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Sponsor PBS KIDS…

Reach America’s Moms!. Sponsor PBS KIDS…. Moms are a Trillion Dollar Market. Moms spend $1.6 trillion dollars each year. Moms control 80% of household spending.

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Sponsor PBS KIDS…

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  1. Reach America’s Moms! Sponsor PBS KIDS…

  2. Moms are a Trillion Dollar Market • Moms spend$1.6 trillion dollars each year. • Moms control80% of household spending. • Moms not only shop for everyday items, but also drive purchase considerations in areas such as finance, automotive, home improvements, vacations, and more. • Moms connectto other moms. • Moms spread and receive word of mouth information about products and services they trust through: • Charitable and community groups, • School and extracurricular activities, • Hobbies and clubs. Trillion Dollar Moms , Maria Baily and Bonnie Ulman. 2005. Chicago: Dearborn Media

  3. Moms are looking for products that connect to their families, enrich their children’s lives, and understand their needs.

  4. PBS KIDS is the Place to Connect Your Brand to America’s Moms • PBS KIDS is the place to find women with children. • PBS KIDS combines unbeaten reach, an uncluttered environment and the benefits of co-viewing. • PBS KIDS delivers unmatched brand equity that translates to increases in sponsor equity and positive purchase intention.

  5. PBS KIDS is the place for Women and Children…

  6. Women with Children are Watching Monday – Friday Programming:Ladies of the household with children under 3, May 2009 Rank Network Program AA% Rating 1 PBS CURIOUS GEORGE 2.0 1 PBS SESAME STREET 2.0 3 PBS DINOSAUR TRAIN 1.9 4 PBS SUPER WHY 1.8 4 NICK GO, DIEGO, GO! 1.8 • NICK MAX AND RUBY 1.6 6 NICK DORA THE EXPLORER 1.6 8 DSNY HANDY MANNY 1.5 8 NICK THE BACKYARDIGANS 1.5 • DSNY MICKEY MOUSE CLUBHOUSE 1.4 10 NICK NI HAO KAY-LAN 1.4 Source: For PBS, Nielsen NPower including December 28 - January 31, 2010, including standard 7-day tracking. For broadcast, cable, and syndication, Nielsen Galaxy Explorer, December 28 - January 31, 2010, including only programs fed Monday thru Friday.

  7. PBS KIDS Programs Source: NTI Galaxy Explorer and NTI PBS Pocketpiece (June 2008 - May 2009).

  8. Many Moms Watching PBS KIDS Don’t Tune to Other Channels Ladies of the Household 18-49 with Children Under 6 Percent who Watch PBS Daytime, But Do Not Tune To Source: NTI Custom Duplication Analysis (7 Days, 24 Hours, May 8 – May 14, 2006, among all TV Households). Daytime: 7am – 6pm

  9. PBS KIDS is a Unique Viewing Environment

  10. Unlike cable, PBS is in 99% of US television households. Additionally, PBS offers an uncluttered environment where adults watch as well as children. NationwideUnduplicated Audiences

  11. PBS KIDS Reaches America PBS HAS 99% COVERAGE PBS is available in nearly every household in America—matched only by ABC, CBS, NBC, and FOX. That’s right...our coverage surpasses all the cable networks! Source: Activity Report (NTAR) for Oct 2009

  12. Uncluttered Environment Average Total Non-Program Minutes Per Hour Daytime: 7am – 6pm Source: TNS Media Intelligence, Custom Study, November, 2008. Daytime: 7am-6pm.

  13. Kids 6-11 17% Teens 4% Adults 18+ 43% Kids 2-5 36% Parents Are Watching PBS Kids Over 40% of the PBS Kids audience are adults 18+ Source: NTI Distributions of average weekly cumulative audience for PBS M-F and M-Sun children’s programs with 60%+ coverage (Oct ’08- July ’09, one weekly custom survey per month).

  14. Viewers who watch with others are less likely to switch channels during breaks and more likely to pay attention to and recall ads. Co-viewing Increases Awareness Source: Adweek, December 6, 2004 (Interpublic Group/Initiative data)

  15. The Result: Moms Value PBS KIDS and PBS KIDS Sponsors

  16. PBS KIDS: Highly Rated Among Parents! Source:PBS KIDS Image Tracking Survey, Harris Interactive, Winter 2008. * Average rating on an 11-point scale where 10 = outstanding/extraordinary, 5 = quite acceptable, and 0 = poor/unacceptable

  17. Mothers Highly Value PBS KIDS and PBS KIDS Sponsors Source: GfK Custom Research, Omnitel, November 21 - 23, 2008. Based on a total of 1,000 interviews with adults 18+.

  18. PBS Sponsorship Improves Company Image PBS Kids’ Quality Score: 7.16 Source:PBS KIDS Image Tracking Survey, Harris Interactive, Winter 2008.

  19. Moms Respond to PBS Sponsors Mothers of children under 6 85%Would choose to purchase a product that supports PBS KIDS programming and services, all other things being equal.* 50%Have purchased a product or service from a company because they appreciated their involvement with the community or charitable affiliations.** 31%Have purchased a company’s products or services because they sponsored PBS KIDS programs.** Source: GfK Custom Research, Omnitel, November 21-23, 2008. Based on a total of 1,000 interviews with adults 18+. * Top 2 box agreement on 11-point scale. ** Yes response

  20. Positive Impact for Sponsors PBS KIDS sponsorship connects sponsors to America’s moms: • Creating positive associations • Increasing favorability • Generating positive purchase intention

  21. PBS KIDS SponsorshipCase Studies

  22. Lipton Noodle Soup: Clifford • Goals: • Raise the profile of Lipton Noodle Soups among moms. • Increase retail presence in the grocery aisle. • Elements: • On-air program sponsorship. • Logo and hyperlink placement on Clifford homepages on PBSKIDS.org and PBSParents.org. • Re-design of Lipton’s own homepage to accent its relationship with Clifford. • Off-air promotional arrangement with Scholastic. • Four promotional offers over the course of a full year. • Seasonal promotions with Ronald McDonald House and Wal*Mart. • Result: • Raised profile of Lipton Noodle Soup through on-air and off-air relationship with Clifford The Big Red Dog. • Excellent redemption of self liquidating, promotional offers.

  23. Juicy Juice: Arthur • Goal: • To find a vehicle that reaches millions of parents and children, and reinforce the Juicy Juice brand quality. • Elements: • On-air program sponsorship. • On-air credit messages before and after national broadcast of Arthur. • Logo and hyperlink placement on Arthur home pages on pbskids.org and PBSParents.org. • Promotional Activation • Use of the Arthur characters and logo and a tune-in message on virtually all of its juice products along with self liquidating offers. • Promotions including “Labels for Learning” with Scholastic Books featuring the popular Arthur books. • An in-store, at-shelf coupon with a 55.3MM circulation • Results: • When polled, nearly 1/3 of respondents correctly recalled Juicy Juice as a sponsor of Arthur. • Among those who recalled Juicy Juice as a sponsor of PBS KIDS programming, Juicy Juice enjoyed a 7% brand lift over those who did not recall Juicy Juice as a sponsor of PBS KIDS programming.

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