PBS Halo Effect: How National Advertisers Build Brand Loyalty and Trust on PBS

Learn why the PBS Halo Effect is part of media buying strategies during the upfront season. Producing higher brand awareness and brand recall, advertisers benefit from PBS’ trusted content and uncongested ad pod environment.

Marketers and media buyers find effective brand lift and recall on PBS.  It’s the power of the PBS Halo Effect.

What is the PBS Halo Effect? 

The PBS Halo Effect is the powerful and positive association that viewers make between PBS and their national corporate sponsors. This connection between PBS’s trusted content and the companies that support PBS, results in a higher preference to purchase from these corporate sponsors – what we call the “PBS Halo Effect.”

The Benefits of the PBS Halo Effect for Advertisers

PBS has been ranked the #1 most-trusted media institution (beating all broadcast and cable television networks, streaming services & newspapers) for 20 years.¹ This long-running trust has been built over decades, making PBS viewers loyal and grateful for our programming. Advertisers take advantage of this cultivated trust when they become national corporate sponsors. 70% of PBS viewers say they respect brands due to their association with PBS.²

Why the Halo Effect  Pays Off on PBS Versus Commercial Networks 

While commercial networks now tout their own Halo Effect, their congested ad pods undermine its effectiveness. Commercial networks continue to program advertising pods with multiple brands–and in some cases–competitive brands share ad pods. This issue of advertising clutter, combined with varying quality in programming content, introduces issues with brand awareness and recall. For example, will a viewer recall national Insurer A or Insurer B from a single advertising pod? By contrast, PBS content is appropriate and limits sponsor spots during each program to two national corporate sponsors and two local sponsors. 

We see the direct effectiveness of the PBS Halo Effect on a brand’s bottom line when we examine the purchase preference of PBS viewers. 63% of PBS primetime viewers prefer to purchase from companies that sponsor PBS. This purchase preference is 50% greater than streaming VOD and more than twice high as broadcast network viewers feel about the commercials they see on non-PBS networks!²

Why the PBS Halo Effect Matters During Upfront Season: Leveraging the Power of PBS for Brand Safety and Success

During the upfront season, media buyers and marketers face the challenge of deciding where to allocate their advertising budget. The PBS Halo Effect is a valuable asset during this time, as advertisers seek to maximize their media investments. The PBS Halo Effect can increase brand recall and positive brand association, ultimately leading to higher sales and revenue for corporate sponsors.

In addition, the PBS Halo Effect can help advertisers protect their brand image and reputation in the age of programmatic advertising, where ads can inadvertently appear alongside inappropriate content. By aligning with PBS, advertisers can take advantage of the trusted and appropriate content that PBS offers, ensuring that their ads are running in a safe media environment. 

Contact us today to give your brand and leg up and leverage the power of the PBS Halo Effect.

¹Marketing & Research Resources, Inc. (M&RR) 2023

² Kantar | SGPTV,  US Video Audience Insights 2023


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