1

Who’s Watching & Pledging Comparing Viewers and Pledgers

TRAC Dev WorkshopJanuary 2013

2

How much of the audience pledges?

AudiencePledgers

In December,0.7% - comparable to direct mail.

3

What are we after?

• Match of Audience and Pledger Characteristics– Premium offer and ladders correct?– Talent & messaging on target?– Scheduling, Promotion?

• 26 shows with Experian data• Program type analysis

4

What do the pledgers look like?• Older Music–Highest in well off retirees–Non-retired includes many professionals–Indexes well in Good Life and Blue Chip “Niches” categories–Many single person homes–Connected to community

5

Older Music

61%

12%

25%

63%63%

4%

23%

73%

0%10%20%30%40%50%60%70%80%

Women A18-49 A50-64 A65+

Viewers Pledgers

GREAT PERFORMANCES: ANDREA BOCELLI AND DAVID FOSTER MY

CHRISTMAS

BARBRA STREISAND - ONE NIGHT ONLY AT THE VILLAGE VANGUARD

GREAT PERFORMANCES: ANDREA BOCELLI LIVE IN CENTRAL PARK

VICTOR BORGE: 100 YEARS OF MUSIC & LAUGHTER

MAGIC MOMENTS: BEST OF 50S POP

YANNI VOICES: LIVE FROM THE FORUM IN ACAPULCO

CANADIAN TENORS: LIVE IN TORONTO

IL VOLO TAKES FLIGHT

Pledge DPM Index: 136Average Gift: $136

6

Magic MomentsPledge DPM Index: 151Average Gift: $159

59%

9%

23%

68%64%

1%11%

88%

0%

20%

40%

60%

80%

100%

Women A18-49 A50-64 A65+

Viewers Pledgers

7

Il VoloPledge DPM Index: 149Average Gift: $109

61%

13%21%

67%72%

2%

16%

82%

0%

20%

40%

60%

80%

100%

Women A18-49 A50-64 A65+

Viewers Pledgers

8

What do the pledgers look like?• Transitional Music–Not quite retired–Moderately high income–High in two person homes–Move infrequently –Many couples – some kids

9

Transitional Music (Silent to Boomer)

56%

14%

34%

51%56%

8%

37%

55%

0%10%20%30%40%50%60%70%80%

Women A18-49 A50-64 A65+

Viewers Pledgers

CELTIC WOMAN: GREATEST JOURNEY HOLIDAY SPECIAL

STRAIGHT NO CHASER: LIVE IN NEW YORK (NON-HOLIDAY)

INTRODUCING NATHAN PACHECO

DAVID GARRETT: ROCK SYMPHONIES

MY MUSIC: DOO WOP LOVE SONGS

MM: ROCK, POP AND DOO WOP

Pledge DPM Index: 125Average Gift: $157

10

David Garrett

• http://www.youtube.com/watch?v=Z7oPHkqzPqA

11

David Garrett: Rock Symphonies

Pledge DPM Index: 106Average Gift: $139

57%

19%

31%

50%

68%

12%

46% 42%

0%10%20%30%40%50%60%70%80%

Women A18-49 A50-64 A65+

Viewers Pledgers

X

57%

19%

31%

50%

68%

12%

46% 42%

0%10%20%30%40%50%60%70%80%

Women A18-49 A50-64 A65+

Viewers Pledgers

12

What do the pledgers look like?• Boomer Music–Moderate income–Low in single person homes–Not retired and mostly

professionals–A few more in service occupations

13

Boomer Music

48%

21%

43%36%

48%

6%

56%

38%

0%10%20%30%40%50%60%70%80%

Women A18-49 A50-64 A65+

Viewers Pledgers

MY MUSIC: MOTOWN MEMORIES

ED SULLIVAN'S ROCK AND ROLL CLASSICS: THE 60S (MY MUSIC)

60S POP, ROCK & SOUL (MY MUSIC)

ALBERT KING WITH STEVIE RAY VAUGHAN IN

SESSION

Pledge DPM Index: 108Average Gift: $151

14

Ed Sullivan’s Rock Classics: The 60’s

Pledge DPM Index: 113Average Gift: $164

49%

18%

46%

36%

52%

5%

61%

33%

0%

10%

20%

30%

40%

50%

60%

70%

Women A18-49 A50-64 A65+

Viewers Pledgers

15

Three Types

Avg PledgeGift Index

Older Music 136 136

Transitional 157 125

Boomer 151 108

Self Help 195 90

16

Things we learned and ask

• Different types of music builds cume across drive

• Nostalgia resides in the viewer– Can ever get 60’s Pop pledgers to match

audience?– Nostalgia causes emotion and predisposes to

giving

• Mismatches largest for younger audience– Younger viewers watch but infrequently pledge– Does messaging leave bad taste?

• Personal improvement needs its own

17

18

Personal Improvement

60%

21%

35%44%

71%

7%

39%

54%

0%10%20%30%40%50%60%70%80%

Women A18-49 A50-64 A65+

Viewers Pledgers

TACKLING DIABETES WITH DR NEAL BARNARD

BRAIN FITNESS FRONTIERS

CHANGE YOUR BRAIN CHANGE YOUR LIFE WITH DR AMEN (120)

KICKSTART YOUR HEALTH WITH DR NEAL BARNARD

DR WAYNE DYER: CHANGE YOUR THOUGHTS, CHANGE YOUR LIFE

HAPPINESS ADVANTAGE WITH SHAWN ACHOR

Pledge DPM Index: 90Average Gift: $195

19

Brain Fitness FrontiersPledge DPM Index: 97Average Gift: $260

59%

28% 26%

46%

75%

8%

42%50%

0%10%20%30%40%50%60%70%80%

Women A18-49 A50-64 A65+

Viewers Pledgers

20

Tackling DiabetesPledge DPM Index: 94Average Gift: $156

57%

25%34%

41%

64%

5%

28%

67%

0%10%20%30%40%50%60%70%80%

Women A18-49 A50-64 A65+

Viewers Pledgers

21

What do the pledgers look like?• Older Music

– Highest in well off retirees– Non-retired includes many

professionals– Indexes well in Good life and

Blue Chip categories– Many single person homes– Connected to community

• Transitional Music– Not quite retired– Moderately high income– High in two person homes– Move infrequently

• Boomer Music– Moderate income– Low in single person homes– Not retired and mostly

professionals– A few more in service

occupations

• Personal Improvement– Highest income– High in Upper Income, Middle

age groupings– Most professionals– Most single person homes