Smokey The Bear Out Of Hibernation As PSAs Grow
July 1, 2009 at 3:50 PM (PT)
The Advertising Council joins with the U.S. Forest Service to launch a new series of PSAs celebrating Smokey Bear’s 65th birthday on JULY 4th. AD AGE reports that the new PSAs will appear on TV, radio, print and online.
Yet this campaign illustrates a growth in PSAs in the major media at a time when paid ads are declining. According to the NEW YORK TIMES, more than $1.83 billion of advertising was donated to PSAs in 2008 -- $320,000 more than 2007. The number of placements rose 15% from 2007, in the fourth quarter, as the recession deepened, placements increased 22% compared with the same period the previous year.
AD COUNCIL/NEW YORK Pres./CEO PEGGY CONLON noted that in the first quarter, the total number of placements rose 21% compared with the same period a year ago. "Part of it is a reflection that the market is soft," she said, "but what are they doing with the inventory? ... They're using it to help people."