US Census looking to use minority media


With the decennial major census rapidly coming into the forefront among government projects, the Census Bureau is looking at ways to increase accuracy among hard to reach urban minority communities. And it’s committing $250M to reach African Americans, Hispanics and Asians via both traditional and social media. Census Bureau acting director Thomas L. Mesenbourg told a congressional panel, “A year from now, the populace will have seen and heard more ads in national and local media than in any prior census.”

RBR/TVBR observation: This could be like the ubiquitous television spots on DTV, except expanded to radio and with a price tag attached. But even when Census is asking for PSAs, it is to the advantage of broadcasters to get as many people counted as possible – demographic tabulations are based on this info, and the more eyes and ears broadcasters can deliver, the better. So let’s all give Census a great big helping hand.