Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Trends in Public Service Announcements
20152015
ExecutiveSummary
 Preference for digital downloads at TV stations has increased from 35% to 75% over the
past four years,...
Top10 Delivery Lengths Lifespan Promos Activity Frequency Inventory Cause Message Factors
1 2 3 4 5 6 7 8 9 10
MethodofDel...
Top10 Delivery Lengths Lifespan Promos Activity Frequency Inventory Cause Message Factors
1 2 3 4 5 6 7 8 9 10
PSASpotLeng...
Top10 Delivery Lengths Lifespan Promos Activity Frequency Inventory Cause Message Factors
1 2 3 4 5 6 7 8 9 10
PSALifespan...
Top10 Delivery Lengths Lifespan Promos Activity Frequency Inventory Cause Message Factors
1 2 3 4 5 6 7 8 9 10
Promotional...
Top10 Delivery Lengths Lifespan Promos Activity Frequency Inventory Cause Message Factors
1 2 3 4 5 6 7 8 9 10
Activity
Ov...
Top10 Delivery Lengths Lifespan Promos Activity Frequency Inventory Cause Message Factors
1 2 3 4 5 6 7 8 9 10
Frequency
O...
Top10 Delivery Lengths Lifespan Promos Activity Frequency Inventory Cause Message Factors
1 2 3 4 5 6 7 8 9 10
Inventory
A...
Top10 Delivery Lengths Lifespan Promos Activity Frequency Inventory Cause Message Factors
1 2 3 4 5 6 7 8 9 10
Cause
Most ...
Top10 Delivery Lengths Lifespan Promos Activity Frequency Inventory Cause Message Factors
1 2 3 4 5 6 7 8 9 10
Message
Gen...
Top10 Delivery Lengths Lifespan Promos Activity Frequency Inventory Cause Message Factors
1 2 3 4 5 6 7 8 9 10
Determining...
ContactUs
We are a full-service ad agency that focuses on delivering effective and creativeg y g
integrated marketing for ...
Upcoming SlideShare
Loading in …5
×

2015 Trends in Public Service Announcements

1,259 views

Published on

If you're thinking of creating or distributing public service announcements, don't miss this annual report. We'll answer your questions about distribution, time-sensitive messages and PSA inventory.

Published in: Marketing
  • How to use "The Scrambler" ot get a girl obsessed with BANGING you... ★★★ http://t.cn/AiurDrZp
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

2015 Trends in Public Service Announcements

  1. 1. Trends in Public Service Announcements 20152015
  2. 2. ExecutiveSummary  Preference for digital downloads at TV stations has increased from 35% to 75% over the past four years, while preference for tapes has decreased significantly from 51% to 2%.  Flexibility is key when you’re providing a PSA to a station. If you have budget for multiple lengths, try a :30, :15 for TV and a :30 and :60 for radio.  If your PSA has a time-specific message, make sure to send it at least one month prior to the desired airtime.  For the first time this year we also asked if paying for some spots run would affect a PSA For the first time this year, we also asked if paying for some spots run would affect a PSA Directors’ ability to also run it as a PSA; a surprising 62% said “no.”  Almost half (40%) of the stations keep a PSA message in rotation for about 1-6 months. So, when we asked PSA Directors how often they would prefer to receive new creative,, y p , 62% said every quarter or mid-year.  For the fourth year in a row, January, February, July, and December were the months with the most PSA inventory.  Only one-third of the TV stations that participated in the survey would air a PSA directly asking for donations, but about a quarter said they evaluate it on a case-by-case basis. 22015 Survey: Trends in Public Service Announcements | Williams Whittle
  3. 3. Top10 Delivery Lengths Lifespan Promos Activity Frequency Inventory Cause Message Factors 1 2 3 4 5 6 7 8 9 10 MethodofDelivery Over the four years surveyed, TV stations show a significant increase in preference fory y , g p digital downloads over tapes for the method of delivery for PSAs. Preference for digital downloads has increased from 35% to 75% over the past four years, while preference for tapes has decreased significantly from 51% to 2%. Surprisingly, radio stations are now lagging behind TV stations with digital preference, with 17% preferring a PSA on a CD or jump drive. 75% 51% 29% 35% 50% 60% Some type of tape 29% 20% 2% Digital Download 32015 Survey: Trends in Public Service Announcements | Williams Whittle 2012 2013 2014 2015
  4. 4. Top10 Delivery Lengths Lifespan Promos Activity Frequency Inventory Cause Message Factors 1 2 3 4 5 6 7 8 9 10 PSASpotLengths The most popular lengths for PSAs on TV are mid-length (:15 and :30) TV spots, whilep p g g ( ) p , most radio stations preferred mid- to long-length radio PSAs (:30 and :60). PSA spots on either end of the length spectrum (:05 and :90) are less favored across the board no matter TV or radio. 75.15% 80.72% TV Spot Length 80.9% Radio Spot Length 19 03% 45.40% 34.13% 52.69% 38.2% 58.8% 19.03% 13.19% :05 :10 :15 :20 :30 :60 :90 5.9% 13.2% 14.7% 2.9% :05 :10 :15 :20 :30 :60 :90 42015 Survey: Trends in Public Service Announcements | Williams Whittle
  5. 5. Top10 Delivery Lengths Lifespan Promos Activity Frequency Inventory Cause Message Factors 1 2 3 4 5 6 7 8 9 10 PSALifespan Five out of ten of radio stations had no preference on the shelf life of a PSA messageFive out of ten of radio stations had no preference on the shelf life of a PSA message, with the other four preferring evergreen PSAs and one with no specific preference. Among those willing to receive time-specific PSAs the majority (62%) prefer to receiveAmong those willing to receive time specific PSAs the majority (62%) prefer to receive the PSA at least a month before. Only 12% of participants says that it doesn’t matter when they receive it. 10% 52% 26% 12% A week before A month before A few months before It doesn't matter 52015 Survey: Trends in Public Service Announcements | Williams Whittle
  6. 6. Top10 Delivery Lengths Lifespan Promos Activity Frequency Inventory Cause Message Factors 1 2 3 4 5 6 7 8 9 10 PromotionalMessages When asked about the preference of holiday-specific PSAs most TV and radio stationsWhen asked about the preference of holiday specific PSAs, most TV and radio stations are open to these PSAs, with an average of 55% of participants saying that holiday- themed messaging does not make an impact on their decision to air the spot and 32% preferring holiday-specific PSAs. For the first time this year, we also asked if paying forp g y p y , p y g some spots run would affect a PSA Directors’ ability to also run it as a PSA; a surprising 62% said “no.” Every survey since 2012 eight out of ten radioEvery survey since 2012, eight out of ten radio and TV stations say they would place a PSA on air based on its relevancy in the news. Does a paying for some spots to run affect your ability to also run it as a PSA? Yes No 62015 Survey: Trends in Public Service Announcements | Williams Whittle
  7. 7. Top10 Delivery Lengths Lifespan Promos Activity Frequency Inventory Cause Message Factors 1 2 3 4 5 6 7 8 9 10 Activity Over the years TV and radio stations have seen an increase in the amount of PSAs thatOver the years, TV and radio stations have seen an increase in the amount of PSAs that they receive each week; this year the majority of stations say they receive more than 10 PSAs every week, but fewer than 20. 70% 80% 90% 100% 40% 50% 60% 70% 21+ 10-20 10 or fewer 0% 10% 20% 30% 72015 Survey: Trends in Public Service Announcements | Williams Whittle 0% 2013 2014 2015
  8. 8. Top10 Delivery Lengths Lifespan Promos Activity Frequency Inventory Cause Message Factors 1 2 3 4 5 6 7 8 9 10 Frequency On average, 60% of PSA Directors at both TV and radio stations estimate their stationsg , run 10-40 PSAs each week. <10 10‐20 20‐30 31‐40 40+ 22% 31% 18% 10% 18% More than a quarter of all stations say they will run a PSA indefinitely and almost halfMore than a quarter of all stations say they will run a PSA indefinitely and almost half (40%) keep a PSA message in rotation for about 1-6 months. So, when we asked PSA Directors how often they would prefer to receive new creative, 62% said every quarter or mid-year 8 or mid-year. 2015 Survey: Trends in Public Service Announcements | Williams Whittle
  9. 9. Top10 Delivery Lengths Lifespan Promos Activity Frequency Inventory Cause Message Factors 1 2 3 4 5 6 7 8 9 10 Inventory Although 65% of stations say that their PSA inventory changes from year to year thereAlthough 65% of stations say that their PSA inventory changes from year to year, there seems to be a consistent trend over the years. According to the stations surveyed, January, February, July, and December were the months with the most PSA inventory. 25.00% 30.00% 10.00% 15.00% 20.00% 0.00% 5.00% 92015 Survey: Trends in Public Service Announcements | Williams Whittle
  10. 10. Top10 Delivery Lengths Lifespan Promos Activity Frequency Inventory Cause Message Factors 1 2 3 4 5 6 7 8 9 10 Cause Most PSA directors (72%) have no preference in particular PSA subject matters YetMost PSA directors (72%) have no preference in particular PSA subject matters. Yet, when asked, these are the top 5 subject preferences. • Education • Children • Disease/Health • Environment • Military 1 02015 Survey: Trends in Public Service Announcements | Williams Whittle
  11. 11. Top10 Delivery Lengths Lifespan Promos Activity Frequency Inventory Cause Message Factors 1 2 3 4 5 6 7 8 9 10 Message Generally, only one-third of the TV stations that participated in the survey would air a PSA directly asking for donations. Although a quarter of stations (not including networks) said they evaluate it on a case-by-case basis. Unlike TV stations, half of the radio stations would air spots directly asking for donations. Three out of four TV and radio stations do not care whether or not a celebrity is included in a PSA and only 12% are ok with messages with celebrities. Most stations said they would run other PSA “materials,” but mostly in editorial ways— in news stories (33%) or have anchors talk about specific issues on air (64%). 112015 Survey: Trends in Public Service Announcements | Williams Whittle
  12. 12. Top10 Delivery Lengths Lifespan Promos Activity Frequency Inventory Cause Message Factors 1 2 3 4 5 6 7 8 9 10 DeterminingFactors We also asked TV and radio stations to state their determining factors for deciding what PSAs to air. In the past four years surveyed, appealing to a local audience has been the top factor for stations to air the PSAs. It appeals to our local audience Well executed packaging and messagingWell executed packaging and messaging 32% 70% Availability of airtime Alignment with station policy/partners 61% 40% 122015 Survey: Trends in Public Service Announcements | Williams Whittle
  13. 13. ContactUs We are a full-service ad agency that focuses on delivering effective and creativeg y g integrated marketing for nonprofits, some of which include the USO, the American Red Cross, SCORE, National Park Trust and others. Want to know more about Public Service Announcements and how they can work for your nonprofit? Contact us, we’re always happy to chat. Rob Whittle President & CEO 703-836-9222 x 124 rwhittle@williamswhittle.com Read our nonprofit-focused blog posts at: www.williamswhittle.com/agency-voice 2015 Survey: Trends in Public Service  Announcements | Williams Whittle 13

×