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Williams Whittle is focused on attaining superior results for nonprofits through creative
integrated marketing. We create ...
KEY FINDINGS
• We are continuing to see major steps in digital distribution with only 1 out of 5
stations preferring a tap...
TV PREFERENCES
Only 20% of TV stations prefer tapes as the main method of PSA
delivery. A whopping 60% prefer digital down...
TV PREFERENCES, CONT’D
More than 60% of the TV stations that participated in the survey
say that they receive 50% or more ...
RADIO PREFERENCES
About 3 out of 4 PSA Directors at radio stations said that they
prefer digital downloads and sending by ...
CAMPAIGN ACTIVITY
For yet another year, the number of PSA campaigns that stations
say they are receiving has stayed at the...
PSA LIFESPAN
Exactly half of the stations have no preference (50%) whether a
PSA has a long live period or a short one, bu...
PROMOTIONAL MESSAGES
Stations are open to specific promotional PSAs, such as holiday-
specific messaging. Most of the stat...
INVENTORY AVAILABILITY
When we asked stations “in which months do you have the most
PSA inventory?” the majority answered:...
DETERMING FACTORS
Each station has their own unique set of qualifying factors that
affect whether a PSA will make it on ai...
SUBJECT MATTER
Almost 70% of PSA directors say they have no favorite PSA
subject matter, but 30% had opinions (in order of...
NEW QUESTIONS
This year, we asked PSA directors two new questions.
Does the use of a celebrity in the PSA have an impact o...
2014 Trends in Public Service Announcements (PSAs)
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2014 Trends in Public Service Announcements (PSAs)

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Results of the fourth annual PSA (Public Service Announcements) survey. Find out more about the trends of PSA distribution and placement from real data collected from radio and TV stations nationwide.

Published in: Marketing
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2014 Trends in Public Service Announcements (PSAs)

  1. 1. Williams Whittle is focused on attaining superior results for nonprofits through creative integrated marketing. We create relationships with new audiences for nonprofits through national awareness campaigns., whether the goal is to raise volunteerism, funds or action. With more than 10 years of experience in creating, producing, distributing, tracking and promoting PSAs, we consider ourselves experts in this specialized media. Want to know how they can work for your nonprofit? Contact us, we’re always happy to chat. Rob Whittle WilliamsWhittle.com 2 President & CEO 703-836-9222 x124 rwhittle@williamswhittle.com
  2. 2. KEY FINDINGS • We are continuing to see major steps in digital distribution with only 1 out of 5 stations preferring a tape. But, while 90% of PSA Directors said that a digital-only campaign would not decrease the likelihood of a PSA getting on air, our digital- only clients’ results are not as strong as our hard-copy clients’ resultsonly clients results are not as strong as our hard copy clients results. • The number of PSAs being sent to stations has stayed steady over the past several years. PSA Directors are still indicating that they (on average) receive 20 or fewer PSAs per week, with radio on the higher side and TV on the lower end of that amountamount. • Stations are very open to promotional messages, such as holiday-specific PSAs. But, keep in mind 57% of stations said they would like to receive the materials a month before they should air. Planning is key if you want your timing-specific message to make it on the airwavesmessage to make it on the airwaves. • Stations are indicating, for the fourth year in a row, that PSA inventory is highest in January, February, July and December. • The two most important factors that affect whether a PSA will make it on air are: 1) the PSA having a local angle and 2) if a particular station has unsold airtime1) the PSA having a local angle and 2) if a particular station has unsold airtime. • For the first time, we asked stations whether they would air accompanying PSA materials and they overwhelmingly said “yes.” Check out page 13 for a list. A note about our methodology: This annual PSA preferences survey was distributed to approximately 1,425 TV and radio stations nationwide in February 2014. WilliamsWhittle.com 3
  3. 3. TV PREFERENCES Only 20% of TV stations prefer tapes as the main method of PSA delivery. A whopping 60% prefer digital downloads (up from 50% last year and 35% in 2013) with more than 20% noting they’d like TAPE PREFERENCE ON A DOWNWARD TREND to preview the PSA first and then request materials. 51% 29% 20% Stations that indicated “I prefer to receive a PSA on a tape (BetaSP or other)…” 2012 2013 2014 Most importantly, 9 out of 10 PSA Directors at TV stations said that sending a PSA only by digital delivery would not decrease the likelihood of a PSA getting on air. WilliamsWhittle.com 4
  4. 4. TV PREFERENCES, CONT’D More than 60% of the TV stations that participated in the survey say that they receive 50% or more of their PSAs via digital downloads (up from 50% last year) with 13% of stations receiving all of their PSAs via digital. Not surprisingly, 85% of TV stations prefer HD formats. Th lTV SPOT LENGTH PREFERENCE The most popular spot lengths are the :30, :15, and :10, with the longer spots at :60 :90 12% TV SPOT LENGTH PREFERENCE longer spots at :60 and :90 ranked 4th and 7th, respectively. :20 :30 :60 48% 88% 40% And while we’ve had great success receiving airings when we’ve :05 :10 :15 71% 50% 26% distributed spots with :05 26% a direct ask for donations, 69% of stations said they would not run them. WilliamsWhittle.com 5
  5. 5. RADIO PREFERENCES About 3 out of 4 PSA Directors at radio stations said that they prefer digital downloads and sending by digital-only will not decrease the likelihood of the PSA getting onto their airwaves. :60 56% RADIO SPOT LENGTH PREFERENCE The most popular spot lengths are the :30 and :60. Short spots :15 :20 :30 87% 11% 24% like the :05 ad-let and long spots like a :90 are not popular on :10 8% radio, with 5% of stations preferring them. PSAs RECEIVED PER WEEK: TV VS. RADIO TV Radio TV Radio TV Radio PSAs RECEIVED PER WEEK: TV VS. RADIO While most TV stations run 10 or fewer PSAs a week (52%), 46% Fewer than 10 PSAs per week 10-30 PSAs per week 31-40+ PSAs per week WilliamsWhittle.com 6 ( ), of radio stations run 20 or more PSAs per week.
  6. 6. CAMPAIGN ACTIVITY For yet another year, the number of PSA campaigns that stations say they are receiving has stayed at the same level. Nine out of 10 stations say they receive 20 or fewer PSAs a week, with half HOW MANY PSAS DO YOU RECEIVE PER WEEK? saying they receive 10 or fewer a week. 54% HOW MANY PSAS DO YOU RECEIVE PER WEEK? 14% 10 or fewer 10-20 21-40+ 32% Stations generally run fewer than 30 campaigns a week, with 25% running fewer than 10 per week and 31% running 10-20 perg p g p week. Once a PSA is in rotation, 22% of stations say they will run it indefinitely. But, half will run it from 1-6 months (compared to 51% last year and 59% in 2012.) WilliamsWhittle.com 7
  7. 7. PSA LIFESPAN Exactly half of the stations have no preference (50%) whether a PSA has a long live period or a short one, but 40% prefer an evergreen message. Only 10% prefer a timing specific message – almost all of which are radio stations. Those stations that will accept a PSA with specific airing instructions, the majority (57%) would like to receive the materials a month before they should air. 13% 57% 19% DELIVERY OF TIME-SENSITIVE PSAs Stations would prefer PSAs that have a specific time for airing this far in advance… 11%13% 57% 19% A f 11% It A week before A month before A few months before It doesn’t matter WilliamsWhittle.com 8
  8. 8. PROMOTIONAL MESSAGES Stations are open to specific promotional PSAs, such as holiday- specific messaging. Most of the stations were neutral (62.5%), saying that holiday themed messaging doesn’t make a difference to them (“A PSA is a PSA.”) and 28% of stations said “Yes, I prefer a specific holiday message.” HOLIDAY PSAs The majority of 28% 9% HOLIDAY PSAs “I prefer PSAs that incorporate a holiday message…” 63% The majority of stations (85%, up from 80% last year) said they would Yes No Doesn’t Matter purposely place a PSA on air based on its relevancy in flu-epidemic, a hurricane or other natural disaster. If your organization can pre-produce these types of messages, you will h ll d d b the news, like a get maximum airtime with a well-timed distribution. WilliamsWhittle.com 9
  9. 9. INVENTORY AVAILABILITY When we asked stations “in which months do you have the most PSA inventory?” the majority answered: January, February, July and December. Compared to last year’s responses, not much has changed. MONTHS WITH MOST PSA INVENTORY APR JUNMAYFEB MARJAN OCT DECNOVAUG SEPJUL 2013 2014 APR JUNMAYFEB MARJAN OCT DECNOVAUG SEPJUL Among TV stations – January, July and December have the most inventory and among radio stations – January, February and March have the most inventory. These trends have not changed since last year. WilliamsWhittle.com 10
  10. 10. DETERMING FACTORS Each station has their own unique set of qualifying factors that affect whether a PSA will make it on air. The spot having a local angle has been the top factor for three years now. 70% 62% It appeals to our local audience Availability of airtime 52%42% Creative quality of the spot Alignment with station policies/partners 35% Well executed packaging 34% Variety of lengths of WilliamsWhittle.com 11 Well executed packaging and messaging Variety of lengths of PSAs available
  11. 11. SUBJECT MATTER Almost 70% of PSA directors say they have no favorite PSA subject matter, but 30% had opinions (in order of popularity): • Education#1• Education • Children-focused • Environmental #1 #2 #3 Environmental • Military • Diseases/Health 3 #4 #5 seases ea h • Poverty/Hunger • Animals 5 #6 #7 Other categories that got preference, but less than 10%, are the arts, disaster relief, elderly, financial, sports and diversity. But, it’s l i t t t t PSA Di t k d l f “ b talso important to note many PSA Directors asked only for upbeat messages.” Find a way to keep it positive! WilliamsWhittle.com 12
  12. 12. NEW QUESTIONS This year, we asked PSA directors two new questions. Does the use of a celebrity in the PSA have an impact on your decision to air? Almost 80% says it doesn’t matter, while 11% say they prefer messages without celebrities (17% of TV stations and 6% of radio stations.) TV stations often have conflicts of interest running celebrities that are stars in other networks’ shows, so it is not surprising that radio stations are much more open to celebrity messages. Do you run other accompanying PSA materials? A t d t ti t h l i fit iAs expected, stations are open to helping a nonprofit message in other ways, which reveals tremendous opportunities beyond PSAs: Talk about Issues on air Web banners on their news site #1 #2 Web banners on their news site Incorporate the message into news stories Promote the message internally to their employees 2 #3 #4 WilliamsWhittle.com 13

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