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
Top Related