What is an NCSA?
A non-commercial sustaining announcement (NCSA) is a radio or television campaign, or combination of the two, used to deliver an important, statewide, public interest message. NCSA candidates contract with the Massachusetts Broadcasters Association 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, the final ratio delivered is better than 3:1 or 4:1 grant funding-to-airtime value ratio.
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 enough funding to purchase airtime and who rely solely a station’s commitment to community service. PSAs do not hold airtime guarantees – NCSA’s do!
Who is the “ideal” NCSA candidate?
An ideal NCSA candidate is a statewide government agency or nonprofit organization. Because the effectiveness of an NCSA campaign is its reach 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 but not others, are not eligible to receive “multiplier” rates through the NCSA program. The association exists to support its members, and asking our stations to provide double, triple or 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, Transportation and Highway Safety departments, environmental services, health and human services, emergency preparedness, tourism and consumer protection.
More about the NCSA Program
NCSA campaigns guarantee a 2:1 delivery, and often have a 3:1 or 4:1 delivery ratio and is the most cost effective way to send your message statewide!
The Massachusetts Broadcasters Association makes it easy on you by managing the creative, distribution and reporting of your campaign!
NCSA Frequently Asked Questions
Why do stations partner with the Massachusetts Broadcasters Association and participate in the NCSA program?
It is also important that spots not be considered “issue advertising.” In other words, the NCSA program is not the proper forum for pushing a political agenda . Stations that shy away from editorializing their content will not air spots that weigh heavily on partisan issues.
Does the Massachusetts Broadcasters Association provide resources to create and distribute the spot(s)?
Yes, the association distributes the spot(s) to the stations and works directly with the stations to ensure delivery success. The Association collects all proofs of airtime (affidavits or airtime report) and provides timely reports back to our NCSA partner.