With more than ten years of experience in creating, producing, distributing, tracking and promoting Public Service Announcements (PSAs), we (Williams Whittle) consider ourselves experts in this specialized media. Last year, we developed and launched a survey to our public service contacts at TV and radio stations around the country. For years, we’ve spouted off anecdotal evidence to many of the questions asked in the survey, but lacked the data to support it. Now in our second year, the survey is showing distinct trends in this evolving marketing vehicle.
2014 Trends in Public Service Announcements (PSAs)Julia McDowell
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.
2015 Trends in Public Service AnnouncementsJulia McDowell
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.
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In partnership with MarkLogic, we wanted to find out where the major challenges and opportunities lie and what players in the industry need to do to survive.
Enjoyed this report?
You may also be interested in our upcoming conference, The Future of Broadcasting, to be held 27th & 28th June in London.
Find out more on the website: http://bit.ly/1NViQ7w
2014 Trends in Public Service Announcements (PSAs)Julia McDowell
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.
2015 Trends in Public Service AnnouncementsJulia McDowell
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.
A review of research from Australia and around the world confirms that TV advertising is as effective and as relevant today as ever. What’s more, TV continues to deliver the greatest profit to advertisers.
This report outlines the key findings from over 100 senior survey respondents in the media and entertainment industry.
In partnership with MarkLogic, we wanted to find out where the major challenges and opportunities lie and what players in the industry need to do to survive.
Enjoyed this report?
You may also be interested in our upcoming conference, The Future of Broadcasting, to be held 27th & 28th June in London.
Find out more on the website: http://bit.ly/1NViQ7w
TV advertising's killer charts: what every marketer should know Thinkbox TV
This deck brings together the killer evidence which explains how and why TV is the most effective form of advertising - and is in fact becoming more effective.
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Thinkbox launched the third instalment in its award-winning Screen Life series of research studies. Commissioned from Craft research, Screen Life 3 looked at emerging TV technologies and behaviours.
TV advertising's killer charts: what every marketer should know (10 slide tas...Thinkbox TV
This deck brings together the killer evidence which explains how and why TV is the most effective form of advertising - and is in fact becoming more effective.
For more visit www.thinkbox.tv
'Payback 4: Pathways to Profit' by Ebiquity for Thinkbox - an advertising eff...Thinkbox TV
‘Payback 4: pathways to profit’ (2014) is an econometric analysis by Ebiquity for Thinkbox of over 4,500 ad campaigns across 10 advertising sectors between 2008 and 2014. It compared, on a like-for-like basis, the sales and profit impact of five forms of advertising: TV (linear spot and sponsorship), radio, press, online display (excluding video on demand) and outdoor. The study is an update on Ebiquity’s previous effectiveness study for Thinkbox, Payback 3, which was published in 2011.
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TV advertising's killer charts: what every marketer should know Thinkbox TV
This deck brings together the killer evidence which explains how and why TV is the most effective form of advertising - and is in fact becoming more effective.
It's packed full of useful and inspiring stuff from advertising response and talkability to the power of emotion and fame.
Thinkbox launched the third instalment in its award-winning Screen Life series of research studies. Commissioned from Craft research, Screen Life 3 looked at emerging TV technologies and behaviours.
TV advertising's killer charts: what every marketer should know (10 slide tas...Thinkbox TV
This deck brings together the killer evidence which explains how and why TV is the most effective form of advertising - and is in fact becoming more effective.
For more visit www.thinkbox.tv
'Payback 4: Pathways to Profit' by Ebiquity for Thinkbox - an advertising eff...Thinkbox TV
‘Payback 4: pathways to profit’ (2014) is an econometric analysis by Ebiquity for Thinkbox of over 4,500 ad campaigns across 10 advertising sectors between 2008 and 2014. It compared, on a like-for-like basis, the sales and profit impact of five forms of advertising: TV (linear spot and sponsorship), radio, press, online display (excluding video on demand) and outdoor. The study is an update on Ebiquity’s previous effectiveness study for Thinkbox, Payback 3, which was published in 2011.
Payback 4 found that TV advertising remains the most effective form of advertising and creates the most profit for businesses pound for pound. The study found that TV gave an average return of £1.79 for every £1 invested during 2011-14. This is up from £1.70 for every £1 invested during 2008-11. It also found that TV consistently demonstrated the highest return on investment (ROI) of any form of advertising over the last 7 years, a period of economic recession and major upheaval in media technology and consumption.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
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State of the News Media 2016
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Eight years after the Great
Recession sent the U.S.
newspaper industry into a
tailspin, the pressures facing
America’s newsrooms have
intensified to nothing less than
a reorganization of the
industry itself, one that
impacts the experiences of
even those news consumers
unaware of the tectonic shifts
taking place.
In 2015, the newspaper
sector had perhaps the worst
year since the recession and its
immediate aftermath. Average
weekday newspaper
circulation, print and digital
combined, fell another 7% in
2015, the greatest decline
since 2010. While digital circulation crept up slightly (2% for weekday), it accounts for only 22% of
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into game-changing revenue solutions. In 2015, total advertising revenue among publicly traded
companies declined nearly 8%, including losses not just in print, but digital as well.
The Importance of Paid Search In Omnichannel CampaignsMediaPost
Highmark Health is focused on building the health care of the future through technology and a variety of media such as search, television and radio. In fact radio’s influence is more pronounced for how it drives prospects to search, which in turn leads to completed appointments. Join Erin Mcglynn, senior digital marketing analyst at Highmark Health, as she walks through how the company uses multiple channels to help increase new patient appointments.
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Courtesy of Nielsen
Via our platform providers @ Hubspot.
The Marketing Data Box gives you more than the latest marketing facts. You get graphic info and in-depth analysis we want you to share.
Digital Innovations in Local Radio & Television (BIA/Kelsey Presentation to T...BIA/Kelsey
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This presentation, made to the Texas Association of Broadcasters 2014 Convention & Trade Show, discusses how radio stations can exploit their local promotional appeal and local sales force to produce cross-platform campaigns that add significant value to a station’s digital business.
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2. 2
ExecutiveSummary
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 programs, using public service announcements (PSAs), signature
campaigns and brand ambassadors, to name a few of our strategies.
With more than ten years of experience in creating, producing, distributing, tracking
and promoting PSAs, we consider ourselves experts in this specialized media. Last year,
we developed and launched a survey to our public service contacts at TV and radio
stations around the country. For years, we’ve spouted off anecdotal evidence to many
of the questions asked in the survey, but lacked the data to support it. Now in our
second year, the survey is showing distinct trends in this evolving marketing vehicle.
2013 Survey: Trends in Public Service Announcements
A note about our methodology. This annual PSA Preference Survey was distributed to approximately 1,425 TV and
radio stations nationwide from our proprietary PSA database in February 2013.
WilliamsWhittle.com
3. 3
KeyFindings
• This year’s results indicate another significant leap towards digital preference, with more
than half of TV stations and more than 90% of radio stations preferring digital delivery.
• Even with the progress towards digital, for a PSA campaign to be successful, we suggest
a dual approach of both hard copy and digital offerings.
• The majority of stations want an evergreen message because the majority run PSAs for
1-6 months.
• While almost 80% stations say they will purposely place a PSA on air based on its
relevancy in the news, almost 60% said that holiday relevance doesn’t increase the
chances of a PSA airing.
• As expected, stations indicated that most of their PSA inventory is available in Q1.
• Three out of four PSA Directors say they have particular preferences for PSA subject
matter, but among the subjects we provided, not one was the clear front-runner.
• Stations reiterated that some of their top factors for a PSA to get on air are: local appeal,
variety of lengths of PSAs available (flexibility) and the creative quality of spot.
2013 Survey: Trends in Public Service Announcements
WilliamsWhittle.com
4. 4
Broadcast
TV
Only 29% of TV stations prefer tapes as the
main method of PSA delivery. A whopping
53% prefer digital downloads (up from 35%
last year) with an additional 18% (7% last
year) preferring digital delivery (DG Fast
Channel or similar) for a total of 71%.
WilliamsWhittle.com
2013 Survey: Trends in Public Service Announcements
29%
53%
18%
Tape
Download
Delivery
Exactly half of the TV stations that participated in the survey say that they receive 50%
or more of their PSAs via digital downloads with 11% of stations receiving all of their
PSAs via digital.
And for those still not accepting digital downloads, 85% (75% last year) expect that
their TV station will be capable of accepting digital download within the next year.
5. 5
Radio
Only 6% of radio stations prefer tapes as the main method of PSA delivery. They are
much more receptive to digital downloads since broadcast-quality spots can be easily
attached via email. 93% of radio stations prefer a digital download/delivery, up from
76% last year. Currently, more than half of the radio stations say that they receive 50%
or less of all PSAs via digital.
DigitalTakeaway
When we asked “Does sending a PSA only by digital download decrease the likelihood
of the PSA getting on air?” stations are almost divided down the middle: 41% of TV
stations and 30% of radio stations said “yes.”
2013 Survey: Trends in Public Service Announcements
WilliamsWhittle.com
No
59%
Yes
41%
No
70%
Yes
30%
TV Radio
6. 9% 47% 23% 21%
A Week Before A Month Before A Few Months Before It Doesn't Matter
6
PSALifespan
Typically, PSAs fare better if they are evergreen. And the survey agreed; 62% of TV
stations and 47% of radio stations prefer a long live period. Combined, about 40% of all
stations said they had no preference – leading us to conclude that if a nonprofit has a
PSA with a campaign specific time period (like holidays or promo periods), stations are
willing to air those messages, too.
For those stations that are willing to air PSAs with specific timing, 70% would like the
PSA at least a month before, with 23% of those wanting the materials at least a few
months before the request for airing.
2013 Survey: Trends in Public Service Announcements
WilliamsWhittle.com
7. WilliamsWhittle.com 7
PromotionalMessages
During peak fundraising months in Q4, nonprofits often launch holiday-themed
promotions, including PSAs. Stations have weighed in – 28% prefer PSAs that have a
holiday theme while 13% don’t. And the majority, 59%, says a holiday-themed message
doesn’t make an impact on their decision to air the PSA or not.
2013 Survey: Trends in Public Service Announcements
Yes
No
59%
say
“it doesn’t matter”
Similarly, almost 80% of stations say they
will purposely place a PSA on air based on
its relevancy in the news, like a flu-related
PSA during winter or a disaster relief
message after a hurricane.
8. WilliamsWhittle.com
Activity
The number of PSA distributions stations are receiving have stayed at the same levels
as last past year– nine out of 10 stations say they receive 20 or fewer PSAs a week, with
six of those stations receiving 10 or fewer PSAs. Only about 10% of the stations say
they receive 20 or more PSAs a week.
2013 Survey: Trends in Public Service Announcements
“I receive 20 or fewer PSAs a week”
8
“I receive 10 or fewer PSAs a week”
9. WilliamsWhittle.com
Frequency
While almost 15% of PSA Directors don’t know exactly how many different PSA
messages their station runs each week, 65% say they run 10-40 PSAs (compared to
45% last year), with almost 20% running more than 40 (compared to 17% last year).
About a quarter of all stations (31% of TV stations and 19% of radio stations) say they
will run a PSA indefinitely. But, most stations will keep a PSA message in rotation for
1-6 months (51% vs. 59% last year) while only a few will keep it in for 6-12 months
(24% vs. 15% last year).
2013 Survey: Trends in Public Service Announcements
16% 31% 21% 13% 19%
<10 10-20 21-30 31-40 >40
9
10. WilliamsWhittle.com 10
Inventory
For the first time, we asked stations “in which months do you have the most PSA
inventory?” Overall, January, February, June and December were the months with the
most inventory.
2013 Survey: Trends in Public Service Announcements
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV
Among TV stations – January, June, August and December have the most inventory and
among radio stations – January, February, March and June have the most inventory
with 70% of stations saying inventory changes from year to year.
DEC
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Average
TV
Radio
11. WilliamsWhittle.com 11
Cause
Only one out of four PSA Directors say they have no preference for a particular PSA
subject matter. But, among the subjects we provided, their preferences were flat.
Subjects provided were:
Last year, more than 20% preferred messages promoting child-related issues, with
educational and health messages come in second and third, respectively.
2013 Survey: Trends in Public Service Announcements
• Children
• Poverty/Hunger
• Arts
• Disease/Health
• Animals
• Disaster Relief
• Military
• Education
• Environmental
• Elderly
• Financial
• Sports
12. WilliamsWhittle.com 12
DeterminingFactors
There are many factors that go into determining if a PSA will make it on air at a station.
We asked PSA Directors to choose all of the factors that affect their decision. Here are
the top five:
• Availability of airtime
• It appeals to our local audience
• Variety of lengths of PSAs available
• Creative Quality of spot
• Alignment with station policy/partners
2013 Survey: Trends in Public Service Announcements
13. ContactUs
We are a full-service ad agency that focuses on delivering effective and creative
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