0.8
1.2
1.0
0.9
0.7
0.5
0.4
0.3
0.3
0.2
0.0
Latin Music
USA
# T/C
2
In Perf: Fiesta
Latina
Nature
National Parks
101
1
1
6
Antiques
Roadshow
2
Frontline
Independent
Lens
Inventing LA
1
2
1
Source: Nielsen NPower 9/27/09-10/25/09, includes only measured programs for Sept/Oct and not the entire primetime schedule
Masterpiece
2
NOVA
2
Bringing in New Viewers
•
•
During the two-week period prior to the Latin music specials, PBS reached
2.3 million homes with Hispanic head-of-households, and 58% of these
homes watched PBS in primetime during the Latin music two-week period.
2.7 million Hispanic households watched PBS primetime during the Oct 1225 two week period, an increase of 18% over the prior two weeks. Of these,
over half had NOT watched any PBS primetime in the previous two weeks.
PBS Primetime Hispanic HOH Reach (000)
2,716 HH
New to
2,296 HH
1,393 (51%)
973 (42%)
Watched only in this period
Watched only in this period
1,323 (58%)
1,323 (49%)
Watched in both periods
Sep 27 - Oct 11
Source: Nielsen NPower Duplication/OOB Analysis
Oct 12 – Oct 25
Holding onto New Viewers
•
•
In the two weeks after LMUS, PBS’s Hispanic HOH primetime reach held at
the same elevated level, at 2.7MM households.
During this post-period, PBS held onto 55% of Hispanic viewers who had
watched during the Latin music programming period, with consistent
viewership rising 12%.
PBS Primetime Hispanic HOH Reach (000)
2,716 HH
2,727 HH
1,229 (45%)
1,240 (45%)
Watched only in this period
Watched only in this period
1,487 (55%)
1,487 (55%)
Watched in both periods
Oct 12 – Oct 25
Source: Nielsen NPower Duplication/OOB Analysis
Oct 26 – Nov 8
AA%
2.5
2.0
1.5
1.0
0.5
0
15
30
Source: Nielsen NPower – Live + 7 Day Ratings
45
60
Non-Hispanic HHs
75
90
105
The Decline of Fania Records
Politics, Society & Salsa: Rubén Blades & Willie Colón
Salsa's International Success
Yankee Stadium, Celia Cruz, and Salsa the Movie
Our Latin Thing & the Fania All-Stars
Salsa: From the Cheetah Club to the Latin Sound of the 70s
Nuyorican Identity, New Latin Sounds
Hispanic HHs
Willie Colón, Hector Lavoe & Fania Records
The Birth of Boogaloo
A Superstar is Born: Carlos Santana at Woodstock
Bill Graham & the Evolution of the Santana Blues Band
The Secret Latin Sounds of Rock & Roll
I Love Lucy & Latin Music Across the US
Mambonicks: The Palladium & its Dancers
The Mambo Craze: Tito Puente & Tito Rodriguez
Dizzy Gillespie & Chano Pozo: Champions of Latin Jazz
•
Only in New York: Machito & His Afro-Cubans
•
Looking Back: Carlos Santana & Mario Bauza
Latin Music USA Grabs Hispanic HHs
Comparing the progressive viewing of Hispanic and non-Hispanic households to the
101/102 stacked episode shows a divergence at about minute 36, which introduced
content about the integration of Latin music and culture into mainstream America.
By the end of the program, Hispanic household ratings were more than double those
of non-Hispanic households.
Latin Music USA 101/102 Stack
3.0
0.0
120
Frontline
• The ratings for Frontline reveal very consistent
audiences among 40-64 year olds.
• The range is consistently between 0.6 to 0.8 in this demo,
with only a few outliers.
• This program covers different topics each week but still
delivers a consistent audience.
• One high point was a repeat of “Sick Around the World”
timed during the peak of concern about H1N1 during
fall 2009. (Topic+Timing=Success)
• Other highlights included “Obama’s War” and an
episode on the middle class dealing with the recession.
• The lowest-rated program examined physician-assisted
suicide, consistent with the lower appeal of medical
topics in all programs.
10
/1
3/
10 0 9
/2
0/
10 0 9
/2
7/
11 0 9
/0
3/
11 0 9
/1
0/
11 0 9
/1
7/
11 0 9
/2
4/
12 0 9
/1
5/
12 0 9
/2
2/
01 0 9
/1
9/
01 1 0
/2
6/
02 1 0
/0
2/
02 1 0
/0
9/
02 1 0
/1
6
02 /1 0
/2
3/
03 1 0
/0
2/
03 1 0
/3
0/
04 1 0
/1
3/
04 1 0
/2
0/
04 1 0
/2
7/
05 1 0
/0
4/
05 1 0
/1
1/
05 1 0
/1
8/
05 1 0
/2
5/
06 1 0
/2
2/
06 1 0
/2
9/
08 1 0
/2
5/
10
AA%
Frontline
A40-64
A40-49
A50-64
Telecast Date
A65+
2.5
2.0
1.5
1.0
0.5
0.0
Frontline
Program
Frontline
Frontline
Frontline
Frontline
Frontline
Frontline
Frontline
Frontline
Frontline
Frontline
Frontline
Frontline
Frontline
Frontline
Frontline
Frontline
Frontline
Frontline
Frontline
Frontline
Frontline
Frontline/World
Frontline
Frontline/World
Frontline
Frontline
Frontline
Ep. #
2611
2801
2803
2802
2810
2809
2813
2815
1610
2817
2812
2806
2805
2806
2605
2805
2802
2814
2816
2818
1612
902
2807
901
2810
2811
2811
Episode Name
Sick Around the World
Obama's War
Close to Home
The Warning
Flying Cheap
Digital Nation
Behind Taliban Lines
Obama's Deal
From Jesus to Christ: The First Christians
College, Inc.
The Wounded Platoon
The Card Game
A Death in Tehran
The Card Game
The Medicated Child
A Death in Tehran
The Warning
The Quake
The Vaccine War
Law & Disorder
From Jesus to Christ: The First Christians
Troubled Water
The Dancing Boys of Afghanistan
The Carbon Hunters
Flying Cheap
The Suicide Tourist
The Suicide Tourist
Date
A40-64 A40-49 A50-64 A65+
1.3
1.0
1.6
2.0
11/10/09
1.0
0.8
1.1
1.3
10/13/09
0.9
0.8
1.0
1.5
10/27/09
0.8
0.8
0.9
1.3
10/20/09
0.8
0.8
0.9
1.5
02/09/10
0.8
0.6
1.0
1.3
02/02/10
0.8
0.7
0.9
1.4
02/23/10
0.8
0.6
1.0
1.5
04/13/10
0.8
0.5
1.0
1.5
12/15/09
0.8
0.6
0.9
1.3
05/04/10
0.8
0.7
0.9
1.4
05/18/10
0.8
0.7
0.8
1.2
11/24/09
0.8
0.6
0.9
0.9
11/17/09
0.8
0.6
0.9
1.3
01/26/10
0.8
0.6
0.9
1.4
11/03/09
0.7
0.6
0.9
1.3
01/19/10
0.7
0.5
0.9
1.1
02/16/10
0.7
0.5
0.8
1.2
03/30/10
0.7
0.6
0.7
1.2
04/27/10
0.7
0.6
0.7
1.2
08/25/10
0.7
0.5
0.8
1.1
12/22/09
0.6
0.6
0.7
0.9
06/29/10
0.6
0.4
0.8
1.7
04/20/10
0.6
0.3
0.8
0.9
05/11/10
0.6
0.4
0.7
1.0
05/25/10
0.5
0.3
0.7
1.1
06/22/10
0.5
0.5
0.6
1.1
03/02/10
NOVA
• Compelling topics included anthropology,
archaeology, and adventure
• There were mixed results for space topics
• New episodes of NOVA tended to
perform better than repeats
10
/0
6
10 /09
/1
3
10 /09
/2
0
10 /09
/2
7
11 /09
/0
3
11 /09
/1
0
11 /09
/1
7
11 /09
/2
4
12 /09
/1
5
12 /09
/2
2
12 /09
/2
9
01 /09
/0
5
01 /10
/1
2
01 /10
/1
9
01 /10
/2
6
02 /10
/0
2
02 /10
/0
9
02 /10
/1
6
02 /10
/2
3
03 /10
/0
2
03 /10
/2
3
03 /10
/3
0
04 /10
/0
6
04 /10
/1
3
04 /10
/2
0
04 /10
/2
7
05 /10
/0
4
05 /10
/1
1
05 /10
/1
8
05 /10
/2
5
06 /10
/2
2
06 /10
/2
9
07 /10
/0
6
07 /10
/1
3
07 /10
/2
0
07 /10
/2
7
08 /10
/2
4/
10
AA%
NOVA
A40-64
A40-49
A50-64
Telecast Date
A65+
4.0
3.5
3.0
2.5
2.0
1.5
1.0
0.5
0.0
NOVA
Program
NOVA
NOVA
NOVA
NOVA
NOVA | Becoming Human
NOVA
NOVA
NOVA | Hunting the Edge of Space
NOVA
NOVA
NOVA
NOVA
NOVA | Becoming Human
NOVA | Becoming Human
NOVA
NOVA
NOVA
NOVA | Hunting the Edge of Space
NOVA
NOVA
NOVA
NOVA
NOVA
NOVA
NOVA
NOVA
NOVA
NOVA
NOVA
NOVA
NOVA
NOVA
NOVA
NOVA
NOVA
NOVA
NOVA
Ep. #
3404
3703
3704
3701
3614
3604
3601
3709
3705
3603
3617
3607
3615
3613
3702
2303
3616
3708
3710
3315
3611
3602
3519
3508
3218
3107
3317
3502
3707
3612
3402
3706
3011
3418
3602
3312
3605
Episode Name
The Last Great Ape
Riddles of the Sphinx
Ghosts of Machu Picchu
Killer Subs in Pearl Harbor
Birth of Humanity
Extreme Ice
The Incredible Journey of the Butterflies
The Ever Expanding Universe
Extreme Cave Diving
Rat Attack
What Darwin Never Knew
Megabeasts' Sudden Death
Last Human Standing
First Steps
Building Pharaoh's Ship
B-29 Frozen in Time
Lizard Kings
The Mystery of the Milky Way
Mt. St. Helens Back From the Dead
The Deadliest Plane Crash
Hubble's Amazing Rescue
The Spy Factory
The Big Energy Gamble
Cracking the Maya Code
Storm That Drowned a City
Hunt for the Supertwister
Family That Walks on All Fours
The Four-Winged Dinosaur
Mind Over Money
What Are Dreams?
Kings of Camouflage
Pluto Files
Who Killed the Red Baron?
Missing in MiG Alley
The Spy Factory
Mystery of the Megavolcano
Darwin's Darkest Hour
Date
A40-64 A40-49 A50-64 A65+
12/22/09
1.9
1.4
2.3
3.9
01/19/10
1.5
1.0
1.9
2.9
02/02/10
1.5
1.1
1.8
3.3
01/05/10
1.4
0.7
1.9
2.6
11/10/09
1.4
0.8
1.8
2.2
02/16/10
1.3
0.8
1.7
1.7
01/26/10
1.3
1.0
1.5
3.0
04/13/10
1.3
0.9
1.5
1.7
02/09/10
1.2
1.0
1.4
1.8
03/30/10
1.2
0.9
1.5
2.0
12/29/09
1.2
0.8
1.6
2.4
02/23/10
1.2
0.9
1.5
2.0
11/17/09
1.2
0.8
1.5
2.6
11/03/09
1.1
0.8
1.4
2.5
01/12/10
1.1
0.7
1.5
2.5
07/20/10
1.1
1.0
1.3
2.6
10/20/09
1.1
0.9
1.3
1.9
04/06/10
1.1
0.9
1.2
2.0
05/04/10
1.0
0.8
1.2
1.7
07/13/10
1.0
0.7
1.3
2.1
10/13/09
1.0
0.6
1.3
1.8
06/29/10
1.0
0.7
1.2
2.3
04/20/10
1.0
0.6
1.3
2.2
03/23/10
1.0
0.6
1.3
2.2
05/18/10
1.0
0.7
1.1
2.2
05/11/10
0.9
0.6
1.2
1.3
10/27/09
0.9
0.6
1.2
1.8
08/24/10
0.9
0.5
1.2
2.0
04/27/10
0.9
0.4
1.3
1.4
11/24/09
0.9
0.8
0.9
1.4
06/22/10
0.9
0.5
1.2
1.9
03/02/10
0.9
0.7
1.0
1.3
07/27/10
0.9
0.7
1.0
2.2
07/06/10
0.8
0.5
1.1
2.0
12/15/09
0.8
0.5
1.1
1.5
05/25/10
0.8
0.5
1.0
1.7
10/06/09
0.6
0.4
0.8
1.7