Public Service Announcements (PSAs) continue to be one of the most cost-effective ways for nonprofits to reach millions with mission-driven messages. But as the media landscape shifts, so do the priorities of the stations airing this valuable free media. That’s why the 2025 Yes& Connect360 PSA Director Survey—now in its 14th year—is essential reading for any nonprofit aiming to earn airtime.
Here are six key takeaways to guide your next campaign:
1. More Airtime Is Available Than Ever
PSA airings hit a record high in 2024, despite it being a presidential election year. Nielsen reported more than 14.4 million non-Ad Council airings, and 43% of PSA Director respondents say they have more airtime available. Campaigns managed by Connect360 represented one in five of all airings, with an average media value of $5 million per PSA.
Bottom line: stations need good content, and nonprofits have a real shot at being heard.
2. Timing Is Everything
If you’re planning a PSA launch, aim for January, February, or summer—the months with the most respondent-reported inventory. Fall and early winter remain crowded, so avoid year-end rollouts. Connect360 data confirms these seasonal trends year after year.
3. Community-Relevant Themes Are on the Rise
In 2025, the most supported PSA topics were:
- Children
- Military/Veterans
- Animals
- Healthcare
- Education
Also noteworthy: Government Programs & Initiatives, which 34% of PSA Director respondents said they plan to support.
Several of these topics declined slightly in 2026, while more PSA Director respondents indicated “no preference”—suggesting that some stations no longer prioritize specific topics. This opens the door for nonprofits with less traditional or niche missions to gain airtime—if the message is strong and resonant. Stations increasingly favor community-driven messages that align with national values and deliver local impact.
4. :30 Remains the Sweet Spot
Respondents reported that their stations continue to favor :30-second PSA spots. While :60s are gaining ground and now surpass :15s, the :30 format remains the safest bet for broad reach.
5. Creativity and Emotional Impact Matter
PSA Director respondents consistently say that powerful storytelling, clarity, and emotional resonance drive airtime decisions. A real story that stirs empathy will always outperform statistics or generic messaging.
6. Quality Production Is Essential
- Human voiceovers, not AI
- Factual content, not fluff
- Neutral messaging, not politics or controversy
Authenticity, credibility, and professionalism win airtime.
The Takeaway
PSAs offer nonprofits unmatched media value—often exceeding $150 for every $1 spent. But stations are selective. Understanding what PSA Directors prioritize in 2025 can be the difference between airtime and silence.
Click to view the 2025 PSA Survey Results
Need help crafting a PSA that gets picked up?
Yes& and Connect360 have the expertise to guide your message from concept to coverage.
Ready to launch a PSA that earns national reach? Contact Yes& and Connect360 to get started. Let’s amplify your mission—together.
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