| Autor: |
Crystale Purvis Cooper, Cynthia A. Gelb, Jennifer Chu |
| Jazyk: |
angličtina |
| Rok vydání: |
2015 |
| Předmět: |
|
| Zdroj: |
Preventive Medicine Reports, Vol 2, Iss C, Pp 202-205 (2015) |
| Druh dokumentu: |
article |
| ISSN: |
2211-3355 |
| DOI: |
10.1016/j.pmedr.2015.03.005 |
| Popis: |
Objective: To investigate the longevity and reach of television public service announcements (PSAs) developed by the Centers for Disease Control and Prevention's Screen for Life: National Colorectal Cancer Action Campaign. Methods: Television airtime donated to Screen for Life PSAs was tracked, and the impressions (a broadcasting metric for audience size) generated by PSAs in circulation ≥5 years were analyzed in 2014. The sample consisted of 8 PSAs, including English and Spanish PSAs, PSAs featuring celebrities, and PSAs redistributed multiple times after their initial release. Results: During the most recent year of circulation (5–9 years after initial release), each PSA generated 15.7 million to 251.7 million impressions. Peak annual impressions were achieved as late as 9 years after a PSA's initial release. When PSAs were redistributed 2 years or longer after the prior distribution, annual impressions increased over the preceding year by >20 million in 80.0% of instances. Among English PSAs, those featuring celebrities produced the highest mean and peak annual impressions. Conclusions: Donated-placement television PSAs can be a long-lived health promotion strategy. Redistribution may enhance PSA longevity, and featuring celebrities, particularly in English PSAs, may expand reach. |
| Databáze: |
Directory of Open Access Journals |
| Externí odkaz: |
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