Reaching insomniacs with television PSAs: Poor placement of important messages

Alyse Lancaster, Kent M. Lancaster

Research output: Contribution to journalArticle

8 Citations (Scopus)

Abstract

Most of the research conducted on the effectiveness of public service announcements has focused on improving internal characteristics of advertisements, such as message design and appropriate targeting. Scant research has been conducted on PSA effectiveness in terms of media placement. The purpose of this study is to estimate the audience coverage achieved by the broadcast television portion of the Ad Council's drunk driving prevention campaign. The results show that on average, only 11.2% of households in the top 30 markets were exposed to at least one of the PSAs in a monthly campaign. Almost half of the total 962 advertisements were aired during late night (1:00 a.m.-6:59 a.m.) whereas fewer than 10% were aired during prime time. Overall, the data suggest that despite the seemingly large amount of airtime and media dollars donated to PSAs by television stations, the advertisements are reaching a very limited number of people. Since most public service messages are important, failure to reach consumers with these PSAs due to poor placement is a problem that broadcasters must continue to address.

Original languageEnglish (US)
Pages (from-to)150-170
Number of pages21
JournalJournal of Consumer Affairs
Volume36
Issue number2
StatePublished - Dec 2002

Fingerprint

television
broadcaster
public service
campaign
television broadcast
prime time
dollar
coverage
market
Placement
Public services
Household
Drunk driving
Announcement
Targeting

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics

Cite this

Reaching insomniacs with television PSAs : Poor placement of important messages. / Lancaster, Alyse; Lancaster, Kent M.

In: Journal of Consumer Affairs, Vol. 36, No. 2, 12.2002, p. 150-170.

Research output: Contribution to journalArticle

Lancaster, Alyse ; Lancaster, Kent M. / Reaching insomniacs with television PSAs : Poor placement of important messages. In: Journal of Consumer Affairs. 2002 ; Vol. 36, No. 2. pp. 150-170.
@article{ba9cccf83ad9416897c184daeef195b1,
title = "Reaching insomniacs with television PSAs: Poor placement of important messages",
abstract = "Most of the research conducted on the effectiveness of public service announcements has focused on improving internal characteristics of advertisements, such as message design and appropriate targeting. Scant research has been conducted on PSA effectiveness in terms of media placement. The purpose of this study is to estimate the audience coverage achieved by the broadcast television portion of the Ad Council's drunk driving prevention campaign. The results show that on average, only 11.2{\%} of households in the top 30 markets were exposed to at least one of the PSAs in a monthly campaign. Almost half of the total 962 advertisements were aired during late night (1:00 a.m.-6:59 a.m.) whereas fewer than 10{\%} were aired during prime time. Overall, the data suggest that despite the seemingly large amount of airtime and media dollars donated to PSAs by television stations, the advertisements are reaching a very limited number of people. Since most public service messages are important, failure to reach consumers with these PSAs due to poor placement is a problem that broadcasters must continue to address.",
author = "Alyse Lancaster and Lancaster, {Kent M.}",
year = "2002",
month = "12",
language = "English (US)",
volume = "36",
pages = "150--170",
journal = "Journal of Consumer Affairs",
issn = "0022-0078",
publisher = "Wiley-Blackwell",
number = "2",

}

TY - JOUR

T1 - Reaching insomniacs with television PSAs

T2 - Poor placement of important messages

AU - Lancaster, Alyse

AU - Lancaster, Kent M.

PY - 2002/12

Y1 - 2002/12

N2 - Most of the research conducted on the effectiveness of public service announcements has focused on improving internal characteristics of advertisements, such as message design and appropriate targeting. Scant research has been conducted on PSA effectiveness in terms of media placement. The purpose of this study is to estimate the audience coverage achieved by the broadcast television portion of the Ad Council's drunk driving prevention campaign. The results show that on average, only 11.2% of households in the top 30 markets were exposed to at least one of the PSAs in a monthly campaign. Almost half of the total 962 advertisements were aired during late night (1:00 a.m.-6:59 a.m.) whereas fewer than 10% were aired during prime time. Overall, the data suggest that despite the seemingly large amount of airtime and media dollars donated to PSAs by television stations, the advertisements are reaching a very limited number of people. Since most public service messages are important, failure to reach consumers with these PSAs due to poor placement is a problem that broadcasters must continue to address.

AB - Most of the research conducted on the effectiveness of public service announcements has focused on improving internal characteristics of advertisements, such as message design and appropriate targeting. Scant research has been conducted on PSA effectiveness in terms of media placement. The purpose of this study is to estimate the audience coverage achieved by the broadcast television portion of the Ad Council's drunk driving prevention campaign. The results show that on average, only 11.2% of households in the top 30 markets were exposed to at least one of the PSAs in a monthly campaign. Almost half of the total 962 advertisements were aired during late night (1:00 a.m.-6:59 a.m.) whereas fewer than 10% were aired during prime time. Overall, the data suggest that despite the seemingly large amount of airtime and media dollars donated to PSAs by television stations, the advertisements are reaching a very limited number of people. Since most public service messages are important, failure to reach consumers with these PSAs due to poor placement is a problem that broadcasters must continue to address.

UR - http://www.scopus.com/inward/record.url?scp=0036904118&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=0036904118&partnerID=8YFLogxK

M3 - Article

AN - SCOPUS:0036904118

VL - 36

SP - 150

EP - 170

JO - Journal of Consumer Affairs

JF - Journal of Consumer Affairs

SN - 0022-0078

IS - 2

ER -