waiting for your cat to bark
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Waiting For Your Cat to Bark. Audiences and Geography. David J. LeRoy. Geography is Destiny. 6%. 16%. 49%. 29%. Comparing Two Similar Sized DMAs. The Impact of Geography. FCC Says This Is KPBS’s Signal. Real Coverage Map of KPBS. Coverage Map WNPT. The Consequences of Geography. - PowerPoint PPT PresentationTRANSCRIPT
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Waiting For Your Cat to Bark
David J. LeRoy
Audiences and Geography
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Geography is Destiny
49%
29%
6%
16%
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Comparing Two Similar Sized DMAs
The Impact of Geography
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FCC Says This Is KPBS’s Signal
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Real Coverage Map of KPBS
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Coverage Map WNPT
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The Consequences of Geography
KPBS is has a much bigger budget, even excluding the revenue assigned to the radio portion of this joint licensee. Gross Rev. 2010 data:
NPT $5.5 million KPBS $13.3 million*
Nashville invests a higher portion of its funds in programming (NPT 53%, KPBS 37%)
* KPBS radio and TV combined was approx. $18 million gross revenue in 2010.
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0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
Total Op Revenues (including major gifts)
NPT Dir Op Rev KPBS TV Dir Op Rev
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1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 20100.0
1,000,000.0
2,000,000.0
3,000,000.0
4,000,000.0
5,000,000.0
NPTChanging Mix of Support
CPB Fed Grants NPT UnderwNPT Members NPT Major Gifts FoundationsLocal Tax Sup
Increasing Grants and Major Gifts
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1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 20100.0
2,000,000.0
4,000,000.0
6,000,000.0
8,000,000.0
10,000,000.0
12,000,000.0
14,000,000.0
16,000,000.0
18,000,000.0
20,000,000.0
22,000,000.0
24,000,000.0
KPBS TV/FM CombinedChanging Mix of Support
CPB KPBS Fed Grant KPBS Underw KPBS MembersKPBS Major Gifts KPBS Fnd Grants Univ + Local Tax
Increasing Grants and Major Gifts
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Take Away
The great station managers somehow learn to shift emphasis when traditional sources of income atrophy (like underwriting and membership)
These two stations have focused on partnerships, major gifts and philanthropy
But one size does not fit all
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Geography and Membership
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The Take Away
KLVX could not exploit the NGO route nor major giving and had to develop a different funding model
That is a fee for services: i.e., training large number of adults funded by various governmental agencies
This “new” CPB data set lets us explore and reveals new insights… for example
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KLVX Number of Members
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Waiting for the Cat to Bark
Somehow the “rule” emerged that more and more viewing (GRPs) should led to membership
Both WNPT and KLVX are consistently the most viewed PTV stations in the nation and yet have “failed” to grow their membership
And for more than a decade these two stations’ membership levels have remained the same
Viewing is a necessary but not sufficient condition for membership
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Challenging The Membership Assumption
The amount of viewing in a market (GRPs) does not appear to be related to membership levels… Why? Some possible hints: heavy viewers of
all TV are not necessarily believers of the “mission”;
Yes, there are loyal, knowledgeable viewers who view a drive and pledge – but we suspect they a minority of the cume!
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Membership and Local Programming
1st – the mix of local programming and its long history on the station creates a “warm feeling” (this is about emotion not reason)
2nd day in day out do you connect the dots for the viewers and the members?
3rd local pledge specials can successful because its touches peoples emotion
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Work in Progress
Questions