WASHINGTON, D.C. — PBS has received a “significant grant” from the Corporation for Public Broadcasting (CPB) to provide its member stations with Nielsen Local Dashboards, which give them access to in-depth audience data.
The dashboards, in particular, display local market linear television audience data that can give stations an enhanced understanding of the viewers they reach throughout the day.
Member stations will have access to an interactive dashboard, which includes critical audience metrics across all DMAs with PBS Member Stations. The dashboards will help stations understand their diverse and comprehensive audiences within their local communities, CPB says.
Nielsen Local Dashboards will be available to PBS Member Stations starting in late May, and similar data will be made available to CPB. PBS will have an exhibit at the PBS Annual Meeting today through May 15 in Las Vegas and hold multiple webinars this summer.
“Quality data helps us reach viewers where they are to build new connections to the content they know and love,” said PBS Vice President of Business Intelligence Amy Sample. “Our ongoing collaboration with Nielsen, thanks in part to CPB, now gives member stations a powerful new tool to understand their audience and local community impact. It will help build engagement with longtime fans while creating new ones.”
Patricia Harrison, President and CEO of the Corporation for Public Broadcasting, added, “Public television stations’ strength is their connection to their communities, and these dashboards will provide valuable, detailed data to help the stations understand their audiences even better. CPB is pleased to fund this investment in local public media stations.”
For Paul LeFort, Managing Director of Nielsen Local TV, he believes Nielsen’s “unique capability to report PBS audiences across all platforms, including Cable Satellite, Over-the-Air, Digital & virtual MVPDs enables PBS Member Stations to demonstrate their engaged audiences to sponsors, underwriters, and community organizations more effectively than ever before. We are grateful to have the support of critical local media partners like PBS.”
