PBS Is Good For You!

[summer_in_TX]

38. Actually, those are not ads. They are underwriting spots. Those follow strict rules by law.

Noncommercial stations are not allowed to run ads. Those can be defined as content that pushes or pulls viewers (or listeners in the case of noncommercial radio) to be motivated to spend money that benefits the advertiser.

Underwriting spots are required to be free from any push or pull and short. The idea is to just name those supporting the station and its content. They usually tell the name of the business and how to find them online or in person. No superlatives, no inducements like "free" or "one of a kind."

Pledge drive donations are separate from underwriting, but if a business donates the station must publicly identify the donor on the air, but only for a short period of time so it doesn't end up perceived as a promotion.

Interestingly NPR paid for research to find out public perception of their underwriters. Turns out the public tends to trust those that support the station they value without strings attached or trying to sell them something. In the case of local NPR radio affiliates, listeners really seem to look for the companies they hear support their station and spend their money with them.