PSA 101: Are Public Service Announcements Effective In Today’s Changing TV Landscape?

Anyone who has been paying attention to the television advertising industry in recent years has probably noticed that broadcast TV audiences are shrinking as connected TV (CTV) grows. As a nonprofit marketing professional, you may be wondering how this impacts your PSA campaigns. Are public service announcements still effective in this evolving TV landscape?

The short answer is, yes. PSAs remain a powerful tool for sharing important messages with a broad audience. PSAs boost awareness, drive donations and enhance an omnichannel strategy. The longer answer is more nuanced. Let’s take a closer look.

The Shifting Television Landscape

Not so long ago, the only way to watch television was by picking up broadcast channels with an antenna. Then came cable TV, creating a wider range of channels and stealing away some broadcast viewers. Now, CTV has entered the scene. Over the last decade, the number of CTV users has increased drastically, but such massive growth can’t continue forever. In the last couple of years, CTV adoption has leveled out.

While the number of U.S. broadcast TV viewers has decreased, the audience is bigger than you might expect. About 73% of people still watch some broadcast television.

Amidst this landscape, the recent performance of PSA campaigns can help us forecast whether Public Service Announcements are likely to remain effective in the coming years. Nielsen reported strong PSA results in 2023 with 28% more PSA airings last year compared to 2019. Although the average number of impressions per airing has decreased, the average airing in 2023 was viewed by 4,700 people. In short, PSAs remain an impactful way to promote your mission and raise awareness.

Real-World Nonprofit PSA Success

Nonprofits like the V Foundation for Cancer Research have successfully used PSAs to secure free national network coverage on major networks such as ABC, ESPN, and Fox News. Through a comprehensive distribution and outreach plan, V Foundation reached viewers nationwide, with spots on college basketball games and national news programs. The increased awareness also boosted their digital media campaign, generating a 6-to-1 ROI.

Another non-profit, Home For Our Troops, experienced significant success with their PSA campaign generating more than $380,000 in donations directly attributable to the TV PSA campaign, as reported by donors. The campaign garnered more than 150,000 airings with a media value surpassing $48 million.

In short, public service announcements are effective at increasing awareness, improving the ROI of paid advertising, and even driving donations.

How to Make Sure Your PSA is Effective

The best way to ensure your PSA is effective is to partner with a PSA media professional who understands the evolving market. At Connect360, we have successfully helped hundreds of nonprofits develop integrated campaigns that secure PSA airings in all major U.S. markets through proactive outreach, strategic digital campaigns, and expert guidance.

In fact, one out of every five PSA airings comes from a Connect360 campaign*. While Nielsen reported a 28% growth in PSA airings from 2019 to 2023, Connect360 PSA airings surged 59% over the same period.

Get our expert advice on how to make a public service announcement and start planning your campaign today. Contact us to get started.

*Excludes the Ad Council.

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