Public Education Program

We prioritize strong partnerships with government agencies and non-profit groups in Arizona.

Partnerships can come in many forms. We’re always available as a media resource and as a brainstorming partner for big initiatives that touch the Arizona public. We’re also proud to offer a one-of-its-kind PSA/advertising hybrid we call the Public Education Program (PEP). Here’s how it works:

Nearly every radio and TV station from around Arizona donates a small portion of their ad inventory to our Arizona Broadcasters Association. This helps ensure government agencies and non-profit organizations have deeply discounted access to advertising for messages that serve the public interest.

Our “PEP” campaigns air in traditional advertising blocks on nearly every Arizona radio and TV station. That includes nearly 200 broadcasters. The messages air in all timeslots, with high frequency, and across diverse channels that touch different audiences. The goal is the maximize reach for public-serving messages, but at the lowest cost possible.

PEP partners receive an in-kind match from the ABA to quadruple any investment, allowing us to offer a 75% discount from traditional ad costs. Our goal is to make it affordable for critical messaging that serves the public interest to get out to the widest possible audience. How wide is the reach? Our PEP campaigns reach an estimated 90% of Arizona’s 5.5 million-person population over age 18.

The PEP offering has been in existence since 1962, and is endorsed by governors, state agencies and the federal government. Currently, all 50 states have a Public Education Program supported by their state’s broadcasting association. In Arizona, all PEP proceeds support the non-profit Arizona Broadcasters Association, our state’s official trade association for broadcast television and radio.

4 PEP BENEFITS

Access to TV AND radio, providing the largest megaphone in Arizona

Statewide audience reach in all Arizona DMAs

4:1 ROI on every dollar

Broad exposure across all dayparts to touch different audiences

Frequently Asked Questions

Which stations air PEP campaigns?

The ABA solicits member and non-member radio and television stations statewide to establish a certain level of voluntary participation in carrying these announcements (just as though the time was purchased by a “paid advertiser”). The campaigns run on a majority of TV and radio stations in the state with high
frequency, and across diverse channels that touch different Arizona audiences.

How is the program valued from a dollar perspective?

The ABA works with our TV and radio partners to deliver average spot cost figures that demonstrate to our PEP partners the potential cash value of every message delivered during a campaign. This data ensures partners receive a minimum 4 to 1 ROI on their investment. Affidavits of performance are furnished to each partner monthly so they know which stations participate alongside the date and time that messages air.

Does the money raised from PEP campaign grants go towards lobbying?

Absolutely not. In Arizona, all PEP proceeds support the non-profit Arizona Broadcasters Association, our state’s official trade association for broadcast television and radio. Proceeds go towards broadcast scholarships at all three state universities, maintenance for the Arizona AMBER Alert system to alert the public to child abduction emergencies, contributions to the 1st Amendment Coalition for freedom of speech, and other broadcast support services that help maintain public access to free over-the-air radio and TV.

How do I get involved?

If you are a government agency or non-profit interested in a PEP campaign, email info@azbroadcasters.org or give us a call at 602-252-4833 and ask for Chris Kline (ABA President/CEO).