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Analyses of Media Data

 

As the Director of West Glen Communications, I conducted analyses of media data provided by third-party data sources (such as Nielsen, Arbitron and MediaGuide) to identify trends and benchmark campaigns for the purposes of crafting strategies for both current and prospective clients.

 

Below are two myth-busting conclusions of an analysis of airings of public service announcements (PSAs) that helped win new business from prospective clients who were skeptical of the potential success of a PSA campaign.  

 

To conduct the analysis below, I examined 639,600 television airings and 1,000,145 radio airings of PSAs tracked by West Glen Communications between January 1, 2010 and December 31, 2010. 

PUBLIC SERVICE ANNOUNCEMENTS

Majority of PSA Airings Are Not in Late Night

 

The vast majority of WestGlen public service announcement (PSA) airings do not happen late at night, as discovered during an examination of PSA airings in 2010.

 

Highlights of 2010 Broadcast PSA Airings

 

  • 69% of television PSA airings and 60% of radio PSA airings occurred during waking day parts

 

  • Less than 1/3 of television PSA airings (31 %) occurred in the overnight hours

 

  • 13% of radio airings occurred during morning drive, the television equivalent of prime time

 

  • 15% of television airings occurred during fringe and prime time 

 

Day Part Breakdown

 

Radio Day Parts

Morning Drive     6:00AM – 9:59AM           13%

Mid-Day               10:00AM – 2:59PM         15%

Evening Drive      3:00PM – 6:59PM            11%

Late Night             7:00PM – 11:59PM           22%

Overnight             12:00AM – 5:59AM          39%

 

Television Day Parts

Early Morning    5:00AM – 8:59AM           19%

Daytime               9:00AM – 3:59PM          22%

Early Fringe         4:00PM – 7:59PM           11%

Prime Time         8:00PM – 9:59PM           4%

Late Evening      10:00PM – 12:59PM        13%

Late Night           1:00AM – 4:59AM           31%

 

Analysis Background

 

Television airings were detected by A.C. Nielsen’s SIGMA tracking service and radio airings were detected by Mediaguide and reported to WestGlen Communications with the exact date and time of each airing. 

 

Television day part hours are the accepted industry standard set by A.C. Nielsen.  Radio day part hours are the accepted industry standard set by Arbitron. 

 

It should be noted that the Overnight radio day part contains one extra hour than the Late Night television day part and therefore captures a larger proportion of PSA airings.

PUBLIC SERVICE ANNOUNCEMENTS

PSAs Air in Top Markets

 

Public service announcements (PSAs) distributed by WestGlen earned airings in top markets, as discovered during an examination of over 1.6 million PSA airings in 2010.

 

Highlights of 2010 Broadcast PSA Airings

 

  • 24% of television PSA airings occurred in the top 25 markets and 70% of TV airings occurred in the top 100 markets

 

  • 28% of radio PSA airings occurred in the top 25 markets and 59% of radio airings occurred in the top 100 markets

 

  • More CBS affiliates supported PSA campaigns than other network affiliates, followed by ABC and FOX affiliates

 

Market Rank Breakdown

 

Market Rank              TV PSA Airings         Radio PSA Airings

National                         5.5%                             0.4%

Markets 1-10                 10.8%                           14.4%

Markets 11-25               13.1%                            13.3%

Markets 26-50              12.0%                           13.9%

Markets 51-75               10.7%                           18.8%

Markets 76-100             7.0%                            15.2%

Markets 101-150           17.6%                           16.2%

Markets 151-210           23.4%                           7.5%

 

 

Analysis Background

 

Television airings were detected by A.C. Nielsen’s SIGMA tracking service and radio airings were detected by Mediaguide or reported directly by stations.  Media market rankings are the Designated Market Areas set by A.C. Nielsen ranked for 2010-2011.  Network affiliate designation was provided by Cision. 

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