Brand Safety: A Hot Topic for Viewers and Marketers
A brand safe environment, and its impact on viewers and advertisers, is increasingly important when making media decisions. To better understand this critical issue, SGPTV partnered with Lightspeed Research to field a study on viewer attitudes about brand safe content.
The study confirmed that viewers believe PBS is a safe haven, and that they appreciate the quality of PBS — both our content and our environment. And, this appreciation of PBS transfers to positive feelings about PBS sponsors.
The study also revealed a surprising amount of viewer dissatisfaction with content viewed elsewhere on TV. Viewers hold advertisers accountable for their implied support of objectionable content, and they are willing to take action on their beliefs.
Click the Download button to read the full SGPTV/Lightspeed Research Study.