Audience

The Destination for Influential Explorers

  • PBS Digital
  • PBS On Air

Meet the PBS.org User

Source: comScore Plan Metrix, 3-month average, October-December 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

20% more likely to listen to public radio, and 26% more likely to watch educational TV programs.

25% of PBS.org users frequently advise others on books.

45% more likely to be in graduate school, and 15% more likely to be a full-time college student.

22% more likely to visit cultural and historic sites, and 10% more likely to visit museums, while on vacation.

52% more likely to work in elementary and secondary education.

The Power Mom

62% of PBS Parents users are the primary grocery shoppers in their households.

161% more likely to visit social media sites daily.

111% more likely to have 3+ children in the household.

77% more likely to frequently advise others on parenting/family.

49% more likely to make crafts, and 31% more likely to bake.

The Cultural Connoisseur

34% more likely to purchase tickets to classical music, ballet, or opera performances.

18% more likely to watch art films in at home.

138% more likely to watch 10+ movies in theaters in the last month.

17% more likely to go camping, and 14% more likely to play in a band or musical group.

48% of PBS.org users read books, 29% cook for fun and 21% make crafts.

The Civic Leader

34% of PBS.org users have participated in political activities in the last 3 years.

19% more likely to advise others on politics/current events.

18% more likely to volunteer to help political parties.

73% 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

93% of PBS.org users seek new ways to lead healthy lives*.

74% more likely to go horseback riding, and 24% more likely to participate in power weightlifting.

61% of PBS.org users recycle.

45% use eco-friendly light bulbs, 31% use energy-saving electronics and 23% purchase environmentally-friendly products.

87% of users check food ingredients and nutritional content before purchase.*

The Tech Trendsetter

12% more likely to be the first among friends to own/use the latest websites/internet content and services.

78% more likely to spend $1k-$2,499 on computer equipment online in the last 6 months.

24% more likely to be involved in business purchases of LAN/WAN/Networking-related products and services

23% of PBS.org users frequently advise others on electronics, and 19% frequently advise others on computer hardware.

The Entrepreneur

38% more likely to check stock quotes online multiple times a day.

12% more likely to own common or preferred stock, and 12% more likely to own mutual funds.

36% more likely to have a HHI of $200K+.

31% more likely to have an investment portfolio valued at $500K-$999K.

 Sources:  comScore Plan Metrix, 3-month average, October-December 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