PBS Receives CPB Grant for Nielsen Local Dashboards to Provide In-Depth Audience Data

The Corporation for Public Broadcasting has awarded a grant to PBS to provide its member stations with Nielsen Local Dashboards, offering comprehensive audience data. The dashboards, launching in May 2024, will display local market linear TV audience metrics, enabling stations to better understand their viewers.

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Nitish Verma
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PBS Receives CPB Grant for Nielsen Local Dashboards to Provide In-Depth Audience Data

PBS Receives CPB Grant for Nielsen Local Dashboards to Provide In-Depth Audience Data

The Corporation for Public Broadcasting (CPB) has awarded a significant grant to PBS to provide its member stations with Nielsen Local Dashboards, offering comprehensive audience data. The dashboards, set to launch in late May 2024, will display local market linear television audience metrics, enabling stations to better understand their viewers throughout the day.

Why this matters: This grant will have a significant impact on the way public television stations engage with their audiences, ultimately affecting the way they create and distribute content. By providing in-depth audience data, PBS stations will be able to better serve their local communities, leading to more targeted and effective programming.

The Nielsen Local Dashboards will feature an interactive interface with critical audience data across all DMAs with PBS Member Stations. This in-depth information will help stations gain access to local insights into their diverse and comprehensive audiences within their local communities. "Quality data helps us reach viewers where they are to build new connections to the content they know and love," said Amy Sample, PBS Vice President of Business Intelligence.

The dashboards are expected to help PBS stations better engage with their longtime fans while also creating new ones. Patricia Harrison, President and CEO of the Corporation for Public Broadcasting, emphasized the importance of this data, stating, "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."

The grant from CPB fully funds the Nielsen Local Dashboards project. PBS will have an exhibit at the PBS Annual Meeting in Las Vegas from May 13-15, 2024, and will hold multiple webinars throughout the summer to provide further information and support to its member stations. Similar data will also be made available to CPB.

Paul LeFort, Managing Director of Nielsen Local TV, expressed excitement about expanding their long-standing partnership with PBS, saying, "As long-standing partners with PBS Member Stations in nearly every local market, we are excited to expand our relationship with PBS Corporate to deliver critical audience insights via a new intuitive and innovative dashboard." Nielsen's unique capability to report PBS audiences across all platforms will enable PBS Member Stations to more effectively demonstrate their engaged audiences to sponsors, underwriters, and community organizations.

PBS, with over 330 member stations, reaches more than 36 million adults on linear primetime television, 15 million users on PBS-owned streaming platforms, and 56 million people on social media. The Corporation for Public Broadcasting, a private, nonprofit corporation authorized by Congress in 1967, supports the operations of over 1,500 locally managed and operated public television and radio stations nationwide. Nielsen, a global leader in audience measurement, data, and analytics, operates in over 55 countries worldwide.

Key Takeaways

  • CPB awards grant to PBS for Nielsen Local Dashboards, providing comprehensive audience data to member stations.
  • Dashboards will display local market linear TV audience metrics, helping stations understand viewers better.
  • Data will enable stations to create more targeted and effective programming for their local communities.
  • Nielsen Local Dashboards will feature interactive interface with critical audience data across all DMAs with PBS Member Stations.
  • Grant fully funds project, with PBS to provide support and training to member stations through webinars and exhibit.