Aren most PSAs broadcast in “junk time” from midnight to 6 AM when no one is watching TV or listening to radio?
Various studies, particularly data from the Nielsen SIGMA system show that in one campaign after another, the majority (from 50-65%) of all PSAs air in the more desirable dayparts – from 7 AM to 11:30 PM. A benchmark composite showing usage from seven different PSA campaigns showed that on average, 56% of all PSAs aired in these dayparts. You may say that with so many working women today, PSAs that air during the day don’t reach enough people. But if that is true, Proctor and Gamble should fire their advertising agency because they sure buy a lot of paid spots during this time. Also, if young people are your primary target, they like to stay up late and watch music videos, movies and other programs that are broadcast in the late evening. So again, late night is not necessarily bad time. The graphs below show usage by daypart for two typical campaigns using SIGMA data.
Various studies, particularly data from the Nielsen SpotTrac system show that in one campaign after another, the majority (from 50-65%) of all PSAs air in the more desirable dayparts – from 7 AM to 11:30 PM. A benchmark composite showing usage from seven different PSA campaigns showed that on average, 56% of all PSAs aired in these dayparts. You may say that with so many working women today, PSAs that air during the day don’t reach enough people. But if that is true, Proctor and Gamble should fire their advertising agency because they sure buy a lot of paid spots during this time. Also, if young people are your primary target, they like to stay up late and watch music videos, movies and other programs that are broadcast in the late evening. So again, late night is not necessarily bad time. The graphs below show usage by daypart for two typical campaigns using Nielsen SpotTrac data.
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