Digital Pulse - Ch 2 - Sec 3 - Shouting To Be Heard: Public Service Advertising in a New Media Age

Summary

This report was the result of a collaboration of data from several different Kaiser foundation studies. The purpose is to examine the changing conditions regarding Public Service Advertisements (PSAs) and the relationship with the major broadcast and cable networks. Under traditional broadcast regulations, networks were required to serve the public interest by allotting some time for PSAs. The report seeks to document the nature of PSAs in today's television market and to provide insight for nonprofit organizations and policymakers as to the future of PSAs. The report contains two studies:

1. The Report on Television Content analyzed a composite week's worth of television content derived from samples conducted between February and July 2000. 10 different cable and broadcast channels were reviewed. A total of 1,680 hours of television programming was assessed, which included 906 donated PSAs and 520 paid PSAs.
2. The National Survey of Public Service Directors sought to understand the factors that influence network decision-making towards PSAs. A total of 513 interviews were conducted with public affairs directors and other officials at affiliates of six major networks in the top 150 Designated market Areas (DMAs)

Key Points

1. Overall, broadcast and cable networks donate an average of 15 seconds an hour to free PSAs, a figure that amounts to 0.4% of all airtime, compared to 20% for paid commercial advertising. 74% of the time was allotted to programming.
1. The broadcast networks donated an average of 17 seconds and hour for a total of 48 minutes worth of PSAs a week per network. On average, cable networks donated less time, an average of 7 seconds an hour, with some exceptions: MTV at 16 sec. per/hr. and Univision at 48 sec. per/hr.
2. On average the major broadcast networks donated an average of five seconds an hour (9%) to PSAs during the primetime slots, while 43% of donated PSAs were aired from midnight to 6AM.
3. 37 % of donated PSAs addressed some type of children's issue, whether it be health, parenting, or education related. 27% of donated PSA's concerned a health related topic, including 8% for drug and alcohol issues.
4. 36% of PSAs aired on television were paid for, with 27% bought at reduced rates. Paid PSAs received considerably better time slots, with only 18% being run between midnight and 6AM.
2. In the interviews with public service directors the following influences were identified as “major” contributors to decisions to provide donated airtime: sponsorship by local organizations (75%), sponsorship by the parent network (36%), co-branding/cross-promotion options (30%), and endorsement by the National Association of Broadcasters (28%) or Ad Council (23%). The fact that a sponsor also bought ad time was a notable contribution as well (23%).

While the article did not present any definitive conclusions on the state of public service advertising, the data suggest that networks are not engaged in a widespread donation of airtime for PSAs. However, when organizations pay for a part of their ad time, they can expect to receive some additional airtime in matching and considerably better time allotments. The suggestions is that organizations should seek “partnerships” with networks and their affiliates as opposed to being reliant on unilateral charity and must be prepared to make room in their budgets for advertising expenses in the hopes of better communicating their message to the public.

Source: Victoria Rideout and Tina Hoff. “Shouting To Be Heard: Public Service Advertising in a New Media Age” (Executive Summary) Pub. # 3152 (Henry J. Kaiser Family Foundation, Washington, D.C.) February 2002.