Tea and Masterpiece

TRACJanuary 2012

Shrinking member base

Low renewal rate

Member favorites often pre-empted during drives

And…

Challenges…

(from someone who loves it)

too much pledge…

Followed the Milwaukee model

◦2-3 minute open (prior to the program) explaining the concept

◦Masterpiece runs in its entirety

◦15 – 17 end break

Masterpiece…

We’d love to offer Masterpiece every Sunday of the year – even during pledge - but fund raising around the program hasn’t met the costs of acquiring and airing the program 52 weeks a year

It’s baffling, because Masterpiece viewing is sky high

The specials we air when the program is pre-empted essentially pay for Masterpiece

Messaging…

The conventional wisdom is…

it won’t work

So we’re trying an experiment…

Goal: 296 calls or clicks of support over the next four Sundays, which will fund Masterpiece through February

When we hit 296, we’re done, and Masterpiece will run uninterrupted for the next three months. We’ll revisit this experiment during the March drive

When you call or click in your investment, be sure to vote for the Masterpiece(s) you’d like to see in March.

The offer, 1st night…

Goal: 296 over four nights Actual: 331 over two (37 minutes)

Revenue: $23,446 DPM: $633.68 Ave pledge $70.83 Premiums: Less than 20%

Results

and we hear about it…

Tea will run uninterrupted during December No pledge breaks Goal: 462 calls or clicks of support by Dec 9 If we hit it, no interruptions through February,

and we’ll try this again in March

We’re going on faith

Conventional wisdom: It won’t work (yes, its a theme)

The offer…

1/3rd of a page, November guide

E-mail and Facebook

:30 second and :45 second on-air spots, the GM and the programmer

promotion

Zvi…

Introduced online December 5 ◦ Daily updates, online / on-air

Deadline December 9

Goal: 462 Actual: 491 Revenue: $24,678 Ave pledge: $50.26 Premiums: None

Tea results

Tea & Masterpiece ~ 832 pledges for $48,124 (14.6% and 6.8% of total, respectively)

Masterpiece: New: 218 pledges 65.9% Renew / rejoin: 39 11.8% Add: 74 22.3%

Tea: New: 110 22.4% Renew / rejoin 203 44.9% Add 161 32.7%

number crunch…

(compared to December 2010)

Revenue up 11% Minutes decreased by 12% DPM up 24.7% Premium costs down Online revenue increased 103%

Happy viewers, new traditions

Impact on the drive…

rlore@mpt.org (410) 581-4274

questions…