PBS Blog for Media Buyers & Marketers

Emphasis on social responsibility for corporations continues to take root as a trend. PBS, for one, has seen an uptick in media sales from national companies looking to leverage PBS’ brand equity to help them meet their ESG (environmental, social, & governance) goals.

As media buyers, you get pitched a lot of different advertising and sponsorship opportunities from public television, and it is crucial that you accurately evaluate them to identify the best opportunities for your brand. This guide will help you navigate the world of public television programming, so you can make informed decisions for your clients when evaluating and sponsoring public television’s weekend lifestyle programs.

Are you tired of your brand’s message getting lost in the holiday advertising frenzy? Year after year, parents express concern about the overwhelming amount of ads targeting their children. In fact, 64% of parents say they are concerned about this very issue.* This can present a problem for brands who want to get their message out there during this peak buying time, but don’t want to turn off parents who have a negative reaction towards advertising overload. PBS KIDS offers a solution to this problem, allowing your brand to shine in front of your target audience during the holiday season and beyond.

In today’s fast-paced and competitive marketplace, businesses face the challenge of effectively reaching and engaging their target audience. One approach that has gained significant traction in recent years is niche marketing. By focusing a company’s message on specific segments of the market rather than casting a wide net, brands can deliver highly targeted messages that deeply resonate with their intended customers.

As the political campaign season in the US heats up, many brands are finding themselves inadvertently running their ads next to political messaging on commercial news networks. Running alongside an abundance of negative political ads raises concerns about brand safety.

Company culture matters. In today’s evolving work landscape, as many companies adopt hybrid work models, it has become even more important to foster a sense of community and connection among employees. Research shows that 85% of all Americans desire to work in an environment where they feel a strong sense of community and connection with their colleagues.*

Consumers are increasingly discerning of the brands they support. In fact, 70% of consumers believe it’s important for brands to have a public stand on social and political issues.* As a result, businesses are prioritizing their CSR (corporate social responsibility) initiatives to keep  consumers – and employees – loyal.

In today’s competitive and saturated advertising landscape, brands seek to align themselves with quality content for brand safety, credibility, and engagement. PBS programs, like NOVA, offer media buyers and marketers an excellent opportunity to achieve this through national corporate sponsorship packages. Brand alignment with NOVA’s award-winning, respected content can win brands the trust – and business – of NOVA’s affluent, influential audience.

Insurance companies are constantly seeking new ways to reach potential customers and expand their market share. Millennials and Gen Z are sought-after audiences because they are at a critical life stage where they are starting families and making important financial decisions. Insurance companies can effectively target these key demographics by advertising on PBS KIDS.