Washington Week Proposal for Boeing - 5.9.12

7/30/2019 Washington Week Proposal for Boeing - 5.9.12

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2013 Renewal for:


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[1] Source: Harris Interactive Trust QuickQuery, February 2012

Washington Week - more relevant than ever before

Breaking down the political, social and economic debates of the week.

Delivering non-partisan coverage and analysis with leadingjournalists.

Presenting unyielding objectivity for the smartest viewers across thecountry.

PBS - #1 in Trust

For the ninth consecutive year, a Roper Public Affairs & Media poll showsAmericans consider PBS the nation's most trusted institution amongnationally known organizations.1
http://www.pbs.org/about/media/about/cms_page_media/467/No1-Public-Trust.jpg


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Reaching BOEINGs Most Important Audience

With a national reputation for broadcast excellence, Washington Week is thelongest-running public affairs program on PBS, and an ideal vehicle for BOEINGto reach a uniquely influential, affluent and educated audience.

During an average week, 938,000 viewers tune in to Washington Week.1

Washington Week viewers are leaders in their communities who activelyparticipate in local civic issues, visit and write elected officials, and addresspublic meetings.

Washington Week viewers are 174% more likely than the average U.S. Adult to

have been an active member of any group that tries to influence publicpolicy or government.2

[1] NTI PBS, 2010-2011broadcast season.[2] 2011 Doublebase GfK MRIweighted to Population (000).[3] 2011 Erdos & MorganOpinion Leaders Study


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Involved in the Government or Self-Regulation ofANY Defense or National Security issues:

Weekly TelevisionProgram

60 Minutes (CBS) 51.9%

Meet the Press (NBC) 31.4

20/20 (ABC) 28.4

Dateline (NBC) 26.7

NOVA (PBS) 22.9

WASHINGTON WEEK (PBS) 17.8

This Week w/Christine Amapour (ABC) 16.1

Face the Nation with Bob Schieffer (CBS) 15.9

Sunday Morning with Charles Osgood (CBS) 15.7

Frontline (PBS) 15.6

FOX News Sunday with Chris Wallace (FOX/FNC) 15.1

The McLaughlin Group (SYN) 11.3

The Suze Orman Show (CNBC) 8.1

Cavuto on Business (FNC) 7.9

Bulls & Bears (FNC) 5.1

Forbes on Fox (FNC) 4.8

American Greed (CNBC) 3.8

Reaching Opinion LeadersAccording to the 2011 Erdos & Morgan Opinion Leader Study,Washington Weekwas ranked #3 as most objective and #3 mostcredible among all media included in the study (75 publications, and 50television and cable programs).

*Washington Week reaches 17.8% of the Opinion Leaders that haveinfluence in ANY Defense or National Security issues.


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[1] Scarborough, Washington DCDMA, September 2010 - August

2011, M-Sun/6A-12P.

The local component of therenewal package is estimated toreach 1.4 million adults 35-64.

Reaching BOEINGs Local Federal Government Employees

Washington Week is an ideal vehicle for BOEING to reach employees of the FederalGovernment. According to Scarborough, there are 390,000 Federal Governmentemployees age 35-64 in the Washington DC area. 1

WETA TV reaches more than 104,000 Federal Government employees(A35-64) every week.

Almost 15% of WETA TV viewers are Federal Government employees(A35-64).

Federal Government employees (A35-64) are 12% more likely than theaverage D.C. adult to have watched WETA TV primetime programming.

D.C. has some of the most highly educated people in the country. It isranked number one in the country for people with post graduatedegrees.


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Continuing our PartnershipWETA would like to thank Boeing for 7 years of loyal support forWashington Week. During this time, the sponsorship has assistedBoeing in building their brand identification and strengtheningtheir corporate image through the PBS halo effect: viewersimpression of excellence and civic responsibility. Because ofWETAs policy of exclusivity, Boeing has enjoyed the luxury ofbeing the only corporation in its category to sponsor WashingtonWeek.


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Other exclusive partnerships have included:-A Capital Fourth 2010 and 2011

-In Performance at the Kennedy Center: a Salute to the Troops-Operation Homecoming-Roadshows: St. Louis

Future partnerships include:-A Capital Fourth 2012, 2013, and 2014

-The upcoming Washington DC screening reception for

Pioneers of Aviation-Washington Weeks host and managing editor Gwen Ifills

appearance at internal Boeing events


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Number of Credits A 35-64 GrossImpressions:

National:Private information ofWETA and Boeing.

*deleted by Caitlin Lombardi

Local:

Total:

Sponsorship Proposal: National & Local DC

Corporate Funding provided by:

January-June 2013

Documents

Washington Week Proposal for Boeing - 5.9.12