From ANIMAL PEOPLE, June 2002:
BLOOMINGTON, Indiana–A recent study of a week of television
broadcasting on affiliates of seven national networks, done by
Indiana University researchers with Henry J. Kaiser Family Foundation
support, affirms the view several times expressed in ANIMAL PEOPLE
by “Neutress of the Night” Kat Chaplin, of Roanoke, Texas, that
animal advocacy groups are making a big mistake if they rely on
public service announcements instead of paid advertising to spread
their message on the airwaves.
The study found that TV stations donate less than half of 1%
of their total air time to nonprofit groups. Only 9% of the donated
time is during the most-watched evening hours, while 43% is during
the least-watched midnight-to-six a.m. slot.
Animal issues were not among the top 10 topics addressed in
donated air time, and were not mentioned among the 12 causes cited
as most deserving of donated air time by station managers.
Environmental issues were addressed in only 4% of all donated air
time, and were cited as a priority by just 10% of the station
The top priority issues for station managers were
“family/children/teenagers,” cited by 57%; “community issues,”
cited by 40%; and “health,” cited by 37%. Many animal issues can
be raised in those contexts.
But 35% of the station managers said that a nonprofit
organization that buys some air time is more likely to also get
donated time, if unsold commercial time is available.