What is a PEP?
A Public Education Program (PEP) is a radio or television campaign, or combination of the two, used to deliver an important, statewide, public interest message. PEP candidates contract with the Massachusetts Broadcasters Association to have this message delivered statewide. This contract is secured with organizational funding, grant funding or underwriting from a third party, and airtime is provided on a “multiplier” basis. For every $1 of investment into a PEP campaign, the association will guarantee $4 worth of airtime. In some cases, the final ratio delivered is better than a 5:1 or 6:1 airtime to investment 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. 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 any airtime guarantees – PEPs do!
Who is the “ideal” NCSA/PEP candidate?
An ideal PEP candidate is a statewide government agency or nonprofit organization. Because the effectiveness of a PEP campaign is its reach, the ideal candidate is someone who needs to communicate a statewide message.
Secondly, the ideal candidate is someone who is not currently purchasing over-the-air television or radio. In other words, the association exists to support its members, and does not compete with them for outreach dollars.
Some PEP 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
PEP campaigns guarantee a 4:1 delivery, and often have a 5:1 or 6:1 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!
Contact us to find out more!
PEP Frequently Asked Questions
Why do stations partner with the Massachusetts Broadcasters Association and participate in the PEP program? What's in it for them?
It is also important that spots not be considered “issue advertising.” In other words, the PEP 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/PEP partner.