Green noise confuses, annoys or
offends many consumers.
The advent of the Planet Green cable channel in June 2008
invites scrutiny of the relative effectiveness of the PBS and
cable platforms: PBS's ability to move viewers to patronize
sponsors far outstrips that of cable networks.
According to the Harris Interactive Study "PBS Sponsorship –
Awareness and Impact on Quality Perceptions" (Aug. 2006) 67
percent of viewers would choose to purchase from a company that
sponsors PBS, all other things being equal.
For cable audiences, in contrast, a Beta Research Brand Identity
Study (April 2008) found that only 23 percent of subscribers
said they were more likely to buy products advertised on HGTV
and Food Network, the networks offering the best results. The
average broadcast network got only a 9 percent response. PBS was
not included in the Beta study.
Why does PBS outperform every other network by such a huge
factor? It’s the credible programming and the non-commercial
transparency that is its singular attribute.
PBS’s strength lies in the power of its brand and its wide
distribution, which are enhanced by the public television
system’s integrity and believability, programming diversity and
Natural Home Living on public television is the perfect
vehicle for your sponsorship.
Marketing “green” has only just begun and already it’s time to
reassess strategies and refocus campaigns as the growing green noise
threatens to drown out, distort or dilute your message.
Green noise — static
caused by urgent, sometimes vexing or even contradictory information
on the environment played at too high a volume for too long – is a
genuine concern for marketers.*
Natural Home Living
stands out as the solution.
* “That Buzz in Your Ear May Be
NY Times, 6/15/2008