Census Bureau counts on Super Bowl ad

By Aaron Smith, CNNMoney.com staff writer


NEW YORK (CNNMoney.com) -- The Census Bureau is advertising in the Super Bowl, trying to convince as many people as possible to participate in its once-a-decade nationwide head count.

The bureau is spending $2.5 million on its 30-second spot, which will urge Americans to answer its questionnaires that will be sent out in the next few weeks, according to bureau spokeswoman Kendall Johnson.

The ad's cost is a tiny portion of the bureau's $133 million advertising budget -- which itself is part of a total $340 million budget for a communications campaign that includes public relations, a road tour, recruitment, Web site development and other costs, the bureau said.

Most of the Census Bureau's campaign will be focused on "local, ethnic media," conducted in 28 languages, according to the bureau.

The bureau seeks to convince people of the need to participate in an accurate population tally for 2010. If it can get people to fill out the questionnaires, then it can avoid sending out staffers on house visits. The bureau estimates that it saves $80 million to $90 million for every one percentage point of the population that mails back the completed forms.

The bureau recognizes the effectiveness of the Super Bowl's reach after advertising in the game for the first time in 2000, said Johnson.

Last year was a record high for viewer volume, according to The Nielsen Company, with 98.7 million people tuning in to watch the Pittsburgh Steelers beat the Arizona Cardinals.

This year's game, featuring the Indianapolis Colts and the New Orleans Saints, will be played Feb. 7 at Sun Life Stadium near Miami. To top of page

Frontline troops push for solar energy
The U.S. Marines are testing renewable energy technologies like solar to reduce costs and casualties associated with fossil fuels. Play
25 Best Places to find rich singles
Looking for Mr. or Ms. Moneybags? Hunt down the perfect mate in these wealthy cities, which are brimming with unattached professionals. More
Fun festivals: Twins to mustard to pirates!
You'll see double in Twinsburg, Ohio, and Ketchup lovers should beware in Middleton, WI. Here's some of the best and strangest town festivals. Play
Index Last Change % Change
Dow 16,563.30 -317.06 -1.88%
Nasdaq 4,369.77 0.00 0.00%
S&P 500 1,930.67 -39.40 -2.00%
Treasuries 2.56 0.00 0.08%
Data as of 2:42am ET
Company Price Change % Change
Bank of America Corp... 15.25 -0.33 -2.12%
Micron Technology In... 30.55 -1.98 -6.09%
Apple Inc 95.60 -2.55 -2.60%
Facebook Inc 72.65 -2.03 -2.71%
Pfizer Inc 28.70 -0.56 -1.91%
Data as of Jul 31

Sections

Malaysia Airlines was in major trouble even before the twin disasters of Flight 370 and Flight 17 claimed the lives of 537 people. More

With RadioShack burning through cash, investors and credit rating agencies believe its days are numbered. More

LinkedIn shares surged in after-hours trading Thursday following strong second-quarter earnings, following the likes of Facebook and Twitter. More

Terrell White has had a profit-sharing plan for his employees since 1981, believing that if the staff isn't happy, guests won't be either. More

The Mason family, which has been struggling to pay the $100,000 student loan bill they were left with when their daughter passed away five years ago, is now seeing an outpouring of support. More

Market indexes are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer Morningstar: © 2014 Morningstar, Inc. All Rights Reserved. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.