Broadcast Evaluation
PSAs: Do They Really Work?Author: Bill Goodwill
Source: Capital Communicator NewsletterSynopsis: Author provides PSA campaign data from a variety of PSA campaigns to demonstrate that PSAs are not shown exclusively in "junk time," that they can stimulate a large volume of calls to 800 numbers, and that they provide a good return on investment.
SIGMA Continues to Soar
Author: B. Goodwill, GoodNews Newsletter, Summer 1996
Synopsis: A review of how the AC. Nielsen electronic monitoring system- SIGMA- was used to document $8.8 million in television exposure for the U.S. Savings Bonds PSA campaign and the impact of tracking campaigns for longer periods of time. A list of cable networks monitored by Nielsen is also included.
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articlePassive vs. Active TV PSA Evaluation Can Double Reported Values
Author: B. Goodwill, June 1991 Communicator Magazine Published by the National Association of Government Communicators
Synopsis: Results from several national TV PSA campaigns are provided to demonstrate the impact of electronic monitoring compared to response cards which traditionally were used to evaluate broadcast PSA campaigns.
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articleHow You Can Use Evaluation Data to Fine-Tune Your PSA Program
Author: B. Goodwill, Source: Workshop handout, NBACA Conference, Houston, TX., 1996
Synopsis: Developing a comprehensive evaluation system for your PSA program is critical to measuring your success and being able to justify the worth of your efforts. The article provides eleven parameters for measuring PSA effectiveness, with graphs for each.
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