February 10, 2012

New Study on Public Service Announcements Shows PSAs Continue To Air In Key Time Slots and Top Markets: Analysis of PSAs, Including On Spanish-Language Stations, Shows a 20-Percent Jump In Airings over 2010

WestGlen Communications (www.westglen.com), a broadcast and Internet public relations consultancy, production company and public service announcement (PSA) distributor, this week announced that 2011 was again a record-breaking year for its PSA division. In 2011, WestGlen tracked more than 1.9 million broadcast PSA airings for 229 television and radio PSA campaigns — a 20 percent increase in airings from 2010. "Clearly this is a good time for nonprofits looking for visibility," said Annette I. Minkalis, executive vice president at WestGlen, in a news release. "Even if the volume of PSA space remains steady in 2012, that's still a lot of space that can be filled with good public service campaigns." The analysis showed that television PSAs distributed by WestGlen continued to air in increasingly good day parts, with only 29 percent of TV airings occurring in the overnight hours (1-5 a.m.). More than two-thirds of TV airings occurred during waking day parts — a 2 percent increase from 2010. For the first time, WestGlen segregated airings from its Spanish-language campaigns to learn if the usage by Spanish-language media was different from the mainstream. "Hispanic media outlets generally remain underserved when it comes to public service messages," said Ivette M. Achong, vice president of PSA services and Hispanic market and multicultural specialist, in the release. "I'm pleased to see the success of our PSAs in penetrating the top Hispanic markets and to learn they also get good visibility during the day."

Among radio PSAs distributed by WestGlen, 58 percent of airings occurred during waking day parts (6 a.m.-12 p.m.) with 22 percent of airings during the morning and afternoon drive times (6-10 a.m. and 3-7 p.m., respectively).

In addition, the proportion of airings in national and top markets has remained consistent over the past three years, with 27 percent of TV airings and 23 percent of radio airings occurring in the top 25 media markets.

According to the analysis, Spanish-language television stations aired spots slightly more in the daytime and early fringe, but both other day parts were comparable or level. There were far more airings in the top 25 markets (34 percent for TV compared to 27 percent mainstream and 37 percent for radio compared to 23 percent mainstream stations), but it is important to consider many of the top Hispanic markets fall in that range.

*Note: Most of the top 10 Hispanic markets fall within the top 25 markets.