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Life cycle of television public service announcements disseminated through donated airtime.

Cooper CP, Gelb CA, Chu J - Prev Med Rep (2005)

Bottom Line: To investigate the longevity and reach of television public service announcements (PSAs) developed by the Centers for Disease Control and Prevention's Screen for Life: National Colorectal Cancer Action Campaign.Television airtime donated to Screen for Life PSAs was tracked, and the impressions (a broadcasting metric for audience size) generated by PSAs in circulation ≥5 years were analyzed in 2014.During the most recent year of circulation (5-9 years after initial release), each PSA generated 15.7 million to 251.7 million impressions.

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Affiliation: Soltera Center for Cancer Prevention and Control, Tucson, AZ 85704, United States. Division of Cancer Prevention and Control, National Center for Chronic Disease Prevention and Health Promotion, Centers for Disease Control and Prevention, Atlanta, GA 30341, United States. Ogilvy Washington, Washington, DC 20036, United States.

ABSTRACT

Objective: To investigate the longevity and reach of television public service announcements (PSAs) developed by the Centers for Disease Control and Prevention's Screen for Life: National Colorectal Cancer Action Campaign.

Methods: Television airtime donated to Screen for Life PSAs was tracked, and the impressions (a broadcasting metric for audience size) generated by PSAs in circulation ≥5 years were analyzed in 2014. The sample consisted of 8 PSAs, including English and Spanish PSAs, PSAs featuring celebrities, and PSAs redistributed multiple times after their initial release.

Results: During the most recent year of circulation (5-9 years after initial release), each PSA generated 15.7 million to 251.7 million impressions. Peak annual impressions were achieved as late as 9 years after a PSA's initial release. When PSAs were redistributed 2 years or longer after the prior distribution, annual impressions increased over the preceding year by >20 million in 80.0% of instances. Among English PSAs, those featuring celebrities produced the highest mean and peak annual impressions.

Conclusions: Donated-placement television PSAs can be a long-lived health promotion strategy. Redistribution may enhance PSA longevity, and featuring celebrities, particularly in English PSAs, may expand reach.

No MeSH data available.


Related in: MedlinePlus

Annual impressions generated by Screen for Life television PSAs in circulation for ≥5 years, 2005–2014. Note. PSA = public service announcement. PSAs can be viewed online at www.cdc.gov/cancer/colorectal/sfl/tv_psa.htm. Impressions refer to the estimated number of times PSAs were seen by viewers and were derived from audience size estimates provided by The Nielsen Company (New York, NY); annual impressions were calculated in 12-month intervals from each PSA’s release date up to May 2014.
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Figure 1: Annual impressions generated by Screen for Life television PSAs in circulation for ≥5 years, 2005–2014. Note. PSA = public service announcement. PSAs can be viewed online at www.cdc.gov/cancer/colorectal/sfl/tv_psa.htm. Impressions refer to the estimated number of times PSAs were seen by viewers and were derived from audience size estimates provided by The Nielsen Company (New York, NY); annual impressions were calculated in 12-month intervals from each PSA’s release date up to May 2014.

Mentions: During the most recent year of circulation, impressions generated by individual PSAs ranged from 15.7 million (Picture of Health, Year 9) to 251.7 million (Rosa y Carlos, Year 9) (Fig. 1). Peak annual impressions ranged from 62.2 million (Being There, Year 6) to 368.2 million (The Screening, Year 6), and occurred most commonly in Year 2 for celebrity PSAs (Picture of Health, Grammy Keaton, La Vida Real, and This Is Personal) (Table 1). No consistency was observed in the timing of peak annual impressions among non-celebrity PSAs (Being There, Year 6; Estando Alli, Year 3; Rosa y Carlos, Year 9).


Life cycle of television public service announcements disseminated through donated airtime.

Cooper CP, Gelb CA, Chu J - Prev Med Rep (2005)

Annual impressions generated by Screen for Life television PSAs in circulation for ≥5 years, 2005–2014. Note. PSA = public service announcement. PSAs can be viewed online at www.cdc.gov/cancer/colorectal/sfl/tv_psa.htm. Impressions refer to the estimated number of times PSAs were seen by viewers and were derived from audience size estimates provided by The Nielsen Company (New York, NY); annual impressions were calculated in 12-month intervals from each PSA’s release date up to May 2014.
© Copyright Policy - open-access
Related In: Results  -  Collection

License
Show All Figures
getmorefigures.php?uid=PMC4388813&req=5

Figure 1: Annual impressions generated by Screen for Life television PSAs in circulation for ≥5 years, 2005–2014. Note. PSA = public service announcement. PSAs can be viewed online at www.cdc.gov/cancer/colorectal/sfl/tv_psa.htm. Impressions refer to the estimated number of times PSAs were seen by viewers and were derived from audience size estimates provided by The Nielsen Company (New York, NY); annual impressions were calculated in 12-month intervals from each PSA’s release date up to May 2014.
Mentions: During the most recent year of circulation, impressions generated by individual PSAs ranged from 15.7 million (Picture of Health, Year 9) to 251.7 million (Rosa y Carlos, Year 9) (Fig. 1). Peak annual impressions ranged from 62.2 million (Being There, Year 6) to 368.2 million (The Screening, Year 6), and occurred most commonly in Year 2 for celebrity PSAs (Picture of Health, Grammy Keaton, La Vida Real, and This Is Personal) (Table 1). No consistency was observed in the timing of peak annual impressions among non-celebrity PSAs (Being There, Year 6; Estando Alli, Year 3; Rosa y Carlos, Year 9).

Bottom Line: To investigate the longevity and reach of television public service announcements (PSAs) developed by the Centers for Disease Control and Prevention's Screen for Life: National Colorectal Cancer Action Campaign.Television airtime donated to Screen for Life PSAs was tracked, and the impressions (a broadcasting metric for audience size) generated by PSAs in circulation ≥5 years were analyzed in 2014.During the most recent year of circulation (5-9 years after initial release), each PSA generated 15.7 million to 251.7 million impressions.

View Article: PubMed Central - HTML - PubMed

Affiliation: Soltera Center for Cancer Prevention and Control, Tucson, AZ 85704, United States. Division of Cancer Prevention and Control, National Center for Chronic Disease Prevention and Health Promotion, Centers for Disease Control and Prevention, Atlanta, GA 30341, United States. Ogilvy Washington, Washington, DC 20036, United States.

ABSTRACT

Objective: To investigate the longevity and reach of television public service announcements (PSAs) developed by the Centers for Disease Control and Prevention's Screen for Life: National Colorectal Cancer Action Campaign.

Methods: Television airtime donated to Screen for Life PSAs was tracked, and the impressions (a broadcasting metric for audience size) generated by PSAs in circulation ≥5 years were analyzed in 2014. The sample consisted of 8 PSAs, including English and Spanish PSAs, PSAs featuring celebrities, and PSAs redistributed multiple times after their initial release.

Results: During the most recent year of circulation (5-9 years after initial release), each PSA generated 15.7 million to 251.7 million impressions. Peak annual impressions were achieved as late as 9 years after a PSA's initial release. When PSAs were redistributed 2 years or longer after the prior distribution, annual impressions increased over the preceding year by >20 million in 80.0% of instances. Among English PSAs, those featuring celebrities produced the highest mean and peak annual impressions.

Conclusions: Donated-placement television PSAs can be a long-lived health promotion strategy. Redistribution may enhance PSA longevity, and featuring celebrities, particularly in English PSAs, may expand reach.

No MeSH data available.


Related in: MedlinePlus