NCSA FAQ

A non-commercial sustaining announcement (NCSA) is a radio or television campaign, or combination of the two, used to deliver an important public interest message. NCSA candidates contract with the New Hampshire Association of Broadcasters to have this message delivered statewide. This contract is secured with “grant funding” and airtime is provided on a “multiplier” basis. For every $1 of grant funding, the association will guarantee $2 worth of airtime. In some cases, this number is higher offering a 1:3 or 1:4 grant-to-funding-to-airtime-value ratio.

What is the ideal NCSA message?
Whereby the ideal candidate is a statewide organization, the ideal message is one of importance to a vast majority of people within the state. Those who find NCSA campaigns to be most successful are those who have a distinct branding message, have a cause or issue that is important to the state as a whole and who has an “issue” with a long window of time. I.e. a 20-week campaign is more measurable and more easily spread than a 6-week campaign.
What is the typical ROI with an NCSA campaign?
Results, or return on investment, are guaranteed 1:2, but are often 1:3 or 1:4 in terms of airtime garnered. Secondly, an NCSA campaign gives an organization the ability to broadcast its message statewide, an effort that would otherwise be virtually impossible for NCSA candidates from a cost perspective.
How much does it cost to air an NCSA campaign?
Cost is determined by two factors: campaign duration and whether your campaign is radio- or television-based, or both.
Where and when will NCSA spots be aired?
Virtually all members of New Hampshire Association of Broadcasters air the NCSA spots—radio and television included.  Participating stations air NCSA spots in various day-parts, seven days a week.
Why do stations partner with the New Hampshire Association of Broadcasters and participate in the NCSA program?
NCSA revenue helps to fund the many programs offered to the association’s members. It also helps keep annual dues at a very reasonable dollar amount.
What kind of confirmation is received?
NCSA candidates receive affidavits of delivery (or airtime report) to illustrate the stations their spot aired on, dates and times. Most stations provide this information to the Hampshire Association of Broadcasters; however, some do not. In this case, the association will provide documentation based on the association’s agreement with that particular station.
Are there rules pertaining to the radio/television spot creative?
There are basically two rules of thumb when preparing an NCSA spot, radio or television. All NCSA spots must be tagged with: Sponsored by (NCSA candidate), brought to you by the New Hampshire Association of Broadcasters and this station.  Additionally, spots cannot be voiced by publically elected officials (Governor, Mayor, members of Congress, etc.) during an election year.  It is also important that spots not be considered “issue advertising.” In other words, pushing a political agenda is not something stations look to fondly. Stations that shy away from editorializing their content will not air spots that weigh heavily on partisan issues. Thus, in turn making it potentially impossible for the association to deliver on its contract with the NCSA candidate.
Does the New Hampshire Association of Broadcasters provide resources to create and distribute the spot(s)?
Absolutely, radio and television is what we are all about! Having the New Hampshire Association of Broadcasters help write, record and produce your creative is the best way to ensure that your message abides by the above qualifications. We know what it is our stations like to air, why not take advantage of our resources and knowledge to create the best possible creative for your campaign!  Yes, the association distributes the spot(s) to the stations and works directly with the stations to ensure delivery success, resend creative (if necessary) and collects all proofs of airtime (affidavits or airtime report).