About Public Broadcast Marketing, Inc.

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Evolution of Media Opportunities


Public Television is comprised of:

• 186 Non-Profit License Holders
  
  
• 353 Public Television Stations
  
  
• 98% of US TV HH's
  
  
  

Today over 75% of US TV HH's can view :30 messages on Public TV

This is a very recent development


In the last 2 years alone, acceptance of :30 units has increased by over 17% of US TV HH's.

West coast started accepting :30's in the last 18 months (+9.9% US TV HH's).

Detroit, Atlanta, Minneapolis among other major cities began accepting :30's only in the last year (+7.0% US TV HH's).

Public Broadcast Marketing Inc. media placement Public services

Public Broadcast Marketing Inc. (PBM) created the market for national :30 spot placement on Public Television in 1986. We work for corporations and their agencies providing media marketing services. PBM's media placement services provide:


• Media Planning and Campaign Design
  
  PBM identifies clients and products that will benefit from Public Broadcast exposure. We review target demographics, marketing goals, audience research to design a Public Broadcast media plan, which will fulfill your client's media, and marketing goals.
  
  
• Public Broadcast Media Evaluation
  
  Public Broadcasting has numerous media opportunities not commonly available from commercial media. The identification and administration of Public Broadcast media requires a thorough knowledge of the Public Broadcast bureaucracy. PBM evaluates all suitable Public Broadcast media options.
  
  
• Review of spot content, FCC legal review, and station politics
  
  FCC rules governing Public Broadcast spot content are different from those used by commercial broadcasters and cable systems. Public stations have their own individual spot guidelines. PBM will review messages far compliance with FCC and station content requirements.
  
  
• Negotiation, placement, accounting, and analysis
  
  PBM contracts with you to act as your agent for the placement of Public Broadcast schedules.
  
  PBM negotiates with the appropriate Public Broadcast suppliers for the time needed to reach your campaign goals.
  
  Many Public Broadcast stations and program producers represent themselves. PBM contacts these companies directly. We contact station representatives when required.
  
  PBM will provide one invoice and post analysis for each of your media campaigns.
  
  
• PBM's thorough Public Broadcast knowledge increases your media efficiency and results.
  
  
  

Many clients use the same creative as they do for the rest of their national campaigns.

Creative Guidelines do not hamper creativity. The "do not" guidelines include:

• Calls to action
  
  
• Superlatives/Comparatives
  
  
• Price Disclosures
  
  
• Promise of Customer Benefit
  
  
  
  

 
Audience Demographics


What makes Public Television a valuable addition to your marketing campaign?

The Audience

Audience Reach

The public television network is the fifth largest network in the United States.

Public Television - Great Reach (000)

Cume Reach of Select Broadcast Media by Percent and Thousands of Adults 25-54




		Thousands	Percent
Networks	NBC	90,470	78.8%
	CBS	86,110	75.0%
	ABC	73,700	73.6%
	FOX	71,070	61.9%
Public Television		43,860	38.2%
Ad Supported Cable	DIS	29,510	25.7%
	A&E	22,730	19.8%
	ESPN	22,040	19.2%
	CNN	18,920	18.9%
	CNBC	10,410	10.4%




Monday - Sunday 8-11 PM

Audience Quality

Public television reaches the most desirable television viewers

• Light/Fifth Quintile Viewers
  
  
• Upper Income Viewers
  
  
• Educated Viewers
  
  
  
  

Public Television Delivers The Elusive / Upscale / Educated Viewer (000)

	Light Quintile	HHI $75	HOH 4+ Years College
CNN	1900	4190	5430
A&E	2890	6160	7710
DISC	1900	6480	10080
PTV	8810	9140	14340

 
Programming


Program Content, Quality, Environment

Public Television set the standard for program quality -- More Emmy awards than the other networks combined.

Brand Name Programs:



Frontline		Nightly Business Report
McLaughlin Group		The NewsHour with Jim Lehrer
Masterpiece Theatre		This Old House
National Geographic		Washington Week in Review
Nova		Wall Street Week


Specials -- Topical, Compelling, Popular

Ken Burns' Civil War
Mission Mars
Stephen Hawkings' Universe

 
Intrinsic Advertiser Benefits


What Makes Public Television a valuable addition to your marketing campaign?

No interruptions

VIewers prefer to watch television programs without interruptions. Only Public Television broadcasts uninterrupted, free television.

Uncluttered

Public television broadcasts 4 minutes or less, non-program material each hour. The other television services broadcast 12 to 19 minutes per hour of non-program material.

Automatic Product Exclusivity

Public Television will broadcast only one category of marketing per program. This standard applies to the combination of local and national spots in each individual program broadcast.

Appointment Viewing

Many Public Television viewers plan to watch specific public television programs as part of their weekly routine. The broad range of programs allows companies to reach their target consumer in many different programming environments.

 
Additional Marketing Opportunities

What makes Public Television a valuable addition to your marketing campaign?

Multi-Media Marketing

PBM's Public Television Network Campaigns include other marketing opportunities:

• Internet Advertising
  
  
• Television Program Production
  
  
• Special Events
  
  
• Station Magazines
  
  
  
  

 
Conclusion

Public Television is a unique marketing medium. PBM offers advertisers the key to utilizing this vehicle. We offer you:

• Enormous reach against targeted viewers
  
  
• Quality programming
  
  
• Uncluttered, exclusive environment
  
  
• Marketing partnerships
  
  
  
  

 
Public Television Spot and Program Distribution

The following chart summarizes how :30 coporate spots and television programs reach the Public Television national audience.