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Audience Insights

The PBS Halo Effect

Viewers Trust PBS

  • #1

    Viewers have voted PBS the #1 most trusted organization for the 20th year in a row
  • 86%

    of parents say PBS KIDS is the leader in quality children’s programming

Viewers Trust PBS Sponsors

  • 71%

    of viewers believe PBS sponsors have a greater commitment to quality and excellence
  • 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

  • 66%

    more likely to have a doctorate degree
  • 50%

    more likely to have an investment portfolio worth $250K+
  • 1 in 4

    opinion leaders who influence science issues watch NOVA
  • 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

  • #1

    PBS KIDS ranks #1 in ratings with W18–49 with Kids<12
  • #1

    PBS KIDS ranks #1 in reaching a diverse audience of Black, Asian, Hispanic & Native American Kids 2–11
  • 62%

    of PBS KIDS viewers are Adults 18+
  • 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

  • 72%

    of viewers say PBS sponsor messages are different and better than ads on other networks
  • 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
  • 80%

    of parents say they appreciate the limited number of sponsor message breaks on PBS KIDS
Only two :60 sponsor pods per program Clock showing sponsor spots
  • Source:
  • Kantar | SGPTV, US Video Audience Insights 2023

Become a corporate sponsor on PBS

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