STATEWIDE ROADWAY LITTER PREVENTION MEDIA CAMPAIGN … · FINAL REPORT STATEWIDE ROADWAY LITTER...

FINAL REPORT

STATEWIDE ROADWAY LITTER PREVENTION MEDIA CAMPAIGN

Task Work Order 954-01, Contract # BDK84

Submitted to:

Florida Department of Transportation 605 Suwannee Street, MS 61

Tallahassee, FL 32399

Submitted by: Chanyoung Lee, Ph.D., AICP, PTP

Kristin Larsson, M.S.

Center for Urban Transportation Research University of South Florida

December 2011

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Table of Contents 1 Introduction ...................................................................................................................... 1

2 Overview of Media Campaign ....................................................................................... 1

2.1 Media Development - Television ........................................................................ 2

2.2 Media Development – Radio ............................................................................... 5

2.3 Media Development – Billboard and buses ....................................................... 5

3 Breakdown by Media Type ............................................................................................ 6

3.1 Television ................................................................................................................ 6

3.2 Radio........................................................................................................................ 7

3.3 Billboards ................................................................................................................ 7

3.4 Buses ........................................................................................................................ 8

4 Breakdown by FDOT District ......................................................................................... 9

4.1 District 1 – Southwest Florida (Fort Myers/Naples) ....................................... 9

4.1.1 Television .................................................................................................... 9

4.1.2 Radio ............................................................................................................ 9

4.1.3 Billboards .................................................................................................... 9

4.1.4 Buses .......................................................................................................... 12

4.2 District 2 – Northeast Florida (Jacksonville) .................................................... 13

4.2.1 Television .................................................................................................. 13

4.2.2 Radio .......................................................................................................... 13

4.2.3 Billboards .................................................................................................. 14

4.2.4 Buses .......................................................................................................... 15

4.3 District 3 – Northwest Florida (Panama City/ Pensacola/ Tallahassee) .... 16

4.3.1 Television .................................................................................................. 16

4.3.2 Radio .......................................................................................................... 16

4.3.3 Billboards .................................................................................................. 17

4.3.4 Buses .......................................................................................................... 21

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4.4 District 4 and 6 – Southeast Florida (Fort Lauderdale) and South Florida (Miami) ............................................................................................................................ 22

4.4.1 Television .................................................................................................. 22

4.4.2 Radio .......................................................................................................... 22

4.4.3 Billboards .................................................................................................. 22

4.4.4 Buses .......................................................................................................... 24

4.5 District 5 – Central Florida (Orlando)............................................................... 25

4.5.1 Television .................................................................................................. 25

4.5.2 Radio .......................................................................................................... 26

4.5.3 Billboards .................................................................................................. 26

4.5.4 Buses .......................................................................................................... 28

4.6 District 6 – South Florida (Miami)..................................................................... 29

4.7 District 7 – West Central Florida (Tampa/St. Petersburg) ............................ 29

4.7.1 Television .................................................................................................. 30

4.7.2 Radio .......................................................................................................... 30

4.7.3 Billboards .................................................................................................. 30

4.7.4 Buses .......................................................................................................... 32

5 Breakdown by County .................................................................................................. 33

5.1 Television by County .......................................................................................... 33

5.2 Radio by County .................................................................................................. 35

5.3 Billboards by County .......................................................................................... 36

5.4 Buses by County .................................................................................................. 37

Appendix A ................................................................................................................................. 38

Appendix B ................................................................................................................................. 39

Appendix C ................................................................................................................................. 40

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List of Figures

Figure 1 Younger actor/actress portrayed in the TV commercial ........................................ 2

Figure 2 Driver attempting to litter ........................................................................................... 3

Figure 3 The “peer pressure” approach, telling him it’s “Not Cool” ................................... 3

Figure 4 Driver recycling his litter ............................................................................................. 4

Figure 5 Litter portrayed in the commercial ............................................................................ 4

Figure 6 Billboard artwork ......................................................................................................... 5

Figure 7 Bus artwork ................................................................................................................... 5

Figure 8 Map of billboard locations in FDOT District 1 ....................................................... 11

Figure 9 Billboard advertisements in FDOT District 1 ......................................................... 12

Figure 10 Bus-side advertisement in FDOT District 1 .......................................................... 13

Figure 11 Map of billboard locations in FDOT District 2 ..................................................... 14

Figure 12 Billboard advertisements in FDOT District 2 ....................................................... 15


Figure 14 Map of billboard locations in Panama City, FDOT District 3 ............................ 17

Figure 15 Map of billboard locations in Pensacola, FDOT District 3 ................................. 18

Figure 16 Map of billboard locations in Tallahassee, FDOT District 3............................... 19

Figure 17 Billboard advertisements in FDOT District 3 ....................................................... 20

Figure 18 Bus-side advertisements in FDOT District 3 ........................................................ 21

Figure 19 Map of billboard locations in FDOT Districts 4 and 6 ........................................ 23

Figure 20 Billboard advertisements in FDOT Districts 4 and 6 ........................................... 24

Figure 21 Bus-side advertisement in FDOT District 4 and 6 ............................................... 25 Figure 22 Map of poster billboard locations in FDOT District 5 ......................................... 26

Figure 23 Map of digital billboard locations in FDOT District 5 ........................................ 27

Figure 24 Billboard advertisements in FDOT Districts 5 ..................................................... 28


Figure 26 Map of billboard locations in FDOT District 7 ..................................................... 31


Figure 28 Television broadcast map of Florida ..................................................................... 33

Figure 29 Radio broadcast map of Florida ............................................................................. 35

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List of Tables

Table 1 Breakdown of advertising dollars spend per media type ........................................ 6

Table 2 Breakdown by media type of advertising dollars spent in FDOT District 1 ......... 9

Table 3 Billboard locations in FDOT District 1 ...................................................................... 10

Table 4 Breakdown by media type of advertising dollars spent in FDOT District 2 ....... 13

Table 5 Billboard locations in FDOT District 2 ...................................................................... 14

Table 6 Breakdown by media type of advertising dollars spent in FDOT District 3 ....... 16

Table 7 Billboard locations in Panama City, FDOT District 3 ............................................. 17

Table 8 Billboard locations in Pensacola, FDOT District 3 ................................................... 18

Table 9 Billboard locations in Tallahassee, FDOT District 3 ................................................ 19

Table 10 Breakdown by media type of advertising dollars spent in FDOT District 4 & 6....................................................................................................................................................... 22

Table 11 Billboard locations in FDOT Districts 4 and 6 ........................................................ 23

Table 12 Breakdown by media type of advertising dollars spent in FDOT District 5 ..... 25

Table 13 Billboard locations in FDOT District 5 .................................................................... 26

Table 14 Breakdown by media type of advertising dollars spent in FDOT District 7 ..... 29

Table 15 Billboard locations in FDOT District 7 .................................................................... 30

Table 16 Number of TV commercials aired, by county ........................................................ 34

Table 17 Number of billboards posted, by county ................................................................ 36

Table 18 Number of bus-side advertisements, by county .................................................... 37

Statewide Roadway Litter Prevention Media Campaign

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1 Introduction

Litter diminishes the aesthetics of our streets, roads, and highways and can be distracting to the traveling public, thereby adversely affecting and impacting safety for drivers, pedestrians, and bicyclists. In addition, litter can lead to contamination of rivers and other bodies of water, and cause clogs in drainage systems. The Florida Department of Transportation spends an estimated $12 million dollars annually to remove litter from the state’s right-of-way. This figure does not reflect the additional amounts local county and city governments in Florida spend on litter removal for their roads and streets.

A 2010 Florida Litter Survey conducted by the University of Florida found that nearly 75% of those surveyed felt that anti-littering messages were at least somewhat, if not very, effective. Because of this, and in an effort to reduce the amount of litter on the roadways, thus reducing cleanup costs, the Florida Department of Transportation, in coordination with the Center for Urban Transportation Research (CUTR) at the University of South Florida, launched a paid media campaign to inform residents not to litter.

2 Overview of Media Campaign

Through this project, the Center for Urban Transportation Research (CUTR) contracted to create and distribute a statewide roadway litter prevention education media campaign featuring the primary message “Think Before You Throw”. The campaign consisted of paid production of three TV ads (30 seconds / 15 seconds / 15 seconds), two English radio ads (30 seconds / 15 seconds), and two Spanish radio ads (30 seconds / 15 seconds). The campaign also consisted of purchasing ads for billboard, bus, television, and radio advertising. Production of the television and radio commercials began in late October 2011, and the paid media for the Statewide Roadway Litter Prevention Media Campaign began mid-November 2011 and ran until mid-December 2011.


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2.1 MEDIA DEVELOPMENT - TELEVISION In producing the television commercials, results from the 2010 Florida Litter Survey were used to best determine the content of the commercials. According to the survey, nearly half of the respondents felt that those most responsible for littering were individuals ages 13 to 24. Based on this, the television commercial featured younger actors in an effort to get the target population to identify with the commercial (see Figure 1). Also according to the survey, nearly a third of respondents felt that litter primarily came from people driving. This was also portrayed in the commercial.

Figure 1 Younger actor/actress portrayed in the TV commercial

Based on previous ad campaigns, the video production company felt that using a “peer pressure” approach would be the best way to get the attention of the younger population. In the commercial, the driver attempts to throw a can out of the window (Figure 2), and the passenger tells him it’s “not cool” and to “just wait”(Figure 3). The driver can be seen at the end of the commercial throwing his litter into a recycling container (Figure 4). In polling people about which items are littered most, the University of Florida found that the top three items were paper (22%), cigarette butts (18%), and fast food waste (6%). These items were also portrayed in the commercial (see Figure 5). For a complete script of the TV commercial, please see appendix A.


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Figure 2 Driver attempting to litter

Figure 3 The “peer pressure” approach, telling him it’s “Not Cool”


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Figure 4 Driver recycling his litter

Figure 5 Litter portrayed in the commercial


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2.2 MEDIA DEVELOPMENT – RADIO The development of the radio commercial was similar to the television commercial, in terms of choosing the target demographic. The voice actor was chosen to sound younger, and appeal to that age group. In addition, up beat music was chosen for the background, and a catchy saying, “Stash your Trash” was added to the commercial. A complete script of the radio commercial can be found in Appendix B.

2.3 MEDIA DEVELOPMENT – BILLBOARD AND BUSES The artwork for the billboards and buses had been previously developed and was provided to the CUTR by the Florida Department of Transportation. While the artwork provided the basis for the billboard and bus art, CUTR’s graphic artist provided modifications to enhance the artwork for print (Figure 6 and 7).

Figure 6 Billboard artwork

Figure 7 Bus artwork


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3 Breakdown by Media Type

The paid media campaign was developed by CUTR to target drivers via television, radio, billboards, and bus advertisements. The emphasis was put on targeting people in their cars, as roadway litter primarily comes from those in vehicles. To accomplish this, the majority of the funding was placed in radio, buses, and billboards. The following is a breakdown of advertising done by media type from November 14th through December 15th, 2011.

Television $99,999.95

Radio $117,999.13

Billboards $85,890.00

Buses $64,450.00

TOTAL $368,339.08

Table 1 Breakdown of advertising dollars spend per media type

3.1 TELEVISION The television advertising campaign was done to target individuals ages 12 to 24. This was done through a media buyer who analyzes the various TV stations in an area, and chooses channels, shows, and times that will target the chosen demographic. The commercials that were run were a mix of the full 30 second commercial and the two 15 second commercials that were produced.

The television campaign targeted the following seven markets: Tampa/St. Petersburg, Miami/Fort Lauderdale, Orlando, Tallahassee, Jacksonville, Fort Myers/Naples, and Pensacola/Panama City. A total of 759 commercials were played during the 4 week period, including 433 paid spots and 326 matching public service announcements (PSA’s). The gross quote for these commercials was $117,647.00. With the discount for non-profit/government, the total amount came out to $99,999.95, a savings of $17,647.05. The approximate price per commercial, including the matching PSA’s, was roughly $131.75. Had the matching PSA’s and governmental discounts not been applied, the price per commercial would have been $271, which amounts to a savings of nearly half.


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3.2 RADIO Radio budgets were allocated based on 18-24 population per market, which includes those in the target audience that would be driving. This was also done through a media buyer who chose the top stations in the target audience to ensure an effective campaign. Rather than drive frequency on just 1-2 stations, the buyer chose stations to maximize reach, ensuring that each station's exclusive audience is reached. The buyer also tried to limit use of stations with a high audience duplication. At the same time, the scheduling was done in such a way that FDOT's message would be heard in the market strongly for four weeks.

The commercials were produced in both English and Spanish, and the 30 second commercial and the 15 second commercial were played interchangeably throughout the campaign. The Spanish commercials were played in markets where the Hispanic population was high and included the following: Fort Myers, Miami, Orlando, and Tampa. The commercials in English were played in the following seven markets: Tampa/St. Petersburg, Miami/Fort Lauderdale, Orlando, Tallahassee, Jacksonville, Fort Myers/Naples, and Pensacola/Panama City. A total of 2011 commercials were played during the 4 week period. The gross quote for these commercials was $138,823.00. With the discount for non-profit/government, the total amount came out to $117,999.13, a savings of $20,823.87. The approximate price per commercial was roughly $58.68. Had the governmental discounts not been applied, the price per commercial would have been $69.03, which amounts to a savings of nearly fifteen percent. According to the law, radio PSAs cannot be guaranteed by any station, but they will air M-Su 6am-6am no charges. Additionally, FDOT was put into a PSA rotation by each station.

3.3 BILLBOARDS The billboard advertising campaign was done in the following seven markets: Tampa/St. Petersburg, Miami/Fort Lauderdale, Orlando, Tallahassee, Jacksonville, Fort Myers/Naples, and Pensacola/Panama City. A total of 31 billboards were placed for a four week period, including 21 poster and 10 digital billboards. The quote for these billboards, including the discount for non-profit/government, was $85,890.00. This is roughly $2770.65 per billboard, and an approximate cost of $89.38 per day for the 31 days of the billboard campaign. It should be noted that the digital bulletins do cost slightly more than the posters, so the average price per board is slightly higher when averaged all together. If the billboards are broken out by type, the cost averages are $3200.00 for the digital billboards and $2566.19 for the poster billboards.


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3.4 BUSES The bus advertising campaign was done in the following seven markets: Tampa/St. Petersburg, Miami/Fort Lauderdale, Orlando, Tallahassee, Jacksonville, Fort Myers/Naples, and Pensacola/Panama City. A total of 223 bus advertisements were placed for a four week period. The quote for these bus advertisements was $64,450.00. This is roughly $289.01 per bus, and an approximate cost of $9.32 per day for the 31 days of the bus advertising campaign. There were significant savings involved with the bus advertising. First, the advertisements themselves would normally have been $128,900.00 without the 50 percent governmental discount. In addition, the production, printing, and installation charges, an $11,150.00 value, were included for free. And finally, two bus shelter advertisements were set up in Fort Myer free of charge for 12 weeks, a savings of $2940.00. In total, the bus advertisements would have cost $142,990.00 without the governmental discounts, resulting in a total cost savings of $78,540.00.


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4 Breakdown by FDOT District

This section will break down the advertisements by FDOT district, providing examples of advertisements in each district.

4.1 DISTRICT 1 – SOUTHWEST FLORIDA (FORT MYERS/NAPLES)

Advertising Type # of ads placed Amount

Television 20 TV Commercials $3,425.50

Radio 276 Radio Commercials $6,463.40

Billboards 5 Billboards $10,165.72

Buses 10 King Sized Bus Ads $3,250.00

*Bus Shelters 2 Shelter Advertisements $0.00

Total $23,304.62

Table 2 Breakdown by media type of advertising dollars spent in FDOT District 1

4.1.1 Television

The television commercials in the Fort Myers market were run on WXCW and WFTX. These stations were chosen as they were most watched by persons ages 12 to 24. A total of 10 paid ads and 10 matching PSA’s were run in this area.

4.1.2 Radio

The radio commercials in the Fort Myers market were in both English and Spanish. The English commercials were placed on WBTT, WXKB, WJBX, and WCKT. The Spanish commercials were placed on WTLQ. These stations were chosen as they were most listened to by persons ages 18 to 24. A total of 230 English ($4,782.10) and 46 Spanish commercials were run ($1,681.30).

4.1.3 Billboards

There were five billboards in the Fort Myers market (2 digital and 3 posters) and they were placed at various locations throughout the city. The following table and map indicate the locations of the billboards throughout the city, followed by several photos of the billboards:


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Location Type

1 US 41 south of Constitution, facing north Digital

2 US 41 at Caloosahatchee Bridge, facing north Digital

3 US 41, 150’ south of Boyscout Road, facing north Poster

4 US 41, 0.5 mi south of Alico, facing south Poster

5 US 41, 1.2 mi south of Gladiolus, facing north Poster

Table 3 Billboard locations in FDOT District 1


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Figure 8 Map of billboard locations in FDOT District 1


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4.1.4 Buses

Bus advertising was done in the Fort Myers area on 10 buses at a cost of $325 per bus for four weeks. The advertisements were placed king sized (144” x 30”) posters, and were on the sides of the buses. The number of buses was chosen in order to have a 25% penetration of the population; in other words, 25% of the people should see the advertisement. The buses in this area do not run the same route each day; therefore, the advertisements have the potential to be seen throughout the entire service area of the bus line. The following is an example of the bus ads in Fort Myers:

Figure 9 Billboard advertisements in FDOT District 1


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Figure 10 Bus-side advertisement in FDOT District 1

4.2 DISTRICT 2 – NORTHEAST FLORIDA (JACKSONVILLE)






Total $50,131.61


4.2.1 Television

The television commercials in the Jacksonville market were run on WAWS, WCWG, and WTVL. These stations were chosen as they were most watched by persons ages 12 to 24. A total of 70 paid commercials and 59 matching PSA’s were run in this area.

4.2.2 Radio

The radio commercials in the Jacksonville market were in English only. The commercials were placed on WOKV, WNWW, WXXJ, WAPE, and WSOL. These stations were chosen as they were most listened to by persons ages 18 to 24. A total of 456 commercials were run.


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4.2.3 Billboards

There were five billboards in the Jacksonville market (5 posters) and they were placed at various locations throughout the city. The following table and map indicate the locations of the billboards throughout the city, followed by several photos of the billboards:

Location Type

1 I-10, 1 mi east of Whitehouse Road, facing west Poster

2 3737 Blanding Blvd., facing south Poster

3 I-295, .7 mi south of Pritchard Road, facing north Poster

4 Atlantic Blvd, 400’ east of Arlington, facing east Poster

5 3312 Phillips Highway, facing north Poster




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4.2.4 Buses

Bus advertising was done in the Jacksonville area on 15 buses at a cost of $450 per bus for four weeks. The advertisements were placed king sized (144” x 30”) posters, and were on the sides of the buses. The number of buses was chosen in order to have a 25% penetration of the population; in other words, 25% of the people should see the advertisement. The buses in this area do not run the same route each day; therefore, the advertisements have the potential to be seen throughout the entire service area of the bus line. The following is an example of the bus ads in Jacksonville:


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4.3 DISTRICT 3 – NORTHWEST FLORIDA (PANAMA CITY/ PENSACOLA/ TALLAHASSEE)






Total $38,105.19


4.3.1 Television

The television commercials in the three markets of Panama City, Pensacola, and Tallahassee were run on WJHG, WPGX, WALA, WFNA, WTFL, WTLH, and WTWC. These stations were chosen as they were most watched by persons ages 12 to 24. A total of 124 paid commercials and 78 matching PSA’s were run in this area.

4.3.2 Radio

The radio commercials in the three markets of Panama City, Pensacola, and Tallahassee were in English only. The commercials were placed on WILN, WYYX, WEBZ, WBLX, WTKK, WJLQ, WWLD, WHBX, WHTF, WWOF, and WGMY. These stations were chosen as they were most listened to by persons ages 18 to 24. A total of 486 commercials were run.


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4.3.3 Billboards

There were six billboards in the three markets of Panama City, Pensacola, and Tallahassee (3 digital and 3 posters) and they were placed at various locations throughout the city. The following table and map indicate the locations of the billboards throughout the city, followed by several photos of the billboards:

Location (Panama City) Type

1 Thomas Drive south of P. Edwards Road, facing south Poster

2 Highway 77, south of 24th Street, facing south Digital

Table 7 Billboard locations in Panama City, FDOT District 3

Figure 14 Map of billboard locations in Panama City, FDOT District 3


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Location (Pensacola) Type

1 Cervantes, east of Palafox Street, facing west Digital

Table 8 Billboard locations in Pensacola, FDOT District 3

Figure 15 Map of billboard locations in Pensacola, FDOT District 3


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Location (Tallahassee) Type

1 Mahan Drive, .7 miles west of Bucklake Road, facing east Poster

2 Capital Circle at Cascade Drive, facing north Poster

3 Apalachee Parkway at Goodbody Drive, facing east Poster

Table 9 Billboard locations in Tallahassee, FDOT District 3

Figure 16 Map of billboard locations in Tallahassee, FDOT District 3


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4.3.4 Buses

Bus advertising was done in the Pensacola and Tallahassee areas on 18 buses at a cost of $275 per bus for four weeks. The advertisements were placed king sized (144” x 30”) posters, and were on the sides of the buses. The number of buses was chosen in order to have a 25% penetration of the population; in other words, 25% of the people should see the advertisement. The buses in this area do not run the same route each day; therefore, the advertisements have the potential to be seen throughout the entire service area of the bus line. The following are examples of the bus ads in the Pensacola and Tallahassee areas:

Figure 18 Bus-side advertisements in FDOT District 3


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4.4 DISTRICT 4 AND 6 – SOUTHEAST FLORIDA (FORT LAUDERDALE) AND SOUTH FLORIDA (MIAMI)






Total $112,193.52

Table 10 Breakdown by media type of advertising dollars spent in FDOT District 4 & 6

4.4.1 Television

The television commercials in the Miami and Fort Lauderdale markets were run on WSFL, WSVN, and WTVJ. These stations were chosen as they were most watched by persons ages 12 to 24. A total of 75 paid commercials and 25 matching PSA’s were run in this area.

4.4.2 Radio

The radio commercials in the Miami/Fort Lauderdale market were in both English and Spanish. The English commercials were placed on WEDR, WHYI, and WPOW. The Spanish commercials were placed on WRTO. These stations were chosen as they were most listened to by persons ages 18 to 24. A total of 180 English ($49,076.80) and 50 Spanish commercials were run ($10,514.50).

4.4.3 Billboards

There were five billboards in the Miami/Fort Lauderdale market (2 digital and 3 posters) and they were placed at various locations throughout the city. The following table and map indicate the locations of the billboards throughout the city, followed by several photos of the billboards:


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Location Type

1 NW 36th Street, 100’ west of NW 67th Avenue, facing west Poster

2 US 1, 25’ north of SW 214th Street, facing south Poster

3 SR924 Gratigny Parkway, 600’ west of NW 42nd Avenue, facing east

Poster

4 Florida Turnpike, 0.6 mi east of US Highway 1, facing south Digital

5 Le Jeune Road, 950’ north of Flagler Street, facing north Digital

Table 11 Billboard locations in FDOT Districts 4 and 6

Figure 19 Map of billboard locations in FDOT Districts 4 and 6


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4.4.4 Buses

Bus advertising was done in the Miami/Fort Lauderdale area on 90 buses at a cost of $275 per bus for four weeks. The advertisements were placed king sized (144” x 30”) posters, and were on the sides of the buses. The number of buses was chosen in order to have a 25% penetration of the population; in other words, 25% of the people should see the advertisement. The buses in this area do not run the same route each day; therefore, the advertisements have the potential to be seen throughout the entire service area of the bus line. The following is an example of the bus ads in the Miami/Fort Lauderdale areas:

Figure 20 Billboard advertisements in FDOT Districts 4 and 6


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Figure 21 Bus-side advertisement in FDOT District 4 and 6

4.5 DISTRICT 5 – CENTRAL FLORIDA (ORLANDO)






Total $76,701.92


4.5.1 Television

The television commercials in the Orlando market were run on WKCF, WOFL, and WRBW. These stations were chosen as they were most watched by persons ages 12 to 24. A total of 88 paid commercials and 88 matching PSA’s were run in this area.


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4.5.2 Radio

The radio commercials in the Orlando market were in both English and Spanish. The English commercials were placed on WXXL, WPYO, WOCL, and WJHM. The Spanish commercials were placed on WRUM. These stations were chosen as they were most listened to by persons ages 18 to 24. A total of 232 English ($16,431.35) and 52 Spanish commercials were run ($6,273.00).

4.5.3 Billboards

There were five billboards in the Orlando market (2 digital and 3 posters) and they were placed at various locations throughout the city. The following table and map indicate the locations of the billboards throughout the city, followed by several photos of the billboards:

Location Type

1 (Lamar) CR 427, 2000’ east of US 17-92, facing east Poster

2 (Lamar) I-4 at 436 exit ramp, facing north Poster

3 (Lamar) SR 436, 0.7 mi west of Piedmont-Wekiva, facing east Poster

4 (CC) SR 408, 0.6 mi east of Kirkman Road, facing west Digital

5 (CC) I-4, 3.5 mi west of SR 417, facing southwest Digital


Figure 22 Map of poster billboard locations in FDOT District 5


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Figure 23 Map of digital billboard locations in FDOT District 5


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Figure 24 Billboard advertisements in FDOT Districts 5

4.5.4 Buses

Bus advertising was done in the Orlando area on 60 buses at a cost of $275 per bus for four weeks. The advertisements were placed king sized (144” x 30”) posters, and were on the sides of the buses. The number of buses was chosen in order to have a 25% penetration of the population; in other words, 25% of the people should see the advertisement. The buses in this area do not run the same route each day; therefore, the advertisements have the potential to be seen throughout the entire service area of the bus line. The following is an example of the bus ads in the Orlando area:


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4.6 DISTRICT 6 – SOUTH FLORIDA (MIAMI) The information regarding District 6 is included in section 4.4, entitled “District 4 and 6”. These two districts were placed together, as Miami and Fort Lauderdale share many of the advertising mediums utilized in this campaign, due to their close proximity to each other.

4.7 DISTRICT 7 – WEST CENTRAL FLORIDA (TAMPA/ST. PETERSBURG)






Total $67,902.22



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4.7.1 Television

The television commercials in the Tampa market were run on WTOG, WTSP, and WTOT. These stations were chosen as they were most watched by persons ages 12 to 24. A total of 66 paid commercials and 66 matching PSA’s were run in this area.

4.7.2 Radio

The radio commercials in the Tampa/St. Petersburg market were in both English and Spanish. The English commercials were placed on WLLD, WFLZ, WRBQ, WBTP, and WPOI. The Spanish commercials were placed on WYUU. These stations were chosen as they were most listened to by persons ages 18 to 24. A total of 242 English ($15,168.25) and 37 Spanish commercials were run ($2,431.00).

4.7.3 Billboards

There were five billboards in the Tampa market (2 digital and 3 posters) and they were placed at various locations throughout the city. The following table and map indicate the locations of the billboards throughout the city, followed by several photos of the billboards:

Location Type

1 Lee Roy Selmon/Crosstown Expy 500’ west of S. 78th Street, facing west

Digital*

2 I-275, 50’ north of Haines Road, facing north Digital*

3 I-4, 50’ east of 50th street, facing east Digital*

4 Ulmterton Road 600’ west of Belcher Road, facing west Poster

5 I-275, 500’ south of Bird Street, facing south Poster

6 Dale Mabry Highway, 750’ north of Humphrey Street, facing north Poster

7 Channelside Drive, 130’ west of Nebraska Avenue, facing west Digital*


*Note that the digital advertising for the advertising period was divided between 4 digital boards throughout the Tampa Bay area. This is an added bonus, as the advertisement was seen by more people throughout the city.


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4.7.4 Buses

Bus advertising was done in the Tampa/St. Petersburg area on 30 buses at a cost of $275 per bus for four weeks. The advertisements were placed king sized (144” x 30”) posters, and were on the sides of the buses. The number of buses was chosen in order to have a 25% penetration of the population; in other words, 25% of the people should see the advertisement. The buses in this area do not run the same route each day; therefore, the advertisements have the potential to be seen throughout the entire service area of the bus line. The following is an example of the bus ads in the Tampa/St. Petersburg area:


STATEWIDE ROADWAY LITTER PREVENTION MEDIA CAMPAIGN … · FINAL REPORT STATEWIDE ROADWAY LITTER...

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