Soltera Center for Cancer Prevention and Control, Tucson, AZ 85704, United States.
Prev Med Rep. 2015 Mar 14;2:202-5. doi: 10.1016/j.pmedr.2015.03.005. eCollection 2015.
To investigate the longevity and reach of television public service announcements (PSAs) developed by the Centers for Disease Control and Prevention's Screen for Life: National Colorectal Cancer Action Campaign.
Television airtime donated to Screen for Life PSAs was tracked, and the impressions (a broadcasting metric for audience size) generated by PSAs in circulation ≥ 5 years were analyzed in 2014. The sample consisted of 8 PSAs, including English and Spanish PSAs, PSAs featuring celebrities, and PSAs redistributed multiple times after their initial release.
During the most recent year of circulation (5-9 years after initial release), each PSA generated 15.7 million to 251.7 million impressions. Peak annual impressions were achieved as late as 9 years after a PSA's initial release. When PSAs were redistributed 2 years or longer after the prior distribution, annual impressions increased over the preceding year by > 20 million in 80.0% of instances. Among English PSAs, those featuring celebrities produced the highest mean and peak annual impressions.
Donated-placement television PSAs can be a long-lived health promotion strategy. Redistribution may enhance PSA longevity, and featuring celebrities, particularly in English PSAs, may expand reach.
调查疾病控制与预防中心“生命之屏：全国结直肠癌行动活动”制作的电视公共服务广告（PSA）的持续时间和传播范围。
对“生命之屏”PSA 的免费电视时段进行跟踪，并于 2014 年对流通时间≥5 年的 PSA 产生的印象（观众规模的广播指标）进行分析。该样本包括 8 个 PSA，其中包括英语和西班牙语 PSA、名人 PSA 和初始发布后多次重新分发的 PSA。
在最近的流通年份（初始发布后 5-9 年），每个 PSA 产生了 1570 万到 2.517 亿次的印象。PSA 首次发布 9 年后，仍达到了年度印象的峰值。当 PSA 在之前分发后的 2 年或更长时间内重新分发时，在 80.0%的情况下，年度印象比前一年增加了>2000 万次。在英语 PSA 中，有名人参与的 PSA 产生了最高的平均和最高年度印象。
捐赠式电视 PSA 可以成为一种持久的健康促进策略。重新分发可能会延长 PSA 的寿命，而名人参与，特别是在英语 PSA 中，可能会扩大其传播范围。
