Posts Tagged ‘James Brown’
Though we’re a staunchly non-partisan media outlet, yesterday we became a darling of the right, as Michelle Malkin sung our praises. Perhaps the best point in her article is that Christopher Guest’s “viral” video has fewer than 7,000 hits on YouTube, but maybe that will soon change with all of this (ahem, negative) exposure:
By Michelle Malkin • February 5, 2010 10:19 AM
My column looks at the bloated Census p.r. and education budget. GOP Sen. Johnny Isakson is asking questions. As well he should. History shows that the more the Census spends on advertising, the lower the response rate is. Best watchdog site for all the latest Census shenanigans: My Two Census.
The Super-Sized Census Boondoggle
by Michelle Malkin
If only the federal government were as responsible with our money as Pepsi is with theirs. The soda giant has been in the Super Bowl ad business for more than two decades. But this year, Pepsi determined it was economically unwise to pay $3 million for a 30-second spot. So, who’s foolish enough to pay for Super Bowl gold-plated airtime? You and me and Washington, D.C.
The U.S. Census Bureau will squander $2.5 million on a half-minute Super Bowl ad starring D-list celebrity Ed Begley, Jr., plus two pre-game blurbs and 12-second “vignettes” featuring Super Bowl anchor James Brown. It’s a drop in the Census boondoggle bucket (otherwise known as the tax-subsidized National Democrat Future Voter Outreach Drive). The Obama White House has allocated a total of $340 million on an “unprecedented” promotional blitz for the 2010 Census. That’s on top of $1 billion in stimulus money siphoned off for increased Census “public outreach” and staffing. In all, the Census will triple its total budget from 2000 to $15 billion.
Ads pimping the Census have already appeared during the Golden Globe awards and will broadcast during the Daytona 500 and NCAA Final Four championships. Some $80 million will be poured into multi-lingual ads in 28 languages from Arabic to Yiddish. Racial and ethnic groups have been squabbling over their share of the pie.
The U.S. census is a decennial census mandated by our constitution. Should Americans know about it? Sure. Should the p.r. budget become a bottomless slush fund in recessionary times? Surely not.
Yet, no matter how you translate it, the Census commercials to date have been an Ishtar-style flop. Global ad agency Draftfcb, based in (Obama’s hometown) Chicago and New York, nabbed a $200 million, four-year contract to oversee the Census Bureau’s direct marketing, online, and offline general market media strategies. The agency hired comedian Christopher Guest to produce “viral” spots. One of the supposedly “humor-driven” videos produced by Guest and commissioned by Draftfcb was uploaded to YouTube a few weeks ago. It has racked up a measly 6,880 views.
“For a once-a-decade project involving every living American, that’s a pretty crummy return on investment,” jeered AdFreak.com’s David Griner. “The video seems to be hampered by the same problem that plagues all campaigns meant to ‘go viral.—i.e., it’s simply not that funny…[T]he joke is a chuckler at best, and dragged out to three minutes, that chuckle gets spread pretty thin.” According to independent Census watchdog Stephen Morse, the feds conducted a total of 115 focus groups in 37 markets across the country before settling on the dud of an ad.
That’s a hell of a lot of focus-grouping to get people to pay a little extra attention to government head-count questionnaires that will be coming straight to their mailboxes, anyway.
Taxpayers are also footing the bill for the Mother of all Government Junkets – a three-month, $15 million road trip by lucky-ducky Census Bureau flacks traveling in 13 buses and cargo vans with trailers. They’ll be partying in New Orleans for Mardi Gras and at parades across the country. In case you were wondering about the anticipated Census Road Show carbon footprint, it’s an estimated 223 metric tons.
But not to worry: The eco-racketeers of an Al Gore-endorsed carbon offset firm called “Carbonfund.org” have become official government “partners” with the Census to offset all the vehicle emissions – and surf off the free publicity to garner more shady business.
As if overpriced TV ads, online videos no one watches, and indulgent, cross-country caravans weren’t enough, the Census Bureau is also enlisting 56 million schoolchildren to pester their parents and act as junior government enumerators. Educrats are spending several billions more on math and social studies lessons peddling the Census. Overzealous Census partners such as the National Association of Latino Elected Officials have distributed recruitment propaganda urging constituents to participate because “Joseph and Mary participated in the Census.” Goodness knows what kind of fear-mongering curricula the kids are being served in the name of counting heads – and shaping the electoral landscape.
“When times are tough, you tighten your belts,” President Obana lectured us. “You don’t blow a bunch of cash on Vegas.” Coincidentally, the Census Road Tour junketeers just wrapped up a visit in Vegas. Next stop? You guessed it: The Super Bowl in Miami. Taxpayers should start crying foul.
MyTwoCensus.com has received a fair share of e-mails from Americans who are all asking the same question: Why did the Census Bureau choose to purchase a multimillion dollar Super Bowl advertisement? Census Bureau spokesman Stephen Buckner has responded to this and other related questions below:
Questions from Stephen Robert Morse, Founder/Editor of MyTwoCensus.com: Whose idea was it to air an ad for the Census Bureau during the Super Bowl? Who chose Christopher Guest as the director of the ad? Who chose which specific ad or ads will run? Which ad or ads will run? Were there ever focus groups to see how effective the ads were? If so, where and when did these focus groups take place? What were the results of these studies?
Answers from Stephen Buckner, Assistant Division Chief, Decennial Programs, Public Information Office:
The essential challenge for the Census is that because it happens only once
every ten years, many U.S. residents are unaware of when it happens (in
March) and how they participate (by mail). Our own research in late 2009
showed less than 10% of Americans surveyed correctly answered that the 2010
Census occurred in March.
The first goal of our promotion efforts is to
raise awareness of the when and how the Census works. We have a very
limited window of opportunity to achieve our goals Jan – April, and
therefore need programming that delivers high ratings. The 2000 Census
paid advertising campaign also had a Super Bowl ad for just this reason.
The Super Bowl is the top-rated and most highly anticipated television
event in the U.S. An ad running once in the Super Bowl has the potential
to reach 45% adults over age 18. For comparison, CSI which is one of the
top rated programs on television delivers a 6.6 rating with adults, which
is a fraction of the reach of the Super Bowl. A 30 second spot on the
top-rated regularly scheduled show in America, American Idol costs $450,000
and has a 9.5 rating, or just 9.5% of adults are watching. The Super Bowl
reaches 100 million viewers at a very efficient price compared to other
The Super Bowl is rare, in that viewers are just as tuned in to see the
commercials as the program itself. Commercials that air on the Super Bowl
have a multiplier effect. Advertisers are mentioned in multiple news media
outlets and viewers will typically look to view them online almost
immediately after airing. Therefore, airing once in the Super Bowl creates
significant buzz leading to additional viewing potential.
Our media buy with CBS consists of (1) 30 second ad in the 3rd Quarter.
CBS provided added value in the form of (2) more 30 second ads in the
pre-game show and an additional (2-3) 12-second vignettes featuring James
Brown delivering a message on behalf of the Census. We believe the message
delivered by James Brown who is the host of the day, will carry great
weight with viewers.
We did not choose the Super Bowl itself for an ad, or at the expense of
some other programming. We went where the audience was to be found, and
CBS put the Super Bowl into their proposal for all Census ad dollars, along
with the NCAA finals and other high profile programming. NBC similarly
offered us special programming for advertising during the Olympics.
We did conduct focus groups and other research for all of our paid
advertising concepts in 2009, including the concept of a “Snap Shot of 300
million Americans” which became the ads being directed by Christopher
Guest. They tested very positively. We conducted a total of 115 focus
groups in 37 markets cities across the United States for all our
advertising, television, radio, print, digital and out door.
The first ad in the series is currently airing and will also air during the
Super Bowl pre-game. A new will air during the game, but if we told you
what it was all about, it would spoil all the suspense. While we reply on
the professional expertise and advice of our expert advertising
contractors, the Census Bureau is responsible for these ads and their
Finally, Super Bowl advertisers see a significant lift in internet searches
which is a great opportunity for Census to drive traffic to 2010census.gov
to further educate viewers on the Census.
The Census Bureau is unveiling its $133-million advertising campaign tomorrow.
A Washington, D.C., event hosted by CBS sports broadcaster James Brown will kickoff the campaign, which includes television, radio, print, online and outdoor advertisements.
USA Today has a preview of what we’ll see from the Bureau’s ads in the coming weeks:
Today, the Census Bureau unveils a $133 million national advertising campaign that will debut at 9:15 p.m. ET Sunday during the Golden Globe Awards on NBC.
The money is part of $340 million the government is spending to promote the Census this year, including more than $70 million for ads targeting Hispanic, black, Asian and other ethnic markets.
The campaign chiefly targets the 84% of the U.S. population that consumes English-language media, but ads on billboards, radio and TV and in magazines and newspapers will circulate in 27 other languages.
The first of five TV ads directed by actor/writer Christopher Guest (This is Spinal Tap,Best in Show) showcases Guest’s signature style — using dry wit to showcase life’s absurdities.
In the first ad airing Sunday, a film director played by Ed Begley Jr. announces with dramatic flourish his latest ambitious project: Creating a portrait of “every man, woman and child in this beautiful country of ours.” The ad ends with two people whispering: “Isn’t that what the Census is doing?”
The campaign will feature different themes, says Jeff Tarakajian, executive vice president at Draftfcb, the lead ad agency, which is working with subcontractors who specialize in specific ethnic groups.
One theme is “10 questions, 10 minutes” to highlight the ease of filling out the form.
Another ad will have a crowd cheering as someone walks to a mailbox to send in the form.