Audience Insight 2013 Season-to-Date

Transcription

1 Look inside... Audience Insight 2013 The latest on s primetime ratings and rank among other popular networks An up-to-date profile of our audience, overall, series-by-series, segment-by-segment Audience duplication for all ongoing series New this year: Three-year ratings trends for every night of the week and every general audience ongoing series New this year: how pop-outs delivered new viewers Preliminary results of a measurement experiment: member viewing Get involved Attend our concurrent sessions at the Annual Meeting in Miami on Tuesday and Thursday learn about the impact of DVR, Hispanic audiences, trends in the 65+ audience, and more Watch for updates and webinars throughout the year Send us your questions and suggestions Look for our full season report in January Go to Connect for past booklets and presentations (Go to Research Ratings and click on the Audience Insights link) For more information contact: Beth Walsh, bwalsh@pbs.org For additional copies contact: Gail Malloy, gmalloy@pbs.org Booklet designed and produced by City Square Associates, Inc., Cambridge, Massachusetts May 7, 2013, Version 1.0 A Project Funded by Audience Insight 2013 Season-to- Primetime Profile September 24, March 31, 2013 With Comparisons to the and Seasons-to-

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3 GLOSSARY A WORD FROM BETH WALSH Rating or AA (Average Audience) Percent of all TV households (or persons) watching during an average minute of a program or time period. Cume or Reach Total TV households (or persons) tuned for at least 6 minutes during a program or time period. Each household or person is counted only once. Live+7 Includes all playback on a DVR within 7 days of the program feed or original time period. New Viewers Viewers of a program who had not watched any in the previous four weeks in primetime. Loyal Viewers Viewers are divided into five equal groups according to their time spent viewing. The top 20%, who watch the most, are called Loyal Viewers. Super Loyal Viewers are a subset of Loyals, or of viewers. Light Viewers are the bottom 80% of viewers. Prime time rating the prime time rating includes tuning to all stations during an average minute from Monday-Sunday 8-11 PM, (including multi-cast stations and all Live+7 viewing) Rating Point Each household rating point represents 1,142,000 households. Universe Estimate (UE) the total number of Homes or Persons in a given population Persons in Households Media Related UNIVERSE ESTIMATES Total P2+ 289,420,000 Total ,790,000 U.S. TV HOUSEHOLDS = 114,200,000 P ,020,000 P ,590,000 P ,020,000 P ,170,000 P ,400,000 P 40-39,970,000 P 50-58,440,000 P ,810,000 Cable and/or ADS 102,010,000 Broadcast Only 11,190,000 DVD Owner 95,460,000 DVR Owner 50,340,000 Videogame Owner 51,500,000 Race of Householder Black (Alone or in combination) 14,610,000 White 86,950,000 Other (Not Black & Not White) 12,0,000 Asian (included in other above) 5,410,000 Ethnicity of Householder Hispanic 14,100,000 Non-Hispanic 100,100,000 Education of Householder < 4 Yrs High School 13,550,000 4 Yrs High School 29,760, Yrs College 35,820, Yrs College 35,070,000 Household Income <$40,000 46,970,000 $40,000 - $59,999 18,780,000 $60,000 - $99,999 24,420,000 $100, ,030,000 Late in 2009, the Corporation for Public Broadcasting (CPB) provided funding to launch national Nielsen measurement of and has helped to sustain it ever since. Recognizing the value of strategic audience understanding and the importance of cultivating system-wide literacy with respect to audience measurement, CPB also sponsored the Audience Insight project. Each May since then, Research has published a user-friendly review of the first half of the primetime broadcast season-todate and has presented the results of its special analyses at concurrent sessions during the annual meeting and webinars thereafter. In January of this year, the Audience Insight team was able to publish its first annual full season report on the performance of the General Audience NPS. This Audience Insight work and full time Nielsen measurement generally has informed content, scheduling, and promotion strategy. For example, using the knowledge gained since the project s inception, has been able to build stronger nights that benefit from being organized around genres and program affinities. Local station executives have been able to use the data to tell the compelling story of public television s reach, and local programmers have been able to use the analysis to inform the decisions they make about how to build and promote their schedules on the foundation of the primetime NPS. The present booklet continues to deliver on the promise of Audience Insight. As in previous editions, we provide an overview of the ratings performance of night-by-night, hour-by-hour, and in comparison to other networks with whom we compete for viewer time and attention. We also profile the composition of our audience, overall and series-by-series, with a view to understanding where we are strongest and where we have the greatest opportunities for growth going forward. Among the highlights: In the season, s primetime rating is up over last season at this time. Thus far this season, no other major broadcast network has posted gains in their primetime household ratings. ranks 9th in primetime ratings among all broadcast and cable networks well ahead of many popular cable channels including Discovery, Animal Planet, AMC, HBO, HGTV, and Bravo and up from last year, with History and TNT having moved below us in the ranker. Primetime ratings are up on five of seven nights, and Sunday nights are up 2 over the broadcast season. This year, we re especially pleased to have enhanced our seasonto-date report with our first genuine trend analysis: With three full seasons of full-time Nielsen now under our belts, it is now possible to generate a more accurate picture of the gains and losses which define our ratings performance. Also new in this year s edition are the results of our first efforts to approximate a Nielsen measure of member viewing and enhanced reporting on the effectiveness of our pop-out events in reaching new viewers. It is from these new analyses that we ve learned: s pop-outs for the season-to-date succeeded in their objective of bringing in millions of viewers, with more than 24 million people watching Downton Abbey Season 3, and more than 17 million tuning in for Ken Burns Dust Bowl. Heavy usage of our primetime service doesn t necessarily translate into greater likelihood to support one s local station. While the concentration of members is indeed greatest in our heaviest viewing group (The Loyals), it is only marginally greater than the concentration of members in all other viewing segments, even the lightest ones. My team in Research, CPB and our partners at City Square Associates who assist us in the Audience Insight project, hope you will find the information in this booklet useful and welcome your feedback, questions, and suggestions. Beth Walsh, Senior Director, Research All data contained in this report come from Nielsen s national PeopleMeter sample. Respondent-level data pulled from Nielsen s Npower tool for Live Source: Nielsen NPower, season-to-date (9/25/12-3/31/13), s-t-d (9/19/11-3/25/12) and s-t-d (9/20/10-3/27/11) 1

4 Antiquing in New Milford, CT 1/21/ Antiquing in Walnut, IA 1/7/ Antiquing in Chicago, IL 1/14/ Antiquing in Greenwich, NY 2/18/ Antiquing in Chantilly, VA 2/11/ Antiquing in Long Beach, CA 2/4/ Antiquing in Oronoco, MN 2/25/ Antiquing In Brimfield, MA 9/24/ Antiquing In Pasadena, CA 10/8/ Antiquing in Canton, TX 11/5/ * Antiques Roadshow Market Warriors CBS NCIS CBS NCIS: Los Angeles Masterpiece CBS Person of Interest CBS 60 Minutes CBS The Big Bang Theory CBS Elementary CBS Blue Bloods MARKET WARRIORS LOYAL VIEWER P18-24 P MARKET WARRIORS LOYAL VIEWER 0.72 * HISTORY The Bible 4.54 HGTV Flea Market Flip 3.03 HISTORY American Pickers 2.77 ESPN NFL Regular Season 2.70 A&E Storage Wars Texas 2.51 A&E Storage Wars New York 2.50 ESPN College Football Bowl Game 2.18 HISTORY Pawn Stars 2.02 DISCOVERY Auction Kings 2.01 HISTORY Vikings 1.99 SCIENCE & NATURE ARTS & DRAMA

5 ARTS & DRAMA SCIENCE & NATURE P18-24 P25-39 Boston, MA 2/11/ Corpus Christi, TX 1/14/ Boston, MA 2/4/ Corpus Christi, TX 1/21/ Corpus Christi, TX 1/7/ Myrtle Beach, SC 2/18/ Junk in the Trunk 2 11/5/ Myrtle Beach, SC 2/25/ Myrtle Beach, SC 2/25/ Cats & Dogs 11/12/ ANTIQUES ROADSHOW LOYAL VIEWER Network Program Name * Antiques Roadshow CBS NCIS CBS NCIS: Los Angeles CBS 60 Minutes Market Warriors ABC Dancing with the Stars ABC Dancing w/stars Results 13. Masterpiece CBS Person of Interest CBS The Big Bang Theory ANTIQUES ROADSHOW LOYAL VIEWER * HISTORY The Bible 5.78 ESPN NFL Regular Season 4.11 HISTORY American Pickers 3.18 ESPN College Football Bowl Game 2.76 HISTORY Vikings 2. HGTV Flea Market Flip 2.47 HISTORY Pawn Stars 2.38 A&E Storage Wars Texas 2.30 FOX NEWS The O Reilly Factor 2.21 A&E Storage Wars New York 2.21 TABLE OF CONTENTS 1 FOREWORD 3 TABLE OF CONTENTS PART I: THE SEASON OVERVIEW 6 PRIMETIME RATINGS VS. OTHER NETWORKS 7 CHANGE IN PRIMETIME RATINGS 8 PRIMETIME RATINGS BY DAY PRIMETIME RATINGS BY NIGHT 9 PRIMETIME RATINGS BY HOUR; PRIMETIME RATINGS CHANGE BY HOUR 10 PRIMETIME AUDIENCE COMPOSITION; PRIMETIME AUDIENCE COMPOSITION BY LOYAL VIEWERS 11 IN PURSUIT OF MEMBER RATINGS POP-OUT PROGRAMS PART II: SERIES BY GENRE 16 PRIMETIME SERIES RANKER 17 PRIMETIME SERIES DUPLICATION GRAND DASHBOARD 20 SCIENCE & NATURE GENRE OVERVIEW 21 NATURE 22 NOVA 23 NOVA SCIENCE NOW 24 ARTS & DRAMA GENRE OVERVIEW 25 AMERICAN MASTERS 26 CALL THE MIDWIFE 27 GREAT PERFORMANCES 28 MASTERPIECE 29 GENRE OVERVIEW 30 NEWSHOUR 31 FRONTLINE 32 WASHINGTON WEEK 32 NEED TO KNOW 33 GENRE OVERVIEW 34 INDEPENDENT LENS 35 POV 36 GENRE OVERVIEW 37 AMERICAN EXPERIENCE 38 ANTIQUES ROADSHOW 39 MARKET WARRIORS

6 P18-24 P The Abolitionists 1/8/ The Abolitionists 1/15/ The Abolitionists 1/22/ Silicon Valley 2/5/ John D. Rockefeller 2/12/ AMERICAN EXPERIENCE LOYAL VIEWER * Masterpiece Antiques Roadshow 17. CBS 60 Minutes NOVA CBS NCIS Nature Market Warriors CBS Person of Interest CBS NCIS: Los Angeles CBS The Big Bang Theory AMERICAN EXPERIENCE LOYAL VIEWER * ESPN NFL Regular Season 4.68 HISTORY The Bible 4. USA Suits 3.03 ESPN College Football Bowl Game 2.86 HISTORY Mankind Story of Us 2.84 FX Americans 2.82 HISTORY Men Who Built America 2.79 HISTORY Vikings 2.76 HISTORY Ultimate Guide Presidents 2.75 CNN Debate Night in America SCIENCE & NATURE ARTS & DRAMA

7 ARTS & DRAMA SCIENCE & NATURE The History and Personal History genre on includes long-running series American Experience, longtime favorite Antiques Roadshow, and newcomer Market Warriors. During the season-to-date, American Experience found success with the three-part miniseries The Abolitionists. American Experience is the fourth-highest rated series of the season so far, and has shown significant gains of 42% and 32% in Black households over the past two seasons respectively. Tuesday nights, the home for American Experience this season, are up slightly overall. Within Personal History, Antiques Roadshow remains the highest-rated program on, with a 3.71 season-to-date average rating, though its average audience season-to-date has contracted by since last year and since the season. The new series Market Warriors averaged a 1.56 household rating. It skewed slightly younger than lead-in Antiques Roadshow with a median age of 62 (vs. 65). PART I SEASON OVERVIEW 36 6

8 PRIMETIME RATINGS VS OTHER NETWORKS CBS ABC NBC FOX USA UNIVISION ESPN DISNEY FOX NEWS HISTORY TBS NICKELODEON (8-9P) TNT A&E CW FX CARTOON DISCOVERY LIFETIME HGTV FAMILY AMC SYFY ION TLC BRAVO HBO - THE WORKS NICK-AT-NITE (9-11P) FOOD HALLMARK MTV COMEDY SPIKE CNN INVESTIGATION DISCOVERY BET ANIMAL PLANET SHOWTIME NATIONAL GEOGRAPHIC TRAVEL HBO PRIME H2 SCIENCE BIOGRAPHY BBC AMERICA HOUSEHOLD/SEASON-TO-DATE ranks 9th among all Broadcast and Cable Networks What s a Household Rating Point? Each household rating point = 1,142,000 U.S. TV households Reportero 1/7/ Sun Kissed 10/18/ Give Up Tomorrow 10/4/ El Velador: The Night Watchman 9/27/ Nostalgia for the Light 10/25/ POV LOYAL VIEWER * Antiques Roadshow NOVA Market Warriors Nature Masterpiece CBS NCIS Frontline CBS NCIS: Los Angeles CBS 60 Minutes CBS Person Of Interest P18-24 P POV LOYAL VIEWER * HISTORY The Bible 6.62 ESPN NFL Regular Season 2.98 HISTORY Vikings 2. ESPN College Football Game 2.16 FOX NEWS The O Reilly Factor 2.16 TLC line: Real Life Mysteries 1.99 FOX NEWS On The Record w/greta 1.96 CNN Debate Night in America 1.85 TLC 48 Hours: Hard Evidence 1.82 FOX NEWS Hannity SCIENCE & NATURE ARTS & DRAMA

9 ARTS & DRAMA SCIENCE & NATURE Half the Sky: Turning Oppression into Opportunity for Women Worldwide 10/1/ Half the Sky: Turning Oppression into Opportunity for Women Worldwide 10/2/ Park Avenue: Money, Power & the American Dream 11/12/ Soul Food Junkies 1/14/ Beauty is Embarrassing 1/21/ Solar Mamas 11/5/ As Goes Janesville 10/8/ The Powerbroker: Whitney Young's Fight for Civil Rights 2/18/ Love Free or Die 10/29/ Ai Weiwei: Never Sorry 2/25/ P18-24 P25-39 CHANGE IN PRIMETIME RATINGS HOUSEHOLD/SEASON-TO-DATE CBS -1% ABC - NBC -3% FOX -1 USA - UNIVISION ESPN - DISNEY -2% FOX NEWS HISTORY TBS NICKELODEON (8-9P) TNT A&E CW FX CARTOON DISCOVERY LIFETIME HGTV FAMILY AMC SYFY ION TLC BRAVO HBO - THE WORKS NICK-AT-NITE (9-11P) - - 1% 0% 0% -4% % 3% 4% INDEPENDENT LENS LOYAL VIEWER * Masterpiece Antiques Roadshow Nova Market Warriors Nature CBS 60 Minutes CBS NCIS CBS NCIS: Los Angeles CBS Person of Interest CBS Elementary INDEPENDENT LENS LOYAL VIEWER * HISTORY The Bible 3.32 ESPN NFL Regular Season 2.50 AMC Talking Dead 1.81 ESPN College Football Bowl Game 1.75 HISTORY Vikings 1.71 HISTORY Mankind Story of Us 1.69 USA Suits 1.68 CNN Debate Night in America 1.68 HISTORY Men Who Built America 1.66 FX Americans 1.62 FOOD HALLMARK MTV COMEDY SPIKE CNN INVESTIGATION DISCOVERY BET ANIMAL PLANET SHOWTIME NATIONAL GEOGRAPHIC TRAVEL HBO PRIME H2 SCIENCE BIOGRAPHY BBC AMERICA -20% -13% -10% % 1 13% 1 13% 44% 1 30% 1 34 PERCENT CHANGE FROM SEASON-TO-DATE 7

10 /24/12 PRIMETIME RATINGS BY NIGHT HOUSEHOLD/SEASON-TO-DATE /1/ /8/12 PRIMETIME RATINGS BY DAY PLEDGE PERIOD 10/15/12 10/22/12 10/29/ /5/12 HOUSEHOLD/SEASON-TO-DATE 11/12/12 11/19/ /26/ /3/12 12/10/ /17/12 12/24/12 12/31/12 1/7/13 1/14/13 1/21/13 1/28/13 2/4/ /11/13 2/18/13 2/25/13 3/4/13 3/11/13 3/18/13 3/25/13 Source: NPower, 9/24/12-3/31/ T he Independent Film genre includes the series Independent Lens and POV, and the special presentation from Independent Lens, Half the Sky. The data for this genre reveals the unique and diverse audiences served by each of the series: POV has the highest proportion of college graduates, at 5 of the audience. Independent Lens has been second only to Frontline this season-to-date for viewers 18-39, 1. Independent Lens and POV (along with Frontline) have the highest proportion of Black households, at 13% of the audience. POV has the highest proportion of Hispanic homes in the audience (12%). Half the Sky averaged a 1.09 rating, 13 above the average for the Independent Film genre. The program attracted more than five million viewers. SCIENCE & NATURE ARTS & DRAMA PRIMETIME AVERAGE MON TUES WEDS THURS FRI SAT SUN 8 33

11 ARTS & DRAMA SCIENCE & NATURE P18-24 P25-39 WASHINGTON WEEK LOYAL VIEWER * Washington Week Antiques Roadshow Masterpiece CBS 60 Minutes NOVA WASHINGTON WEEK LOYAL VIEWER * MSNBC Rachel Maddow Show 3.78 HISTORY The Bible 3.39 ESPN NFL Regular Season 3.23 CNN Debate Night in America 2.96 MSNBC The Last Word with Lawrence O Donnell 2.68 PRIMETIME RATINGS BY HOUR HOUSEHOLD/SEASON-TO-DATE 8:00 PM 9:00 PM 10:00 PM PT AVERAGE 1.46 PRIME- TIME AVG PRIME- TIME HOURLY AVG MON TUES WEDS THURS FRI SAT SUN PRIMETIME RATINGS BY HOUR HOUSEHOLD AND PERSONS / SEASON-TO-DATE RELATIVE TO SEASON-TO-DATE NOTE: RATINGS SHOWN. COLOR CODING REPRESENTS THE PERCENT CHANGE RELATIVE TO THE SEASON NEED TO KNOW WEEK LOYAL VIEWER * Antiques Roadshow Washington Week 20. Masterpiece Need to Know CBS 60 Minutes P18-24 P25-39 NEED TO KNOW WEEK LOYAL VIEWER * HISTORY The Bible 4.05 ESPN NFL Regular Season 2.58 CNN Debate Night in America 2.51 MSNBC Rachel Maddow Show 2.14 FOX NEWS The O Reilly Factor 2.01 M-Su Avg Monday Season Averages Household 8-11 PM :00 PM :00 PM :00 PM Persons PM :00 PM :00 PM :00 PM Persons PM :00 PM :00 PM :00 PM Tuesday Wednesday Thursday Friday Saturday Sunday M-Su Avg Monday Season Averages Persons PM :00 PM :00 PM :00 PM Persons PM :00 PM :00 PM :00 PM Persons PM :00 PM :00 PM :00 PM Tuesday Wednesday Thursday Friday TO CHANGE Saturday <- - to > Sunday 32 9

12 U.S. U.S. SUPER LOYAL LOYAL LIGHT LOYAL LIGHT PRIMETIME AUDIENCE COMPOSITION GENDER SKEW M43% W5 M54% W4 HOUSEHOLD INCOME AUDIENCE VS. ALL U.S. TV HOUSEHOLDS PRIMETIME ETHNIC PROFILE 42% 1 20% 1 MEDIAN $48,800 40% 1 21% 20% ALL U.S. TV HOUSEHOLDS <4 YRS HS HS GRAD 23% <4 YRS HS 13% HS GRAD 2 <4 YRS HS HS GRAD 22% AGE SKEW MEDIAN AGE 62 14% 2 12% 1 MEDIAN AGE 48 EDUCATION 30% 24% 32% YRS COLLEGE 2 4+ YRS COLLEGE YRS COLLEGE 32% 4+ YRS COLLEGE 2 PRIMETIME AUDIENCE COMPOSITION BY LOYAL VIEWERS GENDER SKEW M3 W62% M41% W5 M4 W52% MEDIAN $50,200 SUPER LOYAL Top of all viewers who account for 50% of the minutes consumed (NOTE: Super Loyals are a sub-set of Loyals) HOUSEHOLD INCOME 30% % MEDIAN $60,700 DEFINITION OF LOYAL VIEWERS ETHNIC PROFILE SUPER LOYAL 43% 22% 23% 13% MEDIAN $45, % 24% 1 MEDIAN $,200 LOYAL Top 20% of viewers who account for 83% of the minutes consumed 10% <4 YRS HS HS GRAD 20% 4% <4 YRS HS HS GRAD 20% 23% 1 EDUCATION LIGHT Bottom 80% of viewers who account for 1 of the minutes consumed AGE SKEW MEDIAN AGE 67 MEDIAN AGE 65 MEDIAN AGE % 31 % 53% YRS COLLEGE 2 4+ YRS COLLEGE YRS COLLEGE 30% 4+ YRS COLLEGE 44% 1-3 YRS COLLEGE 33% 4+ YRS COLLEGE P18-24 P25-39 The Choice /9/ Raising Adam Lanza 2/19/ The Untouchables 1/22/ Cliffhanger 2/12/ The Education of Michelle Rhee 1/8/ Inside Obama's Presidency 1/15/ The Suicidal Plan 11/13/ Climate of Doubt 10/23/ Poor Kids 11/20/ Big Sky, Big Money 10/30/ FRONTLINE LOYAL VIEWER * Masterpiece CBS 60 Minutes Frontline Antiques Roadshow NOVA Nature Market Warriors NBC NBC Sunday Night Football 9.71 CBS NCIS 9.13 ABC Dancing w/stars Results 8.65 FRONTLINE LOYAL VIEWER * ESPN NFL Regular Season 4.89 HISTORY The Bible 4.35 ESPN College Football Bowl Game 2.97 CNN Debate Night in America 2.79 MSNBC Rachel Maddow Show 2.26 HISTORY Vikings 2.24 MSNBC The Last Word with Lawrence O Donnell 2.12 TNT Southland 1.74 MSNBC The Ed Show 1.72 HISTORY Mankind Story of Us 1.72 SCIENCE & NATURE ARTS & DRAMA 10 31

13 ARTS & DRAMA SCIENCE & NATURE NEWSHOUR LOYAL VIEWER * CBS 60 Minutes Masterpiece Antiques Roadshow CBS NCIS CBS Person of Interest 8.86 NOVA 8.70 Nature 8.52 CBS NCIS: Los Angeles 8.42 NBC NBC Sunday Night Football 8.23 CBS The Big Bang Theory P18-24 P NEWSHOUR LOYAL VIEWER * ESPN NFL Regular Season 4.15 HISTORY The Bible 2.89 CNN Debate Night In America 2.71 ESPN College Football Bowl Game 2.30 MSNBC Rachel Maddow Show 2.13 MSNBC The Last Word with Lawrence O Donnell 1.69 HISTORY Vikings 1.58 TNT Major Crimes 1.47 MSNBC The Ed Show 1.46 FX Americans 1.43 AFTER NEWTOWN CONTENT REACHED CLOSE TO 12 MILLION VIEWERS IN THE WEEK OF FEBRUARY 18, 2013 ALL AFTER NEWTON CONTENT NOVA: MIND OF A RAMPAGE KILLER AFTER NEWTOWN: GUNS IN AMERICA FRONTLINE: RAISING ADAM LANZA PATH TO VIOLENCE NEED TO KNOW (2/22) NEWSHOUR (WK OF 2/18) AFTER NEWTOWN PERSONS 2+ TELECAST/SERIES CUMES (000) 599 1,831 3,527 3,203 3,078 4,688 11,858 IN PURSUIT OF MEMBER RATINGS EXPERIMENTING WITH NIELSEN-MRI FUSION METHODOLOGY There has been long-standing interest in measuring the viewing behavior of station members, but because Nielsen does not maintain this information on the members of its panel, it is not possible to generate member ratings directly. However, since also subscribes to MRI s Survey of the American Consumer, and respondents in this survey are asked whether they have made a contribution to within the previous twelve months, it is possible to get an approximate measure of members viewing behavior though a statistical method called data fusion. Research has been testing this method on data coming from a nine-month period January to September 2012 primetime. Preliminary results are illustrated here. WHAT DO THEY WATCH? ANTIQUES ROADSHOW MASTERPIECE AMERICAN EXPERIENCE NATURE NEWSHOUR NOVA MARKET WARRIORS FRONTLINE WASHINGTON WEEK NEED TO KNOW 2% 3% 13% 1 To be read: An average of 10% 1 of contributors were reached each month by Antiques Roadshow. 33% 54% 34% 54% 4 5 PERSONS YEARS COLLEGE NOT IN LABOR FORCE BROADCAST ONLY Contributors appear to be older, better educated, and more likely to be retired, but they are no more likely than the average viewer to reside in broadcast-only households. To be read: of Antiques Road Show viewers say they had contributed to within the previous 12 months. 12% MASTERPIECE WASHINGTON WEEK NEWSHOUR AMERICAN EXPERIENCE MARKET WARRIORS NATURE ANTIQUES ROADSHOW NEED TO KNOW NOVA FRONTLINE Series that reach a large audience reach more contributors, but the concentration of contributors within some series with lesser reach (e.g., NewsHour and Washington Week) is somewhat greater than in some series with greater reach (e.g., Antiques Roadshow). ARE LOYAL VIEWERS AND CONTRIBUTORS THE SAME PEOPLE? To be read of Loyal Viewers had contributed in the past year, while of Potential Loyals, etc. Percent of contributors reached by each series. Monthly averages/jan-sept Percentage of each viewing segment who had contributed in the previous 12 months. WHO ARE THEY? Contributors vs. all viewers on key demos Percent of contributors in the audience for each series. Monthly averages/jan-sept 2012 Loyal Potential Light Very light While the percentage of contributors in the heaviest viewing segment (the Loyals) is marginally greater than in other segments, there are contributors in every segment of viewers, even the lightest ones, and many heavy viewers who haven t contributed in the last year. P18+ Primetime Viewer Contributor

14 POP OUT AUDIENCE COMPOSITION SCIENCE & NATURE DOWNTON ABBEY - SEASON 3 PREMIER - 1/16/13 MEDIAN AGE 61 AGE M30% W70% 14% 3 40% EDUCATION <4 YRS HS HS GRAD 4% 1-3 YRS COLLEGE 4+ YRS COLLEGE 13% 2 5 ETHNICITY HOUSEHOLD INCOME % MEDIAN $ 3% ARTS & DRAMA FRONTLINE - THE CHOICE - 10/9/12 MEDIAN AGE 58 AGE M50% W50% 1 12% 34% 3 EDUCATION <4 YRS HS HS GRAD 1-3 YRS COLLEGE 4+ YRS COLLEGE 1 32% 44% ETHNICITY HOUSEHOLD INCOME 3 23% 20% 23% MEDIAN $ 12% AGE M42% W5 10% ANTIQUES MONDAY - ANTIQUES ROADSHOW - 1/7/13 MEDIAN AGE 34% 50% EDUCATION <4 YRS HS HS GRAD 34% 1-3 YRS COLLEGE 4+ YRS COLLEGE 2 32 % ETHNICITY HOUSEHOLD INCOME 3 20% 20% 1 MEDIAN $ 3 3 THE DUST BOWL -11/18/12 AGE W52% MEDIAN AGE % EDUCATION <4 YRS HS HS GRAD 1-3 YRS COLLEGE 4+ YRS COLLEGE 24% 2 40% ETHNICITY HOUSEHOLD INCOME 3 21% 21% 23% MEDIAN $ NewsHour s ratings among 65+ rebounded this season-to-date after a dip last season, and the Hispanic household ratings also improved. Washington Week and Need to Know also saw improvements among persons 65+ and Hispanic households, and Washington Week had overall household rating gains, driven perhaps by stronger viewer interest during an election year. M4 T he News & Public Affairs genre on includes the nightly NewsHour, as well as the weekly series Frontline, Washington Week, and Need to Know. Also impacted by the recent election was Frontline, whose highest-rated episode this season-to-date was The Choice Not far behind was Raising Adam Lanza, which aired as part of the After Newtown week. Across all ongoing series season-to-date, Frontline has the highest proportion of adults 18-39, at 1 of the audience. In addition to Frontline s Raising Adam Lanza, the After Newtown week of specials also included NOVA s Mind of a Serial Killer, After Newtown: Guns in America, Path to Violence, and special features within Need to Know and NewsHour. ANTIQUES MONDAY - MARKET WARRIORS - 1/7/13 AGE M41% W5 10% 13% MEDIAN AGE % EDUCATION <4 YRS HS HS GRAD 32% 1-3 YRS COLLEGE 4+ YRS COLLEGE HOUSEHOLD INCOME 4 20% 1 1 MEDIAN $ 12 31% 2 ETHNICITY

15 ARTS & DRAMA SCIENCE & NATURE P18-24 P25-39 Downton Abbey Series III, Episode 6 2/10/ Downton Abbey Series III, Episode 7 2/17/ Downton Abbey Series III, Episode 5 2/3/ Downton Abbey Series III, Episode 3 1/20/ Downton Abbey Series III, Episode 1 1/6/ Downton Abbey Series III, Episode 4 1/27/ Downton Abbey Series III, Episode 2 1/13/ POP-OUT VIEWERS DOWNTON ABBEY - SEASON 3 PREMIER - 1/16/13 & DEMO RATINGS P18-P24 AA % P25-P39 AA % P AA % P AA % AA % % % FRONTLINE - THE CHOICE - 10/9/12 & DEMO RATINGS P18-P24 AA % P25-P39 AA % P AA % P AA % AA % % % ANTIQUES MONDAY - ANTIQUES ROADSHOW - 1/7/13 & DEMO RATINGS P18-P24 AA % P25-P39 AA % P AA % P AA % AA % % % Regular viewer=viewer who had watched during the four weeks prior to the pop-out. New viewer=viewer who had not watched any during the four weeks prior to the pop-out. CUMULATIVE AUDIENCE HOUSEHOLDS PERSONS 2+ CUMULATIVE AUDIENCE HOUSEHOLDS PERSONS 2+ 16,0,000 24,053,000 2 NEW VIEWERS 7 REGULAR VIEWERS 4,484,000 5,732,000 1 NEW VIEWERS 81% REGULAR VIEWERS CUMULATIVE AUDIENCE HOUSEHOLDS PERSONS 2+ 7,011,000 9,010,000 20% NEW VIEWERS 80% REGULAR VIEWERS Mr. Selfridge, Episode 1 3/31/ Before the Frost 9/23/ Upstairs Downstairs, Series II: The Love that Pays the Price 10/14/ Network MASTERPIECE LOYAL VIEWER Program Name * Network MASTERPIECE LOYAL VIEWER Program Name * THE DUST BOWL -11/18/ & DEMO RATINGS CUMULATIVE AUDIENCE HOUSEHOLDS PERSONS 2+ 12,940,000 17,370,000 2 NEW VIEWERS 7 REGULAR VIEWERS Masterpiece HISTORY The Bible 5.31 P18-P24 AA % P25-P39 AA % P AA % P AA % AA % % % CBS NCIS TNT Major Crimes 5.29 ABC Castle USA Suits 4.39 ANTIQUES MONDAY - MARKET WARRIORS - 1/7/13 CBS Elementary CBS 60 Minutes CBS Blue Bloods ABC Dancing with the Stars CBS Person of Interest CBS The Good Wife CBS NCIS: Los Angeles FX Americans 4.20 USA White Collar 4.18 USA Covert Affairs 4.09 TNT Monday Mornings 3.51 ESPN NFL Regular Season 3.42 FX Justified 3.08 USA Burn Notice P18-P24 AA % 0.5 P25-P39 AA % & DEMO RATINGS P AA % P AA % AA % % % CUMULATIVE AUDIENCE HOUSEHOLDS PERSONS 2+ 3,473,000 4,2,000 1 NEW VIEWERS 83% REGULAR VIEWERS 28 13

16 From Vienna: The New Year's Celebration /1/ Broadway Musicals: A Jewish Legacy 1/1/ Paul Simon's Graceland Journey 1/4/ GREAT PERFORMANCES LOYAL VIEWER * Masterpiece CBS 60 Minutes Antiques Roadshow 16. ABC Dancing with the Stars NOVA Nature ABC Dancing w/stars Results CBS NCIS Market Warriors CBS NCIS: Los Angeles P18-24 P GREAT PERFORMANCES LOYAL VIEWER * ESPN NFL Regular Season 3.52 HISTORY The Bible 3.47 MSNBC Rachel Maddow Show 2.81 CNN Debate Night in America 2.63 MSNBC The Last Word with Lawrence O Donnell 2.47 USA White Collar 2.34 MSNBC Ed Show 2.28 FX Americans 2.24 USA Burn Notice 2.09 HISTORY Mankind Story of Us 2.08 SCIENCE & NATURE ARTS & DRAMA 27

17 ARTS & DRAMA SCIENCE & NATURE P18-24 P25-39 Call the Midwife #106 11/4/ Call the Midwife #101 9/30/ Call the Midwife #105 10/28/ Call the Midwife #102 10/7/ Call the Midwife #104 10/21/ Call the Midwife #103 10/14/ Call The Midwife #201 3/31/ PART II SERIES BY GENRE CALL THE MIDWIFE LOYAL VIEWER * Masterpiece Antiques Roadshow CBS NCIS CBS NCIS: Los Angeles CBS 60 Minutes CBS Elementary CBS The Good Wife CBS Person of Interest CBS Blue Bloods ABC Dancing with the Stars CALL THE MIDWIFE LOYAL VIEWER * HISTORY The Bible 5.45 TNT Major Crimes 4.33 USA White Collar 3.44 FX Americans 3.05 TNT Monday Mornings 2.96 USA Covert Affairs 2.44 HISTORY Vikings 2.41 TNT Rizzoli & Isles 2.28 USA Suits 2.23 ESPN NFL Regular Season

18 ANTIQUES ROADSHOW * PRIMETIME SERIES WITH AT LEAST FOUR NEW EPISODES THIS SEASON-TO-DATE, PLUS NEWSHOUR. AVERAGES INCLUDE ALL ORIGINAL BROADCAST AND REPEAT EPISODES. 16 MASTERPIECE PRIMETIME SERIES * RANKER HOUSEHOLD RATINGS/SEASON-TO-DATE NATURE AMERICAN EXPERIENCE NOVA MARKET WARRIORS *New series, one seasonto-date only NOVA SCIENCE NOW * Did not air in the first two quarters of the season FRONTLINE AMERICAN MASTERS WASHINGTON WEEK NEWSHOUR GREAT PERFORMANCES INDEPENDENT LENS NEED TO KNOW POV Source: Nielsen NPower, time period ratings, season-to-date David Geffen 11/20/ Sister Rosetta Tharpe: the Godmother of Rock and Roll 2/22/ The Day Carl Sandburg Died 9/24/ Joffrey: Mavericks of American Dance 12/28/ Philip Roth: Unmasked 3/29/ AMERICAN MASTERS LOYAL VIEWER * Antiques Roadshow Masterpiece Nova Nature Market Warriors CBS 60 Minutes NBC NBC Sunday Night Football 9.87 Frontline 9.56 This Old House 9.33 Ask This Old House P18-24 P25-39 AMERICAN MASTERS LOYAL VIEWER HISTORY The Bible 4.51 ESPN NFL Regular Season 4.42 ESPN College Football Bowl Game 2.89 CNN Debate Night in America 2.27 LIFETIME Project Runway 2.24 FOX NEWS The O Reilly Factor 2.14 FX Americans 2.05 TNT Major Crimes 1.91 HISTORY Ultimate Guide Presidents 1.88 HISTORY Men Who Built America SCIENCE & NATURE ARTS & DRAMA

19 ARTS & DRAMA SCIENCE & NATURE ARTS & DRAMA The Arts & Drama genre on includes such long-running series as Masterpiece, American Masters, and Great Performances, plus newcomer Call the Midwife. During the season-to-date, British drama, in particular Masterpiece s Downton Abbey 3, lifted Sunday night to the highest-rated night of the week. Sunday night s ratings are up 2 over last season-to-date, with a 33% lift for the 9:00 Masterpiece slot, but also +24% at 8:00 where Call the Midwife aired, and +1 for 10:00. Masterpiece s Downton Abbey 3 attracted incredibly large audiences, reaching an 8.3 household rating for the penultimate episode of the series. Masterpiece was up in all demos, including a 94% increase in adults In addition, it should be noted that Downton Abbey 3 was designated as a pop-out program, reaching a total audience of over 24 million viewers. Call the Midwife premiered with a 2.09 average for all episodes in to-date. American Masters had five new episodes so far this season, with the strongest performance for David Geffen. Great Performances highest-rated program this season-to-date was From Vienna: The New Year s Celebration In terms of the competitive landscape, the Ovation channel is the sole cable channel offering true arts content, and it is only available in 3 of TV households. PRIMETIME SERIES DUPLICATION HOUSEHOLD DUPLICATION PERCENT/ SEASON-TO-DATE AMERICAN EXPERIENCE AMERICAN MASTERS ANTIQUES ROADSHOW CALL THE MIDWIFE FRONTLINE GREAT PERFORMANCES INDEPENDENT LENS MARKET WARRIORS MASTERPIECE NATURE NEED TO KNOW NOVA NOVA SCIENCE NOW NEWSHOUR POV WASHINGTON WEEK AMERICAN EXPERIENCE AMERICAN MASTERS ANTIQUES ROADSHOW CALL THE MIDWIFE FRONTLINE GREAT PERFORMANCES INDEPENDENT LENS MARKET WARRIORS MASTERPIECE NATURE NEED TO KNOW NOVA NOVA SCIENCE NOW NEWSHOUR POV WASHINGTON WEEK % HOW TO READ: To be read across of all the households that watched Washington Week, 23% of them also watched American Experience. Note that all program duplication is calculated on a weekly basis, looking for duplication only when two programs aired within the same feed week. The table above represents the averages of just the weeks in which the two programs aired % 20+% When the two programs never aired within the same week, a gray box is shown

20 AUDIENCE COMPOSITION PRIMETIME AVG SCIENCE & NATURE ARTS & DRAMA 18 GENDER M43% W5 M51% W4 M5 W4 M53% W4 M4 W54% M2 W74% M41% W5 M30% W70% M4 W51% M4 W5 M4 W5 M4 W51% M42% W5 M51% W4 M51% W4 M43% W5 M43% W5 ETHNIC PROFILE 10% 4% 3% 13% 12% 10% 13% 13% 12% 4% 13% 13% 10% 13% 10% 1 10% % 10% 10% AGE MEDIAN AGE 62 MEDIAN AGE 61 MEDIAN AGE 59 MEDIAN AGE 55 MEDIAN AGE 62 MEDIAN AGE MEDIAN AGE 67 MEDIAN AGE 62 MEDIAN AGE 58 MEDIAN AGE MEDIAN AGE 66 MEDIAN AGE 68 MEDIAN AGE 58 MEDIAN AGE 57 MEDIAN AGE 61 MEDIAN AGE 65 MEDIAN AGE % 44% % 33% 34% 44% % 51% % % 32% 52% 33% % 5 5 *NOVA sciencenow did not air between September and March What Are Animals Thinking> 11/7/ What Makes Us Human? 10/10/ How Smart Can We Get? 10/24/ What Will the Future Be Like? 11/14/ Can I Eat That? 10/31/ Can Science Stop Crime? 10/17/ NOVA SCIENCE NOW LOYAL VIEWER * NOVA Antiques Roadshow Nature Masterpiece CBS 60 Minutes Market Warriors CBS Elementary CBS Person of Interest This Old House CBS The Big Bang Theory P18-24 P NOVA SCIENCE NOW LOYAL VIEWER * ESPN NFL Regular Season 4.38 HISTORY The Bible 3.63 HISTORY Vikings 3.06 HISTORY Mankind Story of Us 2.91 ESPN College Football Game 2.55 HISTORY Men Who Built America 1.99 TNT Major Crimes 1.93 TNT Monday Mornings 1.72 USA Burn Notice 1.65 HISTORY Ancient Aliens SCIENCE & NATURE ARTS & DRAMA

21 ARTS & DRAMA SCIENCE & NATURE Decoding Neanderthals 1/9/ Earth from Space 2/13/ Secrets of the Viking Sword 10/10/ Rise of the Drones 1/23/ Building Pharaoh's Chariot 2/6/ Mystery of Easter Island 11/7/ Doomsday Volcanos 1/2/ Meteor Strike 3/27/ Mind of a Rampage Killer 2/20/ Ultimate Mars Challenge 11/14/ NOVA LOYAL VIEWER * NOVA Antiques Roadshow Nature CBS NCIS Masterpiece CBS 60 Minutes CBS Person of Interest CBS NCIS: Los Angeles CBS The Big Bang Theory CBS Elementary NOVA LOYAL VIEWER * HISTORY The Bible 4.55 ESPN NFL Regular Season 4.06 ESPN College Football Bowl Game 2.79 HISTORY Vikings 2.39 HISTORY Mankind Story of Us 2.34 TNT Major Crimes 2.24 HISTORY Men Who Built America 1.96 FOX NEWS The O Reilly Factor 1.71 HISTORY Ultimate Guide Presidents 1.71 CNN Debate Night in America P18-24 P HOUSEHOLD INCOME 42% 1 20% 1 MEDIAN $47, % 1 1 MEDIAN $44,200 44% MEDIAN $47,900 41% 20% 1 21% MEDIAN $,800 41% 21% 1 20% MEDIAN $, % 21% 1 MEDIAN $50,800 33% 22% 22% 23% MEDIAN $57, % 2 MEDIAN $62, % 20% 21% MEDIAN $50, MEDIAN $43, MEDIAN $45,200 51% 20% 1 13% MEDIAN $52,000 42% 22% 1 1 MEDIAN $47, % 1 2 MEDIAN $42, % 22% MEDIAN $51, % 1 1 MEDIAN $44, % 1 1 MEDIAN $44,200 <4 YRS HS HS GRAD 23% <4 YRS HS HS GRAD 31% <4 YRS HS 10% HS GRAD 2 <4 YRS HS HS GRAD 24% <4 YRS HS HS GRAD 21% <4 YRS HS HS GRAD 1 <4 YRS HS 4% HS GRAD 1 <4 YRS HS 4% HS GRAD 1 <4 YRS HS HS GRAD 21% <4 YRS HS 12% HS GRAD 22% <4 YRS HS HS GRAD 22% <4 YRS HS 14% HS GRAD 30% <4 YRS HS 10% HS GRAD 2 <4 YRS HS HS GRAD 1 <4 YRS HS HS GRAD 2 <4 YRS HS HS GRAD 31% <4 YRS HS HS GRAD 31% EDUCATION 1-3 YRS COLLEGE 2 4+ YRS COLLEGE YRS COLLEGE 2 4+ YRS COLLEGE 30% 1-3 YRS COLLEGE 30% 4+ YRS COLLEGE 34% 1-3 YRS COLLEGE 30% 4+ YRS COLLEGE YRS COLLEGE 2 4+ YRS COLLEGE 42% 1-3 YRS COLLEGE 31% 4+ YRS COLLEGE 44% 1-3 YRS COLLEGE 2 4+ YRS COLLEGE 50% 1-3 YRS COLLEGE 2 4+ YRS COLLEGE 54% 1-3 YRS COLLEGE 2 4+ YRS COLLEGE 43% 1-3 YRS COLLEGE 2 4+ YRS COLLEGE 40% 1-3 YRS COLLEGE 2 4+ YRS COLLEGE 43% 1-3 YRS COLLEGE 2 4+ YRS COLLEGE 31% 1-3 YRS COLLEGE 2 4+ YRS COLLEGE YRS COLLEGE 22% 4+ YRS COLLEGE YRS COLLEGE 2 4+ YRS COLLEGE 41% 1-3 YRS COLLEGE 31% 4+ YRS COLLEGE YRS COLLEGE 32% 4+ YRS COLLEGE 2 19

22 ARTS & DRAMA SCIENCE & NATURE SCIENCE & NATURE T he Science & Nature genre on includes such long-running series as NOVA and Nature, along with newer series like NOVA sciencenow. Based on strong affinity between Nature and NOVA, and the desire to flow audiences through an entire night of compatible programming, created the Smartest Night on Television initiative on Wednesdays, stacking up Nature, NOVA, and a third hour with NOVA sciencenow or another program from this genre. Wednesday nights saw immediate gains, with season-to-date increases of 13% from to , and another 4% increase from to season-to-date. Individually, Nature s season-to-date household ratings are on par with last season, and showing slight increases among Hispanic and Black households. At a 1.42 rating, Nature has the highest Hispanic household rating of any ongoing series. NOVA is showing slight declines in overall household ratings this season-to-date (including all original and repeat telecasts). The highest-rated episode of NOVA s season so far was Decoding Neanderthals with a 2.69 household rating and a 3.65 among adults 65+. In terms of the competitive landscape for this genre: Discovery has moved away from any regular natural history series, Animal Planet is averaging a 0.43 primetime rating, NatGeo is averaging.38, and Science Channel is earning 0.21 in primetime season-to-date. All four networks are showing season-to-date gains Animal Odd Couples 11/7/ An Original DUCKumentary 11/14/ Cold Warriors: Wolves and Buffalo 2/13/ Siberian Tiger Quest 10/10/ Life on Camera 1/23/ Magic of the Snowy Owl 10/24/ Our Fragile Planet 2/6/ NATURE LOYAL VIEWER * Nature Antiques Roadshow CBS 60 Minutes Nova CBS NCIS Masterpiece CBS NCIS: Los Angeles CBS Person of Interest 12. CBS The Big Bang Theory ABC Dancing with the Stars P18-24 P NATURE LOYAL VIEWER * HISTORY The Bible 4.52 ESPN NFL Regular Season 4.40 ESPN College Football Bowl Game 2.59 HISTORY Vikings 2.26 CNN Debate Night in America 1.84 HISTORY Mankind Story of Us 1.80 NFL NFL Regular Season Game 1.76 HISTORY Men Who Built America 1.60 TNT Major Crimes 1.56 FOX NEWS The O Reilly Factor SCIENCE & NATURE ARTS & DRAMA 20 21