PlowShare Group Survey Reveals Beta Remains Preferred Format Among Nation's Public Service Directors

STAMFORD, Conn., Jan. 27, 2011 /PRNewswire/ -- The PlowShare Group released the results of its Public Service Directors Survey revealing that in spite of numerous downloading options, Beta tape remains the preferred format for receiving public service ads (PSAs).  However, with 62% of respondents citing "occasionally" or "frequently" downloading PSAs, it's clear that a shift towards tapeless formats is in progress.

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The new survey was developed as a follow-up to a 2009 poll conducted to determine how prepared stations were to accept and air PSAs in digital H.264 format. The objectives of the recent survey were to 1) Identify each station's preferred PSA format(s), in order to observe any shift in preference, 2) Determine how stations that do digitally download PSAs, prefer to receive materials, and 3) Identify deterrents to downloading PSAs.

Public Service Directors from 100 television stations in 39 states and the District of Columbia from November 2010 – January 2011 participated via online surveys and telemarketing calls. According to the survey, 74% of public service directors polled prefer to receive PSAs in Beta format; followed by 31% DVC Pro and 5% H.264. When asked about the station's willingness to use downloadable PSA files such as H264, 42% said they occasionally download them, 37% said never, 20% reported frequent and 1% answered that they only download PSAs. Of those respondents answering "Never " or "Occasionally" reasons given included time requirements (41%), lack of technology (26%), virus concerns (3%), and station receives many hard copies making downloading unnecessary (55%).

According to PlowShare Group president, Jeffrey Boal, "Beta and other hard copy PSAs are convenient and as such public service directors believe hard copy just makes their jobs easier. It's our responsibility to maximize PSA airings, which means combining traditional hard copy distribution with digital distribution. Between FTP, Hula, MX, YouSendIt and other methods of downloading, we're confident that the day will soon come when it's as easy to sift through digital PSAs, as it is to flip through a stack of Betas and thereby reduce production and distribution time and costs."

The survey also revealed the primary reason Public Service Directors select one PSA over another is its relevance to their audience (66%); 42% of respondents stated that they include 30 or more PSAs in their monthly rotation, and health and education focused campaigns are receiving the largest percentage of donated air time.

About The PlowShare Group

Founded in 1994, the PlowShare Group has grown to become the second largest distributor of public service advertising in the nation. The agency generated more than three-quarters of a billion dollars in donated media on behalf of its clients during 2010. With a history of developing and distributing successful PSA campaigns for many of the nation's best-known non-profits and government agencies, PlowShare has earned a reputation for excellence.  Core services include public service strategic media distribution, outreach, usage tracking and evaluation. Rather than relying on the inefficient approach of mass distribution, PlowShare utilizes innovative media outreach strategies in combination with technology to develop custom programs tailored to its client's goals, objectives and budgets. Furthermore, PlowShare has developed a number of exclusive media partnerships, as well as a Paid/Pro Bono hybrid model, which provides media placement control during periods where targeted visibility is required. For additional information, visit http://plowsharegroup.com.

SOURCE The PlowShare Group