“Are PSAs still around?” “How are they doing these days?”
These are two of the questions that we are frequently asked by nonprofits as we talk about the tools and strategies that can help organizations create awareness and lasting exposure for their messages.
Every year, Connect360 analyzes a vast amount of broadcast public service announcement (PSA) airings data from the previous year to help shine a light on when and where PSA usage actually occurs. Not only are we happy to report that broadcast PSAs are alive and doing well with the media, but here’s another key finding from our analysis: Connect360 continues to see the majority of PSA airings taking place during waking hours. This dispels a common misconception that PSAs air only in the overnight hours when most are sleeping. For example, over 70% of 2018 television PSA airings took place during the non-overnight hours which helped generate exposure for PSA campaigns during the more prominent dayparts.
Our annual analysis showcases further highlights and benefits of PSAs:
- 76% of television PSA airings and 57% radio PSA airings occurred during waking hours
- Nearly 40% of television PSA airings and over 60% of radio PSA airings took place in the top 100 media markets
- While :30 PSAs received the most usage (49% of total television airings and 60% of total radio airings), :60 PSAs came in second with over 30% of total airings for both television and radio. This gives nonprofits the benefit of having a greater length of time to convey their messages and call-to-action to their audiences.
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. We continue to see strong PSA airings providing amazing exposure for nonprofits!
For our full analysis, check out our infographic: http://c360m.com/online/2018_PSA_Analysis/