Many non-profits continue to believe the common view that public service announcements mostly air in the early hours of the morning, but a new analysis by WestGlen Communications, suggests the reverse is true and that non-profits that believe this myth are missing an opportunity to be seen or heard during important day parts.

WestGlen analyzed over a dozen campaigns, both television and radio, using data from television and radio encodings and found that 68 percent of television airings occurred in other, better viewed day parts, with only 32 percent aired in the late night hours. Almost half (44 percent) occurred in early morning and daytime (21 percent and 23 percent respectively). There was also good representation in early fringe and late evening. Even primetime scored some percentage points.

Radio had 40 percent of airings in the overnight hours. But 24 percent of airings were in the drive times (13 percent morning drive and 11 percent evening drive), considered the equivalent of television’s prime time.