National Highway Traffic Safety Administration

**["Click It or Ticket" May 2007 Mobilization]{.underline}**

**[Strategic Media Work Plan]{.underline}**

# Enforcement Period

May 21^st^ to June 3^rd^, 2007

# Advertising Period

-   Paid advertising must run from May 14^th^ to May 28^th^ (14 days)

-   Late night advertising should not be bought on May 28^th^ to avoid
    running into the early morning hours of May 29^th^

-   Added value and bonus weight may run after the May 28^th^ end date
    for paid media, and can run until Sunday June 3^rd^.

# Working Media Budget

\$10,000,000 net

# Audience Segment Profiles

-   Primary Segment -- *Influence segment to always use a safety belt*

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-   **White males, 18 to 34 years of age**

-   Largest demographic that does not wear safety belts

-   Of those who drive pickup trucks, safety belt use remains lower than
    drivers of other vehicle types

-   **Teens, 15-17 years of age**

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-   Secondary Segment -- *Raise awareness and influence segment to
    always wear a safety belt*

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-   **Newly arrived immigrant Latino males, 18 to 34 years of age**

-   Hispanic drivers have lower safety belt use rates than non-Hispanic
    whites, and higher fatality rates

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-   Tertiary Segment -- *Sustain general use increases while mainly
    influencing young males to always use a safety belt*

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-   **African American males, 18 to 34 years of age**

-   One out of every four African Americans still do not buckle up on
    every trip

**Audience Segment Profiles (cont.)**

> In addition to our traditional male 18 to 34 year old target we will
> expand the target audience to include teens 15 to 17 years old.
>
> [2005 Passenger Vehicle Occupant Fatalities]{.underline}
>
> [Teens 15-17 vs. Men 18-34]{.underline}

-   6% of the total fatalities in 2005 were Teens15-17; while Men 18-34
    made up 28%

-   56% of the total fatalities in M15-17 were unrestrained and 32.9%
    were restrained

-   In M18-34, 63.08% of fatalities were unrestrained and 37% of
    fatalities were restrained

-   Unrestrained fatalities in rural areas made up 62% of the total
    fatalities in Teens 15-17

-   Unrestrained fatalities in urban areas made up 34% of the total
    fatalities in Teens 15-17

-   Unrestrained fatalities in rural areas made up 62% of the total
    fatalities in Men 18-34

-   Unrestrained fatalities in urban areas made up 34% of the total
    fatalities in Men 18-34

> Source: NHTSA

# Geography

> This campaign will be national in scope and will provide advertising
> exposure to all markets nationwide.

# Media Background

In order to establish the level of priority for each target demo we'll
compare total fatalities as a percent of the population vs. each target
group's percent of the population, and create an index.

\% of Population % of Fatalities

[M15-17]{.underline} [M15-17]{.underline} [Index]{.underline}

2.95 3.64 123

\% of Population % of Fatalities

[M18-34]{.underline} [M18-34]{.underline} [Index]{.underline}

11.17 27.6 247

Based on this information Men 18-34 represent a greater number of
fatalities by a 2 to 1 ratio based on index. The chart below indicates
how Teens will be reached based on our buys targeted to M18-34. As you
will see all networks perform at a level for Teens that is greater than
50% of the M18-34 GRP level. Networks such as Comedy Central, MTV and
Adult Swim perform at levels more than 100% of the M18-34 target.

With this representative group of television and radio networks Teen
delivery will be 84% of the M18-34 delivery.

[Network]{.underline} [M18-34 GRPs]{.underline} [MTeens
GRPs]{.underline} [% Teens vs. M18-34]{.underline}

NBC 24 15 63

FOX 33 24 73

ABC Sports 18 13 72

Comedy Central 46 65 141

ESPN 25 17 68

MTV 14 27 193

TNT 21 13 62

Adult Swim [21]{.underline} [45]{.underline} [214]{.underline}

Total TV 202 219 108

Westwood One Radio [236]{.underline} [148]{.underline} [63]{.underline}

438 367 84

Teens spend time with many mediums, but television (44%), radio (23%)
and the internet (20%) represent 87% of their media consumption time
spent weekly.

![](media/image1.wmf){width="5.125in" height="3.0in"}

Source: Yahoo, Inc. 2006

**Media Strategy**

# The strategy of using broadcast television to build reach supported by radio and cable television to build frequency will remain our strategy to affect behavioral change of men 18-34 as well male teens 15-17. 

# 

# Significantly shifting dollars to reach the male teen audience is not necessary as our M18-34 buy will actually over-deliver the male teen audience. Also, shifting dollars away from the more expensive broadcast networks to cable and alternative sources will under-deliver the male teen in rural areas. This strategy would also under-deliver the m18-34 target in rural areas as well since cable and Internet usage index below 100 in rural areas for this target as well.

Some shifting of dollars will be explored in order to use networks such
as Fuel and G4 Tech TV where the execution would be 100% teen. We will
also consider online opportunities via portals such as Yahoo within Teen
oriented areas.

The top rated broadcast networks, season-to-date overall, for reaching
M18-34 and M12-17 are detailed below. Though networks such as CW have an
overall lower rating for Teens and young men vs. other networks, it does
have many programs skewed to these targets.

M18-34

[Network]{.underline} [Rank]{.underline} [Rating]{.underline}

FOX \# 1 3.2

NBC \# 2 2.7

CBS \# 3 2.1

ABC \# 3 2.0

CW \# 4 1.1

Source: NTI 9/18/06-1/24/07, Total prime, Live + SD via FOX

M12-17

[Network]{.underline} [Rank]{.underline} [Rating]{.underline}

FOX \# 1 2.6

NBC \# 2 1.6

CBS \# 3 1.5

ABC \# 4 1.5

CW \# 5 1.3

Source: NTI 9/18/06 1/24/07, Total prime, Live + SD via FOX

# The top rated cable networks, season-to-date, for reaching M18-34 and M12-17 are:

M18-34

[Network]{.underline} [Rank]{.underline} [Rating]{.underline}

Comedy \# 1 0.7

TBS \# 2 0.6

FX \# 2 0.6

USA \# 4 0.5

TNT \# 5 0.5

M12-17

[Network]{.underline} [Rank]{.underline} [Rating]{.underline}

Toon \# 1 1.2

Comedy \# 2 0.9

Nick @ Nite \# 3 0.9

MTV \# 4 0.8

TBS \# 5 0.5

We will add radio as our second medium to increase our reach of men 18
-- 34, but even more importantly, increase our frequency towards this
target. We will focus our spot placement in Morning Drive (5:30A --
10:00A), and Afternoon Drive (3:00P -- 7:00P). These are traditionally
the highest listening periods throughout the day for our target
audience.

> We will again consider national radio networks such as:

###  Westwood One

> Premiere Radio Networks
>
> Jones Media America
>
> ABC Radio Networks
>
> John Boy & Billy

**Alternative Media**

> Video Games Advertising

##### More than 70% of men 18 -- 34 have become video game players

-   The average age of a gamer is 29

-   90% of gamers do not mind in-game advertising in their games -- if
    fact they prefer it

-   Gender of game players -- 55% male/45% female

-   Time spent gaming -- 6.8 hours/week

-   Men 18-34 spend an average of 41.7 hours playing a game they last
    purchased

-   Benefits of dynamic advertising

> Flexible Timing -- Advertising just during the two-week flight
>
> Large Audience -- Reach a large aggregated audience of young men
> across multiple game titles
>
> Guaranteed Ad Exposure -- The ad is always there, not during a
> commercial break as in broadcast
>
> Involved Users and True Interactivity -- Gamers are intensely focused
> on video games when they are playing them

Source: Massive Inc./MRI 2006 Double Base

**.Com Advertising**

-   18-34 year olds make up a little over a third (34.1%) of the total
    online population, a much larger composition of the online
    population compared to their U.S. population representation (24.4%)

-   76 % of 18-34 year old males have internet access. Males 18-34
    account for 40.7% of total minutes spent online and 42.1% of total
    pageviews online

-   59% consider the Internet to be the most important entertainment
    source at home

-   Highest share of visits by category -- Gaming

**Key Usage Statistics**

**Men Aged 18-34**

**Source: comScore Media Matrix & MRI 2006 Double Base**

When we look at the kind of television programming M18-34 view who are
also users of the Internet we find that the programming we have
traditionally used is what they are watching. This serves to increase
our frequency.

![](media/image2.wmf){width="5.125in" height="3.0in"}

Source: @ Plan 2006

**Creative Units**

Added to the :30 tv and radio executions will be separate :30 tv and
radio commercials directed to the male Teen target.

Teen creative will be allocated to television programming reaching the
male Teen target at a rating that is greater than 50% of the m18-34
rating. On cable networks such as MTV and Comedy Central where
programming rotators are used along with specific programs the Teen
creative will be scheduled as percent of the overall execution. For
example, on MTV the traffic rotation may be 33% Teen unit and 67% the
m18-34 unit.

Overall, Teen delivery should not exceed 60% of the m18-34 delivery
since the m18-34 target remains the primary target. Based on 100 GRPs
this would equate to 62 m18-34 GRPs and 38 m Teen GRPs.

**Media Dollar Allocation**

Media dollars will be allocated as close to as follows in order to
achieve the communication goals.

Broadcast Television 40%

Cable Television 25%

Radio 20%

Hispanic 10% (Not including Hispanic radio effort)

Alternative 5%

**Plan Reach & Frequency Performance**

Medium/ Average Effective

[Daypart]{.underline} [Reach %]{.underline} [Frequency]{.underline}
[Reach % @ 8+]{.underline}

Prime 49 2.6

Late Night 20 1.6

Sports 32 2.7

Cable [48]{.underline} [3.4]{.underline}

Total TV 77 5.3 18

Radio 35 20.3 17

Total TV/Radio 85 13.1 64