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America Online

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Washington Week- more relevant than ever before

Breaking down the political, social and economic debates of the week.

Delivering non-partisan coverage and analysis with leading journalists.

Presenting unyielding objectivity for the smartest viewers from across the country.

PBS #1 in Trust

For the ninth consecutive year, a Roper Public Affairs & Media poll shows Americans consider PBS

the nation's most trusted institution among nationally known organizations.

4

5

6

6

8

13

Congress

Federal Government

Newspapers

Cable TV

Commerical Broadcast TV

Courts of Law

PBS26

SOURCE: Harris Interactive Trust QuickQuery, February 2012

http://images.google.com/imgres?imgurl=http://media.azpm.org/master/img/foc_med/pbs_number1_trust_294_150.png&imgrefurl=http://about.azpm.org/&usg=__ziKiFjOqkiGZqzxfmEU3Y7eHKVU=&h=150&w=294&sz=24&hl=en&start=4&um=1&tbnid=fSK1mmGHKEyAcM:&tbnh=59&tbnw=115&prev=/images%3Fq%3Dgfk%2Broper%2Bpublic%2Baffairs%2Band%2Bmedia%2Blogo%26hl%3Den%26um%3D1http://images.google.com/imgres?imgurl=http://media.azpm.org/master/img/foc_med/pbs_number1_trust_294_150.png&imgrefurl=http://about.azpm.org/&usg=__ziKiFjOqkiGZqzxfmEU3Y7eHKVU=&h=150&w=294&sz=24&hl=en&start=4&um=1&tbnid=fSK1mmGHKEyAcM:&tbnh=59&tbnw=115&prev=/images%3Fq%3Dgfk%2Broper%2Bpublic%2Baffairs%2Band%2Bmedia%2Blogo%26hl%3Den%26um%3D1

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AOL and Washington Weektarget the same audience

According to advertising.AOL.com, America Online targets two of the same

groups as Washington Week-Baby Boomers and Affluents.

PBS viewers, comprised of intelligent, affluent baby boomers, use America

Online for mail, news and entertainment.

130

118107

152

0

20

40

60

80

100

120

140

160

Uses AOL AOL

SportingNews

Uses AOL Mail AOL

Moviefone

PBS Viewer

Average American

The PBS Audience demand the

highest quality in all products

and services they use, not just

in television programming.

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Reaching Opinion Leaders in the DC area

According to the 2011 Erdos & Morgan Opinion Leader Study, Washington Week

reaches 18.4% of the opinion leaders in the DC/VA/MD area.

SOURCE: 2011 Erdos & Morgan Opinion Leaders Study

Opinion Leaders Reached byWashington Week

Geographic Areas BaseRespondents

Universe:

Percentage(%)

Number

New England/MiddleAtlantic

115,218 19.0% 21,891

DC/VA/MD 109,940 18.4% 20,229

DC 29,172 18.3% 5,338

CT/NY/NJ 66,664 17.2% 11,466

Inside-the-Beltway 69,415 15.9% 11,037

Mountain/Pacific 95,865 14.9% 14,284

Pacific 60,799 14.8 8,998

Middle Atlantic 83,632 14.7% 12,294

South 236,179 13.7% 32,357

Midwest 97,127 10.1% 9,810

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Washington WeekViewers are Educated & Wealthy

According to Nielsen (NSI), Washington Weekreaches an average of37,314 people each

week. Washington Weekairs on both WETA TV26 and WETA HD, Fridays at 8PM, and

repeats on Saturdays at 6:30PM.

Station Day Time HHHH

Rating P2+ A1834 A3549 A5064 A65+

WETA Fri 8PM 11,145 0.46 12,786 - 292 5,649 6,845

WETA Sat 6:30PM 5,703 0.24 6,080 157 148 1,832 3,775

HETA Fri 8PM 12,438 0.52 15,604 - 758 9,525 5,264

HETA Sat 6:30PM 2,512 0.10 2,844 129 50 1,313 1,353

TOTAL 1.32 37,314 286 1,248 18,318 17,236

SOURCE: Nielsen Station Index (NSI), 9/23/11 -9/7/12.

A50-64

50%

A65+

46%

A35-49

3%

A18-34

1%

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Washington WeekViewers Contribute to Public Television

Almost one in four Washington Weekviewers* contributed $100 or more to public televisio

in the past year. This audience believes in the mission and values the programming.

* Please note that Washington Week viewers thatcontributed may have also watched otherprograms on public television.

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Washington WeekViewers are Educated & Wealthy

According to Scarborough, 40.5% ofWashington Weekviewers have a post graduate

degree, and 30.4% have $500,000+ in non-real estate investments.

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Local Washington WeekViewers are Politically Active

According to Scarborough, 85.9% ofWashington Weekviewers always vote in the

presidential election.

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Website: 300x250 unit

on all program site pages

including logo & link

The AOL and Washington Weekwebsite example

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Video:

30-second pre-roll

Video:

text recognition

Video: 300x60 on series landing

page in video portal

The video.PBS.org website example