Opening Worlds of Possibilities for America’s Children Putting Kids First for More than 45 Years When Mister Rogers’ Neighborhood hit the airwaves more than four decades ago, PBS revolutionized television, using it as it never had been used before, as a tool to reach children with a simple message: you are special, you matter and there is no one else in the world exactly like you. Mister The Whole Child Rogers’ Neighborhood and PBS touched millions of lives with that powerful message, which today remains a core part of PBS KIDS’ DNA. COMMUNICATION PBS KIDS has an unwavering vision of a world where all children can reach their potential and is committed to using World Language Health & Nutrition the power of media to work towards that goal. PBS KIDS trusts all children, viewing & Cultures them as citizens, not consumers, and offering media that empowers them to be curious, resilient and empathetic. Science, Technology Literacy & Engineering In addition to continuing the legacy of putting kids first, PBS KIDS also continues to build on another part of Fred Rogers’ legacy: reimagining the role of media and seeking learning opportunities in every new technology. PBS KIDS develops connected learning experiences across platforms, online and offline, all designed to light a spark, to inspire exploration and to help all kids COLLABORATION CRITICAL THINKING reach their potential, so that every child can discover a world of unlimited possibilities. Social Emotional Learning Math The American public values PBS KIDS and confirms that it is delivering on its mission. A recent poll found that PBS KIDS is the number-one educational media brand, helps prepare children for success in school and helps all children reach their potential. Social Studies Fine Arts 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. CREATIVITY 2 Nurturing the Whole Child PBS KIDS develops media content that supports the whole child. PBS KIDS starts with the needs of today’s children, then works with advisors and world-class producers to develop content that meets those needs. Throughout the process, PBS KIDS tests the content with kids to ensure that it is developmentally appropriate and that it is achieving its learning goals. The Whole Child The Whole Child COMMUNICATION World Language Health & Nutrition & Cultures Science, Technology Literacy & Engineering COLLABORATION CRITICAL THINKING Social Emotional Learning Math Social Studies Fine Arts CREATIVITY 3 Leading the Way in Children’s Media PBS KIDS is the #1 Educational Media Brand 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 44% Discovery Family 21% Disney 6% Sprout 6% Nickelodeon 6% Disney Jr. 5% Nick Jr. 4% Cartoon Network 2% Disney XD 1% Source: CARAVAN ORC International, January 2015 PBS KIDS is the Undisputed Leader in Children’s Programming 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). 78% PBS 47% COMMERCIAL CABLE TV 38% COMMERCIAL BROADCAST TV Source: CARAVAN ORC International, January 2015 PBS KIDS is #1 in Innovation How 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). 83% PBS 51% COMMERCIAL CABLE TV 45% COMMERCIAL BROADCAST TV Source: CARAVAN ORC International, January 2015 4 Offering Trusted and Safe Connected Learning Experiences PBS KIDS is a Trusted and Safe Place… On 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). 89% PBS 54% COMMERCIAL CABLE TV 54% COMMERCIAL BROADCAST TV On Digital Platforms 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). 84% PBS 53% COMMERCIAL BROADCAST TV 49% COMMERCIAL CABLE TV On Mobile Devices 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). 81% PBS 53% COMMERCIAL CABLE TV 51% COMMERCIAL BROADCAST TV Source: CARAVAN ORC International, January 2015 5 Reaching All Children Across Platforms PBS KIDS reaches more kids 2-5 and more moms with kids under 6 than any other kids TV network. Source: Nielsen; NPM; Reach%; 9/23/13-9/21/14; M-F7A-6P; Moms=LOH 18-49 w/K<6. PBS KIDS is often one of the % only sources of high-quality 77 learning resources for the OF CHILDREN 54% of 3-4-year-olds AGES 2–8 who do not attend preschool. WATCH PBS KIDS Source: The Annie E. Casey Foundation, 2014 Kids Count Data Book Source: Nielsen NPower, 9/23/2013-9/22/2014 Last year, more minutes were spent viewing kids videos on pbskids.org than any other kids’ site. Source: comScore VideoMetrix, January-December 2014. 6 PBS KIDS Serves All Children On TV PBS 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). 141 BLACK/AFRICAN-AMERICAN 136 HISPANIC 111 LOW-INCOME 100 AVERAGE FOR U.S. POPULATION Source: Nielsen NPower, all PBS KIDS programs, 4th quarter cume 2014 Online 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). 145 BLACK/AFRICAN-AMERICAN 122 HISPANIC 100 AVERAGE FOR U.S. WEB AUDIENCE Source: comScore PlanMetrix, November 2013 7 Giving Kids the Tools to Succeed PBS KIDS Helps All Children Realize Their Potential Q. Please indicate how strongly you agree or disagree with the following statement. Do you agree strongly, agree somewhat, disagree somewhat or disagree strongly? “Helps children realize their potential.” PBS, PUBLIC TELEVISION 36 45 81 COMMERCIAL CABLE TELEVISION 13 39 52 COMMERCIAL BROADCAST TELEVISION 12 34 46 Agree strongly 0 10 20 30 40 50 60 70 80 90 100 Agree somewhat Source: CARAVAN ORC International, January 2015 PBS KIDS Prepares Children for Success in School and in Life Q. Please indicate how strongly you agree or disagree with the following statement. Do you agree strongly, agree somewhat, disagree somewhat or disagree strongly? “Helps prepare children for success in school and in life.” PBS, PUBLIC TELEVISION 40 43 83 COMMERCIAL BROADCAST TELEVISION 14 37 51 COMMERCIAL CABLE TELEVISION 13 39 52 Agree strongly 0 10 20 30 40 50 60 70 80 90 100 Agree somewhat Source: CARAVAN ORC International, January 2015 8 In a recent study, children who used PBS KIDS content improved significantly in their understanding of early math 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. A report to the CPB-PBS Ready To Learn Initiative. Waltham, MA, and Menlo Park, CA. Research shows that children’s exposure to Peg + Cat content leads to notable gains in their understanding of math concepts such as 3-D shapes and patterns. Source: Llorente, C., & Pasnik, S. (2014). Peg + Cat Content Study. A Report to the CPB-PBS Ready To Learn Initiative. New York and Menlo Park, CA: EDC-SRI. In a recent study of Curious George digital games and videos in preschool classrooms, a wide variety of gains were found: • Gains in children’s mathematical knowledge • Improvements in socio-emotional learning • Increased teachers’ knowledge and awareness about their student’s learning and mathematical development Source: Li, L., McCarthy, B., Tui, M (2014). Learning Math with Curious George: PBS KIDS Transmedia and Digital Learning Games in the Pre-School Classroom. A report to the CPB-PBS Ready To Learn Initiative. Redwood City, CA; WestEd. In a recent study, children who were exposed to PBS KIDS content and related support materials outscored their comparison group peers on stan- dardized math tests. Parents also became more aware of their children’s abilities and more engaged in their learning. Source: McCarthy, B.; Li, L. and Tiu, M. (2012) PBS KIDS Mathematics Transmedia Suites in Preschool Homes. A report to the CPB-PBS Ready To Learn Initiative. Redwood City, CA; WestEd. 9 Impacting Families in Local Communities With more than 350 local stations supporting communities across the U.S., PBS KIDS is uniquely positioned to reach kids anytime and anywhere with meaningful learning opportunities. PBS stations work with local schools and partner organizations to bring PBS KIDS content to life on the ground, sparking kids’ curiosity and encouraging them to explore their interests, just like their favorite PBS KIDS characters. 10 Paving the Way for the Next Generation of Leaders PBS KIDS’ dedication to putting children first and giving them the support they need to learn, grow and thrive is making a difference.