|Sole Source Only Justification:||The Thanksgiving Media Buy Campaign is a federally funded media campaign and is imperative to the Agency's Division of Taffic Safety. Supplying this campaign with the most specialized and focused media outlets is necessary to reach those motorists who refuse to buckle up. Furthermore, this media buy requires the most focused yet diversified programming in order to reach male motorists between the ages of 18-34. In order to minimize fatalities on Illinois roadways and to increase safety belt compliance statewide, the “Click It or Ticket” media message serves as the educational component of the Division of Traffic Safety’s comprehensive communications plan. In addition, utilizing cable television and broadcast television, radio, online and new media services, The Illinois Department of Transportation (IDOT) is able to leverage the most effective and efficient communication mediums to reach our intended audience while invoking positive behavior. |
The service was not procured by the Agency recently.
Through favorable Arbitron, Nielson and Portable People Meter ratings, the vendors listed must be utilized in order to fulfill satisfactory ad recall rates, optimal frequency, applicable programming, feasible spot rates, extended reach, favorable cume ratings and added value opportunities. Because the target market is male motorists ages 18-34, we must employ these efficient media outlets to directly influence the intended audience with imperative traffic safety messages in order to assist in preventing fatalities on Illinois roadways while boosting the safety belt compliance rate statewide.
Market research was conducted using the following justifiable metrics: Nielson (TV) and Arbitron (Radio)/Portable People Meter (electronic audience measurement) ratings per geographic regions. In addition, allocations performed were based on applicable media markets, reach, frequency, spot rate price, cume rates, gross rating points, added value and promotional opportunities. Alternative media such as out-of-home advertising (in-theatre spots, online, billboard advertising, and gas pump ads) were based on recall rates, efficiencies, traffic rates and geo-targeting.
Prices proposed were subject to detailed negotiations, benchmarks, previous campaign proposals, current economic conditions, added value opportunities, industry averages and supplemental publication evidence.
The consequences if these requests are denied would be extremely detrimental to the safety of motorists and the efforts of IDOT and the National Highway Traffic Safety Administration
(NHTSA) to increase the safety belt compliance rate in Illinois.