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Understanding Audience Behavior: Insights from Viewers and Pledgers

Dive into the comparison of viewers and pledgers in the TRAC Dev Workshop from January 2013. Discover what drives audience pledges and the characteristics of different types of pledgers. Uncover key findings on music preferences, income levels, household demographics, and more. Gain valuable insights to optimize program scheduling, promotion, and messaging to boost engagement and donations.

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Understanding Audience Behavior: Insights from Viewers and Pledgers

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  1. Who’s Watching & Pledging Comparing Viewers and Pledgers TRAC Dev Workshop January 2013

  2. How much of the audience pledges? 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 Pledge DPM Index: 136 Average Gift: $136

  6. Magic Moments Pledge DPM Index: 151 Average Gift: $159

  7. Il Volo Pledge DPM Index: 149 Average Gift: $109

  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) Pledge DPM Index: 125 Average Gift: $157

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

  11. David Garrett: Rock Symphonies Pledge DPM Index: 106 Average Gift: $139

  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 Pledge DPM Index: 108 Average Gift: $151

  14. Ed Sullivan’s Rock Classics: The 60’s Pledge DPM Index: 113 Average Gift: $164

  15. Three Types

  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. Personal Improvement Pledge DPM Index: 90 Average Gift: $195

  18. Brain Fitness Frontiers Pledge DPM Index: 97 Average Gift: $260

  19. Tackling Diabetes Pledge DPM Index: 94 Average Gift: $156

  20. 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

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