PBS KIDS Trust Brochure

Opening Worlds of
Possibilities
for America’s Children
Putting Kids First
for More than 45 Years
When Mister Rogers’ Neighborhood hit the airwaves
more than four decades ago, PBS revolutionized television,
using it as it never had been used before, as a tool to reach
children with a simple message: you are special, you matter
and there is no one else in the world exactly like you. Mister
Rogers’ Neighborhood and PBS touched millions of lives with
that powerful message, which today remains a core part of
PBS KIDS’ DNA.
PBS KIDS has an unwavering vision of a world where all
children can reach their potential and is committed to using
the power of media to work towards that goal. PBS KIDS trusts all children, viewing
them as citizens, not consumers, and offering media that empowers them to be
curious, resilient and empathetic.
In addition to continuing the legacy of putting kids
first, PBS KIDS also continues to build on another part of
Fred Rogers’ legacy: reimagining the role of media and
seeking learning opportunities in every new technology.
PBS KIDS develops connected learning experiences
across platforms, online and offline, all designed to
light a spark, to inspire exploration and to help all kids
reach their potential, so that every child can discover
a world of unlimited possibilities.
The American public values PBS KIDS and confirms that it is delivering on its mission.
A recent poll found that PBS KIDS is the number-one educational media brand, helps
prepare children for success in school and helps all children reach their potential.
This report presents the results of a national survey conducted by ORC International’s DualFrame CARAVAN in January 2015.
The ORC International study included 1,010 adults, 18 years of age and older, who participated by phone January 9-18, 2015.
Results were weighted to be statistically representative of the adult U.S. population.
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Nurturing the Whole Child
PBS KIDS develops media content that supports the whole child. PBS KIDS starts
with the needs of today’s children, then works with advisors and world-class
producers to develop content that meets those needs. Throughout the process,
PBS KIDS tests the content with kids to ensure that it is developmentally
appropriate and that it is achieving its learning goals.
The Whole Child
The Whole Child
COMMUNICATION
World Language
& Cultures
Health & Nutrition
Science, Technology
& Engineering
Literacy
COLLABORATION
CRITICAL THINKING
Social Emotional Learning
Math
Fine Arts
Social Studies
CREATIVITY
3
Leading the Way in Children’s Media
PBS KIDS is the #1 Educational Media Brand
Which of the following TV/media brands do you believe is the most educational for children?
Percent saying each brand/company is “most educational” for children.
44%
PBS KIDS
21%
Discovery Family
Disney
6%
Sprout
6%
Nickelodeon
6%
Disney Jr.
Nick Jr.
Cartoon Network
Disney XD
5%
4%
2%
1%
Source: CARAVAN ORC International, January 2015
PBS KIDS is the Undisputed Leader
in Children’s Programming
How much do you agree with the statement that _______ is
the undisputed leader in children’s programming?
Percent saying “agree strongly/agree somewhat” (on a 4-point scale:
agree strongly, agree somewhat, disagree somewhat, disagree strongly).
78% PBS
47%
COMMERCIAL CABLE TV
38% COMMERCIAL BROADCAST TV
Source: CARAVAN ORC International, January 2015
PBS KIDS is #1 in Innovation
How much do you agree with the statement that _______ is
the innovator in children’s educational media?
Percent saying “agree strongly/agree somewhat” (on a 4-point scale:
agree strongly, agree somewhat, disagree somewhat, disagree strongly).
83% PBS
51% COMMERCIAL CABLE TV
45% COMMERCIAL BROADCAST TV
Source: CARAVAN ORC International, January 2015
4
Offering Trusted and Safe
Connected Learning Experiences
PBS KIDS is a Trusted and Safe Place…
On TV
How much do you agree with the statement that _______ is a
trusted and safe place for children to watch television?
Percent saying “agree strongly/agree somewhat” (on a 4-point scale:
agree strongly, agree somewhat, disagree somewhat, disagree strongly).
89%
PBS
54%
COMMERCIAL CABLE TV
54%
COMMERCIAL BROADCAST TV
On Digital Platforms
How much do you agree with the statement that _______ is a
trusted and safe place for children to visit on digital platforms?
Percent saying “agree strongly/agree somewhat” (on a 4-point scale:
agree strongly, agree somewhat, disagree somewhat, disagree strongly).
84% PBS
53%
49%
COMMERCIAL BROADCAST TV
COMMERCIAL CABLE TV
On Mobile Devices
How much do you agree with the statement that ___________
provides trusted and safe apps for children on mobile devices?
Percent saying “agree strongly/agree somewhat” (on a 4-point scale:
agree strongly, agree somewhat, disagree somewhat, disagree strongly).
81%
53%
51%
PBS
COMMERCIAL CABLE TV
COMMERCIAL BROADCAST TV
Source: CARAVAN ORC International, January 2015
5
Reaching All Children Across Platforms
PBS KIDS reaches
more kids 2-5
and more moms
with kids under 6
than any other
kids TV network.
Source: Nielsen; NPM; Reach%; 9/23/13-9/21/14; M-F7A-6P; Moms=LOH 18-49 w/K<6.
PBS KIDS is often one of the
only sources of high-quality
learning resources for the
54% of 3-4-year-olds
who do not attend preschool.
Source: The Annie E. Casey Foundation, 2014 Kids Count Data Book
Last year, more
minutes were spent
viewing kids videos
on pbskids.org than
any other kids’ site.
Source: comScore VideoMetrix, January-December 2014.
6
77
%
OF CHILDREN
AGES 2–8
WATCH PBS KIDS
Source: Nielsen NPower, 9/23/2013-9/22/2014
PBS KIDS Serves All Children
On TV
PBS KIDS attracts a higher proportion of viewers from Hispanic, African-American
and low-income homes compared to their representation in the U.S. population.
PBS KIDS program audience (green) indexed to total U.S. population (red).
141 BLACK/AFRICAN-AMERICAN
136
HISPANIC
111 LOW-INCOME
100 AVERAGE FOR U.S. POPULATION
Source: Nielsen NPower, all PBS KIDS programs, 4th quarter cume 2014
Online
PBSKIDS.org attracts a higher proportion of web users of Hispanic and
African-American descent compared to their representation in the average
U.S. web audience.
PBSKIDS.org ethnicity demographics (green) versus total U.S. web audience (red).
145 BLACK/AFRICAN-AMERICAN
122 HISPANIC
100
AVERAGE FOR U.S. WEB AUDIENCE
Source: comScore PlanMetrix, November 2013
7
Giving Kids the Tools to Succeed
PBS KIDS Helps All Children Realize Their Potential
Q. Please indicate how strongly you agree or disagree with the following statement.
Do you agree strongly, agree somewhat, disagree somewhat or disagree strongly?
“Helps children realize their potential.”
36
PBS, PUBLIC TELEVISION
COMMERCIAL CABLE TELEVISION
13
10
34
20
30
81
52
39
12
COMMERCIAL BROADCAST TELEVISION
45
46
Agree strongly
0
40
50
60
Agree somewhat
Source: CARAVAN ORC International, January 2015
70
80
90
100
PBS KIDS Prepares Children for Success in School and in Life
Q. Please indicate how strongly you agree or disagree with the following statement.
Do you agree strongly, agree somewhat, disagree somewhat or disagree strongly?
“Helps prepare children for success in school and in life.”
40
PBS, PUBLIC TELEVISION
COMMERCIAL BROADCAST TELEVISION
14
13
COMMERCIAL CABLE TELEVISION
8
10
20
43
37
51
39
52
Agree strongly
0
30
40
50
Agree somewhat
Source: CARAVAN ORC International, January 2015
60
83
70
80
90
100
In a recent study, children who used
PBS KIDS content improved significantly
in their understanding of early math skills
compared to children who did not use the content.
Source: Pasnik, S., & Llorente, C. (2013). Preschool Teachers Can Use a PBS KIDS Transmedia Curriculum Supplement to Support
Young Children’s Mathematics Learning: Results of a Randomized Controlled Trial. A report to the CPB-PBS Ready To Learn Initiative.
Waltham, MA, and Menlo Park, CA.
Research shows that children’s exposure
to Peg + Cat content leads to notable
gains in their understanding of math
concepts such as 3-D shapes and patterns.
Source: Llorente, C., & Pasnik, S. (2014). Peg + Cat Content Study.
A Report to the CPB-PBS Ready To Learn Initiative. New York and Menlo Park, CA: EDC-SRI.
In a recent study of Curious George
digital games and videos in preschool classrooms,
a wide variety of gains were found:
•Gains in children’s mathematical knowledge
•Improvements in socio-emotional learning
•Increased teachers’ knowledge and
awareness about their student’s learning
and mathematical development
Source: Li, L., McCarthy, B., Tui, M (2014). Learning Math with Curious George: PBS KIDS Transmedia and Digital Learning
Games in the Pre-School Classroom. A report to the CPB-PBS Ready To Learn Initiative. Redwood City, CA; WestEd.
In a recent study, children who were exposed to
PBS KIDS content and related support materials
outscored their comparison group peers on standardized math tests. Parents also became
more aware of their children’s abilities
and more engaged in their learning.
Source: McCarthy, B.; Li, L. and Tiu, M. (2012) PBS KIDS Mathematics Transmedia Suites in Preschool Homes.
A report to the CPB-PBS Ready To Learn Initiative. Redwood City, CA; WestEd.
9
Impacting Families in
Local Communities
With more than 350 local stations supporting communities across the
U.S., PBS KIDS is uniquely positioned to reach kids anytime and anywhere
with meaningful learning opportunities. PBS stations work with local
schools and partner organizations to bring PBS KIDS content to life on
the ground, sparking kids’ curiosity and encouraging them to explore
their interests, just like their favorite PBS KIDS characters.
10
Paving the Way for the
Next Generation of Leaders
PBS KIDS’ dedication to putting children first and giving them the support they
need to learn, grow and thrive is making a difference. With an approach that
nurtures the whole child, content that has proven impact in helping prepare
kids for success and significant reach across the U.S. and deep into local
communities, PBS KIDS and PBS stations offer a unique service that
parents trust, kids love and the American public values.
Ultimately, PBS KIDS’ goal is to give all
children a connection with content that
is so strong and powerful, that kids see
themselves as their favorite characters and
learn that the world is full of possibilities
for them. Through multiplatform media
that reaches kids and gets them
excited about exploring, PBS KIDS is
leading the way in inspiring the next
generation of leaders.
Join PBS KIDS in opening
worlds of possibilities
for all of America’s children.
Explore more at
pbskids.org
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pbskids.org
ORC International is a leading global market research firm with offices across the U.S., Europe and Asia Pacific. The Company
offers a platform of Integrated Intelligence that combines forward thinking methodologies, cutting-edge technology, skilled
researchers and in-depth industry experience to provide clients with valuable insight and analysis in the areas of Customer
Strategies, Employee Engagement, and Innovation and Growth. ORC International was founded in 1938 and is a founding
member of the CASRO, the proud partner of CNN on the CNN/ORC International poll since 2006; and the research firm of choice
on the annual NYSE Euronext CEO Report. For more information, please visit www.ORCInternational.com.
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