Spotlighting Weaknesses

It is natural to want to focus on the positive trends depicted in evaluation reports. However, to use evaluation data properly, you should also analyze where you are not getting exposure as well, because this is how you can improve ultimate results. Following are several factors that should be analyzed to determine weaknesses in PSA exposure.

Dollar values – We have created a benchmark of PSA dollar values for comparing one client campaign against another. Obviously all PSAs are different, but our benchmark reflects PSA attainment for over 87 different PSA campaigns distributed to a similar number of stations, so it is a good method to determine how any particular campaign is performing on a month-to-month basis.

Geographic coverage. Many organizations have field offices and by sorting the data by these offices, you can quickly see where exposure is above, at or below average.

Target audience analysis – By examining the types of magazines that use your PSAs, the radio program formats for stations and the time your PSAs air on TV, you you can get feedback on key audience penetration and determine if it shows positive or negative trends.

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