Public Service Announcement Trends - Market Analysis

PSAs Air in Top Markets

Public service announcements (PSAs) distributed by WestGlen earned airings in top markets, as discovered during an examination of over 1.6 million PSA airings in 2010.

Highlights of 2010 Broadcast PSA Airings:

 24% of television PSA airings occurred in the top 25 markets

o   70% of TV airings occurred in the top 100 markets

28% of radio PSA airings occurred in the top 25 markets

o   59% of radio airings occurred in the top 100 markets

More CBS affiliates supported PSA campaigns than other network affiliates, followed by ABC and FOX affiliates

Market Rank Breakdown:

                 Market Rank                           TV PSA Airings         Radio PSA Airings

National	5.5%	0.4%
Markets 1-10	10.8%	14.4%
Markets 11-25	13.1%	13.3%
Markets 26-50	12.0%	13.9%
Markets 51-75	10.7%	18.8%
Markets 76-100	7.0%	15.2%
Markets 101-150	17.6%	16.2%
Markets 151-210	23.4%	7.5%

Analysis Background

WestGlen’s market rank analysis examined 639,600 television PSA airings and 1,000,145 radio PSA airings that occurred between January 1, 2010 and December 31, 2010.  Television airings were detected by A.C. Nielsen’s SIGMA tracking service and radio airings were detected by Mediaguide or reported directly by stations.  Media market rankings are the Designated Market Areas set by A.C. Nielsen ranked for 2010-2011.  Network affiliate designation was provided by Cision. 

About WestGlen Communications

WestGlen Communications has been a leading provider of broadcast and multimedia PR programs through the production, distribution and placement of news packages, multimedia tours and public service announcements (PSAs) for over 40 years.  We have a proven track record in the distribution of PSAs, evidenced by over 1.6 million airings earned for more than 200 broadcast PSA campaigns tracked by WestGlen in 2010. 

WestGlen provides strategic counsel and services to public relations agencies, corporations, trade associations, government agencies and nonprofit organizations. Headquartered in New York City, WestGlen has regional offices in Washington D.C., Chicago and San Francisco.

Public Service Announcement Trends - Daypart Analysis

Most PSA Airings Are Not During Late Night

The vast majority of WestGlen public service announcement (PSA) airings do not happen late at night, as discovered during an examination of PSA airings in 2010.

Highlights of 2010 Broadcast PSA Airings:

--Waking hour airings:  69% of television PSA airings and  60% of radio PSA airings occurred during waking day parts

-- Less than 1/3 of television PSA airings (31 percent) occurred in the overnight hours

--13% of radio airings occurred during morning drive, the television equivalent of prime time.  And 15% of television airings occurred between fringe and prime time (with 4% occurring during prime time, an increase from previous years)

Day Part Breakdowns:

          Television Day Parts                                                                          Radio Day Parts                                         

Early Morning	5:00AM – 8:59AM	19%		Morning Drive	6:00AM – 9:59AM	13%
Daytime	9:00AM – 3:59PM	22%		Mid-Day	10:00AM – 2:59PM	15%
Early Fringe	4:00PM – 7:59PM	11%		Evening Drive	3:00PM – 6:59PM	11%
Prime Time	8:00PM – 9:59PM	4%		Late Night	7:00PM – 11:59PM	22%
Late Evening	10:00PM – 12:59PM	13%		Overnight	12:00AM – 5:59AM	39%
Late Night	1:00AM – 4:59AM	31%

Analysis Background

WestGlen’s day part analysis examined 639,600 television PSA airings and 196,975 radio PSA airings that occurred between January 1, 2010 and December 31, 2010.  Television airings were detected by A.C. Nielsen’s SIGMA tracking service and radio airings were detected by Mediaguide and reported to WestGlen Communications with the exact date and time of each airing.  Television day part hours are the accepted industry standard set by A.C. Nielsen.  Radio day part hours are the accepted industry standard set by Arbitron.  It should be noted that the Overnight radio day part contains one extra hour than the Late Night television day part and therefore captures a larger proportion of PSA airings.

About WestGlen Communications

WestGlen Communications has been a leading provider of broadcast and multimedia PR programs through the production, distribution and placement of news packages, multimedia tours and public service announcements (PSAs) for over 40 years.  We have a proven track record in the distribution of PSAs, evidenced by over 1.6 million airings earned for more than 200 broadcast PSA campaigns tracked by WestGlen in 2010. 

WestGlen provides strategic counsel and services to public relations agencies, corporations, trade associations, government agencies and nonprofit organizations. Headquartered in New York City, WestGlen has regional offices in Washington D.C., Chicago and San Francisco.