BOARD MEETING DATE: November 4, 2011 AGENDA NO. 32

PROPOSAL: Approve Proposal for Sponsorship of Weather Reports to Promote Wintertime “Check Before You Burn” Program

SYNOPSIS: Last winter, AQMD launched a voluntary residential Check Before You Burn Program and partnered with KTLA Channel 5 to help raise public awareness about the program. Starting on November 1, 2011, the program becomes mandatory. AQMD’s Media Office again this year solicited proposals from local TV affiliates for partnerships featuring air quality and Check Before You Burn reports during morning weather reports. Four proposals were received; of the four, KTLA’s offers the best value. Accordingly this action is to approve a contract with KTLA Channel 5 to feature air quality and Check Before You Burn reports on its morning weather segments from November 1, 2011 through February 29, 2012; to appropriate $45,000 from the Undesignated Fund Balance and transfer to the Executive Office’s FY 2011-12 Budget, Services and Supplies Major Object, Professional and Special Services Account to cover costs for this contract.

COMMITTEE: Administrative, October 14, 2011; Recommended for Approval

RECOMMENDED ACTIONS: 1. Approve a contract with KTLA Ch. 5 to feature air quality and Check Before You Burn reports during morning weather segments from November 1, 2011 through February 29, 2012; and

2. Appropriate $45,000 from the Undesignated Fund Balance and transfer to the Executive Office’s FY 2011-12 Budget, Services and Supplies Major Object, Professional and Special Services Account to cover costs for this contract.

Barry R. Wallerstein, D.Env. Executive Officer SA

Background As part of AQMD’s Rule 445 – Wood-Burning Devices and Healthy Hearths initiative, the AQMD issued advisories last winter from November 1 through February 28 asking residents to voluntarily curtail wood burning when air quality was forecast to be unhealthy in their area. This program, titled Check Before You Burn, becomes mandatory starting on November 1, 2011.

To help raise public awareness of the voluntary program last year, AQMD partnered with KTLA Ch. 5 to feature air quality and Check Before You Burn reports on morning weather segments. The $45,000, 10-week sponsorship ran from December 20, 2010 through February 28, 2011.

Proposal To continue to raise awareness of the Check Before You Burn program, AQMD’s Media Office solicited proposals from four local TV affiliates that have among the largest viewing audiences in the region: KABC Channel 7, KTLA Channel 5, KNBC Channel 4 and KCBS Channel 2. All proposals included on-air and online elements.

After review of proposals received, staff recommends a contract with KTLA Channel 5 for this winter’s Check Before You Burn Program. This proposal offers the most value for on-air and online elements of the proposals received.

This action is to approve a contract with KTLA Channel 5 in an amount not to exceed $45,000, and transfer $45,000 from the Undesignated Fund Balance to the Executive Office’s FY 2011-12 Budget, Services and Supplies Major Object, Professional and Special Services Account to cover cost of the Check Before You Burn TV partnership.

Resource Impacts Sufficient funds will be available in the Executive Office’s FY 2011-12 Budget for this action, following the transfer of funds from the Undesignated Fund Balance.

-2 - AQMD MEDIA TV PARTNERSHIP 2011-2012 “CHECK BEFORE YOU BURN” 10/26/2011 2:55 PM

NEWS Previous On-Air and On-Line Bonus On-Air Reach Cost Experience Package Add-Ons (Number of households that will with see AQMD spot at AQMD least once)

KABC None ON AIR AQMD featured as a Weather Sponsor Number 1 in $45,000 Ch. 7 • Produce one (:10) second spot to air in the 8 weeks on ABC7.com ratings among of the traditionally worst air quality problems in News the LA basin. (dates to be determined after Broadcasts discussion) • 120 (:10) second spots 86% household Spots to air across all day parts on ABC7 for 8 weeks. reach

ON-LINE On ABC7.com will deliver 850,000 impressions over the flight with banners on the Weather Page of ABC7.com KTLA 2010 CBYB ON AIR (Nov. 1, 2011- Feb. 29, 2012) KTLA will simulcast KOST-FM on 71% $45,000 Ch. 5 Henry • Produce two (:30) second spots with Henry DiCarlo Christmas Day bringing Christmas music household DiCarlo and Vera Jimenez into southland homes. reach • 90 (:30) second spots describing dangers of wood burning during air sensitive days and promoting The Yule Log will run commercial free Broadcast customized air alert online sign-ups from 430-10am. reach is 12 • 36 (:05) second Billboards to run between 5-10 am million promoting Check Before You Burn and Sign-up for Check Before you Burn Snipe In air alerts Program 7-10 Seconds

Daily air quality reports in morning weather w/Henry Snipe to air 4x 430-10am. Dicarlo – 5a-7a

AQMD maps of air sensitive affected SoCal areas AQMD spokesperson on KTLA Morning News

Air Quality weather reports in additional newscasts on days AQMD MEDIA TV PARTNERSHIP 2011-2012 “CHECK BEFORE YOU BURN” with unhealthful air quality levels

ON-LINE 600,000 impressions KTLA.com 300x250 Cube, ROS Banner with link to airalert.com

KTLA.com Spotlight email Newsletter inclusion to 95,000+ opt in users. 2x during campaign. KNBC None AIR (Nov. 1, 2011- Feb. 29, 2012) On Air camera interview with Jessica 73% $45,000 Ch. 4 • Produce one (:30) second spot with Jessica Vilchis Vilchis household • Produce one (:60) second spot with Jessica Vilchis reach • 113 (:30) second spots • 15 (:60) second spots Jessica Vilchis, KNBC station host, will provide air quality forecast and reports.

Spots will run during the AM News, Noon News -M-F 10 am – 4 pm.

On Line 219,000 impressions and AQMD banners KCBS Summer AIR (Nov. 1,2011 – Feb. 29, 2012) 77% $51,000 Ch. 2 2010 • Produce one (:30) second spot with KCBS – Chief household Media Meteorologist, Josh Rubenstein reach Partner • 90 (:30) second commercials to run during Morning News 5 a-9a

Josh Rubenstein to provide air quality reports (Amount TBD, per News Director discretion)

Logo on Screen During Morning News Weather Segment AQMD – “Check before you burn” on air Mention in Weather Report (Amount TBD, per News Director discretion) AQMD MEDIA TV PARTNERSHIP 2011-2012 “CHECK BEFORE YOU BURN”

ON-LINE ROS Ad Banners running throughout several sections of CBSLosAngeles.com

ROS (:15) second Video Pre-rolls to play throughout several sections of CBSLosAngeles.com

Sponsorship of Weather Index on CBSLA.com throughout flight