My Two Census

Formerly the non-partisan watchdog of the 2010 US Census, and currently an opinion blog that covers all things political, media, foreign policy, globalization, and culture…but sometimes returning to its census/demographics roots.

Posts Tagged ‘advertisements’

The Final Word on the Super Bowl ad debacle…

Wednesday, February 10th, 2010

I need not write any more words about the Super Bowl ad. It now has 333,000+ views on YouTube, but at the same time it has been panned time and time again, and perhaps caused 10% of the population to resent the Census Bureau, even if it caused 2% of the population to fill out their 2010 Census forms.

As you will see below, the genius ad agency DraftFCB (who also produced failed and unmemorable Taco Bell and Dockers commercials during the Super Bowl) didn’t even permit the embed codes for the “viral videos” to be shared until this error was pointed out by internet users. One word for these folks: Idiots.

The following words are from The Federal Eye blog by Ed O’Keefe:

Updated 3:53 p.m. ET
Media critics seem to agree: The U.S. Census Bureau should keep to counting people and stay out of the advertising business.

The agency spent $2.5 million on a 30-second ad that aired during the third quarter of Sunday night’s Super Bowl, a price tag also earned them two spots during the pregame show and two on-air mentions by CBS Sports anchor James Brown.

The ad was directed by Christopher Guest and starred Ed Begley Jr. and alums of Guest’s cult classics, “Best in Show,” “For Your Consideration” and “A Mighty Wind.”

The ad is one of a five-part series that the agency hopes will spread virally out from a Facebook fan page and YouTube. (The agency prohibits bloggers and third party sites from copying and pasting embed code of the ads, blaming contractual restrictions — a decision that likely means the agency’s viral efforts will fail. UPDATE: The agency’s YouTube channel now provides the embed code. Was somebody listening?!)

Entertainment Weekly named the spot one of Sunday night’s five worst, stating, “How weird to hire all those funny character actors, then accidentally air an unfinished version of a commercial that left us all wondering what the frak we just watched!”

The ad also ranked poorly in USA Today’s annual Super Bowl ad viewer survey, ranking towards the bottom between a CareerBuilder.com ad and one for the new Wolfman movie. (But it did beat the controversial ad starring Tim Tebow.)

Advertisers are often willing to fork over millions of dollars for a Super Bowl spot in hopes of free day-after buzz. So perhaps most insulting of all, some ad critics completely ignored the Census spot. Slate’s Seth Stevenson didn’t mention it in his review of an “uninspiring slate” of commercial offerings, and The Post’s television critic Tom Shales also ignored the ad (Shales concluded that the David Letterman-Oprah Winfrey-Jay Leno “Late Show” promo was the night’s best — and The Eye agrees).

The conservative editorial board at the New Hampshire Union-Leader seized on the Census ad’s price tag, calling it a “Super blunder” and lamenting that the spot cost only 1.9 percent of the Census Bureau’s total advertising budget.

The editors echoed concerns raised last week by Sens. John McCain (R-Ariz.) and Johnny Isakson (R-Ga.). Both lawmakers have sought justifications for the big purchase.

“There has been a great deal of buzz about the Census ads this week which is raising awareness at just the right time,” said Census Bureau spokesman Steven Jost.

“No single ad carries the whole burden of this massive outreach and education effort,” he said. “Our goal now is to raise awareness that the Census is coming in March. Then we will shift to more direct messaging that your Census form will be arriving by mail and inspiring folks to ‘mail it back.’”

Officials have also justified the costs by noting that any publicity about the 2010 Census — good or bad — should help save taxpayer money in the long run. A higher census response rate cuts the need for temporary workers to conduct expensive follow up interviews, the agency said.

“If 1% of folks watching #SB44 [Super Bowl 44] change mind and mail back #2010Census form, taxpayers save $25 million in follow up costs,” the bureau Tweeted on Sunday night.

Wired Magazine and Techies: Census Bureau’s Super Bowl Ad Is A Dud

Tuesday, February 9th, 2010

Click here for some scientific evidence about the Census Bureau’s failure to choose a worthwhile ad for the Super Bowl…here’s the quote in question:

“After the game, I asked to see more data. They found one interesting case where the US government’s 2010 census advertisement had low effect on the viewers and the Google commercial that followed it sparked the audience’s interest.”

The Scope Of An Advertising/Marketing Flop…

Monday, February 8th, 2010

The Nielsen Ratings are crap. Seriously. These ratings are the results of an antiquated system that relies on statistics from 5,000 Americans to represent more than 300,000,000 Americans. However, YouTube has provided many, many, statistics for the common man (not just the stat-heads over at Census Bureau’s HQ in Suitland, Maryland). So, let us delve into the US Census Bureau’s YouTube channel to see just how few people have watched the ads that have been created for the 2010 Census:

Thus far, the Census Bureau has posted 63 YouTube videos for the 2010 Census. The first video (the boringly iconic “Portrait of America” clip) was posted 10 months ago and the most recent addition (a hip-hop music video geared toward young urbanites)  was posted two days ago. The Portrait of America video has just over 6,500 hits…which would sound pretty pathetic for a 10 month campaign if only it wasn’t revealed that the other six videos posted 10 months ago each received between 347 and 1,305 hits. In the series of videos posted 6 months ago, the most widely-watched video, about the address-canvassing operations, has been viewed a measly 1,083 times. (This means that only a tiny fraction of the workers involved in this process even watched the video…)

Sadly, Census Director Robert M. Groves has not become the YouTube phenom he wished to be, as his four-part panel discussion and swearing in ceremony clips received only 264, 124, 92, 120, and 285 views respectively (over the course of 6 months!!!). If Dr. Groves were trying to make it on network TV, he would have been canned lightyears before Conan…

And most pathetic are the efforts of the Census Bureau to reach out to minority communities…Video testimonials by members of minority communities that were posted 5 months ago have received between 33 and 258 views…and the majority of these videos have been viewed less than 100 times each! Even if the Census Bureau’s own employees who are representing the minority groups (partnership specialists) had viewed their own videos, there should be more views than what is represented on YouTube!

Final Analysis from an untrained marketing expert: As of February 8, 2010, this ad campaign is a colossal failure!

Question to our readers…

Tuesday, February 2nd, 2010

Do you think it is a good use of money for the Census Bureau to spend a few million $$ on a Super Bowl advertisement? (please comment below!)