Build Audience Profiles with New Data from PBS Business Intelligence
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If you are looking for data to help build your audience profiles and/or work to attract local corporate support, PBS’s Business Intelligence offers a variety of data resources for stations through the Member Station Digital Workplace.

Specifically, the 2016 PBS MRI Notebook contains qualitative data organized into chapters on different subjects that will help you understand the PBS audience in greater depth.  

What is the PBS MRI Notebook? It stands for Mediamark Research and Intelligence and it’s actually not a physical notebook, at least not anymore. Instead it’s an Excel file containing data for 4 survey waves of data collected between March 2014 and May 2016. The data are derived from GfK MRI’s Survey of the American Consumer. GfK MRI is a comprehensive source for consumer data; specifically demographics, lifestyle, product usage, and media usage information. With data from approximately 50,000 American adults age 18+, the MRI database offers reliable and stable data for over 6,000 products in 550 categories.

The 2016 MRI Notebook includes demographics, lifestyle, and product usage data on PBS Viewers, PBS Non-Viewers, PBS Contributors, Non-Contributors, and viewers of the following PBS genres: Drama, History/Biography, How-To, News & Public Affairs, Arts & Performance and Science & Nature. In addition to the 33 PBS programs measured, there are 20 cable networks included for comparison. The data reported fall into 10 chapters:  demographics, employment, community involvement, leisure activities, travel, media use, internet, financial & insurance, automotive, and consumer beliefs & attitudes.

Image - digitalworksplace.pngWe report two variables for each row and column: vertical percent and index. The vertical percent is percent of people, PBS Viewers for example, who have the characteristic indicated; also known as percent composition.  The index is an indicator of whether, for example, the PBS audience is more or less likely to have the characteristic when compared to the national U.S. average.

You can download the 2016 MRI Notebook and instructions on how to read the data from the Compelling Research section of the Corporate Support Library on the Station Digital Workplace.


For more information about the Business Intelligence Group and the incredible resources they have for stations, visit Station Analytics and SEO

To view the archived webinar go here

For questions, please contact Eliza Jacobs, Associate Director, Custom Research at