The California Broadcasters Association (CBA) is committed to providing the public access to information an education campaigns sponsored by non-profit and government organizations. The CBA coordinates and distributes these broadcasting spots through a Public Education Partnership (PEP) program. This program allows federal, state, and local agencies and organizations to stretch their limited outreach dollars in order to reach the citizens of California more effectively.
What Is PEP?
The Federal Communications Commission (FCC) authorizes state broadcast associations to develop PEP programs in recognition of the unique relationship between the CBA and California stations. This program allows agencies and organizations a viable and effective means of public education outreach utilizing the 1000+ Radio and Television stations in California.
How Does The PEP Program Work?
California radio and television stations provide broadcast time to the CBA. The CBA then offers this air-time to authorized agencies and organizations to run their campaigns at a discounted rate. When the campaign has ended, the stations provide reports on the date, time, and value of each spot. These reports are compiled and then submitted to the respective agency or organization as proof of performance.
What Time Of Day Do The Spots Run?
Spots are guaranteed to run daily in peak audience periods between 6:00 AM to 12:00 midnight. Within this 18-hour span, the CBA obtains priority spot placement in all day-parts, including some of the most lucrative time slots in prime-time and local news. In addition to the scheduled flights, when fill-in spots are required, PEP spots are available for use as a first option.
Who Is Eligible To Participate, And Are There Any Requirements Or Restrictions?
The PEP program is offered only to Federal, State, and local government agencies or nonprofit organizations. Announcements must be non-political, informational, and ay not have any prior use in paid advertising campaigns.
What Does It Cost?
Programs receive a 2:1 guaranteed return on all dollars invested, which means that for every dollar invested with the CBA, you receive a minimum of two dollars worth of airtime; however, the delivered returns often substantially exceed that ratio. The program size usually determines the duration and the targeting of the campaign. Once your budget is established, the CBA can provide a plan to maximize your budget and more effectively reach your target audience.
Can I Tailor The PEP Campaign To Meet My Agency Or Organization’s Needs?
Yes. The CBA offers statewide campaigns as well as campaigns that target any of the major media markets within the state. The CBA also has the ability to target a campaign by region, allowing organizations to reach stations outside the major metropolitan areas.
Where Do The PEP Funds Go?
The revenues from the PEP program help fund the services provided to stations by the CBA. These services include the CBA Scholarship and Broadcasters Foundation. Revenue also provides valuable employment information, such as the CBA job bank, job fairs, training seminars, and the employment issues and legal issues hotline available to CBA members.
What Does A Typical Campaign Sound Like?
Here are some sample radio advertisements from a campaign with the California Housing Finance Agency.
Who Do I Contact With Additional Questions, Or To Make A Program Proposal?
The Public Education Partnership program at PEP@yourcba.com.
Past and Current PEP Partners
Army National Guard
California Department of Real Estate
Solid Waste Management Board
California Department of Health Services
California Office of Emergency Services
California Volunteers (formerly CoServ)
California Department of Alcohol Beverage Control
California Department of Managed Health Care
Bureau of Automotive Repair
Underground Service Alert
Association of American Railroads
California Department of Boating & Waterways
California Franchise Tax Board
California Housing Finance Agency