ValleyPBS UpfrontPresentation

Phil MeyerPresident & CEO09/23/15

per·cep·tion (pərˈsepSH(ə)n) noun:• a way of regarding, understanding, or interpreting something; a mental impression.

“Just the facts, ma’am.”

-- Joe Friday (Dragnet)

“Advertising is based on one thing, happiness. And you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of the road that screams reassurance that whatever you are doing is okay. You are okay.”

-- Don Draper (Mad Men)

per·sua·sion (pərˈswāZHən) noun:• the act of causing people to do or believe something.

09/23/15ValleyPBS Upfront Presentation

PBS 48%Courts of Law

Commercial Broadcast TV

Digital Content Sources

Newspaper Publishers

Federal Government

Commercial Cable TV

Congress

24%21%

20%13%

11%9%

7%

The Most-Trusted Institution In The Country

Source: CARAVAN ORC International, January 2015

Percent saying they trust the organization “a great deal.”

(On a 4-point scale: great deal, somewhat, not very much, not at all).

09/23/15ValleyPBS Upfront Presentation

The Fifth-Highest Ratings on TV

The Most Uncluttered Environment

Commercial and promotional clutter is increasing.

Public TV has 3 minutes, 14 seconds per hour.

The Best Prospects• 76% say that companies that underwrite on PBS have

a commitment to quality and excellence. • 62% say underwriters are industry leaders.• Viewers are 38% more likely to watch shows that air

on PBS with their full attention than they are to watch shows that air on the other networks they watch most often.

Source: 2015 PBS Sponsorship Study

09/23/15ValleyPBS Upfront Presentation

The Best Prospects• 64% say the advertising on PBS is more trustworthy

than on other networks. • 36% research more information on a company,

product or service advertised on PBS. • 18% actually bought a product or service advertised

on PBS. • 19% of those motivated to purchase bought a car.Source: 2015 PBS Sponsorship Study

09/23/15ValleyPBS Upfront Presentation

The Best Prospects

The Best Prospects: Investing

The Best Prospects: Travel

The Best Prospects: Automobiles

The Best Prospects: Home Improvement

09/23/15ValleyPBS Upfront Presentation

PBS reaches more KIDS 2-5 YEARSold and more moms with KIDS UNDER 6than any other kidsTV networkSource: Nielsen NPower, 9/23/2013-9/22/2014

77of all kids AGES 2-8

watch PBS

%

Other Opportunities• Events• Production Support• Educational Services• In-Kind • Volunteering

09/23/15ValleyPBS Upfront Presentation

The 3-Part Test

09/23/15ValleyPBS Upfront Presentation

Fundamental Principles

Journalistic Integrity

Noncommercial Nature

Diversity Of Funding

1. Editorial Control Test: Has the funder exercised editorial control? Could it?

2. Perception Test: Might the public perceive that the underwriter has exercised editorial control?

3. Commercialism Test: Might the public conclude the program is on public television principally because it promotes the underwriter’s products, services or other business interests?

“I know it when I see it.”

-- Supreme Court Justice Potter Stewart to describe his threshold test for obscenity in Jacobellis v. Ohio (1964)