Audience Insight 2013 Annual Report

Primetime Profi le September 24, 2012 - September 22, 2013 A Project Funded by With Comparisons to the 2010-2011 and 2011-2012 Seasons A WORD FROM PBS RESEARCH

Welcome to the latest edition of Audience Insight. Th is • Th e top-rated primetime program for 2012-13 was publication wraps up the 2012-13 broadcast season, the limited series Th e Dust Bowl from , and includes comparisons to two previous seasons. PBS averaging a 4.91 national household rating across two Research now has three complete seasons of full-time nights. Ken Burns held the top spot last season as national Nielsen data, enabling reliable trending. well, when Prohibition averaged a 4.33 national rating. Ongoing series Antiques Roadshow was second with As in previous editions, we provide an overview of the a 3.92 rating, down slightly from last season’s 4.14 ratings performance of PBS night-by-night, hour-by-hour, average. Once again this year, third place went to A and in comparison to other networks with whom we com- Capitol Fourth (3.86, down from last year’s 4.08). pete for viewer time and attention. We also profi le the Masterpiece moved up to fourth place, with a 3.47 composition of our audience, overall and series-by-series, average, a considerable improvement over last with a view to understanding where we are strongest and season’s 2.84 (based on original broadcast episodes where are the greatest opportunities for growth going only). forward. Among the highlights: • PBS’s pop-outs for the 2012-2013 season succeeded • Th e 2012-13 season wrapped with a 1.43 national in their objective of bringing in millions of viewers, primetime average household rating, up 7% from the with more than 24 million people watching Downton 1.34 primetime average during 2011-12. PBS enjoyed Abbey Season 3, and more than 17 million tuning in the most growth in the 65+ demo. for Ken Burns’ Dust Bowl. • Th e 1.43 household rating gave PBS an 8th place My team in PBS Research, and our partners at City Square ranking among all broadcast and cable networks, Associates who assist us in the Audience Insight project, up from an 11th place ranking for the 2011-12 hope you will fi nd the information in this booklet useful season (bypassing History, TNT, and ESPN). and welcome your feedback, questions, and suggestions. • Primetime ratings were up on six of seven nights, with Sunday nights up the most, a 26% increase over the 2011-2012 broadcast season. Sunday night rat- ings among persons 40-49 and 50-64 were each up Beth Walsh, Senior Director, PBS Research 18%, persons 65+ were up 26%.

Source: Nielsen NPower, 2012-13 (9/25/12-9/22/13), 2011-12 (9/19/11-9/24/12) and 2010-11 (9/20/10-9/18/11). 1 TABLE OF CONTENTS

1 FOREWORD 3 TABLE OF CONTENTS PART I: SEASON OVERVIEW

6 PBS PRIMETIME RATINGS VS. OTHER NETWORKS 7 CHANGE IN PRIMETIME RATINGS 8 PBS PRIMETIME RATINGS BY DAY; PBS PRIMETIME RATINGS BY NIGHT 9 PBS PRIMETIME RATINGS BY HOUR; PBS PRIMETIME RATINGS CHANGE BY HOUR 10 PBS PRIMETIME AUDIENCE COMPOSITION; PBS PRIMETIME AUDIENCE COMPOSITION BY VIEWING SEGMENT 11 TIMESHIFTED VIEWING 12-13 POP-OUT PROGRAMS 14 TOP RATED PBS PROGRAMS

PART II: SERIES BY DAY OF WEEK

16 PBS PRIMETIME SERIES RANKER 17 PBS PRIMETIME SERIES DUPLICATION 18-19 GRAND DASHBOARD 20 MONDAY OVERVIEW 21 ANTIQUES ROADSHOW 22 MONDAY 9PM 23 MONDAY 10PM 24 TUESDAY OVERVIEW 25 TUESDAY 8PM 26 TUESDAY 9PM 27 FRONTLINE 28 WEDNESDAY OVERVIEW 29 NATURE 30 NOVA 31 WEDNESDAY 10PM 32 FRIDAY OVERVIEW 33 PBS NEWSHOUR 33 34 CHARLIE ROSE 34 NEED TO KNOW 35 FRIDAY 9PM 36 SUNDAY OVERVIEW 37 SUNDAY 8PM 38 CALL THE MIDWIFE 39 MASTERPIECE 3 40 GLOSSSARY AND UNIVERSE ESTIMATES 3 4 PART I SEASON OVERVIEW

5 6 PBSPBS PRIMETIMEPRIMETIME RATINGSRATINGS VS.VS OTHEROTHER NETWORKSNETWORKS CHANGE IN PRIMETIME RATINGS HOUSEHOLD/2012 - 2013 SEASON HOUSEHOLD/2012 - 2013 SEASON

HORIZONTAL BAR, ALL NETS OVER .10, DESCENDING ORDER HORIZONTAL BAR, SAME NETS AS FACING PAGE, SAME ORDER

What’s a Household Rating Point? Each household rating point = 1,142,000 U.S. TV households.

6 7 PBS PRIMETIME RATINGS BY DAY PBS PRIMETIME RATINGS BY HOUR HOUSEHOLD/2012 - 2013 SEASON HOUSEHOLD/2012 - 2013 SEASON

KEY

PLEDGE 2011-2012 2012-2013 PERIOD

KEY

8:00PM 9:00PM 10:00PM

2012-2013 PRIMETIME AVERAGE

PBS PRIMETIME RATINGS BY NIGHT PBS PRIMETIME RATINGS CHANGE BY HOUR HOUSEHOLD/2012 - 2013 SEASON HOUSEHOLD AND PERSONS / 2012 - 2013 VS 2011 - 2012 SEASON KEY NOTE: 2012-13 RATINGS SHOWN. COLOR CODING REPRESENTS THE PERCENT CHANGE RELATIVE TO THE 2011-12 SEASON

2010-2011 2011-2012 2012-2013 2011-12 TO 2012-13 CHANGE VERTICAL BAR CHART TABLE WITH DEMO <-5% -5% to 5% >5% PRIME AVERAGE + SEVEN NIGHTS BREAKS & HOURS BY NIGHT OF WEEK 3 SEASONS

8 9 PBS PRIMETIME AUDIENCE COMPOSITION TIMESHIFTED VIEWING 2012-13 AUDIENCE VS. ALL U.S. TV HOUSEHOLDS WHAT DVRS ADD TO RATINGS

CONTRIBUTOR PBS PRIMETIME ALL U.S. TV HOUSEHOLDS

The DVRs that make it possible for viewers to timeshift their viewing continue to grow in popularity—thanks, in large part, to the cable and satellite providers who bundle recording capabilities with their packages. As the chart below shows, the proportion of TV households with DVRs has increased DASHBOARD by almost twenty percent over the past three years. But the growth is even more rapid among PBS viewers: Close to a thirty percent increase from 33% for the 2010-11 broadcast season to 42% for the most recent season. The increase is even more remarkable among PBS’s heaviest viewers: A fi fty- six percent increase over three years, from 25% back in 2011 to 39% now.

The impact of timeshifted viewing on ratings is clear, especially on the major broadcast networks, where as much as 31% of the rating in any given hour can come from DVR playback. While timeshifted viewing is less of a factor PBS PRIMETIME AUDIENCE COMPOSITION BY US TV HH PBS Primetime HH PBS Heavy HH for PBS, its impact is undeniable on Sunday nights, when at 9pm 17% of the VIEWING SEGMENT rating is coming from timeshifted viewing. DEFINITION OF VIEWER SEGMENTS

ULTRA HEAVY HEAVY POTENTIAL A look at the most-DVR’d programs—not only on PBS, but across the cable and broadcast networks—makes it clear that original, scripted dramas benefi t most from Top 5% who account for 48% Top 20% who account for 83% Next 20% of viewers (after the timeshifting. The popular PBS drama series, Masterpiece of the PBS minutes consumed. of the PBS minutes consumed. Heavy viewers) who account and The Bletchley Circle, derived 28% and 20% of their (NOTE: Ultra Heavy are a sub-set for 12% of the PBS minutes rating from DVR playback. But this doesn’t come close of Heavy) consumed. to the remarkable 60% DVR contribution for HBO’S True Blood or AMC staples like Breaking Bad (58%) and DASHBOARD Walking Dead (48%).

10 11 Recent viewer=Viewer who had watched PBS during the four weeks prior to the pop-out. POP-OUT VIEWERS Non-recent viewers=Viewers of a program who had not POP-OUT AUDIENCE COMPOSITION watched any PBS in the previous four weeks.

FRONTLINE - THE CHOICE - 10/9/12 FRONTLINE - THE CHOICE - 10/9/12

THE DUST BOWL - 11/18/12 THE DUST BOWL - 11/18/12

ANTIQUES MONDAY - (ARS + MARKET WORRIORS) - 1/7/13 ANTIQUES MONDAY - (ARS + MARKET WORRIORS) - 1/7/13

DOWNTON ABBEY - SEASON 3 PREMIERE - 1/16/13 DOWNTON ABBEY - SEASON 3 PREMIERE - 1/16/13

CONSTITUTION USA - 5/1/13 CONSTITUTION USA - 5/1/13

12 13 TOP RATED PBS PROGRAMS HOUSEHOLD RATINGS/2012-13 SEASON VS. 2011-12 SEASON

PART II SERIES BY DAY OF WEEK

14 15 PBS PRIMETIME SERIES* RANKER PBS PRIMETIME SERIES DUPLICATION HOUSEHOLD RATINGS/2012 - 2013 SEASON HOUSEHOLD DUPLICATION PERCENT/2012-13 SEASON

TABLE OF SERIES ON FACING PAGE WITH DUPLICATION PERCENTAGES

When the two programs never aired within the same week, a gray box is shown.

KEY

0-9.9% 10-20% 20+%

KEY HOW TO READ: To be read across — of all the households that watched Washington Week, 22% 2010-2011 2011-2012 2012-2013 of them also watched .

Note that all program duplication is calculated on a weekly basis, looking for duplication only when two programs aired within the same feed week. The table above represents the averages of just the weeks in which the two programs aired. Source: Nielsen NPower, PBS time period ratings, ‘12-13

* PRIMETIME SERIES WITH AT LEAST FOUR NEW EPISODES THIS SEASON, PLUS NEWSHOUR. AVERAGES INCLUDE ALL ORIGINAL BROADCAST AND REPEAT EPISODES. 16 17 DASHBOARDDDASHBOB ARD

DADDASHBOARDASSHHBOBOARARD

DASHBOARDDASHBOARRD

DADDASHBOARDASHSHBOBOARARD

18 19 SEASON-OVER-SEASON COMPARISON HH AND DEMO RATINGS MONDAY MONDAY

KEY

MONDAY 2010-2011 2011-2012 2012-2013 TUESDAY TUESDAY

TOP-RATED 2012-13 ORIGINAL BROADCAST EPISODES

TABLE WEDNESDAY OB DATE | EPISODE TITLE DESCENDING ORDER HH AND DEMOS WEDNESDAY

onday night has been the long-standing home for Antiques Roadshow -- anchoring the 8 pm slot and starting off the week right as our highest-rated ongoing series. Monday Mat 9 pm this season featured a mix of Antiques Roadshow encores and newcomer Market Warriors. Monday at 10 pm has been the place to showcase Independent Film, including and POV. Episodes of also made appearances on Monday nights at both 9 pm and 10 pm. • Antiques Roadshow remains the highest-rated program on PBS, with a 3.76 season

average rating across all original and repeat feeds; though its average audience con- FRIDAY tracted by 3% since last year and 9% since the 2010-2011 season. ANTIQUES ROADSHOW HEAVY VIEWER ANTIQUES ROADSHOW HEAVY VIEWER ALSO WATCH ON BROADCAST ALSO WATCH ON CABLE

FRIDAY • Th e new series Market Warriors averaged a 1.76 household rating. It skewed slightly younger than lead-in Antiques Roadshow with a median age of 62 (vs. 65). • Independent Lens and POV both enjoyed ratings increases this season, with Independ- TABLE ent Lens up 20% and POV up 14%. Independent Lens had the highest proportion of TOP 10 CABLE black households of any ongoing PBS series, at 14% of the audience. Th e two series (along with Frontline) have the highest proportion of adults 40-49 of any ongoing NETWORK, PROGRAM series and the youngest median age at 58. NAME, PBS AA • Th e special presentation of Independent Lens, Half the Sky, averaged a 1.09 rating, 138% above the average for the Independent Film genre. Th e program attracted more than fi ve million viewers.

Monday night was the second-highest rated night of the week (behind Sunday) with a 1.76. Overall the SUNDAY night was off slightly from last season, down 2%, driven by a 12% drop for the 10 pm hour. Ratings among 40-49 year olds were off 11% for the night. SUNDAY

Rating calculated among the heavy viewers to the programs fed in this timeslot.

20 21 SEASON-OVER-SEASON COMPARISON SEASON-OVER-SEASON COMPARISON HH AND DEMO RATINGS MONDAY HH AND DEMO RATINGS MONDAY 9 PM 10 PM MONDAY KEY KEY

MONDAY 2010-2011 2011-2012 2012-2013 2010-2011 2011-2012 2012-2013

VERTICAL BAR AA BY HH AND DEMOS THREE SEASONS TUESDAY TUESDAY

TOP-RATED 2012-13 ORIGINAL BROADCAST EPISODES TOP-RATED 2012-13 ORIGINAL BROADCAST EPISODES

TABLE OB DATE | EPISODE TITLE WEDNESDAY DESCENDING ORDER HH AND DEMOS WEDNESDAY

MONDAY 9PM HEAVY VIEWER MONDAY 9PM HEAVY VIEWER MONDAY 10PM HEAVY VIEWER MONDAY 10PM HEAVY VIEWER FRIDAY ALSO WATCH ON BROADCAST ALSO WATCH ON CABLE ALSO WATCH ON BROADCAST ALSO WATCH ON CABLE FRIDAY

TABLE TABLE TOP 10 CABLE TOP 10 CABLE NETWORK, PROGRAM NETWORK, PROGRAM NAME, PBS AA * NAME, PBS AA SUNDAY SUNDAY

Average of all programs fed at this time during each sesaon Average of all programs fed at this time during each sesaon

22 23 SEASON-OVER-SEASON COMPARISON HH AND DEMO RATINGS TUESDAY TUESDAY MONDAY 8 PM KEY

MONDAY 2010-2011 2011-2012 2012-2013 TUESDAY TUESDAY

TOP-RATED 2012-13 ORIGINAL BROADCAST EPISODES

TABLE OB DATE | EPISODE TITLE WEDNESDAY DESCENDING ORDER HH AND DEMOS WEDNESDAY

uring 2012-13, Tuesday nights were home to American Experience and other History- related programming at 8 pm and 9 pm, with Frontline anchoring the 10 pm timeslot. DTuesdays also had occasional series like and History Detectives, as well as specials like Th e Mark Twain Prize, “New Year’s Day Celebration,” and PBS NewsHour coverage of a Presidential debate and election night. • American Experience was up 4% this season to a 1.74 household average rating, and up 29% over its 2010-11 season average. Th e highest-rated American Experience of the season was “Henry Ford,” with a 2.78 household rating. Th e series also found success with the three-part miniseries “Th e Abolitionists” placing among the high- TUESDAY 8PM HEAVY VIEWER TUESDAY 8PM HEAVY VIEWER FRIDAY est-rated programs to air on Tuesday nights. ALSO WATCH ON BROADCAST ALSO WATCH ON CABLE FRIDAY • Frontline’s highest-rated episode this season was “Th e Choice 2012” with a 2.14 household rating. Not far behind was “Raising Adam Lanza,” which aired as part of the “After Newtown” week. Frontline’s household ratings held steady with last TABLE TABLE season. Along with Independent Lens and POV, it continued to have the highest pro- TOP 10 BROADCAST TOP 10 CABLE portion of adults 18-39, at 17% of the audience, and the youngest median age, 58. NETWORK, PROGRAM NETWORK, PROGRAM • Among the various other titles to appear on Tuesday nights, Ellen DeGeneres: Th e NAME, PBS AA NAME, PBS AA Mark Twain Prize was the highest rated (2.34, Tues 8 pm), followed by PBS NewsHour Debates: Presidential Debate (1.69, Tues 9 pm), Cuban Missile Crisis: Th ree Men Go to War (1.68, Tues 8 pm), and Secrets of the Dead “Th e Man Who Saved the World” (1.59, Tues 9 pm).

Tuesday nights were up 2% overall and 6% at 10 pm. Th e 65+ demo showed the greatest gains on SUNDAY Tuesdays. SUNDAY

Average of all programs fed at this time during each sesaon

24 25 SEASON-OVER-SEASON COMPARISON SEASON-OVER-SEASON COMPARISON HH AND DEMO RATINGS TUESDAY HH AND DEMO RATINGS MONDAY

9 PM KEY KEY 2010-2011 2011-2012 2012-2013 MONDAY 2010-2011 2011-2012 2012-2013

VERTICAL BAR AA BY HH AND DEMOS THREE SEASONS TUESDAY TUESDAY

TOP-RATED 2012-13 ORIGINAL BROADCAST EPISODES TOP-RATED 2012-13 ORIGINAL BROADCAST EPISODES

TABLE

TABLE WEDNESDAY OB DATE | EPISODE TITLE OB DATE | EPISODE TITLE DESCENDING ORDER DESCENDING ORDER HH AND DEMOS HH AND DEMOS WEDNESDAY

TUESDAY 9PM HEAVY VIEWER TUESDAY 9PM HEAVY VIEWER FRONTLINE HEAVY VIEWER FRONTLINE HEAVY VIEWER FRIDAY ALSO WATCH ON BROADCAST ALSO WATCH ON CABLE ALSO WATCH ON BROADCAST ALSO WATCH ON CABLE FRIDAY

TABLE TABLE TOP 10 BROADCAST TOP 10 CABLE NETWORK, PROGRAM NETWORK, PROGRAM NAME, PBS AA NAME, PBS AA SUNDAY SUNDAY

Average of all programs fed at this time during each sesaon Rating calculated among the heavy viewers to the programs fed in this timeslot.

26 27 SEASON-OVER-SEASON COMPARISON HH AND DEMO RATINGS WEDNESDAY MONDAY

KEY

MONDAY 2010-2011 2011-2012 2012-2013 TUESDAY TUESDAY

TOP-RATED 2012-13 ORIGINAL BROADCAST EPISODES

TABLE OB DATE | EPISODE TITLE WEDNESDAY DESCENDING ORDER HH AND DEMOS WEDNESDAY ednesday nights continue to be thematic nights of Natural History and Science oremprogramming. ipsum dolor sitNature amet, continued consectetuer to anchor adipiscing the 8 pm elit, slot, sed followed diam bynonummy NOVA at nibh9 pm, Weuismodand varioustincidunt programs ut laoreet within dolore the genre magna rounded aliquam out erat 10 pm. volutpat. Ut wisi enim L•ad Nature minim’s household veniam, quisratings nostrud were on exerci par withtation last ullamcorper season for households suscipit lobortis (1.85) nisland ut aliquipshowed ex ea relative commodo stability consequat. across all Duis demos autem with vela slight eum uptick iriure in dolor Black in households. hendrerit Atin vulputatea 1.19 velit rating, esse molestieNature was consequat, tied with Antiquesvel illum Roadshow dolore eu as feugiatthe program nulla that facilisis delivered at vero the most Hispanic households during an average minute out of any ongoing series. eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue •duis NOVA dolore was upte feugait4% in household nulla facilisi. ratings, Nam with liber slight tempor increases cum amongsoluta personsnobis eleifend 50-64 and 65+ as well as Hispanic and Black homes. Th e highest-rated episode of NOVA’s option congue nihil imperdiet doming id quod mazim placerat facer possim assum. FRIDAY season was “Decoding Neanderthals” with a 2.69 household rating and a 3.65 among NATURE HEAVY VIEWER NATURE HEAVY VIEWER Typi nonadults habent 65+. claritatem NOVA had insitam;the most estmale-skewing usus legentis audience in iis of qui any facit ongoing eorum series claritatem. at 55% ALSO WATCH ON BROADCAST ALSO WATCH ON CABLE

FRIDAY Investigationesof the audience. demonstraverunt lectores legere me lius quod ii legunt saepius. Claritas est etiam processus• At 10 pm, dynamicus,Wednesday nightsqui sequitur showcased mutationem a number ofconsuetudium limited or recurring lectorum. series, Mirum in- est notare quamcluding littera Nazi Mega gothica, Weapons quam, NOVA nunc scienceNOW putamus parum, and Secrets claram, of theanteposuerit Dead. Th e highest- litterarum TABLE TABLE formas ratedhumanitatis 10 pm episode per seacula was Nazi quarta Mega deci Weaponsma et “Atlantic quinta decima.Wall,” a 1.86 Eodem household modo rating.typi, qui TOP 10 BROADCAST TOP 10 CABLE NOVA scienceNOW and Secrets of the Dead had the highest proportion of adults 50-64 NETWORK, PROGRAM NETWORK, PROGRAM nunc nobisof any videntur ongoing parum series. clari, fi ant sollemnes in futurum. NAME, PBS AA NAME, PBS AA Wednesday night was the third-highest night of the week with a 1.40 rating. Th e night overall was up 3%, resulting from 4% increases at 8 pm and 9 pm and a fl at audience at 10 pm. For Wednesdays overall there were declines among Persons 18-39 and 40-49 and increases among P50-64 and P65+. SUNDAY SUNDAY

Rating calculated among the heavy viewers to the programs fed in this timeslot.

28 29 SEASON-OVER-SEASON COMPARISON SEASON-OVER-SEASON COMPARISON HH AND DEMO RATINGS HH AND DEMO RATINGS

WEDNESDAY MONDAY

KEY KEY 10 PM

MONDAY 2010-2011 2011-2012 2012-2013 2010-2011 2011-2012 2012-2013

VERTICAL BAR AA BY HH AND DEMOS THREE SEASONS TUESDAY TUESDAY

TOP-RATED 2012-13 ORIGINAL BROADCAST EPISODES TOP-RATED 2012-13 ORIGINAL BROADCAST EPISODES

TABLE OB DATE | EPISODE TITLE WEDNESDAY DESCENDING ORDER HH AND DEMOS WEDNESDAY

NOVA HEAVY VIEWER NOVA HEAVY VIEWER WEDNESDAY 10PM HEAVY VIEWER WEDNESDAY 10PM HEAVY VIEWER FRIDAY ALSO WATCH ON BROADCAST ALSO WATCH ON CABLE ALSO WATCH ON BROADCAST ALSO WATCH ON CABLE FRIDAY

TABLE TABLE TABLE TOP 10 BROADCAST TOP 10 CABLE TOP 10 CABLE NETWORK, PROGRAM NETWORK, PROGRAM NETWORK, PROGRAM NAME, PBS AA NAME, PBS AA NAME, PBS AA SUNDAY SUNDAY

Rating calculated among the heavy viewers to the programs fed in this timeslot. Average of all programs fed at this time during each sesaon

30 31 SEASON-OVER-SEASON COMPARISON HH AND DEMO RATINGS FRIDAY MONDAY

KEY

MONDAY 2010-2011 2011-2012 2012-2013 TUESDAY

PBS NEWSHOUR HEAVY VIEWER PBS NEWSHOUR HEAVY VIEWER TUESDAY ALSO WATCH ON BROADCAST ALSO WATCH ON CABLE

TABLE TOP 10 BROADCAST NETWORK, PROGRAM NAME, PBS AA WEDNESDAY

Rating calculated among the heavy viewers to the programs fed in this timeslot. WEDNESDAY

oremriday nightsipsum this dolor season sit amet, led off consectetuer with Washington adipiscing Week at 8elit, pm, sed followed diam bynonummy Need to Know nibh at SEASON-OVER-SEASON COMPARISON HH AND DEMO RATINGS euismod8:30 pm, whichtincidunt transitioned ut laoreet to Charliedolore Rose:magna Th e aliquam Week near erat the volutpat. end of the Ut broadcast wisi enim season. Fridays at 9 pm showcased PBS Arts programming, primarily from Great Performances and Fad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl KEY LLive from Lincoln Center, but also featuring the limited series Shakespeare Uncovered, which ranked ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in 2010-2011 2011-2012 2012-2013 vulputateamong the velit top Fridayesse molestie 9 pm programs consequat, this season. vel illum Th isdolore Friday eu section feugiat also nulla includes facilisis a look at atvero the erosPBS etNewsHour accumsan. Note et iustothat PBS odio NewsHour dignissim Weekend qui blandit launched praesent in September, luptatum right zzril near delenit the end of auguethis season. duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend

option• PBScongue NewsHour nihil imperdiet’s ratings were doming steady id with quod last mazim season, placerat and rebounded facer possim among assum. 65+ after FRIDAY a dip last year. Th e Hispanic household ratings also improved. Th e NewsHour had the Typi nonhighest habent proportion claritatem of highly-educated insitam; est usus viewers, legentis with in 59% iis quiof the facit audience eorum having claritatem. com- FRIDAY Investigationespleted 4 years demonstraverunt or more of college. lectores legere me lius quod ii legunt saepius. Claritas est etiam •processus Washington dynamicus, Week was rock-steady qui sequitur across mutationem households consuetudium and all demos. Needlectorum. to Know Mirum was est notare quamalso quite littera stable. gothica, Charlie quam Rose: nunc Th e Week putamus started parum off with claram, a similar anteposuerit audience size litterarum and formas profihumanitatis le to Need per to Know seacula, but quarta with a deci smallerma etHispanic quinta audience. decima. EodemWashington modo Week typi, had qui WASHINGTON WEEK HEAVY VIEWER WASHINGTON WEEK HEAVY VIEWER the highest median age, 68. nunc nobis videntur parum clari, fi ant sollemnes in futurum. ALSO WATCH ON BROADCAST ALSO WATCH ON CABLE • Great Performances had the #1 Friday at 9 pm program, “Paul Simon’s Graceland Jour- ney,” a 0.78 rating. Overall the Great Performances season was off slightly, down 9%. had two programs rank among the top Friday 9 pm programs, TABLE including “Josh Groban: All that Echoes,” 0.61. TOP 10 BROADCAST • Th e six-part limited series Shakespeare Uncovered earned a 0.61 household rating in the NETWORK, PROGRAM

9 pm timeslot. Th e highest-rated episode was “Macbeth with Ethan Hawke.” American NAME, PBS AA SUNDAY Masters had selected episodes air within the Friday Arts footprint, the top-performing of which was “Sister Rosetta Th orpe: Th e GodMother of Rock and Roll.” SUNDAY Friday nights overall were up 10%, with 8 pm showing the most improvement, up 15% over last season. Friday nights saw increases in all demos except 40-49.

32 Rating calculated among the heavy viewers to the programs fed in this timeslot. 33 SEASON-OVER-SEASON COMPARISON SEASON-OVER-SEASON COMPARISON HH AND DEMO RATINGS HH AND DEMO RATINGS FRIDAY 9 PM MONDAY KEY KEY

MONDAY 2010-2011 2011-2012 2012-2013 2010-2011 2011-2012 2012-2013 TUESDAY

CHARLIE ROSE HEAVY VIEWER CHARLIE ROSE HEAVY VIEWER

TUESDAY ALSO WATCH ON BROADCAST ALSO WATCH ON CABLE

TABLE TABLE TOP 10 BROADCAST TOP 10 CABLE NETWORK, PROGRAM NETWORK, PROGRAM NAME, PBS AA NAME, PBS AA TOP-RATED 2012-13 ORIGINAL BROADCAST EPISODES WEDNESDAY

Rating calculated among the heavy viewers to the programs fed in this timeslot. WEDNESDAY SEASON-OVER-SEASON COMPARISON HH AND DEMO RATINGS

KEY

2010-2011 2011-2012 2012-2013

FRIDAY 9PM HEAVY VIEWER FRIDAY 9PM HEAVY VIEWER FRIDAY VERTICAL BAR ALSO WATCH ON BROADCAST ALSO WATCH ON CABLE FRIDAY AA BY HH AND DEMOS THREE SEASONS TABLE NEED TO KNOW HEAVY VIEWER NEED TO KNOW HEAVY VIEWER TOP 10 BROADCAST ALSO WATCH ON BROADCAST ALSO WATCH ON CABLE NETWORK, PROGRAM NAME, PBS AA TABLE TOP 10 CABLE TABLE NETWORK, PROGRAM NAME, PBS AA

TOP 10 BROADCAST SUNDAY NETWORK, PROGRAM NAME, PBS AA SUNDAY

Average of all programs fed at this time during each sesaon Rating calculated among the heavy viewers to the programs fed in this timeslot. 34 35 SEASON-OVER-SEASON COMPARISON HH AND DEMO RATINGS SUNDAY SUNDAY 8 PM MONDAY KEY

MONDAY 2010-2011 2011-2012 2012-2013 TUESDAY TUESDAY

TOP-RATED 2012-13 ORIGINAL BROADCAST EPISODES WEDNESDAY WEDNESDAY undays were the home for British drama, with Masterpiece the mainstay of Sundays at 9 pm, and miniseries like Call the Midwife at 8 pm and Th e Bletchley Circle at 10 pm. Th e S8 pm hour also featured the Secrets of… series, with each week focusing on a historically signifi cant location in Britain, including Secrets of Highclere Castle, the fi lming location for Downton Abbey. • During the 2012-13 broadcast season, two seasons of Call the Midwife were aired. Season 1 averaged a 2.14 rating across six parts, while Season 2 improved to a 2.30 for eight parts. Across the season, all original and repeat episodes averaged to a 1.62 for the series. FRIDAY • Masterpiece’s Downton Abbey Season 3 attracted incredibly large audiences, reaching SUNDAY 8PM HEAVY VIEWER SUNDAY 8PM HEAVY VIEWER an 8.26 rating for the penultimate episode of the series. Masterpiece was up 26% in ALSO WATCH ON BROADCAST ALSO WATCH ON CABLE FRIDAY household ratings for all original and repeat episodes, to a 3.30 rating. Th e series overall was up in all demos, including a 64% increase in adults 25-39 to a 0.72, and a 27% increase in adults 65+ to an impressive 5.69. In addition, it should be noted that Downton Abbey 3 was designated as a “pop-out” program, reaching a total audi- ence of over 24 million viewers. • Masterpiece had the highest female composition of any series, by far, at 69% of the audience. It also had the highest proportion of cable TV households watching (89%), meaning the homes were tuning into Masterpiece by choice even though they had multiple other options. In the typical PBS audience only 79% of the homes have cable. • Th e Bletchley Circle earned a 1.62 rating across three parts fed Sundays at 10 pm. SUNDAY Sunday was the highest-rated night of the week at a 2.03 household average rating, up 26% across the

SUNDAY night, including a 29% increase for 9 pm. Th ere were increases in all demos, with persons 18-39 up the most (37%), followed by 65+ (up 26%).

Average of all programs fed at this time during each season

36 37 SEASON-OVER-SEASON COMPARISON SEASON-OVER-SEASON COMPARISON HH AND DEMO RATINGS HH AND DEMO RATINGS MONDAY

KEY KEY MONDAY 2010-2011 2011-2012 2012-2013 2010-2011 2011-2012 2012-2013

VERTICAL BAR AA BY HH AND DEMOS THREE SEASONS TUESDAY TUESDAY

TOP-RATED 2012-13 ORIGINAL BROADCAST EPISODES TOP-RATED 2012-13 ORIGINAL BROADCAST EPISODES

TABLE OB DATE | EPISODE TITLE WEDNESDAY DESCENDING ORDER HH AND DEMOS WEDNESDAY

CALL THE MIDWIFE HEAVY VIEWER CALL THE MIDWIFE HEAVY VIEWER MASTERPIECE HEAVY VIEWER MASTERPIECE HEAVY VIEWER FRIDAY ALSO WATCH ON BROADCAST ALSO WATCH ON CABLE ALSO WATCH ON BROADCAST ALSO WATCH ON CABLE FRIDAY

TABLE TABLE TABLE TOP 10 BROADCAST TOP 10 CABLE TOP 10 CABLE NETWORK, PROGRAM NETWORK, PROGRAM NETWORK, PROGRAM NAME, PBS AA NAME, PBS AA NAME, PBS AA SUNDAY SUNDAY

Rating calculated among the heavy viewers to the programs fed in this timeslot. Rating calculated among the heavy viewers to the programs fed in this timeslot.

38 39 GLOSSARY

Rating or AA (Average Audience) -- Percent of all TV households (or persons) watching during an average minute of a program or time period. Cume or Reach – Total TV households (or persons) tuned for at least 6 minutes during a program or time period. Each household or person is counted only once. Live+7 – Includes all playback on a DVR within 7 days of the program feed or original time period. Non-recent Viewers – Viewers of a program who had not watched any PBS in the previous four weeks. Heavy Viewers – Viewers are divided into fi ve equal groups according to their time spent viewing PBS. Th e top 20%, who watch the most PBS, are called Heavy Viewers. Primetime Rating – Th e prime time rating includes tuning to all PBS stations during an average minute from Monday-Sunday 8-11 pm, (including multi-cast stations and all Live+7 viewing) Rating Point -- Each household rating point represents 1,142,000 households. Universe Estimate (UE) -- Th e total number of Homes or Persons in a given population.

UNIVERSE ESTIMATES

U.S. TV HOUSEHOLDS = 114,200,000

Persons in Households Race of Householder Total P2+ 289,420,000 Black (Alone or in combination) 14,610,000 Total 18+ 225,790,000 White 86,950,000 Other (Not Black & Not White) 12,640,000 P 2-5 16,020,000 Asian (included in “other “ above) 5,410,000 P 6-11 23,590,000 P 12-17 24,020,000 Ethnicity of Householder P 18-24 29,170,000 Hispanic 14,100,000 P 25-39 57,400,000 Non-Hispanic 100,100,000 P 40-49 39,970,000 P 50-64 58,440,000 Education of Householder P 65+ 40,810,000 < 4 Yrs High School 13,550,000 4 Yrs High School 29,760,000 Media Related 1-3 Yrs College 35,820,000 Cable and/or ADS 103,010,000 4+ Yrs College 35,070,000 Broadcast Only 11,190,000 Household Income DVD Owner 95,460,000 <$40,000 46,970,000 DVR Owner 50,340,000 $40,000 - $59,999 18,780,000 Videogame Owner 51,500,000 $60,000 - $99,999 24,420,000 $100,000+ 24,030,000

All data contained in this report come from Nielsen’s national PeopleMeter sample. Respondent-level data pulled from Nielsen’s Npower tool for Live+7.

40 41 Audience Insight 2013

Look inside... • Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt- • Th ree full seasons of PBS’s primetime ratings and rank among other popular networks • Lorem liquam erat volutpat. ipsum dolor sit a consectetuer adipiscing elit • A profi le of our audience – primetime overall and series-by-series • Lorem ipsum dolor sit amet, consectetuer elit • Audience duplication for all series • Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nibh tincidunt ut laoreet • Th ree-year ratings trends for every night of the week and every general audience series • Lorem dolor amet, consectetuer adipiscing liquam erat volutpat • Special features on pop-outs and DVR usage • Lorem ipsum dolor sit amet, consectetuer adipiscing elit

Get access…

Go to MyPBS for past booklets and presentations go to Surveys + Reports -National Reports -Audience Insights

About Audience Insight…... Late in 2009, the Corporation for Public Broadcasting (CPB) provided funding to launch national Nielsen measurement of PBS. Recognizing the value of strategic audience understanding and the importance of cultivating system-wide literacy with respect to audience measurement, CPB also sponsored the Audience Insight project. Each year since then, PBS Research has published user-friendly reviews of the primetime broadcast season and has presented the results of its special analyses at concurrent sessions during the annual meeting and webinars there- after. To date, we have published three full season and three season-to-date bookets. A season-to-date report for the 2013-2014 broadcast season will be available in PDF format on “My PBS” in time for the 2014 Annual Meeting.

Th is Audience Insight work—and full time Nielsen measurement generally—has informed PBS content, scheduling, and promotion strategy. Local station executives have been able to use the data to tell the compelling story of public television’s reach, and local programmers have been able to use the analysis to inform the decisions they make about how to build and promote their schedules on the foundation of the primetime NPS.

For more information contact: Beth Walsh, bwalsh@.org For additional copies contact: Gail Malloy, [email protected]

Booklet designed and produced by City Square Associates, Inc., Cambridge, Massachusetts | May 5, 2014, Version 1.0