Audience Insight 2016 Annual Report

Audience Insight 2016 Annual Report Profile September 21, 2015 - September 18, 2016 With Comparisons to the 2013-2014 and 2014-2015 Seasons

TABLE OF CONTENTS 1 ABOUT THIS BOOK 2 GLOSSARY PART I: PRIMETIME SEASON OVERVIEW 4 PRIMETIME RATINGS TREND BY WEEK; PRIMETIME HH RATINGS & STREAMS BY WEEK 5 PRIMETIME RATINGS TREND BY NIGHT; PRIMETIME AUDIENCE COMPOSITION 6 PRIMETIME HH RATINGS FOR TOP 30 NETWORKS 7 PBS VIEWER INDEX: BROADCAST AND CABLE PART II: PRIMETIME SERIES BY GENRE DRAMA SCIENCE/ NATURE PERSONAL HISTORY INDIE FILM PUBLIC AFFAIRS 10 PRIMETIME SERIES RANKER: TV 11 PRIMETIME SERIES RANKERS: DIGITAL 12 PRIMETIME DELIVERY P2+ BY GENRE 13 THE GREAT BRITISH BAKING SHOW 14 AMERICAN MASTERS 15 PBS FESTIVAL 16 LIVE FROM LINCOLN CENTER/GREAT PERFORMANCES 17 ONE-OFFS & LIMITED SERIES 19 CALL THE MIDWIFE/MERCY STREET 20 MASTERPIECE: ANTHOLOGY 21 MASTERPIECE: SERIES RANKER 22 DRAMA ONE-OFFS & LIMITED SERIES 23 NATURE 24 NOVA 25 SCIENCE ONE-OFFS & LIMITED SERIES 27 AMERICAN EXPERIENCE 28 ANTIQUES ROADSHOW 29 FINDING YOUR ROOTS/GENEALOGY ROADSHOW 30 SECRETS OF THE DEAD/PERSONAL HISTORY ONE-OFFS & LIMITED SERIES 31 INDEPENDENT LENS 32 POV 33 FRONTLINE 34 PBS NEWSHOUR/PBS NEWSHOUR WEEKEND 35 CHARLIE ROSE THE WEEK/WASHINGTON WEEK 36 PUBLIC AFFAIRS ONE-OFFS/ELECTION COVERAGE 37 PROGRAM AUDIENCE AFFINITIES 38 POP OUTS 40 PRIMETIME AUDIENCE COMPOSITION BY SERIES 42 INDICES OF CONTRIBUTOR STATUS & CONSUMER BEHAVIORS PART III: DAYTIME/ KIDS SEASON OVERVIEW 46 KIDS AUDIENCE COMPOSITION; KIDS SHARE OF VIEWING 47 KIDS STREAMING BY PROGRAM, BY PLATFORM 48 KIDS AUDIENCE COMPOSITION BY PROGRAM MEDIA LANDSCAPE 50 U.S. POPULATION TRENDS; PRIMETIME TUNING INTO INTERNET DEVICES 51 TECHNOLOGY TRENDS; DAILY TIME SPENT USING MEDIA

A MESSAGE FROM THE PBS BUSINESS INTELLIGENCE GROUP The new PBS Business Intelligence Group is pleased to present the fifth annual edition of the Audience Insight report. Formed in July 2016, this group combines the previous Research, Digital Analytics and Marketing Insights functions into a unified team focused on providing audience insights across platforms, tied directly to strategic and operational decision-making. While still providing many of the same core services, the new group also aims to: Expand our ability to tackle larger strategic questions while supporting on-going reporting and analyses for internal and external stakeholders. Broaden reporting & analysis to be more inclusive of cross-platform audience behavior and develop a more holistic story around what that looks like for PBS. Continuously evaluate success metrics for PBS, its member stations and producers; expanding upon reach, ratings and streams with new metrics to define and understand PBS s impact. Serve as thought leaders and industry experts to promote a culture of curiosity and datadriven decision making. Below are the names and roles of our team members many of whom contributed hours of hard work to the publication of this book. They look forward to working with you. Karen Baile VP Strategy and Operations PROGRAM ANALYTICS & INSIGHTS Raj Bhansali - Senior Director, Program Analytics & Insights Bill Merkel - Director, Program Analytics & Insights (GA) Andrea Schutzman - Director, Program Analytics & Insights (KIDS) Tim Bawcombe - Director (Nielsen Operations) Sarah Terrill - Director, Program Analytics & Insights (GA) Alena Malloy - Sponsorship & Production Support (GA) Forest Lillibridge - Sr Associate, Program Analytics & Insights Jeron Rhodes - Sr Associate, Program Analytics & Insights DIGITAL ANALYTICS & INSIGHTS Kate Alany - Director, Digital Analytics & Insights Dan Haggerty - Director, Digital Analytics & Insights (Products, GA Operations) Joe Miscavige - Director, Digital Analytics & Insights (KIDS) Melissa Hill - Director, Digital Analytics & Insights (GA) STRATEGIC ANALYTICS & INSIGHTS Amy Sample - Senior Director, Strategic Analytics & Insights Susan Frazier - Director, Market Research Eliza Jacobs - Associate Director, Market Research Igor Meyerson - Associate Director, Strategic Analytics & Insights Gale Malloy - Research Coordinator 1

GLOSSARY Rating or AA (Average Audience) -- all TV households (or persons) watching during an average minute of a program or time period. Each 1.0 household rating point translates into 1,164,000 households watching in an average minute. The primetime rating includes tuning to all PBS stations, including multi-cast, during an average minute from Monday - Sunday, 8PM-11PM, plus all DVR playback within seven days. - The unduplicated viewers aged P2+ of a program or series. Percentage of - Of everyone aged 2+ that PBS reached in, this represents the percentage of that audience reached by the program. Stream Any time a video starts playing. If the video includes a pre-roll, a stream is counted only after the pre-roll finishes. PART I PRIMETIME SEASON OVERVIEW Episode Streams Episode streams are for original broadcasts only and include views for a four-week period after the broadcast TV air date. Live+7 Includes all playback on a DVR within 7 days of the program feed or original time period. Non-Recent Viewers Viewers 18+ of a program who had not watched any PBS station in the prior (non-pledge) month. Heavy Viewers Viewers 18+ are divided into five equal groups according to their time spent viewing PBS. The top 20%, who watch the most PBS, are called Heavy Viewers. Pop-Out A Pop Out is a major focus for the PBS system with strong potential to draw in large audiences. MRI DEFINITIONS Contributor - An adult 18+ who self-reported through the MRI survey as having made a contribution to PBS during the past 12 months. Arts - Those who attend classical music or opera performances. Civic Engagement - A segment classified by MRI through pyschographic statements as Civic Advocates. Members of this segment are likely to have written something that was published, written an article for a magazine or newspaper, contacted media or similar behaviors. Tech Enthusiasts - A segment which includes enthusiastic adopters and regular users of technology. In comparison to Tech-phobes, Tech-Splorers and Tech-Gamers. Financial Investments - Those who have any type of financial investments totalling over $250,000. Foreign Travel - Those who participate in any kind of foreign travel, whether for business or vacation. SOURCES The Nielsen Company All Nielsen data come from Nielsen s national PeopleMeter sample for Live+7. Broadcast season dates: 9/21/2015-9/18/2016, 9/22/2014-9/20/2015, and 9/23/2013-9/21/2014. For cume data, a 50% unification was used with a 6 minute qualifier for persons aged 2+. For PBS Kids analysis (pages 44-49), television time period data are based on 7AM to 6PM, Monday-Friday viewing. For population and technology trends (pages 50-51), data are taken from the Nielsen Company Universe Estimate Report (March 2016). For tuning to OTT devices (page 50), data are from the Nielsen Company NPower Live +7 M-Su 8PM-11PM, viewing source = Internet Connected Devices. PBS s audience ratings were relatively consistent year-over-year. While household levels dipped a minor 2%, the majority of top television networks experienced larger declines. The exceptions were NBC, which benefitted from the 2016 Summer Olympics, and the cable news networks which received boosts from presidential election coverage. PBS s rank dropped to sixth, trailing the four major broadcasters and now Fox News, whose ratings increased by 20% to barely overtake PBS. PBS experienced a 15% growth in digital streams. Streams trended very similarly to the television audience each week-- with corresponding peaks and valleys across the season--albeit with a slight lag. Sundays continued to be the highest-rated night of the week this year, bolstered by the final, record-breaking season of Downton Abbey and the first season of the PBS-commissioned historical drama, Mercy Street. Mondays were the second most-viewed night, but experienced slight declines. Friday nights had the greatest gains fueled by several strong performances of musically-themed American Masters episodes and The Great British Baking Show. The composition of the PBS audience continues to skew older, more female and more highly educated than the average viewer. Overall, PBS mirrors the general TV viewer for affluence. However those who contribute to PBS tend to be even older, have higher incomes and have had more education. Black households comprised a larger percentage of PBS s viewing in 2015-2016, growing from 8% to 9% of audience. With 20% of PBS s viewing coming from homes with reception to networks available only over-the-air, PBS viewers are more likely to view programs on the four major broadcast networks. On cable, procedural dramas continue to have the best performance among PBS Viewers. For Daily Time Spent Using Media (page 51), data are from the Nielsen Total Activity Report/Q1 2016. Nielsen/MRI Fusion (pages 42-43) Data rely on the fused datasets from Nielsen s National People Meter Sample (PBS Heavy Viewers) and MRI s persons 18+ sample of respondents. Nielsen broadcast season plus MRI waves for October 15 - March 16 and April 15 - September 16. Google Analytics All streaming information from browser, mobile and OTT platforms for programs that aired during the Nielsen broadcast season. 2 3

PBS PRIMETIME HH RATINGS TREND BY WEEK Weekly ratings trend similarly for past 3 years PBS PRIMETIME HH RATINGS TREND BY NIGHT Sundays remain the highest-rated, Friday night is growing PLEDGE PERIOD 2013-2014 2014-2015 2015-2016 2015-16 PRIMETIME HH RATINGS & STREAMS BY WEEK Streams trend like Broadcast, with a slight lag PBS PRIMETIME AUDIENCE COMPOSITION PBS Viewers and PBS Contributors skew female, older, and more-educated AA% ratings Streams 2015-2016 Ratings 2015-2016 Streams CONTRIBUTOR PBS PRIME- TIME PRIMETIME TV VIEWERS Note: Education refers to the head of household and income refers to total household income. 4 5

PRIMETIME HH RATINGS FOR TOP 30 NETWORKS PBS now ranked #6, political coverage helped push Fox News ahead PBS VIEWER INDEX: WHAT PBS VIEWERS WATCH TOP 30 BROADCAST SERIES HORIZONTAL BAR, ALL NETS OVER.10, DESCENDING ORDER HORIZONTAL BAR, ALL NETS OVER.10, DESCENDING ORDER 2014-15 TO 2015-16 CHANGE -25% +11% HOW TO READ The PBS Viewer Index is a calculation of the rating among PBS-viewing households for the top 30 broadcast and cable programs with at least five telecasts (with the obvious exception of one-off events like the Super Bowl and Oscars) relative to the rating among total U.S. TV households. An index above 100 means that PBS viewers are more likely to watch the program than the average TV household. The color-coding reflects the PBS Viewer Index, where dark green means PBS viewers are more likely to view and dark pink means they are less likely to view than the average U.S. TV household. The size of the bubbles in these charts reflects the size of the audience. PBS PRIMETIME RANK TREND TOP 30 CABLE SERIES AVG. PBS INDEX TO HH 90.00 100.00 115.00 HOW TO USE DASHBOARD PLUS OTA AND DVR DASHBOARD PLUS OTA AND DVR ARE WE KEEPING THIS??? ARE WE KEEPING THIS??? HOW TO READ PBS s household rank among the top 30 networks dropped by one position, from #5 in 2014-2015 to #6 for this past season. However, it has remained consistent at #5 for viewers age 50-64. The PBS Viewer Index reveals whether PBS viewers are more or less likely to watch a program than the average TV viewer. The index also helps us identify areas of interest to our viewers, which can help with seeding program development and acquisition ideas. Because PBS viewers are more likely to reside in broadcast-only homes, the broadcast chart contains more titles that over-index for PBS viewers (green). In fact almost all of the top-rated broadcast programs have high PBS viewer indices, with the exception of Empire. The highest-indexing programs for PBS viewers are on CBS, with ABC s Dancing with the Stars, Castle and Modern Family being the rare exceptions to this affinity for CBS. 6 7

PART II PRIMETIME SERIES BY GENRE PBS provides high-quality content that is relevant, educational, distinctive and diverse, reaching large audiences. Overall, PBS reaches large audiences with viewership to Arts, Public Affairs and Independent Film programming, experience growth year-over-year. Drama and Personal History which includes Finding Your Roots both lost audience this season. Despite that, both genres continue to bring the most viewers to PBS. Drama programming has the most successful individual strands. Masterpiece reached over 42 million Americans on television and was the highest-rated and most-streamed series of the year. This past year had us saying fare thee well to Downton Abbey after its sixth and final season, and welcoming Mercy Street into the PBS Drama fold. Mercy Street posted strong television and streaming figures for its inaugural run. Americans also turned to PBS for election coverage. PBS NewsHour s extensive coverage of the Democratic National Convention reached over 15 million viewers as did its coverage for the Republican National Convention. Over a third of DNC and RNC viewers were new to PBS. PBS NewsHour also was the second-most streamed show of the season on PBS digital platforms. Shows with promotional support brought in new or non-recent viewers. A third of Downtown Abbey s season premiere audience were non-recent viewers of primetime PBS programming. Jackie Robinson and Black Panthers: Vanguard of the Revolution not only had 29% of their audience being non-recent to PBS, but they also drove strong ratings among Black households. Among PBS s on-going series, The Great British Baking Show, Frontline and Independent Lens had the youngest audiences. Call the Midwife s audience was the most affluent, and PBS NewsHour viewers were the most highly-educated. Heavy viewers of on-going PBS series have been shown to be more likely to contribute to their local PBS stations. Viewers of POV and Washington Week lead the way in terms of the proportion of viewers who give to PBS. In general, PBS heavy viewers are largely interested in the Arts, and heavy viewers of Call the Midwife index the highest in this regard. Heavy viewers are also well-off financially with POV and American Experience having the largest percentage of their audiences with financial investments over $250K. 8 9

PBS PRIMETIME* SERIES RANKER: TV Masterpiece continues to be the most-watched broadcast series PBS PRIMETIME* SERIES RANKERS: DIGITAL Total streams per program, 3 year trend (000) HOW TO READ The total streams per program ranker (to the left) shows the total number of times full episodes or clips from each of the series were streamed for each of the last three seasons. The average streams per episode ranker (below) takes into account that some series comprise more episodes than others, dividing the total number of streams for each series during the 2015-2016 seasons by the number of episodes. On a per episode basis, dramas like Masterpiece and Call the Midwife rise to the top of the list, with history titles like American Experience and Finding Your Roots close behind. On a total streams trend basis, the PBS NewsHour and Frontline are among the top ranked with both at their highest levels of online viewership. Overall, PBS digital streams grew by 15%, eclipsing 150 millions views. Average streams per episode, 2015-2016 (000) Many of PBS s top performing returning series lost ground, season-over-season. Notable exceptions include the third season of Finding Your Roots, and better performances by longstanding news programs such as PBS NewsHour and Washington Week. signature series like Nature and NOVA continued to post strong ratings, as both featured some of their best performing one-offs and miniseries in recent seasons. * PRIMETIME SERIES WITH AT LEAST SIX EPISODES THIS SEASON, PLUS PBS NEWSHOUR. AVERAGES INCLUDE ALL ORIGINAL BROADCASTS. SE- RIES THAT ARE EXPECTED TO AIR ONLY IN 2015-2016 ARE EXCLUDED. MISSING BARS INDICATE THAT THE SERIES WAS NOT IN THE SCHEDULE THAT SEASON. 10 *STREAMING REFLECTS ACTIVITY ON ALL DIGITAL PLATFORMS (BROWSER, MOBILE, AND OTT). STREAMING WINDOWS VARY; FOR MOST NEWS CONTENT, STREAMING AVAILABILITY IS UNLIMITED. FOR DRAMA, THE STREAMING WINDOW IS TWO WEEKS. FOR ALL OTHER GENRES, A FOUR WEEK WINDOW GENERALLY APPLIES. 11

PBS PRIMETIME* DELIVERY P2+ (000) BY GENRE Personal History and Drama have the largest audience. Arts, News, and Indie Film saw the largest growth * *Ratings not available for 2013-14 *NEWS/PUBLIC AFFAIRS AVERAGE INCLUDES PBS NEWSHOUR. VERTICAL BAR AA BY HH AND DEMOS THREE SEASONS +CONTRUBUTOR INDEX BADGE GREAT BRITISH BAKING VS. ALL PRIMETIME PROGRAMS 10,876 7.5% TOTAL NUMBER OF EPISODES: 17 While The Great British Baking Show s third season may have appeared to under-perform its second, that was hardly the whole story. Moving The Great British Baking Show from Sundays at 7PM to Fridays in helped drive Friday night s ratings growth. The program attracted PBS s youngest audience in (median age 60) and was one of the most-streamed series, week-after-week. DRAMA SCIENCE/NATURE PERSONAL HISTORY INDIE FILM PUBLIC AFFAIRS 12 13

PUBLIC AFFAIRS INDIE FILM PERSONAL HISTORY SCIENCE/NATURE DRAMA VERTICAL BAR AA BY HH AND DEMOS THREE SEASONS +CONTRUBUTOR INDEX BADGE AMERICAN MASTERS VS. ALL PRIMETIME PROGRAMS 13,843 9.6% American Masters had its best season in three years, and this was due to strong performances across its eight, widely-diverse telecasts. Six of its premiere episodes posted a household rating above a 1.0, compared to just two episodes last season. Persons 2+ reach increased by 18% despite having one fewer original broadcast telecast. VERTICAL BAR AA BY HH AND DEMOS THREE SEASONS PBS FESTIVAL VS. ALL PRIMETIME PROGRAMS 6,190 4.3% The premiere telecast of Andrea Bocelli s symphonic salute to the movies ( Cinema ) was the highest rated PBS Arts program in over four years. The arts audience has a slightly higher concentration of college-educated viewers and noticeably larger representation of higher-income homes. DRAMA SCIENCE/NATURE PERSONAL HISTORY INDIE FILM PUBLIC AFFAIRS 14 15

PUBLIC AFFAIRS INDIE FILM PERSONAL HISTORY SCIENCE/NATURE DRAMA 6,897 4.8% 7,111 4.9% ONE-OFFS & LIMITED SERIES TOP-RATED 2015-16 ORIGINAL BROADCAST: ANNUAL EVENTS TOP-RATED 2015-16 ORIGINAL BROADCAST: MULTI-PART SERIES & EVENTS TOP-RATED 2015-16 ORIGINAL BROADCAST: ONE-OFF EVENTS DRAMA SCIENCE/NATURE PERSONAL HISTORY INDIE FILM PUBLIC AFFAIRS 16 17

HISTORY/IDENTITY 10,718 CALL THE MIDWIFE VS. ALL PRIMETIME PROGRAMS * MERCY STREET VS. ALL PRIMETIME PROGRAMS *Ratings only available for 2015-16 7.4% Call the Midwife closed its most recent season down 5% in household ratings, but the program has delivered steady, above-primetime-average ratings, year-over-year in its Sunday 8 pm time slot. The program returns for a sixth season in spring 2017. 13,232 9.2% Among recent first-season PBS dramas, Mercy Street ratings ranked near the top and reached over 13 million total viewers during its six-week run. Mercy Street averaged 4.9 million viewers per episode. INDIE FILM NEWS/PUBLIC AFFAIRS SCIENCE & NATURE DRAMA DRAMA SCIENCE/NATURE PERSONAL HISTORY INDIE FILM PUBLIC AFFAIRS 18 19

PUBLIC AFFAIRS INDIE FILM PERSONAL HISTORY SCIENCE/NATURE DRAMA : ANTHOLOGY Downton Abbey s sixth and final season was its best, averaging an 8.96 household rating over nine episodes and reaching a record 26.4 million viewers. Downton Abbey, season six, also became PBS s top-rated series of all time, displacing Ken Burns The Civil War from 1990 (8.70 HH). MASTERPIECE VS. ALL PRIMETIME PROGRAMS 6.07 5.47 5.08 42,218 29.2% 2015-2016: SERIES RANKER IMPACT OF REPEAT TO DOWNTON ABBEY HISTORY/IDENTITY INDIE FILM NEWS/PUBLIC AFFAIRS SCIENCE & NATURE DRAMA DRAMA SCIENCE/NATURE PERSONAL HISTORY INDIE FILM PUBLIC AFFAIRS 20 21

PUBLIC AFFAIRS INDIE FILM PERSONAL HISTORY SCIENCE/NATURE DRAMA ONE-OFFS & LIMITED SERIES TOP-RATED 2015-16 ORIGINAL BROADCAST: ANNUAL EVENTS TOP-RATED 2015-16 ORIGINAL BROADCAST: MULTI-PART SERIES & EVENTS TOP-RATED 2015-16 ORIGINAL BROADCAST: ONE-OFF EVENTS NATURE VS. ALL PRIMETIME PROGRAMS 36,640 25.4% TOTAL NUMBER OF EPISODES: 16 Nature was the highest-rated Wednesday night natural history series in 2015-2016. Nature s three-part Natural Born Hustlers was the highest-rated multi-episode PBS nature doc of the past three seasons and ranked #1 among key adult demos, kids 2-11, and in Black households, averaging 300K per telecast. HISTORY/IDENTITY INDIE FILM NEWS/PUBLIC AFFAIRS SCIENCE & NATURE DRAMA DRAMA SCIENCE/NATURE PERSONAL HISTORY INDIE FILM PUBLIC AFFAIRS 22 23

PUBLIC AFFAIRS INDIE FILM PERSONAL HISTORY SCIENCE/NATURE DRAMA VERTICAL BAR AA BY HH AND DEMOS THREE SEASONS +CONTRUBUTOR INDEX BADGE NOVA VS. ALL PRIMETIME PROGRAMS *Note: Does not include streams of NOVA sciencenow and Nova Labs. 40,286 27.9% TOTAL NUMBER OF EPISODES: 23 The three-part NOVA miniseries Making North America put up strong numbers each week and averaged a 2.38 household rating, 25% above the season-long norm. NOVA was streamed over 7.5 million times during the season*. ONE-OFFS & LIMITED SERIES TOP-RATED 2015-16 ORIGINAL BROADCAST: MULTI-PART SERIES & EVENTS TOP-RATED 2015-16 ORIGINAL BROADCAST: ONE-OFF EVENTS DRAMA SCIENCE/NATURE PERSONAL HISTORY INDIE FILM PUBLIC AFFAIRS 24 25 25

HISTORY/IDENTITY AMERICAN EXPERIENCE VS. ALL PRIMETIME PROGRAMS 24,999 17.3% American Experience s eight new programs played a key role in helping Tuesday nights sustain ratings, with just one premiere telecast falling below the PBS average. 120-minute episodes like The Pilgrims and Murder of a President were standouts from a multiplatform perspective, each reaching nearly 4 million viewers 2+ on broadcast and topping the list for online streams. INDIE FILM NEWS/PUBLIC AFFAIRS SCIENCE & NATURE DRAMA DRAMA SCIENCE/NATURE PERSONAL HISTORY INDIE FILM PUBLIC AFFAIRS 26 27

PUBLIC AFFAIRS INDIE FILM PERSONAL HISTORY SCIENCE/NATURE DRAMA DRAMA SCIENCE & NATURE NEWS/PUBLIC AFFAIRS INDIE FILM HISTORY/IDENTITY VERTICAL BAR AA BY HH AND DEMOS THREE SEASONS +CONTRUBUTOR INDEX BADGE ANTIQUES ROADSHOW VS. ALL PRIMETIME PROGRAMS 51,035 35.4% TOTAL NUMBER OF EPISODES: 31 Antiques Roadshow began the season airing originals at 9 pm, which yielded lower ratings. After returning to 8 pm in January, the rest of the season was nearly on par with 2014-15, averaging 2.93 HH. * *Ratings not available for 2013-14 16,699 11.6% 9,210 6.4% HISTORY/IDENTITY INDIE FILM NEWS/PUBLIC AFFAIRS SCIENCE & NATURE DRAMA DRAMA SCIENCE/NATURE PERSONAL HISTORY INDIE FILM PUBLIC AFFAIRS 28 29

PUBLIC AFFAIRS INDIE FILM PERSONAL HISTORY SCIENCE/NATURE DRAMA DRAMA SCIENCE & NATURE NEWS/PUBLIC AFFAIRS INDIE FILM HISTORY/IDENTITY ONE-OFFS & LIMITED SERIES TOP-RATED 2015-16 ORIGINAL BROADCAST: MULTI-PART SERIES AND EVENTS TOP-RATED 2015-16 ORIGINAL BROADCAST: ONE-OFF EVENTS 12,716 8.8% INDEPENDENT LENS VS. ALL PRIMETIME PROGRAMS 16,609 5.6% TOTAL NUMBER OF EPISODES: 21 21 new films appeared under the Independent Lens umbrella in 2015-16, up from 17 in the prior year, with slight growth in household ratings. Ratings in Black households increased 55%, driven by The Black Panthers: Vanguard of the Revolution. HISTORY/IDENTITY INDIE FILM NEWS/PUBLIC AFFAIRS SCIENCE & NATURE DRAMA DRAMA SCIENCE/NATURE PERSONAL HISTORY INDIE FILM PUBLIC AFFAIRS 30 31

PUBLIC AFFAIRS INDIE FILM PERSONAL HISTORY SCIENCE/NATURE DRAMA DRAMA EXPLORE NEWS/PUBLIC AFFAIRS INDIE FILM HISTORY/IDENTITY VERTICAL BAR AA BY HH AND DEMOS THREE SEASONS +CONTRUBUTOR INDEX BADGE POV VS. ALL PRIMETIME PROGRAMS 5,848 2.0% PBS s commitment to independent film remained strong in 2015-16, with 10 new films and nearly 15 hours of content airing under the POV nameplate. Together, the two indie film strands reached 19 million persons 2+ (6.5% of the US) and nearly three million (18%) Black households. FRONTLINE VS. ALL PRIMETIME PROGRAMS 21,872 15.2% TOTAL NUMBER OF EPISODES: 18 While ratings fell 12% from the previous season, Frontline s streams increased by 27% to over 12 million. Supplements and Safety and Netanyahu at War ranked highest, each delivering more than 1.8 million average viewers. Saudi Arabia Uncovered and Chasing Heroin earned the largest online traffic, well ahead of the series 180K streams per-episode average this season. HISTORY/IDENTITY INDIE FILM NEWS/PUBLIC AFFAIRS EXPLORE DRAMA DRAMA SCIENCE/NATURE PERSONAL HISTORY INDIE FILM PUBLIC AFFAIRS 32 33

PUBLIC AFFAIRS INDIE FILM PERSONAL HISTORY SCIENCE/NATURE DRAMA DRAMA EXPLORE NEWS/PUBLIC AFFAIRS INDIE FILM HISTORY/IDENTITY NEWSHOUR VS. ALL PRIMETIME PROGRAMS 43,114 15,701 PBS NewsHour ratings and streams surged in 2015-16, with streams growing by 90% year-over-year to 13.2 million. This was no doubt urged upward by the election cycle and political climate. While overall reach grew just 3% for the season, viewers watched more often and for longer periods. Average episodes viewed grew from 7 to nearly 8, and average minutes per viewer increased 16%. CHARLIE ROSE VS. ALL PRIMETIME PROGRAMS WASHINGTON WEEK VS. ALL PRIMETIME PROGRAMS 10,467 7.3% Though overall ratings were down slightly, unique viewers of Charlie Rose: The Week remained steady at nearly 10.5 million persons 2+ for the season. The ratings drop was a function of both lower frequency and fewer minutes; both of these key measures fell by 6% for the year. 13,369 9.3% Washington Week s season was the top-rated of the last three broadcast years, coming in at 0.62 household, up 9%. P65+ ratings climbed 15% year-over-year. The most-watched episode of Washington Week aired on the Friday (July 22nd) between the Republican and Democratic National Conventions, averaging 1.23 million viewers. DRAMA SCIENCE/NATURE PERSONAL HISTORY INDIE FILM PUBLIC AFFAIRS 34 35

PUBLIC DRAMA AFFAIRS INDIE FILM PERSONAL SCIENCE & HISTORY NATURE NEWS/PUBLIC SCIENCE/NATURE AFFAIRS INDIE DRAMA FILM HISTORY/IDENTITY ONE-OFFS & LIMITED SERIES TOP-RATED 2015-16 ORIGINAL BROADCAST: ONE-OFF EVENTS ELECTION COVERAGE 2016 HOUSEHOLD AND DEMO RATINGS FOR MAJOR CAMPAIGN EVENTS CUMULATIVE AUDIENCE: NATIONAL CONVENTIONS (000) RATINGS PER NIGHT: NATIONAL CONVENTIONS PROGRAM AUDIENCE AFFINITIES HOW TO USE Marketing professionals have used this information to guide program cross-promotion, and development staffs have found it valuable for crafting direct mail copy or pledge scripts. This program affinity chart is also helpful for understanding whether programs scheduled for flow have indeed achieved the intended audience overlap. It can also help identify two programs, not currently scheduled together, that have affinity and might make a good pairing in the future or once a past title has become available for local acquisition. HOW TO READ To be read across, starting in the upper left of the chart: Of all the households that watched American Masters, 20% also watched American Experience during weeks when both programs aired. 0-10% 10-20% 20+% When two programs never aired within the same week, a gray box is shown. 36 37

INDIAN SUMMERS PREMIERE DATE: 9/27/2015 POP-OUT VIEWERS* POP-OUT AUDIENCE COMPOSITION PBS : UNITY PREMIERE DATE: 10/9/2015 MAKING NORTH AMERICA PREMIERE DATE: 11/4/2015 DOWNTON ABBEY PREMIERE DATE: 1/03/2016 THE BLACK PANTHERS PREMIERE DATE: 2/16/2016 JACKIE ROBINSON PREMIERE DATE: 4/11/2016 38 * AUDIENCE DATA ARE FOR THE PREMIERE EPISODE ONLY. 39

PBS PRIMETIME AUDIENCE COMPOSITION BY SERIES 40 41

INDICES OF CONTRIBUTOR STATUS & CONSUMER BEHAVIORS 1.6x 1.7x 1.8x 2.4x 1.8x 1.8x 1.7x 1.6x 1.7x 1.7x 1.5x 1.3x 1.4x 1.3x 1.4x 1.9x 1.6x 2.2x Contributor 1.8x 3.0x 2.0x 2x 1.7x 1.4x 2.2x 1.8x 1.9x 1.1x 1.3x 1.4x 1.4x 1.4x 1.3x 1x 1.3x 1.9x 1.6x 2.2x Arts 1x 2x 1.3x 1.5x 1.6x 1.4x 1.1x 1x 0.5x 143 0.9x 1x 1.7x 1.6x Civic Engagement 1.3x 1.4x 1.4x 2.0x 1.3x 1.4x 1x 1.3x 1.3x 1.1x 1.3x 1x 1x 2.0x 1.4x 193 1.3x 1.9x1.6x Tech Enthusiasts 1.4x 3.1x 1.9x 1.9x 496 197 1.6x 2x 1.7x 1x 1.3x 1.3x 1.3x 193 1x 1.3x 170 2.0x 1.4x 1.7x 1.7x 1.4x Financial Investments (over $250K) 1.4x 1.4x 1.0x 0.8x 195 1.1x 1.0x 1.0x 1.7x 1.9x 0.7x 1.1x 1x 0.6x 0.5x 1.3x 1.1x 1.4x 1x 159 221 184 1.5x 0.9x 0.9x Foreign Travel 42 0-1x 1x - 2x HOW TO READ 2x and over This chart is based on the fusion of Nielsen audience information for PBS viewers 18+ and MRI data for adults 18+. The indices show how the heaviest viewers of each PBS series compare to all heavy TV viewers age 18+ on a variety of attributes including (on a self-reported basis) having made a contribution to PBS within the last twelve months. To be read across, starting in the upper left of the chart: Call the Midwife has an Arts Index of 2.2, meaning that heavy viewers of Great British Baking are more than twice as likely than all US heavy viewers to have attended classical music or opera performances. HOW TO USE Among other things, the selected attributes help to illustrate the qualitative differences between PBS viewers and viewers of other programming, helping to make a case, beyond the ratings, for sponsoring PBS shows. For example, if a travel-related business were interested in local sponsorship around a national series, shows like Masterpiece and Mercy Street might be good options, since their viewers index the highest for foreign travel. The largest indices for people who attend classical music or opera performances are found with American Masters and Call the Midwife, suggesting that these might be good choices for prospective sponsors in the arts sector. On the other hand, an investment company looking for viewers with high net worths could conceivably consider just about any PBS primetime series, since all over-index for viewers with investments in excess of $250K. What opportunities do you see when you study this chart? 43

PART III DAYTIME KIDS SEASON OVERVIEW KIDS 2-8 RATINGS: PBS AND OTHER NETWORKS PBS KIDS and most networks are down, driven by an overall decline in children s traditional TV viewing Children s media consumption patterns continue to evolve with traditional television viewing continuing to be the most popular option for viewing content. As children view more content online, over-the-top, or on mobile devices, television viewing has eroded. To keep up with the changing environment, PBS KIDS programs are available on many platforms, including OTT and mobile. During the 2015-2016 season, the PBS KIDS team successfully launched Nature Cat and Ready Jet Go!, expanding our slate of entertaining and educational programming targeted to children aged 2-8 years old. These series fit well with the existing television lineup. However to make room in the daytime grid, several back-to-back strips of our most popular series were removed. Fewer double-strips, coupled with the declining reach of television, resulted in a 26% ratings decline from last season. 2014-15 TO 2015-16 CHANGE -40% +40% Color bars indicate ranges of percent change over the previous season s Kids 2-8 average audience rating. With many viewing options on TV, PBS maintained a 5% share of the weekday audience for Kids 2-8. Altogether, PBS and kid s cable networks accounted for 39% of TV viewing. The shifting landscape was evident with OTT accounting for 7% of weekday TV time, up from 4% the prior season. Of the PBS weekday audience, nearly one-third of the children watching PBS weekdays were Hispanic, and a third received their television via an over-the-air signal. For a full breakdown of the PBS KIDS TV audience across many segments, refer to the chart on pages 48-49. On digital platforms, PBS KIDS content saw slight declines in streaming from the previous year. This wasinfluenced by measurements changes (removing the contribution of auto-played content) as well as moving from 11 minute episodes to 22 minute episodes. While this has led to fewer streams, it has increased engagement. 44 45

WEEKDAY DAYTIME TV AUDIENCE COMPOSITION PBS KIDS viewing skews low-income and broadcast only PBS KIDS STREAMING BY PROGRAM (000) PBS KIDS streams are down, but still over 4.3 billion TV VIEWERS IN HH W/ CHILD UNDER 6 TOTAL US TV VIEWERS 2+ PBS VIEWERS IN HH W/ CHILD UNDER 6 2013-2014 2014-2015 2015-2016 PBS KIDS SHARE OF M-F DAYTIME VIEWING: K2-8 OTT growth is coming at the expense of PBS KIDS and the children s cable networks PBS KIDS STREAMING BY PLATFORM Majority of PBS KIDS streams come from mobile devices Total: 18.50 Total: 17.39 Total: 17.09 MOBILE OTT DESKTOP 46 47

PBS KIDS AUDIENCE COMPOSITION BY PROGRAM HOW TO READ Among Kids 2-8, 42% of the PBS KIDS viewing is done by children in homes with an annual income of less than $40,000 48 49

U.S. POPULATION TRENDS TECHNOLOGY TRENDS Data for SVOD not available for 2013-2014 MEDIA LANDSCAPE PRIMETIME TUNING TO OTT DEVICES DAILY TIME SPENT USING MEDIA PERSONS 18+ MEDIA LANDSCAPE Nielsen measurement of tuning to OTT did not begin until March 2014 The TV population stayed unchanged at 116.4 million households. The composition of these households has become slightly more diverse and increasingly composed of Adults 65+, which saw the largest gains year-over-year. According to the Nielsen Company, there has been a change in how homes receive television, with fewer cable/satellite homes than before and more broadcast-only (over-the-air) and broadband only (internet viewing via TV or monitor) homes. Homes are increasingly adding viewing devices (such as OTT) and subscription viewing services (such as Netflix). With more homes having access to OTT devices, more persons are using this technology to view TV in. The growth is occurring across all age groups, with the largest growth in viewing among Adults 35-54. More devices mean more opportunity to consume media. And with that, media consumption has increased to over 8 hours a day. Live TV viewing declines have tapered off, losing only 3 minutes versus the prior period. 50 51

Audience Insight 2016 This is the fifth edition of the Audience Insight report, designed to provide Public Television leaders--from programmers and general managers to marketers and development professionals--with a detailed overview of how PBS s National Program Service performed in the most recently completed television season and who s in our audience. This book covers a 52-week period beginning on September 21, 2015 and ending September 18, 2016. It provides three-year trends on some of the most important metrics. The report also includes information about the competitive landscape as well as trends in the U.S. population and media usage. New in this year s edition: More information about PBS s performance on digital platforms. Analytic callouts throughout the book (labeled ) to provide helpful context or highlight key data points. Cumulative television audience data ( ) for each on-going series. More information on the individual series within the Masterpiece anthology. A wrap-up on PBS s 2016 election coverage. For a downloadable PDF of the book, go to: MyPBS.org / Programming / Research / Audience Insights For additional copies contact: Gale Malloy, gmalloy@pbs.org For more information on Program Analytics & Insights at PBS, contact: Raj Bhansali, rdbhansali@pbs.org Booklet designed and produced by City Square Associates, Inc., Cambridge, Massachusetts, Version 1.0