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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

  • 58%

    more likely to have a doctorate degree

  • 43%

    more likely to have an investment portfolio worth $250K+

  • 1 in 3

    opinion leaders who influence science issues watch NOVA

  • 74%

    more likely to have served as an officer for some club or organization

  • Source:
  • MRI Simmons Spring 2023 Doublebase, A18+, watched PBS in past 30 days
  • Erdos Media Research Opinion Leaders Study 2022

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

  • 56%

    of PBS KIDS viewers are Adults 18+

  • 27%

    of all Kids 2–11 watch PBS KIDS

  • Source:
  • Nielsen NTI Live+7 NPOWER, Networks: M-F 6a-5p, PBS KIDS: Child Multi Weekly, 2/6/23–9/24/23
  • Nielsen NTI Live+7, 2/6/23–9/24/23, Cable Networks = M–F 6a–5p, PBS Kids = Combined Programs; only includes top 5 cable networks
  • Nielsen NTI Live+7, Average Impressions A18+ 2/6/23–9/24/23
  • Nielsen NTI Live+7 NPOWER Reach & Frequency Report 1+ minute qualifier, Child Multi Weekly, 10/22–9/23

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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