PTPA Research Update November 2009 PBS Research Beth

PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

Prime Time Average '04 -05 '05 -06 '06 -07 '07 -08 '08 -09 1 -Year Change Public TV Stations 1. 7 1. 5 1. 4 1. 2 1. 1 -8% -35% ABC Affiliates 5. 9 5. 2 4. 8 4. 4 -8% -25% NBC Affiliates 5. 9 5. 8 5. 0 5. 1 4. 1 -20% -31% CBS Affiliates 7. 3 7. 1 6. 5 5. 4 5. 7 +6% -22% FOX Affiliates 4. 9 5. 0 4. 9 4. 8 4. 1 -15% -16% Other broadcast nets (3)* -- -- 2. 8 2. 6 2. 4 -8% -- Spanish networks (4)** -- 2. 9 2. 8 2. 7 2. 8 +4% -- Basic cable 32. 9 33. 5 33. 3 34. 1 34. 9 +2% +6% Pay cable 3. 1 2. 8 2. 6 2. 5 2. 6 +4% -16% HUT 60. 1 58. 6 58. 5 57. 6 -2% -4% Dates: NTI-defined. ’ 08 -09 season is 9/22/08 to 9/20/09. Source: Nielsen Television Index. *The CW, My. Network. TV, and ion. **Univision, Telemundo, Azteca. America, Telefutura. 5 -Year Change

National Parks Overnights and National Ratings Source: NSI metered-market program averages and national program ratings from NPower.

National Parks Demo Profile Source: NPower, average across six episodes of National Parks.

National Parks 101 Live + 7 Minute by Minute AA% Premiere Sunday 9/27/09 Source: Nielsen NPower

National Parks 101 -106 Live + 7 Minute by Minute HH AA% Note 10: 10 pm Source: Nielsen NPower

National Parks 101 Live + 7 Minute by Minute AA% Source: Nielsen NPower

HH Duplication Matrix n n On average, 42% of any night’s households came back the following night for more National Parks. Roughly half of any night’s viewers had watched some National Parks the previous night

National Parks Web Metrics 325, 162 Unique Visitors n 455, 234 Visits n 1, 477, 798 Pageviews n 222, 231 Pageviews to Video Portal n 125, 294 Video Streams n Time spent viewing online = almost one hour n

Latin Music USA Fiesta Latina and Telecast Performance Date 10/12 10/15 10/19 Telecast LMUS Episodes 101/102 Stacked IPWH: Fiesta Latina LMUS Episodes 103/104 Stacked Source: 1 PBS Overnights/Box Score Report (October 2009 Prime Avg was 1. 2 HH AA%) Data (53 major metered markets) HH AA% 1. 02 1. 43 0. 83 2 Nielsen D% vs Prime 1 -17% +17% -33% Pocketpiece data (national) 3 PBS Overnights

Latin Music Programming Hit the Target n n 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 for non-Hispanic ones. +80% +50% Source: Nielsen NPower

Hispanic Viewing to PBS Increased • • Prior to the October 12 th premiere of Latin Music USA, less than 5% of PBS’ primetime audience had Hispanic-identified heads of households. During the two week run (Live + 7) of Latin music programming (including Fiesta Latina), Hispanic household viewing increased by over 50%, and comprised 7. 2% of PBS’ primetime viewers. Source: Nielsen NPower – includes only measurable programs from Sept 27 to Oct 25

Latin Music USA Premiere Live + 7 Minute by Minute AA% Source: Nielsen NPower

Latin Music USA Premiere Hispanic Households Only Live + 7 Minute by Minute AA% Source: Nielsen NPower

Latin Music USA Grabs Hispanic HHs • • Comparing the progressive viewing of Hispanic and non-Hispanic households 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. Source: Nielsen NPower – Live + 7 Day Ratings

LMUSA Web Site Traffic n Site traffic and visitors peaked the day after the premiere telecast, and again rose significantly for two days after the second episodes aired. Source: Google Analytics, Oct 4 – Oct 31, 2009

LMUSA Web Site Traffic Source: Google Analytics, Oct 4 – Oct 31, 2009

IPWH Fiesta Latina Site Traffic Web n Site traffic and visitors peaked the day after the premiere telecast, and again rose significantly for two days after the second episodes aired. Source: Google Analytics, Oct 4 – Oct 31, 2009

IPWH Fiesta Latina Site Traffic Web Source: Google Analytics, Oct 4 – Oct 31, 2009

KIDS: Age-Specific Ratings Source: Nielsen NPower weeks of Oct 5 and Oct 12, 2009.

KIDS: Age-Specific Ratings (Con’t) Source: Nielsen NPower weeks of Oct 5 and Oct 12, 2009.

KIDS: M-F Daytime Age Ratings Source: Nielsen NPower weeks of Oct 5 and Oct 12, 2009.

3 Screen: Number of Users aged 2+ Currently more than 284 million people watch TV in a typical month, 191 million use the Internet, and 133 million watch some form of video on the Internet. The growth in DVR users is due to the growth in DVR penetration, currently 30%.

3 Screen: Time Spent Watching Video The average viewer watches 141 hours of TV a month. Americans who watch video on the Internet consume three hours monthly, almost the same amount of time as spent using mobile video.

3 Screen: Time Spent Watching Video By Age: Kids and Teens Kids 2 -11 spend the vast majority of their time watching regular live TV, more than 101 hours a month and teens spend about that same amount watching too. Although teens spend more time than any other demo group watching video on mobile phones, their time spent with mobile compared to regular live TV is quite small.

3 Screen: Time Spent Watching Video By Age: Adults 55+ Adults 55 -64 are the second-heaviest users of TV, fourth highest in Internet use, and fourth-highest in time-shifted viewing. Adults 65+ spend the most time with TV at close to 200 hours a month. They also spend 22 hours a month on the Internet, but they are the lowest in time spent with video on the Internet.

Nielsen’s Convergence Panel Simultaneous Use of TV and Internet 57% of persons 2+ watch TV and use the Internet simultaneously at least once a month n Time spent in simultaneous use is about two and a half hours per month n 3% of total TV time was spent also using the Internet n 28% of total Internet time was spent also using TV n

Additional Facts and Trends n n Online usage is flat since last year, but more people are viewing video online than ever before. Short-form video (You. Tube) still makes up the majority of online video viewing (83%), while “name-brand” TV network content comprises the majority of mobile video viewing. Time-Shifted TV viewing continues to grow, with Americans watching one hour more per month of timeshifted TV than they did one year ago (now 7 hours/mo). Mobile video users continue to increase in number, with more than 15 million Americans reporting watching mobile video in 2 Q 09 (up from 9 million one year ago).