today’s pbs trusted valued...
TRANSCRIPT
Trusted Valued Essential
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
%
Source: CARAVAN ORC International, January 2015
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
A TRUSTED & VALUED PUBLIC INSTITUTION
Source: Nielsen NPower, 9/23/2013–9/21/2014
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
Source: CARAVAN ORC International, January 2015
81%
16%
YES
NO
PBS is money well spentIs the money given to PBS stations from government, corporations and individuals money well spent?
Source: CARAVAN ORC International, January 2015
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
A TRUSTED & VALUED PUBLIC INSTITUTION
AMERICA’S LARGEST CLASSROOM
4
Which of the following media brands or companies provides the most educational content to its viewers?
Source: CARAVAN ORC International, January 2015
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
AMERICA’S LARGEST CLASSROOM
Source: CARAVAN ORC International, January 2015
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%
AMERICA’S LARGEST CLASSROOM
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%
Source: CARAVAN ORC International, January 2015
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
52% COMMERCIAL CABLE TV
Source: CARAVAN ORC International, January 2015
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
Source: Nielsen NPower, 9/23/2013–9/22/2014
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
AMERICA’S LARGEST CLASSROOM
88% PBS
53% COMMERCIAL BROADCAST TV
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
AMERICA’S LARGEST CLASSROOM
Source: CARAVAN ORC International, January 2015
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
57% COMMERCIAL CABLE TV
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
AMERICA’S LARGEST CLASSROOM
83%
10
AMERICA’S LARGEST CLASSROOM
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).
Source: CARAVAN ORC International, January 2015
51% COMMERCIAL CABLE TV
45% COMMERCIAL BROADCAST TV
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
COMMERCIAL BROADCAST 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
Source: CARAVAN ORC International, January 2015
IN 2014 PBS KIDS OFFERED MORE THAN
4,000 HOURSOF CHILDREN’S PROGRAMMING
AMERICA’S LARGEST CLASSROOM
89%
54%
54%
PBS
COMMERCIAL CABLE TV
COMMERCIAL BROADCAST 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
AMERICA’S LARGEST CLASSROOM
Source: CARAVAN ORC International, January 2015
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).
Source: CARAVAN ORC International, January 2015
84%
53%
49%
PBS
COMMERCIAL BROADCAST TV
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
AMERICA’S LARGEST CLASSROOM
81%
53%
51%
PBS
COMMERCIAL BROADCAST TV
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
AMERICA’S LARGEST CLASSROOM
Source: CARAVAN ORC International, January 2015
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
AMERICA’S LARGEST CLASSROOM
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%
Source: CARAVAN ORC International, January 2015
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.
Source: CARAVAN ORC International, January 2015
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?
Source: CARAVAN ORC International, January 2015
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.
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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
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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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