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During 2019, Connect360 reported to its clients over 2.5 million PSA airings, resulting in 13 billion impressions and $615 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 PSA usage by media market and spot lengths.

Analysis Highlights:
• Waking hour airings: 76% of television PSA airings and 55% of radio PSA airings occurred during waking dayparts
• Prime airings: 18% of television PSA airings occurred between Fringe and Prime time (with 5% 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 39% of total airings
:30 PSAs 47% of total airings
:15 PSAs 13% of total airings
:20 PSAs 1% of total airings
Radio Airings
:60 PSAs 32% of total airings
:30 PSAs 59% of total airings
:15 PSAs 8% of total airings
:20 PSAs 1% of total airings
TV PSA Airings by Daypart
Early Morning 5:00AM - 8:59AM 20%
Daytime 9:00AM - 3:59PM 27%
Early Fringe 4:00PM - 7:59PM 13%
Prime Time 8:00PM - 9:59PM 5%
Late Evening 10:00PM - 12:59PM 12%
Late Night 1:00AM - 4:59AM 23%
Radio PSA Airings by Daypart
Morning Drive 6:00AM - 9:59AM 14%
Mid-Day 10:00AM - 2:59PM 10%
Evening Drive 3:00PM - 6:59PM 11%
Late Night 7:00PM - 11:59PM 20%
Overnight 12:00AM - 5:59AM 45%
Media market airings:
• Top 25 markets: 13% of TV airings and 21% of radio airings occurred in the top 25 markets
• Top 50 markets: 24% of TV airings and 46% of radio airings occurred in the top 50 markets
• Top 100 markets: 39% of TV airings and 71% of radio airings occurred in the top 100 markets
TV PSA Airings by Media Markets
National 7%
Markets 1 - 10 7%
Markets 11 - 25 6%
Markets 26 - 50 11%
Markets 51 - 75 7%
Markets 76 - 100 8%
Markets 101 - 150 24%
Markets 151 - 210+ 30%
Radio PSA Airings by Media Markets
Markets 1 - 10 11%
Markets 11 - 25 10%
Markets 26 - 50 25%
Markets 51 - 75 14%
Markets 76 - 100 11%
Markets 101 - 150 16%
Markets 151 - 210+ 13%
Methodology:
This analysis includes an examination of 1,741,805 television airings and 764,089 radio airings during the period of January 1, 2019 through December 31, 2019. The radio daypart breakdown analyzed 237,966 Nielsen-reported radio airings where daypart information was provided.