What is an NCSA/PEP?
A non-commercial sustaining announcement (NCSA) or Public Education Program (PEP) is a radio or television campaign, or combination of the two, used to deliver an important public interest message. NCSA/PEP candidates contract with the New Hampshire Association of Broadcasters to have this message delivered statewide. Funding for the program can come directly from non-profit organizations or government entities, from coalitions of those groups, through grant funding or through a partnership with a commercial company or foundation. Airtime is provided on a “multiplier” basis. For every $1 of grant funding, the association will guarantee $4 worth of airtime. In some cases, this number is higher offering a 1:5 or even 1:6 funding-to-airtime-value ratio. The allows NCSA/PEP partners to stretch a marketing budget and reach a statewide audience effectively.
How is it different from a PSA?
A public service announcement (PSA) is aired by a station without a monetary commitment, and is therefore aired by the station at its own discretion—if ever. PSAs are an effective and useful campaign approach for organizations who do not have access to funding and who rely solely a station’s commitment to community service. Stations, however, receive dozens of PSA requests and PSAs do not hold airtime guarantees.
Who is the “ideal” NCSA/PEP candidate?
A suitable NCSA/PEP candidate is a statewide government agency or nonprofit organization. Because the effectiveness of an NCSA/PEP campaign is its reach (approximately 90% of NH’s commercial stations participate in the program), the ideal candidate is someone who needs to communicate a statewide message.
Secondly, the ideal candidate is someone who has not/will not purchase advertising with a competitive form of media. In other words, organizations who pay for regular print advertising, or who are buying time on some stations for the specific program in question but not others, are not eligible to receive “multiplier” rates through the NCSA/PEP program. The association exists to support its members, and asking our stations to provide quadruple an organization’s investment when the same has not been asked of other media outlets, is not justified.
Some NCSA campaigns aired by the association in the past include the Army National Guard, the Coast Guard, the NH Homeland Security and Emergency Management, NH Department of Transportation, NH Department of Safety, environmental services, health and human services, emergency preparedness, tourism and consumer protection.
Learn More about the NCSA/PEP Program
NCSA/PEP campaigns guarantee a 1:4 delivery, and often have a 1:5 or 1:6 delivery ratio and is the most cost effective way to send your message statewide! NHAB makes it easy by managing the creative, distribution and reporting of your campaign! NHAB provides values and airtimes for all NCSA/PEP spots that air on a quarterly or monthly basis. Ask us about more in-depth reporting through Nielsen. Click here to read FAQs about the NCSA/PEP program to see if it’s the right fit for your organization.
For a list of current NCSA/PEP campaigns running on member NHAB broadcast stations, click here. Click here for a printable NCSA/PEP fact sheet.