What are the best times to distribute a PSA?
While most any time of the year is appropriate given the long shelf life of a typical PSA campaign, there are some times that are better than others and it also differs by medium. For TV, there is generally more time available in the first half of the year in terms of unsold inventory, particularly the first quarter. However, that is also when more organizations distribute PSAs, so things could be a little tight until new releases are absorbed into the system. For radio, the summer time is when there are more people out of home and in their cars so that is a good time to distribute a campaign, particularly if you are trying to reach young people. For all media, the fourth quarter, particularly right after the Thanksgiving holiday is not the best time to distribute PSAs, due to the heavy paid schedules prior to Christmas. Perhaps the most optimum time is the week immediately after Christmas because it is a very slow sales period among the media and you can pre-empt other organizations t
