What spot lengths and print ad sizes are the best to produce?
As many as you can afford. The key to getting good placement of PSAs is to provide the media as much flexibility as you can, because it increases the chance that your PSA will get used when there is un-sold time available. This is true in all media – broadcast and print. And, don’t overlook sixties…yes we said sixty-second TV spots. SIGMA data indicates that when a :60 is included in the mix, they are used from 56-72 percent of all PSAs aired. It sounds too good to be true, but that’s what the data indicates consistently from one campaign to another. Obviously longer length PSAs are worth a lot more than other shorter lengths and contribute significantly to higher dollar values, which is an important part of campaign evaluation. And perhaps most importantly, you can communicate a much more compelling message with longer length PSAs, particularly if you have to register an 800 phone number or website in the tag which can take ten seconds just by itself. Every PSA producer should remem
