Year 2000 Campaign Results
Overall Full Year 2000 Media Highlights
- Estimated total media support for the full year 2000 is $75,378,300.
- Crime Prevention ranks #1 of all Ad Council campaigns in television support.
- Crime Prevention ranked #3 of all Ad Council campaigns in total support. Campaigns, which ranked first and second were both driven by internet support. Each campaign received approximately $100 million dollars in web banner activity.
- The campaign experienced increases in TV, Magazine, and web banners.
Spot Television Highlights
Spot television activity accounts for almost 32% of all donated media for Crime Prevention.
- Spot TV is valued at $24,432,731 up 51% from full year 1999.
- 25% of all spot activity occurred in the top 30 markets
- Crime Prevention received $3,798,767 from the ONDCP media match in 2000.
- Crime Prevention spots ran on high profile television shows such as "60 Minutes" "The Today Show," "NYPD Blue," and the "Oprah Winfrey".
- Crime Prevention spots received above Ad Council average placement in such desirable dayparts as Early Fringe, Daytime, and Early Morning, conversely the campaign is significantly below average in placement during less desirable dayparts such as as Late Night
The support was distributed among the Kids, Teen and Adult targets as follows:
- Kids spots accounted for 39% of all Crime donated media
- Teen spots accounted for 31% of all Crime donated media
- "Wrong Guess" :60 received the most support of all spots monitored
- Adult spots accounted for 30% of all Crime donated media
- Radio is Crime Prevention's biggest supporter, accounting for more than 45% of all donated media.
- 70% of the spots which ran for Crime were :60's
The support was distributed among the Adult and Teen targets as follows:
- 83% of support was for the Teen spots
- 17% of support was for the Adult spots
Out of Home Highlights
- Out of Home activity is $9,638,264, a decrease of 11% versus year ago when the campaign received $10,801,124. Outdoor accounts for 13% of total media received.
- Crime ranked 2nd of all Ad Council campaigns in support from Outdoor outlets and 3rd in transit support.
Web banner activity was valued at $874, 500, an increase of 124% vs. last year.