Media Kit
555 North Central Avenue, Suite 500
Phoenix, AZ 85004
azpbs.org
Public Television
is Different
While commercial television is profit-driven, the
charter of Public Television is to enrich the lives
of the people in our community. The
programming carried on Arizona PBS reflects
this charter.
Underwriting Connects You to Viewers
When you underwrite Arizona PBS, you’ll have
the opportunity to reach more than 1 million
viewers a week – successful, educated, and
active in our community – with the message
that you value programming that teaches,
inspires, and broadens horizons, as well as
entertains.
Source: Nielsen
America’s Most Trusted Organization
For the 13th consecutive year, Americans in
2015 considered PBS the nation’s most trusted
among nationally known organizations and rate
PBS news and public affairs series as the most
trustworthy compared to other networks’.
Top-Flight Children’s Programming
2015 also marks the seventh year in a row
that PBS Kids ranked as the most
educational media brand and the
undisputed leader in children’s
programming.
Source: Survey Sampling International, January 2016
No. 1 in Public Policy Polling
For the third straight year, Public Policy
Polling finds more voters trust PBS than any
other television news source. PBS is once
again the only outlet trusted by a majority of
voters, with 52% saying they trust PBS and
40% distrusting. NBC (40/40), CNN (34/44),
and Fox News (44/42) are all now trusted by
a plurality of voters. CBS (38/39), ABC
(33/42) and MSNBC (34/42) fall into
negative territory.
Source: Public Policy Polling Feb 2015
Source: Survey Sampling International, January 2016
PBS Builds Brand Equity for You
Where you communicate speaks as loudly as
the message. Maintain the integrity of brand
essence by aligning with a like-minded partner.
555 North Central Avenue, Suite 500 Phoenix, AZ 85004 | azpbs.org
Guidelines for Creating
Your Television Spot
Because Arizona PBS is a non-commercial broadcaster, we
must adhere to Federal Communications Commission (FCC)
standards that regulate how we recognize the underwriters
that support us. We may identify your business or product
in many ways, but we cannot “promote” it. In practice, this
usually means minor modifications to the spots you might
air on commercial television.
Spot Length and Format
Arizona PBS underwriting spots are :15 seconds in length.
Underwriting spots include your company’s name or logo
displayed visually. Company mascots, identifiable symbols
and animated logos are welcome. You may use a
recognized spokesperson’s voice and instrumental music as
background. You can show your products in or out of their
packaging, and you can feature consumers or employees
instead of products. Your credit can include a phone
number and/or website address.
Arizona PBS takes pride in creating a successful
environment in which our underwriters flourish. We work
to craft high-quality copy which is successful for the
underwriter and is well received by the viewer. Arizona PBS
also complies with FCC guidelines for public broadcasters,
which determine characteristics within underwriting copy.
FCC Guidelines
According to Federal Communications Commission
regulations, underwriting credits may include:
•
The business or organization name, subsidiary, DBA,
operating division or parent company.
•
Business location.
•
A value-neutral description of the business or
organization.
•
Your web address and/or business phone number.
•
Copyright and/or trademarked slogans or logos that
meet FCC guidelines.
Underwriting credits may not include:
• Calls to action (“Hurry in today….”).
• Comparative or qualitative language (“The best
burger in town….”).
• Testimonials (“They have wonderful customer
service….”).
• Inducements to buy (“These low prices can’t
last….”).
• Pricing information (“Just $9.95 apiece….”;
“Admission is free….”).
Production
Arizona PBS provides production services in the
creation of new underwriting spots. We can
seamlessly blend the creative concepts from your
existing advertising campaign with the requirements
of Public Broadcasting. Arizona PBS will review all
previously produced material for adherence to FCC
guidelines and suggest adaptations and changes for
you, the client, to consider.
Video Submission Guidelines
Tape formats accepted: HDCAM, D5 or XDCAM23.
Digital file format accepted: QuickTime on Hard
Drive. QuickTime Settings: Video compression type:
Apple ProRes 422 (HQ preferred), frame rate 29.97
fps. Size: HD 1920 x 1080; aspect ratio 16:9.
Audio format: Linear PCM, stereo (LR), 48 kHz, 16bit. Everything aired is 1080i.
Large, broadcast-quality QuickTime movies should
be submitted through an FTP site, such as You Send
It.
Arrangements can be made for other digital file
formats, but we strongly prefer QuickTime.
555 North Central Avenue, Suite 500 Phoenix, AZ 85004 | azpbs.org
Arizona PBS’ Premiere
Audience
Children’s Programming
• Children
• Women 18-49
• Educated
• Multi-Cultural
Documentaries
• Adults 35+
• Highly Educated
• Affluent
• Professionals
• Active
• Voters
Big Bird celebrates “H” Day on Sesame Street.
Drama and Arts Programming
• Women
• Adults 35-64
• Highly Educated
• Affluent
• Active in the Community
Home, Lifestyle, and Travel Programming
• Adults 35+
• Homeowners
• Frequent Travelers
News and Public Affairs Programming
• Adults 35+
• Highly Educated
• Affluent
• Active
• Voters
NOVA scienceNOW host,
David Pogue.
Science and Nature Programming
• HH & Adults 35+
• Middle Class
• Highly Educated
• Multi-Cultural
Source: TracMedia & Media Audit
PBS NewHour anchor,
Judy Woodruff.
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Arizona PBS Viewer (8.1)
Source: Media Audit, Summer 2015
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Life Viewer (8.2)
Source: Media Audit, Summer 2015
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World Viewer (8.3)
Source: Media Audit, Summer 2015
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AZPBS.ORG User
Source: Media Audit, Summer 2015
555 North Central Avenue, Suite 500 Phoenix, AZ 85004 | azpbs.org
The Public Trusts PBS
With its nearly 360 member stations across the nation, PBS is America’s largest classroom, the nation’s
largest stage for the arts, and a trusted window to the world – all at a cost of about $1.35 per person per
year in federal funds.
82% of all U.S. television households watch PBS.
In the 2014-2015 season 198 million people watched their local PBS station.
Source: Nielsen Npower, 9/22/2014-9/20/2015.
PBS is #1 in Public Trust
How much do you trust each organization?
36%
PBS
22%
21%
19%
Courts of Law
Cable TV
Digital Content
14%
13%
11%
Commercial TV
Newspaper
Federal Government
Congress
6%
PBS is #1 in Importance
How important is it that each of the following types of television are available?
58%
PBS
9%
Commercial TV
Cable TV
7%
Source: Survey Sampling International, January 2016
555 North Central Avenue, Suite 500 Phoenix, AZ 85004 | azpbs.org
The Nation’s Grandest Stage
PBS ensures the worlds of music, theater, dance and art remain available to all Americans, many of whom
might not have the opportunity to experience them otherwise.
More than 110 million people watch arts-related programming on PBS.
Source: Caravan ORC International, January 2015.
PBS: Most Frequently Turned to for Arts Programming
Where do you look for television programming on the arts?
44%
PBS
40%
Digital Platforms
38%
Cable TV
33%
Commercial TV
21%
HBO or other premium cable channels
Ovation Network
6%
Other
6%
PBS: The Leader in Arts and Culture Shows
Which of the following media outlets provides the most varied arts programming?
73%
PBS
54%
Traditional network channels
50%
Basic cable channels
44%
Youtube
Netflix
31%
HBO or other premium cable channels
31%
Itunes
Amazon
18%
14%
Source: Caravan ORC International, January 2016
555 North Central Avenue, Suite 500 Phoenix, AZ 85004 | azpbs.org
America’s Largest Classroom
PBS Kids offers six literacy series and 11 series on science, technology, engineering and math – the STEM
subjects.
PBS prepares children for success in school and life.
PBS Kids is the #1 Educational Media Brand
Which one of the following TV/media brands do you believe is most educational for kids?
40%
PBS
24%
Discovery Family
8%
8%
6%
5%
4%
4%
Disney
Sprout
Nickelodean
Disney Jr.
ABC Mouse
Nick Jr.
Cartoon Network
1%
PBS Helps Children Learn Reading, Math and Essential Skills
How much do you agree with the statement that ____ helps kids improve at reading & math?
92%
PBS
75%
Disney Jr.
Nick Jr.
67%
Disney
67%
65%
Nickelodeon
Source: Survey Sampling International, January 2016
555 North Central Avenue, Suite 500 Phoenix, AZ 85004 | azpbs.org
PBS Reach
PBS Up While Others Down
Arizona PBS Reaches Almost as Many Weekly Cume Persons as the Top 5 Radio Stations Combined
824,100
297,164
279,563
253,637
230,168
144,019
Arizona PBS
KOOL
KESZ
KUPD
KSLX
KYOT
Source: Media Audit, Summer 2015
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555 North Central Avenue, Suite 500 Phoenix, AZ 85004 | azpbs.org
Selected Program Descriptions
Nightly Business Report
Seen on more than 250 public TV stations,
Nightly Business Report provides business
news in a fast-paced format. Consistently
television’s most-watched daily business
news program, the award-winning series
combines business and economic news,
extensive financial market coverage, indepth analysis, corporate profiles, and
features and commentaries by noted
economists and business experts.
BBC World News
BBC World News is the BBC’s commercially
funded, international 24-hour news and
information channel, broadcast in English in
more than 200 countries and territories
across the globe. The estimated weekly
audience reach of 76 million makes it the
BBC’s biggest television service.
Washington Week
PBS’s longest-running public affairs series
features Washington’s leading journalists
analyzing the week’s top news stories and
their effect on the lives of all Americans.
Frontline
Since 1983, Frontline has served as PBS’s
flagship public affairs series. Frontline’s
stature is reaffirmed each week through
incisive documentaries covering the scope
and complexity of the human experience.
American Experience
On air and online, the series brings to life
the incredible characters and epic stories
that have shaped America’s past and
present. Acclaimed by viewers and critics
alike, American Experience documentaries
have been honored with every major
broadcast award, including 24 Emmy
Awards, four duPont-Columbia Awards, and
14 George Foster Peabody Awards.
Masterpiece
For more than 35 years, Masterpiece has
enthralled audiences with the works of the
finest classic and contemporary writers,
including Shakespeare, Dickens, Austen,
Eliot, and James, as interpreted by the
world’s foremost actors. The Emmy- and
Golden Globe-winning Downton Abbey, the
most watched Masterpiece series ever,
returns for it triumphant sixth and final
season in January 2016.
Mystery!
Masterpiece Mystery! has long been beloved
for its high-quality adaptations of the best
British mysteries.
555 North Central Avenue, Suite 500 Phoenix, AZ 85004 | azpbs.org
Curious George
Curious George is an Emmy award-winning
animated series based on the popular
books by Margret and H.A. Rey. It airs daily
during the morning and afternoon
children’s television programming block.
Aimed at preschool viewers (ages 3 to 5),
the goal of the series is to inspire children
to explore science, engineering, and math
in the world around them. And what better
guide is there for this kind of exploration
than the world’s most curious monkey?
Arthur
This six-time Emmy Award-winner, based
on Marc Brown’s best-selling Arthur
adventure books, shows how Arthur and
his friends use effective, age-appropriate
problem-solving skills. Each episode
consists of two independent stories
focusing on themes and events central to
children’s lives. The series promotes
literacy and is complemented by a
comprehensive outreach campaign
targeted to teachers, librarians, parents
and daycare providers.
Sesame Street
The beloved show Sesame Street combines
education and entertainment to make a
meaningful difference in children's lives.
Besides teaching letters and numbers,
Sesame Street fosters imagination, builds
social skills, and models respect for
people's differences, whether they're
based in race, gender, ethnicity, googly
eyes, or neon fur.
Super Why!
This standout, imagination-stimulating
series focuses on the adventures of four
fairytale friends who transform into
reading-powered superheroes: Alpha Pig
with Alphabet Power, Wonder Red with
Word Power, Princess Presto with Spelling
Power, and Super Why with the Power to
Read. Together, they are the “Super
Readers”! The Super Readers jump into
books (literally) to find answers to everyday
preschool challenges and embark on
exciting adventures, where they play
interactive reading games to overcome
obstacles and save the day .
Antiques Roadshow
Independent antiques dealers and
specialists from the country’s leading
auction houses travel throughout the
United States offering free appraisals of
antiques and collectibles. Antiques
Roadshow cameras watch as owners
recount tales of family heirlooms, yard sale
bargains and long-neglected items salvaged
from attics and basements, while experts
reveal the fascinating truths about these
finds.
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Arizona Horizon
For more than 25 years, viewers have relied
on Horizon for in-depth coverage of issues of
concern to Arizonans. From the
impeachment trial of former Governor Evan
Mecham, AZSCAM hearings, public debate
over the baseball stadium and the 1996
Arizona Presidential Forum, Horizon has
consistently provided unprecedented,
Check, Please! Arizona
insightful public affairs programming. Airs
Every episode has three guests. Each guest
weeknights at 5:30PM.
recommends his or her favorite restaurant
and then the other two guests go and check
Arizona Collectibles
them out to see what they think. Then they
The thirteen-episode series is hosted by
Beth McDonald, radio personality for KESZ- all get together and discuss their
experiences on Check, Please! Arizona.
FM (99.9). On the weekly half-hour show,
appraisers evaluate local keepsakes,
including a Civil War canteen, a letter from
Gen. Robert E. Lee and a document signed
by President George Washington. Other
noteworthy items featured include a
bracelet smuggled out of a Japanese POW
camp, jewelry from the time of Alexander
the Great, and an Afghan tribal chair.
Nature
Nature is now in its 30th season on PBS.
Nature has traveled the globe working with
the world’s foremost natural history
filmmakers, becoming the benchmark of
natural history programs on television. The
series has won more than 400 honors from
the television industry, the international
wildlife film community, parent groups, and
environmental organizations – including 10
Emmy Awards, three Peabody Awards, and
the first honor ever given to a program by
the Sierra Club..
Cronkite News
Cronkite News, the award-winning 30minute nightly newscast produced by
students of the Walter Cronkite School of
Journalism and Mass Communication, airs
weekdays on Arizona PBS.
Nova
PBS’s premier science series helps viewers of
all ages explore the science behind the
headlines. Along the way, NOVA programs
demystify science and technology, and
highlight the people involved in scientific
pursuits.
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555 North Central Avenue, Suite 500 Phoenix, AZ 85004 | azpbs.org
2017 Broadcast Calendar
555 North Central Avenue, Suite 500 Phoenix, AZ 85004 | azpbs.org
Impact
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More than 1 million people watch Arizona PBS each week
140,000+ email addresses
250,000+ webpage views per month
132,000+ Twitter followers
5,500+ Facebook fans
7,500+ Capture My Arizona members
Over 1.1 million YouTube views
555 North Central Avenue, Suite 500 Phoenix, AZ 85004 | azpbs.org
Gross Rates
Day
Time
Program
Rate
M-F
7:00 AM
Wild Kratts
$110
M-F
7:30 AM
Wild Kratts
$100
M-F
8:00 AM
Curious George
$135
M-F
9:00 AM
Daniel Tiger
$110
M-F
9:30 AM
Daniel Tiger
$125
M-F
10:00 AM
Sesame Street
$110
M-F
10:30 AM
Peg + Cat
$110
M-F
11:00 AM
Dinosaur Train
$125
M-F
11:30 AM
Dinosaur Train
$110
M-F
Noon
Super Why
$110
M-F
12:30 PM
Thomas & Friends
$110
M-F
1:00 PM
Sesame Street
$110
M-F
1:30 PM
Cat in the Hat
$155
M-F
2:00 PM
Curious George
$155
M-F
2:30 PM
Arthur
$125
M-F
3:00 PM
Wild Kratts
$180
M-F
3:30 PM
Odd Squad
$180
M-F
4:00 PM
Word Girl
$125
SUNDAY
6 AM – 11:30 AM
Children’s Rotate
$125
M-F
4:30 PM
BBC News
$550
M-F
5:00 PM
Cronkite News
$550
M-F
5:30 PM
Arizona Horizon
$550
M-F
6:00 PM
PBS NewsHour
$550
TH/SUN
11:00 &12:30 PM
Horizonte
$225
FRIDAY
7:30 PM
McLaughlin Group
$700
M-F
10:30 PM
Nightly Business
$300
MONDAY
7:00 PM
Antiques Roadshow
$750
WEDNESDAY
7:00 PM – 9:00 PM
Nature/Nova
$750
M-SUNDAY
7:00 – 10:30 PM
Prime Rotator
$600
SAT-SUN
6:00 AM – 5:30 PM
Painting/Sewing/Travel
$400
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