With a marketing landscape that is more cluttered than ever, finding the right place to spend your campaign dollars is a challenge for media buyers and brands. As we approach the annual upfronts, companies need to employ fresh media buying strategies to ensure their brand’s message reaches their target audience without being drowned out by competitors.
The Cluttered Marketing Landscape: The Challenge of How to Stand Out
PBS platforms offer brands a solution. With a limited number of national corporate sponsors per program, PBS offers a uniquely uncluttered media environment that sets itself apart from other traditional networks.
PBS: A Unique and Uncluttered Environment
PBS offers a distinct media landscape that is different from traditional networks. PBS only has two, 60-second national sponsor pods per program – one at the beginning of each program, and one at the end. And each pod is limited to a maximum of four, non-competing brands. This brand exclusivity provides PBS corporate sponsors a prime opportunity to stand out to their target audience without being overshadowed by competitors.
Limiting Commercial Clutter Boosts Brand Recall
With fewer commercial breaks, PBS viewers can enjoy uninterrupted programming, which often results in higher engagement and retention rates. For corporate sponsors, this means that their message is more likely to resonate with viewers, leading to higher brand recognition and recall. 62.4% of PBS primetime viewers say they are more likely to pay attention to sponsor messages on PBS than advertisements on other programs, networks, or streaming services. Only 30.6% of broadcast TV viewers say the same about the ads on commercial broadcast networks.¹
Why Brands and Media Buyers Choose PBS during the Upfront
The upfront season is a critical time for companies to make strategic decisions about their media buying strategies. As businesses combat the problem of having their brand message drowned out in today’s cluttered marketing environment, PBS national corporate sponsors stand out and create a lasting impression on viewers. With increased brand recall and higher engagement rates, PBS provides an excellent platform for companies to build a relationship with their target audience effectively.
If you’re looking to get the most out of your campaign dollars, consider investing in a PBS National Corporate Sponsorship package this upfront season. Contact us to get started.
Source: ¹Kantar | SGPTV, US Video Audience Insights 2023
