2010 Census Advertising Will Include Radio
January 15, 2010 at 5:05 AM (PT)
Over the next few months, it will be hard to escape hearing about the 2010 Census -- and the good news for radio is, it's in the mix for a big advertising campaign. THE WASHINGTON POST reports "THE CENSUS BUREAU unveiled a $133 million advertising campaign THURSDAY that urges people to mail back the questionnaires that will be sent out in mid-MARCH.
Some ads will be featured on high-viewership television shows such as the GOLDEN GLOBE AWARDS on SUNDAY and THE SUPER BOWL in early FEBRUARY. But more than half of the budget has been set aside for media outlets, including radio, that target groups undercounted in previous censuses, including African-Americans, Hispanics and others that have many recent immigrants who may not speak English."
"We're proud of this," Census Bureau Dir. ROBERT M. GROVES told THE POST.
The largest segment is the $61 million set aside for English language media, but $25.5 million is targeted for for Hispanic audiences, and $23 million spent to reach African Americans. $13.5 million will be used in several Asian languages.
THE POST points out paid advertising was first used in the 2000 Census and is credited with turning around a declining rate of response.