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Audience Insights

The PBS Halo Effect

Viewers Trust PBS

  • #1

    Americans rank PBS the most-trusted media institution

  • 90%

    of parents say PBS KIDS is the leader in quality children’s programming

Viewers Trust PBS Sponsors

  • 76%

    of parents trust sponsors on PBS KIDS more than the advertisers on other children’s networks

  • 63%

    of viewers believe PBS sponsors have a greater commitment to quality and excellence

  • Source:
  • Marketing & Research Resources (M&RR) 2022
  • KANTAR Media/SGPTV Viewer Attitudes & Behaviors Study, 4/27–5/16, 2020

PBS delivers a valuable audience to sponsors

Reach a premium audience of engaged, affluent, educated, influential consumers

  • 71%

    more likely to have a doctorate degree

  • 48%

    more likely to have an investment portfolio worth $250K+

  • 1 in 4

    opinion leaders who influence science issues watch NOVA

  • 80%

    more likely to be a member of any group that tries to influence public policy/gov’t

  • Source:
  • MRI Simmons Fall 2021 Doublebase, PBS Primetime Programs
  • Erdos & Morgan Opinion Leaders Study, 2021

Reach a large and diverse audience of moms, adults, and children on PBS KIDS

  • #1

    PBS KIDS ranks #1 in ratings with W18–49 with Kids<12

  • #1

    PBS KIDS ranks #1 in reaching a diverse audience of Black, Asian, Hispanic & Native American Kids 2–11

  • 58%

    of PBS KIDS viewers are Adults 18+

  • 35%

    of all Kids 2–11 watch PBS KIDS

  • Source:
  • NTI Live+7 Nielsen National NPOWER 10/20-9/21 against commercial kids networks
  • NTI Live+7 Nielsen National NPOWER 10/20-9/21 PBS = child multi weekly program average, networks = M–Su 6a–6a based on average impressions
  • NTI Live+7 Nielsen National NPOWER 10/20-9/21 average impressions A18+ vs. P2-17, child multi weekly program average
  • NTI Live+7 Nielsen National NPOWER 8/20–8/21 R&F Report 1+ minute qualifier, M-F 6a-5p

The PBS experience is better for both viewers and sponsors

PBS is an uninterrupted, uncluttered, and category-exclusive environment for sponsors

  • 64%

    of viewers say PBS sponsor messages are different and better than ads on other networks

  • 54%

    of viewers say they are more likely to pay attention to a sponsor message on PBS

  • 86%

    of parents say they appreciate the clutter-free, non-commercial environment on PBS

Only two :60 sponsor pods per program Clock showing sponsor spots
  • Source:
  • KANTAR Media/SGPTV Viewer Attitudes and Behaviors Study, 4/27–5/16 2020

Learn more about PBS sponsorships

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