2021 Rail Grade Media Buy Summary
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MEDIA BUY SUMMARY STOP. TRAINS CAN’T. 2021 RAIL GRADE CROSSING SAFETY CAMPAIGN Table of Contents Executive Summary ...................................................................................3 f Campaign At-A-Glance ..........................................................................4 Radio ..............................................................................................................6 Digital ............................................................................................................11 Digital Out-of-Home ...............................................................................18 Detailed Campaign Breakdown ........................................................... 20 Glossary ......................................................................................................22 Stop. Trains Can’t. • 2021 Rail Grade Crossing Safety Media Buy Summary page 2 of 22 Executive Summary The goal of the 2021 Rail Grade Crossing campaign is to remind drivers that even in an emergency, trains can take over a mile to stop. To prevent death and injuries at rail grade crossings, motorists need to remember “Stop. Trains Can’t.” This campaign message targets men 18 to 49 years old who, according to Federal Railroad Administration (FRA) data, are the largest demographic involved in fatal vehicular crashes at rail grade crossings. Paid advertising will run in two flights—the first flight beginning Monday, March 22, through Monday, April 12, 2021, and the second flight beginning Monday, September 6, through Monday, September 27, 2021. The campaign will be supported by a $10 million media budget divided between the two flights, with approximately 40% allocated to the first flight and 60% allocated to the second flight. The plan will run nationally with concentrated efforts in strategically relevant geographic areas that see a higher safety incident rate around public rail grade crossings. These geographies will be allocated approximately 10% of the digital, social and radio ad budgets. Research shows that advertising effectiveness increases as media channels are added to the paid media plan. Media universes are not measured equally, and the target audience does not consume any one single channel. Therefore, it is important to determine a channel mix that will reach the target audience with high frequency (greater than eight times over the course of the campaign). To reach the target audience of 18- to 49-year-olds where they spend most of their time, the 2021 Rail Grade Crossing campaign will lean on digital tactics, including video, display and social media. The campaign also will include radio to take advantage of in-vehicle consumption, where the message can carry the most immediacy. While priority will be given to terrestrial radio, podcasts and streaming audio also will be used to deliver the Rail Grade Crossing message to the target audience. Both digital and radio efforts will use geotargeting and thoughtful resource allocation to increase advertising weight in the 11 regions which are identified as having the most safety incidents involving a motor vehicle in 2019. Efforts will be timed to peak drive times each day. A greater than eight times frequency was used in determining allocations to each recommended platform. Nearly 100% of the target audience has access to the internet, making a robust digital plan critical to the effectiveness of the overall strategy. Paid social media is a key part of the digital plan due to its high reach potential to young men in the target audiences and its high advertising message relevance. Digital is also an effective medium to complement the radio buys because it llsfi in the attention gaps when people shift their focus away from those channels. Radio is an effective, affordable way to reach the audience throughout their day, especially when driving and away from screens. Terrestrial (AM/FM) radio will amplify the entire campaign by adding frequency to the plan. To increase the audio impact and address all of the target’s consumption preferences, streaming audio on platforms such as Pandora, Spotify and high-indexing podcasts will allow listeners to interact on multiple platforms and devices. Stop. Trains Can’t. • 2021 Rail Grade Crossing Safety Media Buy Summary page 3 of 22 Campaign At-A-Glance The national 2021 Rail Grade Crossing campaign will include messaging across radio, digital and out-of-home channels. The plan seeks to attain the highest possible reach using radio and build frequency on digital and paid social media vehicles. This approach is designed to maximize reach potential and deliver a heavy dose of messaging to the target audience in the campaign window. Planned Campaign Assets Figure 1: Campaign Assets Campaign Language Asset Where Used Rail Grade Crossing 2021 English/Spanish You Know It's True Digital English/Spanish The Long Mile Digital English/Spanish Man Vs. Train Radio English/Spanish 911–Male/Female Radio Advertising Period Paid advertising for the campaign will run across two three-week flights: f The first flight will run from Monday, March 22–Monday, April 12, 2021 f The second flight will run from Monday, September 6–Monday, September 27, 2021 Figure 2: First Flight Campaign Calendar March 2021 April 2021 Su MT W Th F Sa Su MT W Th F Sa 1 2 3 4 5 6 1 2 3 7 8 9 10 11 12 13 4 5 6 7 8 9 10 14 15 16 17 18 19 20 11 12 13 14 15 16 17 21 22 23 24 25 26 27 18 19 20 21 22 23 24 28 29 30 31 25 26 27 28 29 30 *Dates highlighted indicate planned flight dates for *Dates highlighted indicate planned flight dates for the campaign. the campaign. Figure 3: Second Flight Campaign Calendar September 2021 Su M T W Th F Sa 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 *Dates highlighted indicate planned flight dates for the campaign. Stop. Trains Can’t. • 2021 Rail Grade Crossing Safety Media Buy Summary page 4 of 22 The plan will run nationally and be concentrated in strategically relevant geographic areas. Figure 4 details the markets with the most safety incidents involving a motor vehicle in 2019, which will receive additional media weight due to their higher rate of fatalities. Figure 4: Areas with the Most Safety Incidents Involving a Motor Vehicle DMAs That Cover State County These Counties Broward, Palm Beach, Miami, West Palm Florida (South) Miami-Dade Beach Florida (Central) Orange, Polk, Seminole, Osceola Orlando, Tampa California (Southern) Alameda San Francisco Los Angeles, Orange, Ventura, San Los Angeles, California (Central) Diego, San Bernardino, San Diego Riverside, Kern Texas (Southeast) Harris Houston Texas (North Central) Dallas Dallas/Ft. Worth Illinois Cook Chicago Indiana Lake Chicago Alabama Jefferson Birmingham Louisiana East Baton Rouge Baton Rouge Tennessee Shelby Memphis Target Audience The primary target audience is 18- to 49-year-old men. This campaign focus is determined by Federal Railroad Administration (FRA) and Federal Transit Administration data that show this demographic is most likely to be killed in a vehicular rail grade crossing crash. The secondary target audience is 18- to 49-year-old Hispanic (Spanish-reliant) men. Working Media Budget The total budget for the 2021 Rail Grade Crossing campaign is $10 million, which will be divided between two flights. The first flight will use approximately 40% of the budget and approximately 60% will run in the second flight. Stop. Trains Can’t. • 2021 Rail Grade Crossing Safety Media Buy Summary page 5 of 22 Radio Terrestrial radio as a platform has large potential reach with the target audience. Due to high in- vehicle reach, radio weight will focus on the hours of the day when rail grade crossing incidents have the highest frequency, serving as a timely reminder to drivers to operate safely around rail grade crossings. Accompanying streaming services and podcasts will amplify the entire campaign by adding frequency to the messaging. General Market Radio Westwood One Westwood One is one of the largest audio networks in the United States. It is the national-facing arm of Cumulus Media and offers syndicated sports, news and entertainment content to over 250 million listeners across a network of 8,000 affiliated broadcast radio stations and media partners. As a longtime NHTSA partner, the network performed very well in past campaigns, providing NHTSA with significant added value. Westwood One Terrestrial Radio Network The plan will rely heavily on the exclusive premium sports programming that Westwood One offers including: f Commercial and in-game exposure during men’s and women’s NCAA basketball tournaments (Flight 1) f Commercial integration in Masters Tournament update and recap coverage (Flight 1) f Commercial integration in Ryder Cup live coverage and update reports (Flight 2) f NFL Primetime (Flight 2) f NCAA football (Flight 2) f MLB Game of the Week (Flight 2) In addition to specific sporting events, the plan will also include coverage in CBS Sports programming with segments voiced by iconic sports personalities such as Amy Lawrence, Boomer Esiason, John Feinstein, Jim Rome and Tiki Barber. The plan will also use a mix of personality-based radio programs along with the larger rock formats that have the largest coverage and number of affiliates to attain the highest reach potential to the target audience. In addition to terrestrial radio, the plan on Westwood One will include highly targeted podcasts, which will make up approximately 10% of the overall budget. Podcasts will be chosen based on content and downloads by the target audience and will include sports, sports entertainment and wrestling as well as high indexing lifestyle and entertainment content. Paid advertising will include highly valued :60 mid-roll host reads. Stop. Trains Can’t. • 2021 Rail Grade Crossing Safety Media Buy Summary page 6 of 22 The terrestrial radio and podcast portions of the Westwood One plan will deliver 355.8 million paid impressions. Added Value The added-value portion of the plan from Westwood One is valued at 98.6% of the total paid plan with Westwood One. Added value includes live announcer reads, in-program mentions, social posts and features from syndicated talent participating in the campaign.