Research

PBS Viewers Nearly 80 million tune-in to PBS every week*

PBS Programming reaches 99% of all television households

• Discovery reaches 80%,
• A&E reaches 82%,
• MSNBC reaches 78%
• Disney reaches 80%

Source: Nielsen Television Index. Custom PBS 7-day cume reports (avg. of one week each in Oct. & Nov. ’06 and Jan. & Feb. ’07).

* Source: Nielsen Television Activity Report (June ’06)

2006 Only-Only-Both Study

PBS viewers are selective and loyal – most count on PBS to be their source for news, education and entertainment. Of viewers who tune-in to PBS:

• 85% do not watch A&E
• 88% do not watch Lifetime
• 75% do not watch CNN
• 82% do not watch MSNBC

Source: 2006 PBS-commissioned Nielsen Only-Only-Both Study

2006 PBS Sponsorship Awareness Study

• 73% of PBS viewers said PBS sets the standards of quality for television
• 68% of PBS viewers feel that companies that fund PBS have a commitment to
• quality and excellence.
• 57% of PBS viewers agree that underwriters are usually industry leaders.
• 66% of PBS viewers would choose to buy a product from a company that supports PBS, all other things being equal.

• 46% of PBS viewers have bought a company’s products or services in the past because they appreciated their charity or involvement in the community.

Source: 2006 PBS commissioned Harris Interactive study

2006 Grumwald Associates Teachers Survey

PBS is #1 with educators among all major television providers, on both cable and broadcast television, for video in the classroom (both off-air taping and purchasing).

Source: 2006 PBS-commissioned Grumwald Associates Teachers Survey

2006-2007 Erdos & Morgan Opinion Leaders Study

The 2006-07 national study of opinion leaders verified that PBS News and Public Affairs programming continues to be a trusted source for news and information that opinion leaders turn to on a regular basis. The NewsHour with Jim Lehrer and Washington Week were voted the top two most “objective” weekday news program among opinion leaders. NewsHour and Washington Week, along with NOVA and FRONTLINE, were among the top 10 most “credible” media sources (print and television) that reach most opinion leaders. The NewsHour reaches 41.6% of all opinion leaders, putting it among the top 10 media (print and television) that reach most opinion leaders. With 25.7% viewership, BBC News ranks in the top 25 media (print and television) that reach the most opinion leaders. Source: 2006-07 Erdos & Morgan National Opinion Leaders Study

2006 Roper Public Trust Survey

In 2006, for the third consecutive year, Americans consider PBS the nation’s most trusted institution among nationally known organizations and consider PBS news and public affairs series the most trustworthy compared to other networks:

(Percent that trust “a great deal” on a 4 point scale)

• PBS – 39%
• CNN – 26%
• Fox News Channel – 26%
• CBS - 19%
• MSNBC - 17%

Americans also believe PBS provides the second best us of tax dollars, following military defense; and rank PBS programming most important, compared with commercial and cable television.

Source: Roper Public Affairs and Media Poll for PBX February 2006

2006 PBS KIDS Image Tracking Study

• 57% of respondents strongly agreed that PBS KIDS has “quality programs that are free to everyone”
• 52% strongly agreed that PBS KIDS programs can be trusted to have their child’s best interest in mind
• 58% of respondents strongly agreed that PBS is a trusted place for children to watch television
• 39% strongly agreed that all else being equal, they would choose to buy a product from a company that supports PBS KIDS

Source: 2006 PBS-commissioned Harris Interactive Study

2005 Roper ASW Survey of Parents

When asked about PBS programs and their sponsors, parents with children under age 12:

• 90% agreed that PBS KIDS programming is educational.
• 86% agreed that the programming is of high quality.
• 82% agreed that companies that sponsor PBS KIDS value children.
• 73% agreed that companies that sponsor PBS KIDS are exceptional.
• 71% would buy a product from a PBS KIDS sponsor.

Source: Roper ASW commissioned by PBS, April 2005

Formerly Bruskin survey