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