Upfront presentation for ad agencies in Fresno, CA.

1. ValleyPBS
Upfront
Presentation
Phil Meyer
President & CEO
09/23/15

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

3. “Just the facts, ma’am.”
-- Joe Friday (Dragnet)

4. “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)

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

6. 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).

7. 09/23/15ValleyPBS Upfront Presentation
The Fifth-Highest Ratings on TV

8. The Most Uncluttered Environment
Commercial and
promotional clutter is
increasing.
Public TV has 3 minutes,
14 seconds per hour.

9. 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

10. 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

11. The Best Prospects

12. The Best Prospects: Investing

13. The Best Prospects: Travel

14. The Best Prospects: Automobiles

15. The Best Prospects: Home Improvement

16. 09/23/15ValleyPBS Upfront Presentation
PBS reaches more
KIDS 2-5 YEARS
old and more moms with
KIDS UNDER 6
than any other kids
TV network
Source: Nielsen NPower, 9/23/2013-9/22/2014
77of all kids AGES 2-8
watch PBS
%

18. Other Opportunities
• Events
• Production Support
• Educational Services
• In-Kind
• Volunteering
09/23/15ValleyPBS Upfront Presentation

19. 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?

20. “I know it when I see it.”
-- Supreme Court Justice Potter
Stewart to describe his threshold
test for obscenity in Jacobellis v.
Ohio (1964)