pbs fundraising programming update and pipeline · pdf filepbs fundraising programming update...

PBS Fundraising ProgrammingUpdate and Pipeline

Joe Campbell, PBS Fundraising ProgrammingRudy Casillas, PBS Fundraising Programming

August 12, 2016

August 20152014 2015 Change

Dollars 26,246,097 25,871,298 -1.5 Pledges 166,857

154,707 -7.2%

Avg. Pledge $157.30 $167.23 +6.3%

Top Performers August 2016Downton Abbey Rediscovered (repack) $2,490,922Suze Orman’s Financial Solutions For You $1,803,283Ken Burns: The Civil War (all versions) $1,446,705Simon & Garfunkel: Concert in Central Park $954,501Il Volo: Live from Pompeii $729,051

Top Sustainers August 2016Dr. Christiane Northrup Glorious Women 42.54%Dr. Fuhrman’s End Dieting Forever! 42.25%Suze Orman’s Financial Solutions For You 37.75%African Americans: Many Rivers to Cross 34.65%Downton Abbey (series) 31.41%

(Minimum 500 Sustaining Donations)

December 20152014 2015 Change

Dollars 33,450,234 31,827,054 -4.9%

Pledges 214,290 192,826 -10.1%

Avg. Pledge $156.10 $165.06 +5.5%

Top Performers December 2015Salute to Downton Abbey $2,032,482Suze Orman’s Financial Solutions $1,453,898Grt. Perf Andrea Bocelli: Cinema $1,235,039Josh Groban: Stages Live $ 731,056Songbook Standards $ 546,494

Top Sustainers December 2015Suze Orman’s Financial Solutions For You 37.07%Dr. Fuhrman’s End Dieting Forever! 36.19%Dr. Wayne Dyer: I Can See Clearly Now 34.95%Eric Clapton: Slowhand at 70 34.90%Salute to Downton Abbey 27.52%

March 20162015 2016 Change

Dollars 42,141,824 39,300,570 -6.8%

Pledges 260,065 221,628 -14.8%

Avg. Pledge $162.04 $177.33 +8.7%

Top Performers March 2016This Land is Your Land $1,997,581Suze Orman’s Financial Solutions $1,751,284Downton Abbey Season 6 Finale $1,466,403BAFTA Celebrates Downton Abbey $1,131,231Forever Wisdom of Dr. Wayne Dyer $ 777,093

Top Sustainers March 2016Many Rivers to Cross 37.54%Downton Abbey Marathon 36.27%Suze Orman’s Financial Solutions for You! 36.25%Joy Bauer’s Junk Food to Joy Food 35.92%Forever Wisdom of Dr. Wayne Dyer 34.36%

June 20162015 2016 Change

Dollars 21,075,499 18,574,383 -11.9%

Pledges 133,978 114,110 -14.9%

Avg. Pledge $157.31 $162.78 +3.3%

Top Performers June 2016The Highwaymen Live at Nassau $1,036,115Suze Orman’s Financial Solutions For You $ 897,425Carole Burnett’s Favorite Sketches $ 799,908Rhythm and Blues 40 A Soul Spectacular $ 780,757This Land is Your Land $ 712,651

Top Sustainers June 2016Suze Orman’s Financial Solutions For You 40.35%African Americans: Many Rivers to Cross 38.56%Rhythm and Blues 40: A Soul Spectacular 31.72%Eat to Live with Joel Fuhrman MD 31.17%Stronger Bones, Longer Life 30.83%

FY2015 - FY20162015 2016 Change

Dollars 122,913,654 115,573,305 -6.0%

Pledges 775,190 683,271 -11.9%

Avg. Pledge $158.56 $169.15 +6.3%

Top Performers Released in FY2016Downton Abbey Rediscovered $2,807,320Salute to Downton Abbey $2,353,370Great Perf. Andrea Bocelli: Cinema $2,050,025This Land Is Your Land $2,000,531Ken Burns’ The Civil War $1,880,012

Top Sustainers Released in FY2016Dr. Christiane Northrup – Glorious Women 38.53%Dr. Wayne Dyer: I Can See Clearly Now 36.39%Suze Orman’s Financial Solutions For You 35.33%Joy Bauer’s Junk Food to Joy Food 35.27%Dr. Fuhrman’s End Dieting Forever! 35.23%

(Minimum 500 Sustaining Donations)

Top Performers in Rights FY2016Suze Orman’s Financial Solutions For You$5,627,036Downton Abbey Rediscovered $2,807,320Salute to Downton Abbey $2,353,370Andrea Bocelli: Cinema $2,050,025This Land Is Your Land $2,000,531

Pledges Sustainers %

Suze Orman’s Financial Solutions 110,223 18,929 17%Many Rivers to Cross 42,182 7,304 17%Downton Abbey (series) 37,097 5,614 15%Dr. Fuhrman’s End Dieting Forever! 24,929 3,823 15%Downton Abbey Rediscovered 12,829 3,028 24%

Top Sustainers Since InceptionSorted by Number of Sustainers

Top Sustainers Since InceptionSorted by Percentage of Sustainers

Pledges Sustainers %

Forever Wisdom of Wayne Dyer 5,333 1,481 28%R&B 40 A Soul Spectacular 4,190 1,159 28%BAFTA Celebrates Downton Abbey 4,965 1,336 27%Eat to Live w/Dr. Fuhrman 5,697 1,468 26%Salute to Downton Abbey 11,382 2,706 24%

Sustainer Update

Sustainer UpdateTop Takeaways:• The retention rate of pledge acquired donors in last 5 years has

doubled.• The two main contributing factors:

Sustainers in virtualsThank you calls to one-time donors at most stations

• Participation of sustainers in TV drives has grown almost 10-fold in 5 years

• Average sustainer revenue retention is 87%

Sustainer Update

05

1015202530354045

2012 2013 2014 2015

% Sustainer Revenue% Sustainer Donors

Sustainer Update

05

1015202530354045

2012 2013 2014 2015

First Year DonorRetentionFirst Year RevenueRetention

Sustainer Update• Fine Tuning: Research!

Sustainer Update• 20,900 Invitations• 3.2% Response Rate• Sampled 4 roll-ins and one pledge pitch• What did we learn – Preliminary Results!

Sustainer Update• Awareness of sustaining membership is high –

88% of sample said that their station offers “sustaining memberships.”

• They understand what we’re asking them to do during the pledge break 86% said that they: “understand completely.”

Sustainer Update• Informed• Needed• Philanthropic• Enthusiastic• Annoyed

Sustainer Update

Downton AbbeyPledge Programming

May 2016

Downton Abbey Pledge Programming• Countdown to Downton Abbey Sun Jan 3, 8 pm

– Designed to create excitement and build audience into the Season 6 premiere, the program was comprised of footage from various sources, including BAFTA’s salute and even Downton parodies. Two 15-second support messages included.

• Downton Abbey: A Celebration Sun Jan 3, 10:15 pm– Broadcast immediately following the premiere. Clip show with a mix of content and

three pledge breaks.

• BAFTA Celebrates Downton Abbey Sun Mar 6, 8 pm– Produced by ITV, featured series highlights as well as anecdotes from cast and producers,

culminating in an award presented to cast and crew. 10 minute, mid-program break.

• Downton Abbey, Season 6 Finale Sun Mar 6, 9 pm– At the close of the finale, a 20-minute pledge break offered viewers an opportunity to

collect the entire Downton series as well as a number of other thank you gifts.

30

Prem

iere

Nig

htFi

nale

Nig

ht

DVR Playback of Downton Pledge Content

2.74

5.58

1.55 2.02

4.04

0.64

2.95

0.470.30

2.43

3.38

8.52

2.02 2.32

6.47

19%23% 13%

0.00

2.00

4.00

6.00

8.00

10.00

COUNTDOWN TODOWNTON ABBEY

DOWNTON ABBEYS6 PREMIERE

DOWNTON ABBEY:A CELEBRATION

BAFTA CELEBRATESDOWNTON ABBEY

DOWNTON ABBEYS6 FINALE

Downton Abbey Pledge Content Live and DVR Ratings - HHs

DVR AA%

Live AA%35%

37%

31

• While DVR viewing was key to Downton Abbey’s success in Season 6, far fewer households recorded the pledge specials for later playback.

• The end result is that larger proportions watched these programs live, a positive result given the propensity of DVR viewers to skip over pledge content.

Premiere Night Finale Night

DOWNTON ABBEY: S6 PREMIERE NIGHTSUNDAY, JANUARY 3, 2016

32

Downton Abbey S6 Premiere Night Ratings• January 3rd was a blockbuster night on PBS, with the three Downton-themed

programs teaming up to create PBS’s highest rated night of the season-to-date.

33

2.74 Average

5.58 Average

1.48 Average

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

8:00 PM 8:15 PM 8:30 PM 8:45 PM 9:00 PM 9:15 PM 9:30 PM 9:45 PM 10:00 PM 10:15 PM 10:30 PM 10:45 PM

HH R

atin

g

Minute of Program

Downton Abbey Season 6 Premiere Night Minute by Minute RatingsSunday, Jan 3/Live Only/Households

Countdown to Downton Abbey Downton Abbey Season 6 Premiere Downton Abbey: A Celebration

85% of HHs who watched Countdown Live crossed over to the S6 Premiere

35% of HHs who watched S6 Premiere Live crossed over to Celebration

Countdown Provided a Strong Lead-in• The specially-constructed Countdown to Downton Abbey special presentation

showed that live viewers stayed in their seats ahead of the season 6 premiere.• 81% of all viewers watched this program on a live basis.

34

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

4.50


HH R

atin

g

Minute of Program

Countdown to Downton Abbey Minute by Minute RatingsSunday, Jan 3 at 8 pm/Live & DVR/Households

Live Viewers

DVR Viewers

3:14 promo began at 54:49

P Kerger’s toast at 58:45

DVR viewers hit ►►at the promo start

Downton Abbey: A Celebration• The post-premiere clip show did a respectable job of holding onto Downton Live viewers, with

primetime-sized audiences seeing each of the pledge breaks.• DVR viewers tended to skip the pledge breaks but return afterward.

35

45%Drop 60%

Drop58%Drop

16%Drop

26%Drop 15%

Drop

0.00

0.50

1.00

1.50

2.00

2.50

10:15 PM 10:20 PM 10:25 PM 10:30 PM 10:35 PM 10:40 PM 10:45 PM 10:50 PM 10:55 PM

HH R

atin

g

Minute of Program

Downton Abbey: A Celebration Minute by Minute RatingsSunday, Jan 3 at 10:15 pm/Live & DVR/Households

More Younger Viewers Exited During Celebration Breaks• While portions of all demo groups tended to tune away during the pledge breaks, Celebration

lost more than a quarter of its persons 40-49 audience each time.• Men also showed an greater propensity to tune away than women.

36

-27% -28% -29%

-18%

-28%

-12%

-16%

-28%

-13%

-35%

-30%

-25%

-20%

-15%

-10%

-5%

0%

Break 1 Ratings Drop3:14 Duration



Downton Abbey: A Celebration - Change in Rating During Pledge BreaksLive Viewing Only

P40-49 P50-64 P65-99

Downton Abbey: A Celebration Demo MxMs

37

0.00

0.10

0.20

0.30

0.40

0.50

0.60

0.70

0.80

0.90

10:15PM

10:20PM

10:25PM

10:30PM

10:35PM

10:40PM

10:45PM

10:50PM

10:55PM

Minute of Program

Persons 40-49

Downton Abbey: A Celebration Minute by Minute Demo RatingsSunday, January 3 at 10:15 pm/Live/Key Demos

0.00

0.20

0.40

0.60

0.80

1.00

1.20

1.40

1.60

1.80

2.00

10:15PM

10:20PM

10:25PM

10:30PM

10:35PM

10:40PM

10:45PM

10:50PM

10:55PM

Minute of Program

Persons 50-64

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

4.50

10:15PM

10:20PM

10:25PM

10:30PM

10:35PM

10:40PM

10:45PM

10:50PM

10:55PM

Minute of Program

Persons 65-99

DOWNTON ABBEY: FINAL NIGHTSUNDAY, MARCH 6, 2016

38

Downton Abbey S6 Finale Night Ratings• March 6th, Downton’s final night, was able to one-up January 3rd by posting PBS’s highest

nightly ratings of the season.• A relatively strong BAFTA lead-in and nearly two hours of Downton content powered the night.

39

2.02 Average

4.04 Average

0.44 Average*

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

4.50

5.00


HH R

atin

g

Minute of Program

Downton Abbey Season 6 Finale Night Minute by Minute RatingsSunday, March 6/Live Only/Households

BAFTA Celebrates Downton Abbey

Downton Abbey Season 6 Finale

Post Finale Pledge Content*

Pledge Breaks

67% of HHs who watched BAFTA Live crossed over

*Time period ratings

BAFTA Celebrates Downton Abbey Pledges Well• BAFTA Celebrates contained 10 minutes of pledge content in the middle of the program.• The few Live viewers that tuned away returned quickly, and essentially all the DVR viewers that

skipped over the break watched the rest of the program.

40

10% Drop

32% Drop0.00

0.50

1.00

1.50

2.00

2.50

3.00


HH R

atin

g

Minute of Program

BAFTA Celebrates Downton Abbey Minute by Minute RatingsSunday, March 6 at 8 pm/Live & DVR/Households

Live AA%

DVR AA%

Pledge break at 25:25 for 10:46

BAFTA Celebrates Downton Abbey Demo MxMs• The PBS key demos reacted similarly to the BAFTA Celebrates pledge break, each losing about

10% of viewers over the 10-minute duration.• But viewers from all age groups came trickling back in, and the final minute of the program

was the highest rated for each demo break.

41

0.00

1.00

2.00

3.00

4.00

5.00

6.00


Dem

o Ra

ting

Minute of Program

BAFTA Celebrates Downton Abbey Minute by Minute RatingsSunday, March 6 at 8 pm/Live/Key DemosP18-39

P40-49

P50-64

P65-99

Pledge break at 25:25 for 10:46

Downton Abbey Season 6 Finale TP based• Both Live and DVR viewers left the S6 Finale quickly once the content concluded.• Still, the 22 minute pledge content reached 2.5 million households and 3.1 million P2+.

42

66%Drop

79%Drop

0.00

1.00

2.00

3.00

4.00

5.00

6.00

9:00 PM 9:15 PM 9:30 PM 9:45 PM 10:00 PM 10:15 PM 10:30 PM 10:45 PM

HH R

atin

g

Minute of Program

March 6, 9 pm Time Period Minute by Minute RatingsSunday, March 6 at 9 pm/Live & DVR/Households

Live HH AA%

DVR HH AA%

Pledge Content

Conclusions• Pledge specials BEFORE a finale retained

viewers better during breaks• The BAFTA special break retained more

viewers too• The break after the finale lost the most

audience

43

In the PipelineDecember

Rocktopia Live in Budapest A Classical Evolution


Rocktopia Live in Budapest A Classical EvolutionIl Volo: Una Notte Magica


Rocktopia Live in Budapest A Classical EvolutionIl Volo: Una Notte MagicaEmin: Live at the Hermitage with David Foster


Rock Rewind 1967-1969 (or another TJ Title)Andre Rieu: Waltzing ForeverNational Park Symphony: The Mighty Five


From the NPS Schedule:Black America Since MLK: And Still I RiseSoundbreaking Fundraising Special


Rights Renewals:Get Down Tonight: The Disco ExplosionRock, Rhythm and Doo WopTrans-Siberian Orchestra

In the PipelineMarch 2017

Ken Burns: America’s StorytellerDaniel O’Donnell: Back Home AgainTraveling in the 70sAmerican Masters: When Patsy Cline was Crazy

And Much More!

CONFIDENTIALITY

QUESTIONS?

Speaker Information

• Joe Campbell/PBSVice President, Fundraising Programming

703 739-8474 [email protected]

• Rudy CasillasSenior Director,Fundraising Programming

703 739-5025 [email protected]

Special thanks to our Platinum Sponsors:

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