Programs/Content
Viewership gains during crisis point to strategy for building ‘NewsHour’ audience
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Increase viewing frequency with promotions that reinforce the program’s values of civic discourse and analysis.
Programs/Content
Viewers flock to public TV for news, food shows during lockdown
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A spike in audience for “NewsHour” came from viewers tuning in more frequently.
Programs/Content
Beyond-broadcast strategies key to survival of local public TV stations
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The ability to manage all aspects of the video ecosystem presents new challenges for public broadcasters.
Programs/Content
Study reveals surprising diversity among public TV viewership
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Data examined by TRAC Media Services “refute mischaracterizations of public TV’s audience as homogeneously white retired folk.”
Audience research
Good news about the splintered TV audience
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What you are about to read may sound familiar—like the strategy in public radio, with its emphasis on serving a core audience—but it’s an evolution in the thinking of the LeRoys, prominent audience consultants for public TV stations and co-directors of TRAC Media Services. Public television’s cume fell below 50 percent in the 2001-02 season. The portion of the viewing public that samples it in a week — as high as 59.2 percent in 1991 — was down to 47.8 percent a decade later. Fewer and fewer homes are sampling public television’s fare and they’re viewing it less. When cumes and gross rating points decline, stations can lose membership and support.