Networks Donate Relatively Few Seconds of Airtime to PSAs, Including Those on Health Topics, Study Finds

Broadcast and cable television networks donate an average of 15 seconds an hour to public service announcements -- many of which are health care-related -- representing just less than one-half of one percent of all airtime, a new study from the Kaiser Family Foundation finds. Paid advertisements and promotions make up nearly 25% of airtime, the study says. Broadcasters using public airwaves are legally required to "serve the public interest," and many consider donating airtime to public service groups as one way to meet that requirement. Cable networks are not legally obligated to meet that requirement. The study, "Shouting to be Heard: Public Service Advertising in a New Media Age," examined 1,680 hours of programming on broadcast networks ABC, CBS, NBC, and Fox; Spanish-language network Univision; and cable networks CNN, ESPN, MTV, TNT and Nickelodeon in seven different markets to determine how much time the stations donate for public service announcements, or PSAs. In analyzing one week's worth of programing, the study found that the top four broadcast networks donate an average of 17 seconds per hour to PSAs, including five seconds per hour during prime time. Cable networks donate an average of seven seconds for PSAs per hour, with eight seconds an hour in prime time. Univision, however, donates an average of 48 seconds an hour and 49 seconds per hour during prime time. Of donated PSAs, 27% addresses a health topic and 37% cover a children's issue, including health care (KFF release, 2/21). Of the health-related PSAs, 8% cover drug and alcohol abuse, 8% cover specific diseases, 5% address HIV/AIDS issues, 2% address sexual health, 2% address wellness and 1% address smoking.

Buying Ad Time
Many organizations have moved toward purchasing ad time to air their messages instead of relying on donated air time, the study notes. For example, the group running the anti-tobacco "truth" ad campaign purchases time instead of competing with other groups for the "limited" time donated by networks. By purchasing ad time, groups are able to air their ads during prime time; 43% of donated PSA time is during overnight hours, and only 18% of paid PSAs run between midnight and 6 a.m. About 27% of paid PSAs are bought at reduced advertising rates, the study notes ("Shouting to be Heard: Public Service Advertising in a New Media Age," 2/21). Drew Altman, president of the Kaiser Family Foundation, said, "PSAs have been critical to groups trying to reach the public on issues from putting on seatbelts to putting out cigarettes." He added, "Whether you think the time donated to PSAs is a lot or a little to expect from the television industry, it's definitely an uphill struggle to reach the public and have an impact with the amount of time available" (KFF release, 2/21). The study is available online. A HealthCast of a forum discussing this topic, at which the study was released, also is available online.