Understanding Impact, an introduction to Dissection D

Funding for this seminar

Agenda for Today• Morning: – Lindsay Green-Barber, CIR – Amy Shaw, KETC-TV/Nine Network, St. Louis

• Lunch

Agenda for Today• Afternoon:– Juan Sepulveda, PBS– Harmony Institute

• Additional Cases and Comments– Kathy Merritt, Public Radio International– Steven Mulder, NPR Digital Analytics– David LeRoy and Craig Reed, TRAC Media– Ken Ikeda and Erik Langner, Public Media Company

• An extended discussion, beginning with Tom Thomas, SRG

Agenda for Tomorrow

• Morning:– Jan Schaffer, J-Lab/American University– Todd Cunningham, Media Impact Center

USC/Annenberg– Noland Walker, AIR/Localore– Caty Borum Chatto, Participant Media/AU

• Lunch• Wrap-up Session

What? Who? How? To Track ImpactFilm “The Public” Journalism Reach AwarenessTV The press Public Media Engagement Human connectionWeb/social A region Documentary Reception InspirationMobile A Constituency Education Income SustainabilityVisualization Stakeholders Entertainment Inclusion DiversityGame Influentials Advocacy Co-production EmpowermentNewspaper Partisans Network building Capacity BuildingMagazine Innovation AdoptionInstallation Discourse shift Behavior ChangeTransmedia Mobilization Remedy

Policy ShiftX (the black swan)

What’s your “So What?”

If we ___________________ then ______________ will happen.

From Jessica Clark, Media Impact Funders

The So What? For Public Media

Impact is directly related to Core Service Mission

Financial Sustainability

Legacy Impact Metrics

Audience MeasurementTotal Revenues, all sourcesAudience-sensitive revenue

19971998199920002001200220032004200520062007200820092010201120120

500,000,000

1,000,000,000

1,500,000,000

2,000,000,000

2,500,000,000

Total Station Revenue(adjusted to 2012 dollars)

Total Rev PTV Stations Total Rev Radio Stations

Radio: +220 million (+29%)

Most comparisons: 2001 - 2012

TV: -$531 million (-24%)

0

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

700,000,000

Major Revenue Sources - All TV Licensees(Adjusted to 2012 dollars)

Individual Giving State/Local Tax or Univ CPB + Fed Grants BusinessFoundations

0

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

700,000,000

Major Revenue Sources - All Radio Licensees(Adjusted to 2012 dollars)

Individual Giving State/Local Tax or Univ CPB + Fed GrantsBusiness Foundations

0

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

Member Revenue – TV/Radio(adjusted to 2012 dollars)

TV Member Revenue Radio Member Rev

TV: -$152 million (-32%)

0.0

1,000,000.0

2,000,000.0

3,000,000.0

4,000,000.0

5,000,000.0

Member File (all stations TV/Radio)

# of TV Members # of Radio Members

TV: -1.31 million (-31%)

0

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

700,000,000

Philanthropic Revenue* - TV/Radio(Adjusted to 2012 dollars)

*Major Gifts + Foundation Support + En-dowment Inc.

Philanthropic Rev - TV Philanthropic Rev - Radio

0

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

700,000,000

State/Local Tax and Univ TV/Radio(Adjusted to 2012 dollars)

State/Local Tax or Univ - Radio Station/Local Tax or Univ - TV

TV: -$206 million (-39%)

What are we Looking to Accomplish?

• Clarify the streams of impact measurement

What are we Looking to Accomplish?

• Clarify the streams of impact measurement• Learn from recognized leaders, case studies

What are we Looking to Accomplish?

• Clarify the streams of impact measurement• Learn from recognized leaders, case studies• Move the conversation forward– Create/reinforce a network of public media

professionals focused on impact measurement– Negotiate an informal agreement: work together

for one year and meet again in six months– Identify work to be done, schedule follow-up

activities

Things to be done

• Identify key data points and sources• Identify low-cost/low-wear methods of data

collection and analysis• Identify promising tools for testing and

development• Communicate advances with two fields:

public broadcasting and non-profit journalism.

Follow up work• Convene a working group to summarize the

results of this session• Report to “the field” through Current and

network lists• Report to select conferences: PMBA in May;

PMDMC in July• Coordinate with Media Impact Funders• Schedule a fall follow-up meeting.