The Essential Guide to PSA Success
By Ivette Achong, Julie Ellman and Chelsea Olsen, Connect360
Broadcast TV stations donated more free ad time to nonprofits in 2024 than in any previous year. While overall TV PSA airings experienced impressive growth over the last five years, airings for Connect360 campaigns grew even faster. Today, one in every five non-Ad Council PSAs detected by Nielsen is for a campaign managed by Connect360.
Public service announcements are a chance to reach large audiences and share essential information, yet many nonprofits are still missing out on this opportunity. Some don’t know how to get started, others may still be carrying some old ideas about how PSAs work. That’s why we created the “Essential Guide to Broadcast PSA Success.”
Based on Nielsen data and decades of industry experience, this guide will give you the inside look at why broadcast PSAs are essential for organizations that want to spread a public interest message and make lasting change in the process.
This guide explores:
- Why PSAs are essential in the modern world of streaming and OTT media.
- Common myths that might be preventing some nonprofits from using PSAs.
- Distribution, tracking, results reporting, and why those metrics matter.
- What to do (and avoid!) to maximize PSA impact.
- How to handle the trickier aspects of PSA creation and distribution.
- How to combine broadcast PSAs with CTV, digital, print, and out-of-home tactics.
- Where to find support to get your PSA in front of audiences.
PSAs are a uniquely valuable tactic for nonprofit organizations, associations and agencies. Free, donated advertising space from stations and networks reaches wide audiences to raise awareness without breaking budgets. It’s time for your organization to take advantage of this opportunity.
For more information, check out the guide here or contact Connect360.
