Spanish PSAs perform on par with English counterparts

NEW YORK: Spanish-language PSA campaigns perform nearly as well as English-language efforts, despite Hispanic-focused media outlets being underserved with PSAs, according to a study from WestGlen Communications.

NEW YORK: Spanish-language PSA campaigns perform nearly as well as English-language efforts, despite Hispanic-focused media outlets being underserved with PSAs, according to a study from WestGlen Communications.

WestGlen found that PSAs, both English and Spanish, had a 20% increase in airings in 2011, year-over-year, accounting for more than $450 million in media value.

"We really didn't find any swings one way or another with the mainstream PSAs," said Annette Minkalis, EVP at WestGlen. "When you've got the majority of PSAs airing in daytime hours and in strong markets, and if you can combine that with the Spanish PSAs, we were very happy with the results."

The report tracked more than 1.9 million broadcast PSA airings for 229 TV and radio PSA campaigns. The agency split out Spanish-language campaigns in its analysis for the first time, finding that Spanish-language TV spots aired during the day and early evening compared well to English-language efforts last year.

Minkalis added that WestGlen has seen an uptick in nonprofits asking for support and counsel on airing spots targeting the Hispanic market.

"We still have people ask us why stations still air a PSA because the FCC no longer requires them," she said. "The reality is more stations are adding more ad time. Stations don't always have enough ads to fill the space they allotted, so they turn to PSAs, and I think that has been one of the contributing factors to the success both in terms of English and in Spanish."

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