The PBS Audience
Viewers of PBS tend to be more engaged in supporting local neighborhood arts, active in social, and environmental initiatives, often contributing through donations and volunteer work. The public tgelevision audience is dynamic, inquisitive, and supportive.
- 22% of the PBS audience are more likely to take 3+ vacations per year.
- 50% have investment portfolios of over 250K.
- 63% of viewers have high recall of sponsor messages.
- 42% of public television viewers are more likely to have served as an officer for a club or organization.
- 66% are more likely to have a doctorate degree.
- 86% of PBS viewers agree that PBS stations provide an excellent value to the local community.
The audience of public television reflects the diverse composition of the United States in terms of race, ethnicity, income, and geography, mirroring the local community it serves. Parents tend to trust sponsors on PBS & PBS KIDS more than advertisers on other commercial networks or streaming services.
On a national level, the "average PBS viewer" would likely be a married, homeowning woman who is in her 30s or 40s and has at least one child under the age of 11. PBS viewership tends to closely reflect the demographics of the community served by the local affiliate station.
