*Source: Total Research Corp.
PBS Image Tracking Study
Each month, an estimated 5.8 million viewers in the Los Angeles/Orange County region tune their television sets to KOCE, their public television station. These viewers are affluent, influential, highly educated, well-traveled, intellectually curious people who have their choice of more than 100 channels. Yet, this valuable demographic group remains intensely loyal to PBS, and KOCE as the 6th most watched PBS station nationally.
In the minds of our viewers, KOCE and PBS are recognized for and strongly associated with excellence, integrity, innovation and diversity. It’s not surprising then that our viewers associate these same qualities with our sponsors. This explains why 61% of respondents would choose to buy a product from a company that supports PBS, all other things being equal.*
What makes PBS and KOCE distinctive? Obviously, the quality of extraordinary non-commercial television programs is a major factor. Furthermore, KOCE’s viewers demonstrate excellent judgment in their television viewing habits because they are:
INFORMED. DIVERSE. CURIOUS. INFLUENTIAL.
*Source: Statistical Research Inc. PTV National Image Study.
How does public television (PTV) stack up against the multitude of broadcast and cable channels available to the viewer today? A study by Statistical Research Inc. found that PBS does indeed “hold its own” in the multichannel universe.
PTV Sets the Standards for Quality. When evaluated against the five individual cable networks, public television ranked first in setting the standards for quality in television (see chart below).
Sixty percent of viewers agreed strongly that the time they spend watching their public television station is “time well spent” compared with 28% for broadcast networks and 57% for the cable networks, collectively.
Three in five (57%) viewers agreed strongly that their public television station shows programs they can’t find elsewhere, compared with 45% for the cable networks and 28% for the broadcast networks.
Four in ten viewers (43%) agreed strongly that their public television station sets the standard for quality in television, compared with 25% for the broadcast networks and 24% for the cable networks.
The bottom line is that public TVis a valued and vital resource to television viewers. What makes PTV’s “share of mind” even more remarkable is that it is not a “niche” channel like most of the cable channels with which it competes
Perception is everything.
Your sponsorship of PBS communicates feelings and messages that build positive brand associations and enhance your corporate image. You benefit from the glow, or "halo effect,” of being associated with one of America’s most esteemed media brands, as well as its mission to make a meaningful contribution to the community.Low Clutter/High Impact.
In broadcast terminology, clutter refers to the increasingly shortened time and increased number of commercials now shown on broadcast and cable television. In the dignified, non-commercial and low-clutter environment found only on PBS, your sponsorship message stands out.Bullseye Marketing.
KOCE can give you a direct route to reach that specific target audience you seek. Our quality viewers represent a wide range of demographics – from children and families to hard-to-reach influential, educated viewers with tremendous purchase power. Our custom content packages deliver a captive audience when they are involved and engaged.Quality Counts.
KOCE viewers are highly educated, influential, well-traveled, affluent and intellectually curious people who are intensely loyal to their local public television station. Their feelings about public broadcasting programming translate directly into feelings about our sponsors and their product or service.Advertising Just Isn’t What it Used to Be.
Traditional product advertising through TVcommercials, mail-outs, print ads and radio spots risk being ignored. But sponsor messages in support of a public television program are welcomed by the PBS viewer. One recent study showed that 74% of PBS viewers feel that companies that sponsor PBS have a commitment to quality and excellence.It's Affordable, and It Works.
PBS sponsorship is highly affordable. For a fraction of the cost of commercial advertising, you can deliver a powerful message to a specific audience, while enhancing your image and position within the community at the same time. How's that for value?
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At a time when most broadcast television stations are seeing a decline in viewers and watching their audiences flee to cable channels, KOCE is enjoying unprecendented and stunning growth.When KOCE implemented a new scheduling strategy a few years ago, it resulted in prime-time audience growth into the hundreds of percent. Audience growth in all day parts has continued. With digital transmission now extending to the San Fernando Valley and KOCE now broadcasting from Mount Wilson, KOCE viewership is expected to grow even further still.
Percents ranking statements of PBS members
*PBS Development Commissioned Study conducted by
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In a report released in February 2004 by Roper ASW, PBS received top ranking for trustworthiness and is seen as an excellent use of tax dollars, second only to military defense. Additionally, when asked "How much do you trust each organization?" 50% answered "A great deal" about PBS and public television compared to only 17% trusting commercial broadcasting networks "A great deal," and 10% trusting cable television networks "A great deal." Survey respondents asked "how much do you trust the information on the news and public affairs programs that networks broadcast?" Again, PBS ranked highest with 40% answering "A great deal," second only to CNN with 33% answering "A great deal." Most of the networks came in a full 20% lower than PBS. How much do you trust the information on the news and public affairs programs that networks broadcast?
Full report is available at www.pbs.org/roperpoll2004.html |
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For the past few years, Neilsen ratings show the number of viewers watching KOCE reach unprecedented growth. Additionally, a survey by pollsters Fairbank, Maslin, Maulling and Associates affirmed KOCE’s importance to the communities it serves. And a poll of 700 local residents showed that 81 percent of respondees watch KOCE-TV on a regular basis. Fifty-five percent recognize the excellence of KOCE’s educational programs and 24 percent find KOCE more believable than the largest Southern California daily newspaper. While KOCE has experienced stunning viewership growth in prime time, we are equally proud of the steady growth during all dayparts.
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Source: Cone/Roper Worldwide: |
KOCE, like other public television stations, does not allow commercials. Instead, program sponsors are recognized on air through “on-air credits” to recognize their financial support. Most existing upscale spots or business brand spots are ideally suited for public television’s unique, low-clutter, highly credible environments. Production guidelines for sponsorship spots allow forthe highest production values and can:
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