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During 2018, Connect360 reported to its clients over 2.2 million PSA airings, resulting in 13 billion impressions and $611 million in donated media values. In analyzing the television and radio airings, we confirm that the majority of airings occur during waking hours, dispelling a common misconception that PSAs air only in the overnight hours when most are sleeping. This analysis also highlights usage by media market and spot lengths.

Analysis Highlights:
• Waking hour airings: 76% of television PSA airings and 57% of radio PSA airings occurred during waking dayparts.
• Prime airings: 16% of television PSA airings occurred between Fringe and Prime time (with 4% occurring during Prime time) and a total of 25% of radio airings occurred during morning and evening drive, the television equivalent of Prime time.

Airings by PSA Length
TV Airings
:60 PSAs 38% of total airings
:30 PSAs 49% of total airings
:15 PSAs 13% of total airings
:20 PSAs 0% of total airings
Radio Airings
:60 PSAs 33% of total airings
:30 PSAs 60% of total airings
:15 PSAs 6% of total airings
:20 PSAs 1% of total airings
TV PSA Airings by Daypart
Early Morning 5:00AM - 8:59AM 17%
Daytime 9:00AM - 3:59PM 32%
Early Fringe 4:00PM - 7:59PM 12%
Prime Time 8:00PM - 9:59PM 4%
Late Evening 10:00PM - 12:59PM 11%
Late Night 1:00AM - 4:59AM 24%
Radio PSA Airings by Daypart
Morning Drive 6:00AM - 9:59AM 14%
Mid-Day 10:00AM - 2:59PM 11%
Evening Drive 3:00PM - 6:59PM 11%
Late Night 7:00PM - 11:59PM 21%
Overnight 12:00AM - 5:59AM 43%
Media market airings:
• Top 25 markets: 13% of TV airings and 18% of radio airings occurred in the top 25 markets
• Top 50 markets: 25% of TV airings and 41% of radio airings occurred in the top 50 markets
• Top 100 markets: 39% of TV airings and 65% of radio airings occurred in the top 100 markets
TV PSA Airings by Media Markets
National 4%
Markets 1 - 10 7%
Markets 11 - 25 6%
Markets 26 - 50 12%
Markets 51 - 75 6%
Markets 76 - 100 8%
Markets 101 - 150 26%
Markets 151 - 210+ 31%
Radio PSA Airings by Media Markets
Markets 1 - 10 8%
Markets 11 - 25 10%
Markets 26 - 50 23%
Markets 51 - 75 14%
Markets 76 - 100 10%
Markets 101 - 150 13%
Markets 151 - 210+ 22%
Methodology:
This analysis includes an examination of 1,620,742 television airings during the period of January 1, 2018 through December 31, 2018 and 611,449 radio airings. The radio daypart breakdown analyzed 121,222 Nielsen-reported radio airings where daypart information was provided.