Audience Insights
The PBS Halo Effect
Viewers Trust PBS
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#1
Viewers have voted PBS the #1 most trusted organization for the 20th year in a row
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86%
of parents say PBS KIDS is the leader in quality children’s programming
Viewers Trust PBS Sponsors
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71%
of viewers believe PBS sponsors have a greater commitment to quality and excellence
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82%
of parents trust sponsors on PBS KIDS more than the advertisers on other children’s commercial networks or streaming services
- Source:
- Marketing & Research Resources (M&RR) 2023
- Kantar SGPTV, US Video Audience Insights 2023
PBS delivers a valuable audience to national corporate sponsors
Corporate sponsors reach a premium audience of engaged, affluent, educated & influential consumers
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66%
more likely to have a doctorate degree
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50%
more likely to have an investment portfolio worth $250K+
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1 in 4
opinion leaders who influence science issues watch NOVA
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42%
more likely to have served as an officer for some club or organization
- Source:
- MRI Simmons Spring 2022 Doublebase, A18+, PBS viewers
- Erdos & Morgan Opinion Leaders Study, 2021
Reach a large and diverse audience of buyers and their children on PBS KIDS
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#1
PBS KIDS ranks #1 in ratings with W18–49 with Kids<12
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#1
PBS KIDS ranks #1 in reaching a diverse audience of Black, Asian, Hispanic & Native American Kids 2–11
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62%
of PBS KIDS viewers are Adults 18+
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29%
of all Kids 2–11 watch PBS KIDS
- Source:
- Nielsen NTI Live+7 NPOWER, Networks: M-F 6a-5p, PBS KIDS: Child Multi Weekly, 10/21–9/22
- Nielsen NTI Live+7, 10/21–9/22, Cable Networks = M–F 6a–5p, PBS Kids = Combined Programs; only includes top 5 cable networks
- Nielsen NTI Live+7, Average Impressions A18+ 10/21–9/22
- Nielsen NTI Live+7 NPOWER Reach & Frequency Report 1+ minute qualifier, Child Multi Weekly, 10/21–9/22
In a noisy world, PBS corporate sponsors are seen and heard
PBS provides an uncluttered and category-exclusive environment for sponsors
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72%
of viewers say PBS sponsor messages are different and better than ads on other networks
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63%
of viewers say it’s easier to remember the sponsor messages on PBS because there are fewer of them compared to an advertiser on a commercial network or streaming service
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80%
of parents say they appreciate the limited number of sponsor message breaks on PBS KIDS

- Source:
- Kantar | SGPTV, US Video Audience Insights 2023