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Today’s PBS

2015

This report presents the results of a national survey conducted by ORC International’s DualFrame CARAVAN in January 2015. The ORC International study included 1,010 adults, 18 years of age and older, who participated by phone January 9-18, 2015. Results were weighted to be statistically representative of the adult U.S. population.

For more information about how PBS and local stations deliver

outstanding return on investment to the nation, visit valuepbs.org.

Working collaboratively with our more than 350 independently owned

and operated local member stations, PBS provides the American public

with top-quality content and educational services that reach people

anywhere they are – meeting our mission to provide universal access in

innovative ways that seize the opportunities made possible by digital

technology.

Across genres and across platforms, PBS and local stations tell smart,

engaging stories that invite people from every walk of life to explore

new places, new ideas and new experiences – all of which have inspired

the American public to name PBS the country’s most trusted public

institution and an excellent use of tax dollars, outranked only by

military defense, for 12 consecutive years.

Public media is made possible through a singular public-private

partnership that combines critical seed money from the federal

government with funds from corporations, foundations and of course,

viewers. Donations from viewers to their local stations are the single

largest source of funding for our system.

PBS

Courts of Law

Commercial Broadcast TV

Digital Content Sources

Newspaper Publishers

Federal Government

Commercial Cable TV

Congress

24%

48%

20%

21%

13%

9%

11%

PBS is #1 in public trustHow much do you trust each organization?Percent saying they trust the organization “a great deal” (on a 4-point scale: a great deal, somewhat, not very much, not at all).

Source: Nielsen NPower, 9/23/2013–9/21/2014

Source: CARAVAN ORC International, January 2015

1Source: Google Analytics, January–December 2014

A TRUSTED & VALUED PUBLIC INSTITUTION

IN 2014 AMERICANS VIEWED MORE THAN

4.5 BILLION VIDEOS ACROSS ALLPBS DIGITAL PLATFORMS

7%

OF ALL U.S. TELEVISION HOUSEHOLDS

WATCH PBS86OVER THE COURSE OF 1 YEAR

%


For each of the following services that are funded using tax dollars, please rate the value that you receive.Percent saying each institution is an “excellent” value for the dollar (on a 4-point scale: excellent, good, not too good, poor).

PBS provides excellentvalue for tax dollars

Military Defense

PBS

Federal Aid to College Students

Overseeing Food Safety

Social Security

Overseeing Drug Safety

Environmental Protection

Highways/Roads/Bridges

Agricultural Subsidies

2



IN THE 2013-14 SEASON211 MILLIONPEOPLE WATCHED THEIR LOCAL PBS STATION

26%

12%

12%

11%

11%

9%

8%

7%

21%

Source: Nielsen Live+7, HH Total US AA%, M-S 8p-11p; 9/23/2013-9/21/2014

PBS IS THE

MOST-WATCHED NETWORK AMONG ALL OF BROADCAST & CABLE5TH


81%

16%

YES

NO

PBS is money well spentIs the money given to PBS stations from government, corporations and individuals money well spent?


32%

25% COMMERCIAL CABLE TV

COMMERCIAL BROADCAST TV

58% PBS

PBS is #1 in importanceHow important is it that each of the following types of television is available?Percent saying each type of television is “very important” (on a 4-point scale: very important, somewhat important, not too important, not at all important).

3

7,000 HOURS OF FREENATIONAL CONTENT

PBS DIGITAL PLATFORMS OFFER MORE THAN

& 22,000 HOURS OF FREELOCAL CONTENT

Source: Google Analytics, January–December 2014

EACH MONTH MORE THAN

33 MILLION PEOPLE VISIT PBS ONLINE


AMERICA’S LARGEST CLASSROOM

4

Which of the following media brands or companies provides the most educational content to its viewers?


PBS is the #1 educational media brand

21%

14%

3%

3%

16%

4%

25%

2%

2%

PBS

Discovery

National Geographic

History

Animal Planet

ABC

TLC

HGTV

CBS

Travel

A&E

Food

TBS

NBC

AMC

TNT

2%

1%

1%

1%

2%

1%

1%

M O R E T H A N1.6 MILLIONEDUCATORS & STUDENTS HAVE ACCESS TO

100K+ DIGITAL RESOURCES ON PBSLEARNINGMEDIA.ORG,A FORMAL PREK-12 EDUCATION SITE

MORE THAN

%95OF MEMBER STATIONS ARE

ACTIVELY INVOLVED INEDUCATION THROUGH LOCALIZED PBS LEARNINGMEDIA SITES

5

PBS HAS MORE THAN

12.5 MILLION FOLLOWERS ACROSS 10 DIFFERENT SOCIAL NETWORKS INCLUDING FACEBOOK, GOOGLE+, TUMBLR, TWITTER & YOUTUBE

PBS STATIONS IN MORE THAN 30 STATES

PARTNERED WITH MORE THAN 1,400 COMMUNITY

LEADERS, LOCAL ORGANIZATIONS & SCHOOLS

TO HELP STUDENTS SUCCEED ON THE PATH FROM

PRESCHOOL THROUGH HIGH SCHOOL GRADUATION



75%

74%

62%

Digital Content Sources(such as Netflix, YouTube & Amazon)

PBS

Commercial Broadcast TV

Commercial Cable TV

Newspaper Publishers

For each organization, how innovative do you consider each to be?Percent saying “very innovative/somewhat innovative” (on a 4-point scale: very innovative, somewhat innovative, not very innovative, not at all innovative)

PBS is an innovative media organization

■ Very Innovative ■ Somewhat Innovative

88%55%33%

54%21%

56%18%

49%13%

80%41%39%


6

PBS KIDS

Discovery Family

Disney

Sprout

Nickelodeon

Disney Jr.

Nick Jr.

Cartoon Network

Disney XD

44%

21%

6%

6%

6%

1%

4%

5%

2%


Which of the following TV/media brands do you believe is the most educational for children?Percent saying each brand/company is “most educational” for children.

PBS KIDS is the #1 educational media brandfor children

7

83% PBS



How much do you agree with the statement that ____ helps prepare children for success in school and in life?Percent saying “agree strongly/agree somewhat” (on a 4-point scale: agree strongly, agree somewhat, disagree somewhat, disagree strongly).

PBS helps prepare children for success in school & life


OF ALL KIDS

AGES 2–8 WATCH PBS

77%

51% COMMERCIAL BROADCAST TV

PBS REACHES MORE

KIDS 2-5 YEARSOLD & MORE MOMS WITH

KIDS UNDER 6THAN ANY OTHER KIDS TV NETWORK


88% PBS


How much do you agree with the statement that _____ helps children improve their reading and math skills?Percent saying “agree strongly/agree somewhat”(on a 4-point scale: agree strongly, agree somewhat, disagree somewhat, disagree strongly).

PBS helps children learn reading, math &essential skills

8



CHILDREN WHO USED PBS KIDS MATH CONTENT

IMPROVED SIGNIFICANTLY IN THEIR UNDERSTANDING OF EARLY MATHEMATICS SKILLS COMPARED TO CHILDREN WHO DID NOT USE THE CONTENT

Source: Pasnik, S., & Llorente, C. (2013). Preschool Teachers Can Use a PBS KIDS Transmedia Curriculum Supplement to Support Young Children’s Mathematics Learning: Results of a Randomized Controlled Trial


9

SOCIAL & EMOTIONAL DEVELOPMENTLITERACYSTEM (Science, Technology, Engineering & Math)

PBS KIDS curriculum provides content that addresses essential skills

SUPER WHY!

SESAME STREET

MARTHA SPEAKS

WORDGIRL

THE ELECTRIC COMPANY

CAT IN THE HAT

DINOSAUR TRAIN

CURIOUS GEORGE

SESAME STREET

SID THE SCIENCE KID

WILD KRATTS

PEG + CAT

ODD SQUAD

DANIEL TIGER’S NEIGHBORHOOD

SESAME STREET

ARTHUR

CLIFFORD THE BIG RED DOG

THOMAS & FRIENDSTM

CAILLOU

PRESCHOOLERS WHO PARTICIPATED IN A PBS KIDS MEDIA-RICH CURRICULUM

OUTSCORED THEIR PEERS WHO DID NOT PARTICIPATE IN THE CURRICULUM ON ALL TESTED MEASURES OF EARLY LITERACY, SUCH AS NAMING LETTERS & KNOWING THEIR SOUNDS

Source: Penuel, W.R., Pasnik, S., Bates, L., Townsend, E., Gallagher, L.P., Llorente, C., and Hupert, N. (2009). Preschool teachers can use a media-rich curriculum to prepare low income children for school success: Results of a randomized controlled trial


83%

10


PBS

PBS KIDS is #1 in innovationHow much do you agree with the statement that _____ is the innovator in children’s educational media?Percent saying “agree strongly/agree somewhat” (on a 4-point scale: agree strongly, agree somewhat,disagree somewhat, disagree strongly).




PBS KIDS MOBILE EDUCATIONAL APPS AVERAGED MORE THAN

264 MILLION VIDEO STREAMS PER MONTH IN 2014

Source: Google Analytics January-December 2014

11

78%

47%

38%

PBS

COMMERCIAL CABLE TV


How much do you agree with the statement that _____ is the undisputed leader in children’s programming?Percent saying “agree strongly/agree somewhat” (on a 4-point scale: agree strongly, agree somewhat, disagree somewhat, disagree strongly).

PBS is the undisputed leader in children’s programming


IN 2014 PBS KIDS OFFERED MORE THAN

4,000 HOURSOF CHILDREN’S PROGRAMMING


89%

54%

54%

PBS

COMMERCIAL CABLE TV


How much do you agree with the statement that _____ is a trusted and safe place for children to watch television?Percent saying “agree strongly/agree somewhat” (on a 4-point scale: agree strongly, agree somewhat, disagree somewhat, disagree strongly).

PBS is a trusted & safeplace to watch television



12

How much do you agree with the statement that _____ is a trusted and safe place for children to visit on digital platforms?Percent saying “agree strongly/agree somewhat” (on a 4-point scale: agree strongly, agree somewhat, disagree somewhat, disagree strongly).


84%

53%

49%

PBS


COMMERCIAL CABLE TV

PBS is a trusted & safeplace to visit on digital platforms

13Source: comScore VideoMetrix, January-December 2014

IN 2014

MORE MINUTES WERE SPENT VIEWING VIDEO ON

pbskids.org THAN ANY OTHER KIDS’ SITE

EACH MONTH, NEARLY

11 MILLIONPEOPLE VISIT pbskids.org

Source: Google Analytics, January–December 2014


81%

53%

51%

PBS


How much do you agree with the statement that _____ provides trusted and safe apps for children on mobile devices?Percent saying “agree strongly/agree somewhat” (on a 4-point scale: agree strongly, agree somewhat, disagree somewhat, disagree strongly).

PBS provides trusted & safemobile apps for children

14



COMMERCIAL CABLE TV

IN TOTAL, PBS MOBILE APPS HAVE BEEN DOWLOADED

18.9 MILLION TIMES

Source: AppFigures

15

PBS KIDS serves all childrenPBS KIDS attracts a higher proportion of viewers from Hispanic, African-American and low-income homes compared to their representation in the U.S. population.PBS KIDS program audience (green) indexed to total U.S. population (red).

Source: Nielsen NPower, all PBS KIDS programs, 4th quarter cume 2014

111 LOW-INCOME

HISPANIC

AVERAGE FOR U.S. POPULATION100

136

141 BLACK/AFRICAN-AMERICAN

PBSKIDS.org attracts a higher proportion of web users of Hispanic and African-American descent compared to their representation in the average U.S. web audience.PBSKIDS.org ethnicity demographics (green) versus total U.S. web audience (red).

Source: comScore PlanMetrix, November 2013

122 HISPANIC

AVERAGE FOR U.S. WEB AUDIENCE

100

145 BLACK/AFRICAN-AMERICAN

On TV

Online


Source: CARAVAN ORC International, Janurary 2015 May not total 100% due to rounding.

PBS is the most fairWhen it comes to news coverage, investigations and discussions of major issues, would you say these networks’ programs are strongly liberal, moderately liberal, moderately conservative, strongly conservative or mostly fair?

MORE VOTERS

TRUSTPBSTHAN ANY OTHER TELEVISION NEWS SOURCE

■ Liberal ■ Mostly Fair ■ Conservative

PBS

NPR

CBS

ABC

NBC

CNN

MSNBC

Fox News Channel

46%37%

43%

36% 18%45%

35% 19%46%

47% 35% 17%

47% 32% 21%

54% 28% 18%

52%25%22%

17%

42%

A TRUSTED WINDOW TO THE WORLD

15%

Source: Public Policy Polling, 1/30/2014

#1IN 2014 PBS WON

12 PEABODYAWARDS MORE THAN ANYOTHER BROADCASTER

16

How well do PBS programs — for both children and adults — address these items?Percent saying “addresses very well” (on a 4-point scale: very well, moderately well, not very well, not well at all).

PBS is a leader in addressing important issues

17

Support early childhood education

Provide access to arts, culture & performance

Promote an understanding of science & technology

Help children prepare for success in school & life

Promote an understanding of American history

Improve literacy

Inform people of America’s ethnic & cultural diversity

Provide access to a variety of viewpoints

Inform people of political & social issues

Inform people about health issues

61%

58%

48%

48%

46%

46%

43%

41%


39%

37%

IN 2014 PBS WON

3 DUPONT-COLUMBIAJOURNALISM AWARDS

A TRUSTED WINDOW TO THE WORLD

THE NATION’S LARGEST STAGE

18

59%

44%

29%

17%

54%

30%

63%

4%

7%

10%

Where do you look for television programming on arts, culture and performance?

PBS: most frequently turnedto for arts programming

PBS

Traditional network channels

Basic cable channels

YouTube

Netflix

HBO or other premium cable channels

iTunes

Amazon Instant Video

Ovation Network

Never look for

PBS and its local member stations ensure that the

worlds of music, theater, dance and art remain

available and free to all Americans, many of

whom might never have the opportunity to

experience them otherwise.


19

PBS: most varied arts &cultural programming

54%

44%

31%

18%

50%

31%

73%

11%

14%

Which of the following media outlets provide the most varied arts, culture andperformance programming?


PBS

Traditional network channels

Basic cable channels

YouTube

Netflix

HBO or other premium cable channels

iTunes

Amazon Instant Video

Ovation Network

IN 2013-14 MORE THAN

110 MILLION PEOPLE WATCHED PBS

ARTS & CULTURAL PROGRAMMING

IN 2013–14PBS OFFEREDMORE THAN

549HOURS OF ARTS & CULTURALPROGRAMMING

THE NATION’S LARGEST STAGE

20

PBS, with over 350 member stations, offers all Americans the

opportunity to explore new ideas and new worlds through television

and online content. Each month, PBS reaches more than 103 million

people through television and over 33 million people online, inviting

them to experience the worlds of science, history, nature and public

affairs; to hear diverse viewpoints; and to take front row seats to

world-class drama and performances.

PBS’ broad array of programs has been consistently honored by the

industry’s most coveted award competitions. Teachers of children

from pre-K through 12th grade turn to PBS for digital content and

services that help bring classroom lessons to life. PBS’ premier

children’s TV programming and its website, pbskids.org, and mobile

apps are parents’ and teachers’ most trusted partners in inspiring

and nurturing curiosity and love of learning in children.

More information about PBS is available at www.pbs.org, one of the

leading dot-org websites on the Internet, or by following PBS on

Twitter, Facebook or through our apps for mobile devices. Specific

program information and updates for press are available at pbs.org/

pressroom or by following PBS Pressroom on Twitter.

ORC International is a leading global market research firm with offices across the U.S., Europe and Asia Pacific. The Company offers a platform of Integrated Intelligence that

combines forward thinking methodologies, cutting-edge technology, skilled researchers and in-depth industry experience to provide clients with valuable insight and analysis

in the areas of Customer Strategies, Employee Engagement, and Innovation and Growth. ORC International was founded in 1938 and is a founding member of the CASRO, the

proud partner of CNN on the CNN|ORC International poll since 2006; and the research firm of choice on the annual NYSE Euronext CEO Report. For more information, please

visit www.ORCInternational.com.

FRONT COVER: Main photo, courtesy of Peter Krogh; Daniel Tiger’s Neighborhood: ©2015 The Fred Rogers Company; Ken Burns photo courtesy of Jason Savage; Charla Metzker of Ballet Florida dancing Lambarena Photo Courtesy of © Steven Caras; Teddy Roosevelt Photo Credit: Library of Congress Prints and Photographs Division; WGBH NOVA “Making Stuff Wilder” Atlas Photo Courtesy of Cara Fienberg; Logos; CURIOUS GEORGE is a production of Imagine, WGBH and Universal. Curious George and related characters, created by Margret and H. A. Rey, are copyrighted and trademarked by Houghton Mifflin Harcourt and used under license. Licensed by Universal Studios Licensing, LLC. Television Series: © 2014. Universal Studios. All Rights Reserved. FOR PROMOTIONAL USE ONLY; Grover and Cookie Monster: Sesame Street® and associated characters, trademarks and design elements are owned and licensed by Sesame Workshop: © 2015 Sesame Workshop. All Rights Reserved; Cat in the Hat Knows a Lot About That!: © 2015, CITH Productions, Inc. and Red Hat Animation Ltd. Underlying characters: © 1957, 1985 Dr. Seuss Enterprises, L.P; DINOSAUR TRAIN™ & © 2015 The Jim Henson Company. All Rights Reserved; SID THE SCIENCE KID™ & © 2015 The Jim Henson Company. All Rights Reserved; DinosaurTrain™ & © 2015 The Jim Henson Company. All Rights Reserved.; Wild Kratts is a Kratt Brothers Company/9 Story Entertainment production: © 2015 WK3 Productions Inc.; @ Peg + Cat: © 2015, Feline Features, LLC ; Odd Squad: © 2015 The Fred Rogers Company; Super WHY!: © 2015 Out of the Blue Enterprises, LLC. All Rights Reserved; Martha Speaks: © 2015 WGBH Educational Foundation™ © “Martha” and underlying artwork: Susan Meddaugh; WORDGIRL™ & © Scholastic Inc. All Rights Reserved; The Electric Company® and associated characters, logos, trademarks and design elements are owned and licensed by Sesame Workshop: © 2015; Daniel Tiger’s Neighborhood: © 2015 The Fred Rogers Company; ”Arthur” & the other Marc Brown ARTHUR characters and underlying materials (including artwork) ™ and © 2000 Marc Brown; Clifford The Big Red Dog: © Scholastic Inc. CLIFFORD™; THOMAS & FRIENDS © 2015 Gullane (Thomas) Limited. The Thomas name and character and the Thomas & Friends logo are trademarks of Gullane (Thomas) Limited and its affiliates and are registered in many jurisdictions throughout the world. CAILLOU™ Chouette Publishing; @ Peg + Cat: © 2015, Feline Features, LLC; Family in couch photo of Peter Krogh; family and kids using mobile and digital devices courtesy of Peter Krogh; Judy Woodruff and Gwen Ifill of PBS NewsHour: photo courtesy of Robert Severi; POV Documentary High Tech, low life, photo credit Stephen T. Maing, ©MudHorsePictures, LLC.; Austin City Limits Valerie June Photo by Scott Newton. Courtesy KLRU-TV, Austin PBS; Lang Lang as appeared on Great Performances: photo courtesy of Detlef Schneider; Father and son watching wild Kratts on laptop, photo courtesy of Peter Krogh.

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