NEW YORK: Broadcast PSA campaigns air most often during daytime hours and in top TV and radio markets, according to a study from WestGlen Communications.
Last year, 69% of PSAs for TV aired between 5 am and 12:59 am EST, and 56% of radio PSAs were broadcast between 6 am and 11:59 pm EST, the study found. Meanwhile, 74% of TV PSAs and 61% of radio campaigns aired in the top 100 markets.
The findings debunk the common myth that TV and radio channels frequently sell out their air time and delegate public service campaigns to dormant hours, said WestGlen EVP Annette Minkalis.
“A lot of people say PSAs are not really valid or used anymore, which is completely not true. The reason is TV and radio stations have a lot of time to sell and will turn to PSAs if they don't fill that time,” Minkalis said. “PSAs air in good parts of the day and in top markets, so they are still a viable way for nonprofits to communicate their messages.”
The study tracked more than 1.5 million broadcast PSA airings from 116 TV and 109 radio spots during 2012.
Many nonprofits are also using online media along with PSAs to reach audiences, Minkalis added.