2021 Rail Grade Media Buy Summary

Home , Clay Travis, Premiere Networks

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. Additionally, :30 spots will run on the Westwood One Overnight network, including additional social posts where available. Podcasts will include 26 post-roll reads. The added-value portion of the Westwood One plan will deliver an additional 128.9 million impressions to the target audience.

iHeartMedia iHeartMedia is a leading multi-platform media company offering radio broadcasting, online and mobile streaming, digital and social media, podcasts, and personalities and influencers. iHeartMedia serves 150 local markets with 858 terrestrial radio stations in addition to its digital radio platform, which is available on 260+ platforms and over 2,000 devices. iHeartMedia is a longtime NHTSA partner and continuously offers significant added value to the campaigns.

The plan with iHeartMedia will include terrestrial radio, digital audio and podcasts.

Terrestrial Radio – Premiere Networks Spot Placement This plan is built for efficiency, returning a comparatively low CPM (compared with 2020) while still achieving high reach. The radio schedule will deliver 1,355 spots across 22 networks that over index with the target audience. Networks include the top stations and voiced integrations with leading influencer shows such as: f Breakfast Club Weekday and Weekend f Doug Gottlieb f Outkick the Coverage with Clay Travis f Jason Smith Show f Odd Couple with Chris Broussard and Rob Parker f Straight Outta Vegas with RJ Bell f After MidNite with Cody Alan

The Premiere Networks portion of the plan will deliver 101.3 million paid impressions.

Terrestrial Radio – Total Traffic Network Spot Placement The Total Traffic Network will be activated to provide additional targeting to the areas with the most safety incidents with a motor vehicle (Figure 4). These are :15 spots that can be voiced by station radio hosts for maximum impact. A total of 3,389 units and name mentions will run during heaviest drive times (5 a.m.-8 p.m.).

The Total Traffic Network portion of the plan will deliver almost 10.3 million paid impressions.

Stop. Trains Can’t. • 2021 Rail Grade Crossing Safety Media Buy Summary page 7 of 22 SmartAudio Broadcast Buying The SmartAudio audience is created by modeling iHeartRadio’s first party digital data and third-party data from social networks to identify what broadcast radio stations the target audience listens to. That data is then utilized to deliver the spots to the most precise target audience. These :30 spots will be radio host voiced and will run during peak drive times (6 a.m.-7 p.m.) in the heavy up markets listed in Figure 4. A total of 15,972 :30 spots will run delivering nearly 26 million impressions.

Targeted Digital Audio Digital audio will be nationally placed to reach the target audience. Impressions will be equally distributed across the flight and will include the following: f Digital streaming audio – :30 in-stream audio mp3 via iHeart.com and iHeartMedia mobile app f Streaming companion banners – Display ads on desktop and mobile f Podcast integrations – :15/:30 audio mp3 on the iHeartMedia podcast network and all major platforms The digital audio portion of the iHeartMedia plan will deliver 8.0 million paid impressions.

Podcast Integrations Pre-roll spots (:30) will run on the highest indexing podcasts in the iHeartMedia Podcast Network. Podcasts will include sports, lifestyle and music content that ranks highest with the target audience and will run on all major platforms (Apple Podcast, Google Play, Stitcher, etc.).

The podcast portion of the plan will deliver 1.5 million paid impressions.

The total paid portion of the iHeartMedia plan will deliver 147.1 million impressions.

Added Value The added-value portion of the plan from iHeartMedia is valued at 78% of the paid plan.

Added value includes bonus distribution on Premiere networks, companion display banners across iHM.com digital properties, bonus traffic network announcements, Total Traffic and The Weather Network in-content mentions, and dual casting within The Weather Network and across the digital buy. A bonus SmartAudio schedule will also run during National Rail Safety Week in September.

The added-value portion of the iHeartMedia plan will deliver an additional 64.9 million impressions to the target audience.

Katz Audio Network The Katz Audio Network is the only network that includes Entercom radio owned and operated stations, which allows NHTSA to have access to premium inventory on those stations. Katz offers 100% guaranteed inventory clearance and very low duplication with other networks. The addition of this network will extend NHTSA’s reach into top rated stations that are otherwise unavailable. This plan is designed to super-serve the markets with the most safety incidents involving a motor vehicle (Figure 4).

Stop. Trains Can’t. • 2021 Rail Grade Crossing Safety Media Buy Summary page 8 of 22 Included in the plan are the following elements: f Alliance male radio network – The Alliance network includes all Entercom stations in the Katz Audio Networks, as well as the Hubbard and Cox owned stations, which will increase coverage in the key markets. Stations that over index with the 18- to 49-year-old male target will be used. f MLB Play-by-Play – This portion of the plan is specifically built to include as many MLB teams in the key markets as possible. All stations are the flagship stations for the specified teams, so the content is all local. The teams that will be a part of this campaign are: Boston Red Sox, New York Yankees, New York Mets, Pittsburgh Pirates, Philadelphia Phillies, Baltimore Orioles, Washington Nationals, Atlanta Braves, Tampa Bay Rays, Florida Marlins, Houston Astros, Texas Rangers, Chicago Cubs, Minnesota Twins, St. Louis Cardi- nals, Kansas City Royals, Seattle Mariners, San Francisco Giants, Anaheim Angels and San Diego Padres. f Traffic Weather Information Network (TWIN+) runs live on local stations with news, weather, sports, music, lifestyle and traffic content. To heavy up in the key markets desired and achieve the needed coverage, this plan will rely heavily on sports content. f Digital – Streaming assets will run on the national Katz streaming network while focusing 50% of the total impressions within the key markets. Katz Audio Network will deliver a total of 33.3 million paid impressions.

Added Value A total of 13 (:30) bonus spots will run on the Alliance network and will deliver an additional 7.9 million impressions. Additionally, Katz Digital will serve bonus 300x250 or 640x640 banner impressions throughout the course of the two flights (impressions TBD).

ESPN Radio Network ESPN Radio network is a leader in sports programming, carrying live sports and other sports talk programming. NHTSA continues its long partnership with ESPN Radio network, which reaches the young male sports fan where they are listening to content.

During the first flight, programming will focus on NBA and MLB live programming, as well as commercial integrations with top talk programming including Keyshawn, JWill & Zubin; Greeny; Bart & Hahn and Chiney & Golic Jr.

The second flight will include college football and NFL Sunday play-by-play programming in addition to the aforementioned sports talk programming.

ESPN will deliver an estimated 63.8 million paid impressions.

Stop. Trains Can’t. • 2021 Rail Grade Crossing Safety Media Buy Summary page 9 of 22 Spanish-Language Radio The Hispanic Rail Grade Crossing campaign will run concurrently with the general market campaign, targeting the Spanish-reliant Hispanic male 18-49. The coverage will be national but will include DMAs where key geographies with the most safety incidents involving a motor vehicle also have a high percentage of Hispanics. These markets include: f Phoenix, AZ f Glendale, AZ f San Antonio, TX f Houston, TX f Midland, TX f Burlingame, CA

Univision Univision is a leading media company serving Spanish speakers in the United States with radio owned and operated stations in 58 major Hispanic markets, as well as network affiliates in an additional 126 markets. The plan will deliver 334 units on networks that index highest among the Spanish-reliant target audience. Those networks include music, entertainment and live soccer on 227 stations.

The Univision plan will deliver 32.8 million paid impressions.

Entravision Entravision primarily caters to the Spanish-speaking community in the United States and owns 49 radio stations in the top Hispanic markets. The plan will include nationally syndicated radio host, Piolin, who has a large and loyal following. Piolin will leverage his influence by voicing spots over- the-air and on digital audio streams and social media to drive awareness for the campaign. These recorded spots will also run during other programming during the flight.

The plan will deliver 139 spots and will include Entravision’s audio streaming component which will connect all streaming platforms to ensure that Rail Grade Crossing campaign messaging is delivered on all platforms and devices.

The Entravision plan will deliver over 24.8 million paid impressions.

Added Value The added value portion of the Entravision plan is valued at 23% of the overall paid schedule. Entravision will run eight (:30) spots in each flight, delivering an additional44,000 impressions.

Stop. Trains Can’t. • 2021 Rail Grade Crossing Safety Media Buy Summary page 10 of 22 SBS AIRE SBS AIRE offers a very efficient CPM and the Rail Grade Crossing message will air on the networks that index highest with the target audience. In addition to airing on all major networks, the plan will include units on nationally syndicated programs with Alex Sensation and El Terri. SBS AIRE will deliver additional impressions via its audio streaming, including audio/video pre-roll.

The SBS AIRE plan will deliver over 21.5 paid million impressions.

Added Value SBS AIRE will run 24 bonus spots (12 per each flight) estimating an additional13.1 million impressions.

Digital

Digital tactics will be used to deliver campaign video assets to the target audience, adding visuals to the “Stop. Trains Can’t.” messaging. With powerful targeting abilities and a wide variety of delivery options—ranging from pre-roll video to social media—digital opportunities will increase frequency for the campaign. Digital tactics will also be used to heavy up in the key markets to add additional media weight to the markets where the most rail grade crossing safety incidents involving a motor vehicle have occurred.

General Market Digital Publisher Direct

WWE WWE is an American integrated media and entertainment company that is primarily known for professional wrestling. WWE is one of the leaders in YouTube content, attracting viewers who are fans and those who have not caught WWE content recently. This will be leveraged to reach males 18-49 on the WWE YouTube channel. NHTSA will have exclusive takeovers including the WWE Raw Section Takeover and the WWE Smackdown Section Takeover. Both placements were on the NHTSA 2020 Rail Grade Crossing campaign plan and had high performance. Approximately 12% of males 18-49 watch Raw, Smackdown and WWE’s YouTube page, making the potential audience size 8.7 million. The 2020 Rail Grade Crossing campaign had a 21% over delivery, which allowed NHTSA to secure $25,000 in media placement at added value. All tactics will run during both the March/April and September flights at an even impression split and have a total of 9.1 million impressions and 600,000 added value impressions.

ESPN ESPN is an American multinational basic cable sports channel. ESPN will run non-skippable video for college basketball during the spring flight and college football during the fall flight. ESPN has not been used for the Rail Grade Crossing campaign in the past, but with a heavy male audience and strong performance on the Click It or Ticket (CIOT) and Impaired Driving campaigns, the addition of ESPN will enhance reach for the Rail Grade Crossing campaign.

Stop. Trains Can’t. • 2021 Rail Grade Crossing Safety Media Buy Summary page 11 of 22 For example, the NHTSA 2020 CIOT campaign, the CFB Homepage Sponsorship delivered over 1.6 million impressions and the campaign delivered in full at 103%. In addition to video, ESPN will also run banners which appear prominently just under the site navigation, or within the content space. With ESPN “Serving sports fans. Anytime. Anywhere.,” people come to ESPN to stay up to date on all sports results and upcoming schedules. NHTSA will have prominent placement and high share of voice around the live and recap scoreboards on ESPN.com and the ESPN app. In total, ESPN will deliver 18.8 million guaranteed impressions.

Twitch Twitch is the world’s leading live streaming platform for gamers. The platform allows audiences to watch and chat with millions of other fans from around the world. Twitch is the fastest growing and one of the largest platforms for e-gaming. Users spend an average of 95 minutes on Twitch and is the third most consumed video platform after Netflix and YouTube. Twitch will be used to reach those with an affinity to gaming and esports and was used in the 2020 Rail Grade Crossing campaign plan. The 2020 campaign delivered impressions 101% to plan and performed with a 93% video completion rate (VCR) which is well above the 70% benchmark. The plan will use non-skip premium cross-device live video that is woven directly into broadcasts. Through Twitch, 6.4 million impressions will be delivered in addition to 687,000 added value impressions. Twitch will be used primarily for the male audience as it has a 65% male audience in the 18-49 demographic but has one of the highest indexes for 18- to 49-year-olds as 75% of the overall audience falls in that age demographic.

Turner Turner will be used to target key sports moments for both the spring and fall season to reach males 18-49 at optimal sports moments. The Rail Grade Crossing message will reach them by using these seasonal tactics:

f March/April flight: March Madness Live Bronze Video Package, NBA Live, and pre-roll and mid- roll video will play during the flight as well as run of site (ROS) display tactics f September flight: Turner Sports Baseball Network video :15 or :30 pre-/mid-roll

March Madness Live Bronze Video Package includes all ROS and mid-roll creative, companion ad units available across all platforms, and premium activation media across Bleacher Report, NCAA. com and CBSSports.com. Viewership for March Madness Live captures approximately 40.8% of the audience. The event had 102.4 million total live streams and 1.5 billion total live minutes in the 2019 tournament, hitting record highs for audience size and engagement for the NCAA tournament.

From box scores to game previews, the NBA Game Details Takeover will serve NHTSA’s Rail Grade Crossing campaign messaging across pages that keep fans updated on current NBA action. The Game Details section is a cross platform experience that runs across desktop, tablet, mobile web and handset app.

Stop. Trains Can’t. • 2021 Rail Grade Crossing Safety Media Buy Summary page 12 of 22 Turner Sports Baseball Network aligns with the NHTSA brand with premium, live and non-live baseball action across the Turner portfolio. Fans can watch every MLB game live on multiple devices with the Watch TBS App, MLB.TV and Xandr partners.

For the 2020 campaign there was a 21% over delivery and NHTSA was able to secure $28,000 in added value. Over the course of both live stream tactics for the spring and fall flights, there will be 18.3 million impressions delivered with 4.4 million added value impressions.

NBCU Through NBC Universal, NHTSA will have NHL live streaming video (:15/:30) including the Playoffs Demo Target Audience to reach males 18-49 for the spring flight along with added value companion banners. NHL live streaming audiences are 83% male and had 788,000 unique streams for the 2019- 2020 season.

Similarly, for the fall flight of the campaign, NHTSA will run NFL live streaming video (:15/:30) including Playoffs Demo Target Audience to reach males 18-49, along with added value companion banners. NFL live streaming audiences are 84% male and averaged 3.3 million unique streams per game in the 2019 regular season. Alongside with live streaming, the Rail Grade Crossing campaign messaging will run with companion banner ads at added value.

In total, NBCU will deliver 2 million impressions and 100,000 added value impressions over both flights.

Streaming Audio Streaming audio continues to provide significant reach with the Rail Grade Crossing campaign target audience, with the field dominated by Pandora and Spotify. These two platforms will be leveraged to ensure reach among the target demographic at the most opportune moment—while they are in the car or on the go—through in-car and mobile-only placements.

Pandora The plan with Pandora will make use of mobile audio. Mobile audio allows NHTSA’s audio spot to be played between songs that the user is listening to and delivers to a captive audience as they are driving or being active throughout the day. The ads will include audio messages and a clickable 300x250 companion (display) banner when the user has their phone unlocked and are engaging with the app while at a complete stop—not while driving. This plan will deliver 6 million guaranteed impressions.

Stop. Trains Can’t. • 2021 Rail Grade Crossing Safety Media Buy Summary page 13 of 22 Spotify The plan with Spotify will make use of mobile audio, in-car audio and podcasts.

In-car audio has targeting capabilities to reach users who are driving through their In-Car Everywhere technology. This targeting is delivered to users who are using the app through connected car devices by using the phone’s GPS and accelerometers to determine when the user is driving. The Rail Grade Crossing message will play to users in the demographic only when the platform detects they are driving, ensuring they are hearing the NHTSA message at the most strategic time. Once Spotify detects that a user is driving based on the phone’s signals, it goes into a safe driving mode. The safe driving mode removes all visuals and only has big buttons for skip, backward and play. Display ads will not be shown to the user and if the user has the phone hooked up to Apple CarPlay or Android Auto the display ad will not be shown either. Spotify takes precautions to not cause distractions on the road and goes so far as to revise some audio ads that could cause the driver to not pay attention to the road or cause intense stimulation to the driver.

Mobile audio will have NHTSA’s audio spot played between songs that a user is listening to. The plan on Spotify will use Audio Everywhere supported by a no-charge 640x640 banner unit. The Audio Everywhere package (audio and banner) allows NHTSA to reach adults ages 18-49 on any device, in any environment, during any moment of the day. The audio ads are played between songs during active sessions, ensuring that NHTSA will achieve 100% share of voice. In addition to the audio spot, NHTSA will take ownership of a clickable companion display unit that allows traffic to go to the desired destination.

Spotify will overall serve a total of 9.2 million guaranteed impressions, not including podcast impressions.

Podcasts Podcasts are exploding in popularity, providing another avenue to reach the target audience with audio assets. Podcasts overall skew male and shows will be selected based on a high concentration of the male target audience.

Spotify will use dynamically inserted ads against its vast catalogue of brand-safe podcasts, including new episodes, and older episodes listeners may be discovering for the first time. Anyone who downloads any episode will hear the new ad. With dynamic ad insertion for podcasts, you can load that ad into all your episodes. Dynamically inserted ads are not limited to two versions of an episode. Spotify can upload multiple versions with different ads stitched onto the beginning or end.

We have seen pacing issues in the past for podcasts through direct buys, so we are using Megaphone who is a programmatic podcast platform to ensure we reach the target audience and stay on budget. With Megaphone, we are buying impressions based on targeting parameters instead of buying shows, which will help the campaign scale reaching those listeners on podcasts in the short flight timeframes.

In addition, NHTSA will use Barstool to reach the target audience.

Stop. Trains Can’t. • 2021 Rail Grade Crossing Safety Media Buy Summary page 14 of 22 Podcasts bought will be brand safe and skew toward adult males 18-49, spanning multiple content categories including sports, entertainment and culture, and will not include political or controversial topics. Podcasts include Last Podcast on the Left, Mom’s Basement, The Ringer Bill Simmons, The Ringer Ryen Russillo and The Ringer NBA Show.

Podcasts will serve a total of 16.9 million guaranteed impressions.

Digital Video Due to changing media habits, online video (OLV) will be used to reach the target audience in an ever-changing fragmented video space.

The Trade Desk OLV will be run programmatically to reach our target audience across all sites they are consuming to increase the reach and frequency. OLV will be mobile heavy to reach the 18-49 demographic on the device they use the most. By utilizing The Trade Desk for OLV, we will not only have full transparency into the buy and be able to apply real time optimizations for connected TV and display, but it will also allow frequency to be controlled to increase reach by achieving an efficient frequency around six to eight times across all tactics. We will also be using The Trade Desk to target our market heavy ups to ensure that the budget is spent in full. The Trade Desk will deliver 21.8 million guaranteed impressions.

YouTube YouTube will be run in-house through the subcontractor’s internal Google team to maintain not only a cost-effective cost per completed view (CPCV), but also brand safety placement. For the general market, YouTube will deliver over 5.4 million completed views. YouTube videos are bought on a CPCV basis meaning that there is no charge for a user who skips the video before the 15-second mark. This helps get the Rail Grade Crossing message to the users at a higher frequency but does not incur costs for those who skip the videos.

Display Waze Waze users use the app twice per week on average, with 60% using the app within 12 miles of their home and 77% driving 20 miles or less. Users even use the app 50% of the time for familiar destinations to save time and find the best route. Being the final touchpoint before getting in the car and driving, Waze will be utilizing high-impact, zero-speed display ad takeovers to reach the target audience in their vehicle when they are at a complete stop. Waze will deliver 2.5 million impressions.

Stop. Trains Can’t. • 2021 Rail Grade Crossing Safety Media Buy Summary page 15 of 22 Undertone Undertone performed well on previous 2020 NHTSA campaigns with 6.8 frequency and 80% viewability, which is well above the general network awareness benchmarks. In 2021, similar tactics will be used to leverage high-impact units to increase awareness and reception to the “Stop. Trains Can’t.” message. High-impact units will include: f Page grabber: A cross-screen full page format that can house video content or display images. f Expandable adhesion: A smartphone-only unit that expands from a 320x50 to a full screen ex- pansion and deliver additional messages or consequences of failing to stop at rail grade crossings. f Brand reveal: A cross-screen unit that shows upon user-initiated scroll encouraging interaction with highly viewable display or video integration. The above high-impact units will deliver 12.9 million impressions throughout the campaign.

The Trade Desk The Trade Desk will be leveraged to increase reach and frequency at scale. Display banners will be served to the target audience through The Trade Desk for potential CPM savings, full transparency into programmatic buys and controlling frequency across channels run in-platform. The targeting for programmatic display will include adults 18-49 who own a vehicle and will be mobile only as that is the device the target audience uses most frequently and is the last touchpoint before getting in the car and driving. We will also be using The Trade Desk to target our market heavy ups to ensure that the budget is spent in full. Mobile display will deliver over 73 million impressions.

Aki Aki is a technology company that uses a phone’s accelerometer and gyroscope sensors to target customers as they go about their day. These sensors can determine what the user is doing and is able to deliver relevant messages at key moments. For instance, longer videos will only be served when the user is passively using their smartphone. When a user is active, but not driving, Aki will serve a standard banner ad. Also used for the 2020 Rail Grade Crossing campaign, Aki delivered impressions 112% to plan and performed with a 93% VCR, which is well above the 70% benchmark. Between both display and video tactics, Aki will deliver 14 million impressions.

Over-the-Top/Connected Television (OTT/CTV) The Trade Desk By using The Trade Desk, NHTSA will receive increased incremental reach to those using streaming TV offerings or full episode players. The OTT/CTV plan will deliver over 16 million impressions targeted to the general market 18-49 years old skewing male.

Hulu Hulu will be used for its CTV inventory and provide increased incremental reach to the general market targeting data using streaming TV offerings or full episode players delivering 5.8 million impressions.

Stop. Trains Can’t. • 2021 Rail Grade Crossing Safety Media Buy Summary page 16 of 22 Paid Social Media To drive retention of the Rail Grade Crossing message during the campaign, NHTSA will promote content on Facebook, Instagram and Twitter, driving video views across platforms. Reach and impressions will be used as a secondary key performance indicator to measure efficiency.

The budget will be allocated between the three platforms, with 82% of the budget allocated to optimize between Facebook and Instagram, and 18% allocated to Twitter. Facebook will heavy up on high incident locations as well as premium video placements for gaming and sports content. Twitter will utilize interests and keywords in the gaming, sports and lifestyle categories leveraged across the digital buy to maximize cross channel impressions. Within the audiences, budget will auto-optimize across the different creative units based on performance to allow for optimal distribution of budget to maximize reach of the Rail Grade Crossing message.

The general market plan will generate an estimated 92.9 million impressions. An estimated 90.1 million impressions will be served on Facebook/Instagram and 2.8 million on Twitter.

Hispanic Market Digital

Publisher Direct Unanimo Deportes Unanimo Deportes will be utilizing their digital video and display capabilities to reach the male 18-49 Spanish-reliant target audience. They will align the Rail Grade Crossing message with the top news in sports and culture across multiple platforms. Included in the plan will be mobile and desktop devices with streaming audio, audio pre-roll and a custom podcast which will discuss the importance of “stopped in sports” as a metaphor for avoiding rail grade crossing crashes. This will result in 4 million impressions.

NGL NGL is a leading provider of U.S. Hispanic video and high-impact advertising solutions reaching over 12.8 million Hispanic adults aged 18-49 monthly. With a cross-device strategy to reach Hispanic adults (skewing male) across content they are consuming the most, high-impact units and digital video will be used to reach the target audience. High-impact units will include interstitials, adhesions and pushdowns. Interstitials are full-screen ad units that are custom-designed with the ability to include video and display when user-desired content is loading in the background. Adhesions are units that stay visible as the user scrolls and users can click to expand to view in full screen. Pushdowns are large units that push down from the top of the screen to reveal a larger ad format and, as the user scrolls down, is reduced to a smaller ad on the side of the page. Through NGL, 19.8 million impressions and 4 million added value impressions will be delivered to the Hispanic, Spanish-reliant target audience.

Stop. Trains Can’t. • 2021 Rail Grade Crossing Safety Media Buy Summary page 17 of 22 Streaming Audio Spotify The Hispanic plan with Spotify will also make use of mobile audio, in-car audio and podcasts.

This will result in 3.5 million impressions.

Digital Video YouTube YouTube, which will be run in-house through the subcontractor’s internal Google team to maintain not only a cost-effective CPCV, but also brand safety placement, will deliver 1.8 million guaranteed impressions.

Paid Social Media As with the general market plan, paid social media will be used to drive message retention of the Rail Grade Crossing message during the campaign by leveraging the video view objective on Facebook and Instagram. Additional emphasis will be placed on high incident locations as well as premium video placements for gaming and sports content.

The Hispanic market plan will generate an estimated 31.6 million impressions. An estimated 30 million impressions will be served on Facebook/Instagram and 1.4 million on Twitter.

Display The Trade Desk The Trade Desk will be leveraged to increase reach and frequency at scale. Display banners will be served to the Spanish-language target audience through The Trade Desk for potential CPM savings, and full transparency into programmatic buys as mentioned earlier, controlling frequency across channels run in the platform. The targeting for programmatic display will be mobile only, as that is the device the target audience uses most frequently and is the last touchpoint before getting into a car. Mobile display will deliver over 12.5 million impressions.

Digital Out-of-Home

GSTV is a sophisticated national video network which allows advertisers to target motorists in a captive environment—while they are pumping gas. Viewers are offered brand safe, premium content including sports from ESPN, news and entertainment, weather updates, and trending topics, and ads will be served to appropriate target audiences. One Nielsen research study indicates that 89% of people who visit a GSTV station report watching the videos and they have a 72% higher recall than TV and 36% higher recall than other forms of online video (Source: Nielsen Demo Study, Q2 2020).

Stop. Trains Can’t. • 2021 Rail Grade Crossing Safety Media Buy Summary page 18 of 22 NHTSA will use GSTV’s technology to target consumers by age-gender demographics, geographic and behavioral data in strategic locations to deliver the Rail Grade Crossing message. Re-targeting strategies will allow NHTSA to deliver banner ads and other engaging content to the consumer after they have visited a GSTV location to remind them of the messaging and increase frequency.

GSTV is an efficient way to reach motorists while they are standing next to their vehicles and before heading back out on the roads.

The GSTV plan will deliver over 22.4 million impressions through :15 digital video and an additional 6.2 million impressions through digital re-targeting. Stations in areas with the most safety incidents involving a motor vehicle will be targeted.

Added Value GSTV will provide approximately 13% in added value for each flight for a total of 2.2 million bonus impressions.

Stop. Trains Can’t. • 2021 Rail Grade Crossing Safety Media Buy Summary page 19 of 22 Detailed Campaign Breakdown

Channel Tactic/Partner Paid Impressions Added Value Target Impressions

Radio Total: 861,609,570 Entravision 24,881,000 44,000 24,925,000 ESPN Radio 63,882,100 - 63,882,100 iHeartMedia – Premiere 147,107,100 64,955,550 212,062,650 Katz Audio Network 33,323,700 7,877,600 41,201,300 SBS AIRE 21,569,000 13,142,000 34,711,000 Univision 32,820 - 32,820 Westwood One 355,858,800 128,935,900 484,794,700 Digital Direct Total: 87,689,089 ESPN 18,810,926 - 18,810,926 NBCU 2,054,946 100,000 2,154,946 NGL 19,834,341 4,000,000 23,834,341 Turner 18,350,782 4,444,444 22,795,226 Twitch 6,456,820 687,500 7,144,320 Unanimo Deportes 3,199,330 - 3,199,330 WWE 9,150,000 600,000 9,750,000 Streaming Audio/Podcasts Total: 43,234,585 Barstool 3,540,000 - 3,540,000 Megaphone 9,615,385 - 9,615,385 Pandora 6,060,606 - 6,060,606 Spotify 16,665,653 - 16,665,653 The Trade Desk 7,352,941 - 7,352,941 Digital Video Total: 29,147,893 The Trade Desk – 7,692,308 - 7,692,308 Open Exchange The Trade Desk – SpotX 8,823,529 - 8,823,529 The Trade Desk – 5,357,143 - 5,357,143 Market Heavy Up YouTube 7,274,913 - 7,274,913 Display Total: 115,630,477 Aki 14,019,608 - 14,019,608 The Trade Desk 75,357,143 - 75,357,143 The Trade Desk – 10,757,750 - 10,757,750 Market Heavy Up Undertone 12,995,976 - 12,995,976 Waze 2,500,000 - 2,500,000

Stop. Trains Can’t. • 2021 Rail Grade Crossing Safety Media Buy Summary page 20 of 22 Channel Tactic/Partner Paid Impressions Added Value Target Impressions

OTT/CTV Total: 21,862,456 Hulu 5,813,953 - 5,813,953 The Trade Desk – Open 8,928,571 - 8,928,571 Exchange The Trade Desk – SpotX 2,432,432 - 2,432,432 The Trade Desk – Market 4,687,500 - 4,687,500 Heavy Up Paid Social Media Total: 124,648,922 General Facebook, Instagram, Twitter 92,971,418 - 92,971,418 Market Hispanic Facebook, Instagram, Twitter 31,677,504 - 31,677,504 Digital Out-of-Home Total: 31,044,435 GSTV 28,785,931 2,258,504 31,044,435 Grand Total 1,087,821,929 227,045,498 1,314,867,427

Stop. Trains Can’t. • 2021 Rail Grade Crossing Safety Media Buy Summary page 21 of 22 Glossary

Radio Terrestrial: Any radio signal that travels along the land, is broadcast from a land-based station and is received by land-based receivers (AM/FM radio). Audio Streaming: Delivering real-time audio through a network connection. DMA: A designated market area (DMA) is a geographic area that represents specific media markets as defined by, and updated annually by, the Nielsen Company.

Digital Second Screen: A mobile device used while watching television, especially to access supplementary content or applications. Programmatic Digital: Automated bidding on advertising inventory in real time for the opportunity to show an ad to a specific customer within a specific context. TrueView: A YouTube video ad format that gives the viewer options, the most common of which is the ability to skip the advertisement after five seconds. Sponsors pay only for ads that are viewed in their entirety or until 30 seconds have elapsed.

General Flight: Advertising timing strategy where ads or commercials are run during a period of time (called a flight). The higher the weight of the advertising, the more often it is seen. Reach: The number of people you touch with your marketing message or the number of people that are exposed to your message during a given time. Frequency: The number of times you touch each person with your message. Audience Targeting: Using data points to target specific segments of the population based on their demographics, interests and behaviors. Native Advertising: A form of paid media that matches the look, feel and function of where the ad appears. Native ads are often found in social media feeds or as recommended content on a webpage.

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