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Ok, so this isn’t really a PSA. But if it were, a new study suggests it would not just run in the late night hours. (H/T: PRSA’s PR Tactics and The Strategist Online)

The study, conducted by WestGlen Communications, finds that “68 percent of television airings occurred in day parts other than the wee hours, with only 32 percent in the Late Night hours. Forty-four percent occurred in Early Morning and Daytime (21 percent and 23 percent respectively).”

Upon learning this one of our ad agency friends said, “Keep in mind its all about audience size. I’ll take a few percentage points in prime where the audiences are much larger and diverse.” I don’t disagree - we all want to reach as many people as possible, particularly if you’re looking to make a difference for a just cause with public service announcements.

Still, overall this study is good news for producers of PSAs (full disclosure/shameless plug: we produce PSAs… in case you’re looking!! ). Anyone who makes PSAs will tell you that a certain percentage of placements will indeed be during the 2:00 a.m. slot during the informercial for knives that cut through solid steel after 20 years without sharpening.

It can’t be assumed, though, that the other placements will be during primetime simply because a study says so.

You still need to make a product that’s ready for prime time (full disclosure: we make such products!!). PSAs compete with the mother’s milk of broadcast media - the paid ad. So, put together a PSA, that if a PSA Director had the time and inclination to run it, they can run yours without feeling like they’re airing sub-standard content and which allows them to truly do a public service.

Talk amongst yourselves…

1. I wonder how much PSA placements go up in proportion to the percentage of ad dollars that migrate online. If you have data or insight, I’d love to hear more about that - even if it’s just your impression.
2. What are the best PSAs you’ve ever seen?

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