By Phil Rabin
A just-completed analysis of 2011 broadcast public service announcement airings by WestGlen Communications offers positive news for those considering or launching PSA campaigns in 2012. WestGlen found a 20-percent increase in PSA airings over 2010 and, as in years past, strong airings in top markets and during waking hours.
The findings are based on more than 1.9 million broadcast PSA airings, as tracked for 229 total television and radio PSA campaigns. For the first time, WestGlen segregated airings from its Spanish-language campaigns to determine whether Spanish-language-station usage differed from that of the mainstream.
Highlights from the WestGlen analysis are as follows:
- 27 percent of television PSA airings occurred in the top-25 markets and 57 percent occurred in the top-100 markets
- 23 percent of radio PSA airings occurred in the top-25 markets and 74 percent occurred in the top-100 markets
- 71 percent of television PSA airings occurred during waking day parts, with 14 percent occurring across fringe and prime time hours (an increase from previous years)
- 58 percent of radio PSA airings occurred during waking day parts, with 12 percent occurring during morning drive time
- A far greater percentage of Spanish-language PSA airings took place in top 25 markets, where Hispanic populations and stations tend to be clustered. Day part data was consistent with the mainstream
For more information, contact Phil Rabin, WestGlen Communications, 202 349-0888.