Why aren’t all MCRC advertisements paid for as PSAs?
The radio and television stations that air PSAs—not the organization providing the ads—choose the times to air them. PSAs often are aired during off-hours and during times that cannot be easily sold to regular advertisers, such as in the middle of the night. Sometimes individual stations will agree to air PSAs throughout the day, but usually it is more effective to buy air time on a station and work with a station’s staff regarding when commercials will air to ensure that your message is reaching your target audience with sufficient reach and frequency. By paying for the air time, the ad becomes a paid commercial, not a PSA.
