Audience

The Destination for Influential Explorers

  • PBS Digital
  • PBS On Air

Meet the PBS.org User

Source: comScore Plan Metrix, 3-month average, April-June 2016, Composition Index, U.S.

Audience Profiles

Looking for an engaged audience of explorers across digital platforms? Look no further than PBS.org. Align with exciting programs like Masterpiece’s “Mercy Streettrusted resources for parents and kids and PBS Digital Studios’ web-original programming and leverage a powerful sponsorship vehicle for your brand.

The Explorer
The Power Mom
The Cultural Connoisseur
The Civic Leader
The Sustainability Champion
The Tech Trendsetter
The Entrepreneur
The Explorer

46% more likely to listen to public radio, and 53% more likely to purchase literary and educational products.

24% more likely to frequently advise others on books.

76% more likely to be in graduate school, and 46% more likely to be a full-time college student.

24% more likely to visit National Parks, and 28% more likely to visit cultural/historic sites while on vacation.

31% more likely to work in elementary and secondary education.

The Power Mom

68% of PBS Parents users are the primary grocery shoppers in their households.

36% more likely to visit social networking sites and blogs with their mobile devices almost every day.

109% more likely to have children ages 1-5.

177% more likely to frequently advise others on parenting/family.

46% more likely to enjoy yoga, 69% more likely to paint/draw, and 55% more likely to make crafts.

The Cultural Connoisseur

68% more likely to spend $100-$199 on gourmet foods in the last 30 days.

26% more likely to watch art films in theaters.

49% more likely to spend $500-$999 on entertainment-related tickets online.

30% more likely to attend classical music, ballet or opera performances.

48% of PBS.org users read books, 34% cooked for fun and 22% made crafts in the last 6 months.

The Civic Leader

62% of PBS.org users have participated in political activities in the last 3 years.

21% more likely to be the first among friends to know the latest on politics/current events.

41% more likely to subscribe to political publications.

40% more likely to have donated $1,000+ to a non-profit organization in the last 6 months.

37% of PBS.org users voted in the most recent presidential election.

The Sustainability Champion

91% of PBS.org users seek new ways to lead healthy lives*.

23% more likely to enjoy power weightlifting and 20% more likely to enjoy cross-country skiing.

63% of PBS.org users recycle.

49% use eco-friendly light bulbs, 30% use energy-saving electronics and 29% purchase environmentally-friendly products.

83% of users check food ingredients and nutritional content before purchase.*

The Tech Trendsetter

19% more likely to develop web sites for work.

80% more likely to spend $5,000-$7,999 on computer equipment online in the last 6 months.

34% more likely to be involved in business purchases of IT technology consulting services, and 30% more likely to be involved in business purchases of PCs, desktops and laptops.

20% of PBS.org users frequently advise others on computer hardware.

The Entrepreneur

62% more likely to hold a top management position.

Involved in business purchases of banking services (index 132) and marketing services (index 124).

23% more likely to have a HHI of $100K+.

37% more likely to have an investment portfolio valued at $500K-$999K.

 Sources:  comScore Plan Metrix, 3-month average, April-June 2016, Composition Index, U.S.; Note: Power Mom profile refers to the PBS Parents audience. *Refers to users who always/sometimes take the listed actions.

Meet the PBS Viewer

86%

NOVA viewers are 86% more likely to participate in environmental groups or causes

119%

PBS NewsHour viewers are 119% more likely to be influential when it comes to politics

229%

Masterpiece viewers are 229% more likely to attend art galleries or shows

71%

American Masters viewers are 71% more likely to own $250k+ in investments

86%

NOVA viewers are 86% more likely to participate in environmental groups or causes

119%

PBS NewsHour viewers are 119% more likely to be influential when it comes to politics

229%

Masterpiece viewers are 229% more likely to attend art galleries or shows

71%

American Masters viewers are 71% more likely to own $250k+ in investments

Curious, Cultured & Conscientious

On air, PBS serves 82% of American households with programming that spans arts and culture, science and nature, news and documentaries. It's only natural that this diverse content attracts an equally diverse audience. PBS viewers share a sense of curiosity about the world and are recognized as leaders in national politics, activists in their communities and trusted voices among their peers.

PBS_Explorer

  • 23% more likely to hold a post-graduate degree 
  • 31% more likely to participate in adult educational courses
  • 71% more likely to be members of charitable organizations
  • 73% more likely to attend art galleries or shows
  • 98% more likely to attend classical music or opera performances
  • 98% more likely to solve crossword puzzles twice a week or more
  • 89% believe that continuing to learn throughout life is very important

 

Source: Gfk MRI Doublebase 2016; Base: Total U.S. Adults