Case Study: Public Broadcasting Service achieves higher ratings and annual research savings with Vision Critical

Public Broadcasting Service - Customer Case Study

Public Broadcasting Service (PBS), America’s largest public media enterprise, needed a better way to understand changing viewer behavior and preferences so it could guide programming and marketing decisions in a rapidly shifting media landscape. PBS turned to Vision Critical and its insight community approach to gather ongoing feedback from its passionate audience and test content and campaign ideas more effectively.

Vision Critical implemented “Viewers Like You,” a community of more than 14,000 PBS viewers, enabling staged research across content development and early-stage marketing concepts. The solution helped PBS shape programming and promotional campaigns, deliver more resonant messaging, and achieve measurable impact, including $650K in annual research savings and a 22% increase in ratings for PBS NewsHour.

Public Broadcasting Service

Jennifer Allen

Senior Director, General Audience Marketing Strategy