2022 Rail Grade Crossing - Media Work Plan - Traffic Safety Marketing
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Media Work Plan 2022 Rail Grade Crossing 1
Table of Contents
Executive Summary ........................................................................................................................................ 3
Media Strategy and Campaign Details ............................................................................................................ 4
Planned Campaign Assets .......................................................................................................................................... 4
Advertising Period ...................................................................................................................................................... 5
Working Media Budget .............................................................................................................................................. 6
Target Audience ......................................................................................................................................................... 6
Generation Overview ................................................................................................................................................. 6
Media Environment and Selection Considerations ....................................................................................... 10
Hispanic Consumption ............................................................................................................................................. 14
Digital ........................................................................................................................................................... 17
Paid Social Media ..................................................................................................................................................... 17
Publisher Direct ........................................................................................................................................................ 19
Programmatic Digital................................................................................................................................................ 26
Hispanic Digital ......................................................................................................................................................... 26
Video ............................................................................................................................................................ 28
Hispanic Video .......................................................................................................................................................... 35
Audio ............................................................................................................................................................ 37
Terrestrial Radio ....................................................................................................................................................... 37
Streaming Audio ....................................................................................................................................................... 39
Podcasts ................................................................................................................................................................... 40
Hispanic Audio.......................................................................................................................................................... 42
Out-of-Home ................................................................................................................................................ 44
Glossary ........................................................................................................................................................ 46
2
Executive Summary The National Highway Traffic Safety Administration's (NHTSA) Stop. Trains Can't. Rail Grade Crossing campaign educates drivers that because trains can take over a mile to stop even in an emergency, illegally crossing an active rail grade crossing often leads to the driver and passengers’ death or serious injury. Based on Federal Railroad Administration (FRA) data, the most significant demographic involved in fatal vehicular crashes at rail grade crossings are 18- to 49-year-old English-speaking men and Hispanic men who primarily speak and consume Spanish media at home. National paid advertising created to resonate with this target audience will run continuously from Monday, September 12 through Wednesday, December 14, 2022. The total working budget for the 2022 Rail Grade Crossing campaign is $10 million. The plan will run nationally with concentrated efforts in strategically relevant geographic areas with higher safety incidents around public rail grade crossings. The 2022 campaign will use a mix of digital, paid social media, audio, video and out-of-home media to reach the target audience. Media selection will be based on usage among the target audience, and strategies will be considered based on current research and past campaign performance. This document provides an overview of the research and trends that inform NHTSA's national paid media plan for the 2022 Rail Grade Crossing campaign. Media selection will be based on the target audience's media usage patterns, as reported by MRI-Simmons, a research tool that provides insights into consumer behavior. The campaign will use a pulsing media strategy that combines continuous scheduling over the course of the campaign with flights of heavier advertising during Rail Safety Week and weeks in October and December when, historically, rail-related vehicle fatalities increase. Research shows that advertising effectiveness increases as additional media channels are added to the paid media plan. Media universes are neither measured equally nor does the entire target audience consume any single channel, such as digital, video or audio. Therefore, it is crucial to determine a channel mix that frequently engages the target audience. NHTSA will use a multi-channel, multi-platform paid media strategy of digital, audio, video and out-of-home (OOH) advertising to reach the target audience five to nine times across all channels throughout the campaign. The broad age demographic for this campaign includes three distinct generations as defined by MRI-Simmons, each with its own media preferences: Gen Z at the younger end of the target (18- to 24-year-olds), Millennials (25- to 44-year-olds) and Gen X (45- to 49-year-olds) at the older end of the target. The plan will seek to reach each generational audience where they consume media the most, relying on content to connect the Stop. Trains Can't. message to each specific generation. As we observe the current media environment and usage by the target audience, we are seeing a shift in how time is spent consuming media. At the same time, consumers are using multiple channels to view content. As a result, a well-rounded strategy for reaching the target audience must include a combination of video (linear TV, streaming video, and online video), audio (terrestrial radio, streaming audio and podcasts) and digital, including paid social media. Using consistent creative assets across each of these tactics helps build brand awareness. Because nearly 100% of the target audience is connected to the internet, the plan relies heavily on digital tactics. 3
The digital media plan will explore custom native content via direct publisher partners, programmatic video,
display and paid social media channels. While paid social media and digital are critical components to any outreach
strategy to 18- to 49-year-olds, video and audio tactics also provide significant reach potential, especially as those
mediums expand their access points and content options.
The video landscape continues to grow, allowing users to view video content across linear TV and cable, satellite,
connected TV (CTV) and streaming over-the-top (OTT) using advanced TV, gaming consoles, etc. These choices
have boosted overall viewership on both linear and streaming services, and both are key in providing brand
awareness. Moving into 2022, streaming is commanding more and more viewer time, and the budgets will be
allocated accordingly. While linear is still needed to reach audiences, especially Gen X, CTV and OTT are becoming
the primary placement to reach the younger audience. They will be included as an integral part of a well-rounded
media plan. Linear TV will be primarily bought programmatically to reach the target audience on their most-
watched programming.
Audio via terrestrial radio is another dominant reach vehicle and will be an important campaign component for
both the general market and Hispanic target audiences. Digital audio, particularly podcasts, will be considered to
reach the audiences in their cars, where they are most likely to make a choice to cross in front of an oncoming
train.
Finally, OOH options will be explored to extend the reach of the audio and video elements of the campaign,
particularly in the geographic areas that see a higher safety incident rate around public rail grade crossings.
Media Strategy and Campaign Details
The 2022 Rail Grade Crossing campaign aims to remind 18- to 49-year-old male drivers that trying to beat an
oncoming train often leads to the motorist/passenger's death or serious injury because it can take a train up to a
mile to stop, even in an emergency. The campaign will use a pulsing media strategy that combines continuous
scheduling over the course of the campaign with flights of heavier advertising during Rail Safety Week (September
19–25, 2022) and weeks in October and December when historically, rail-related vehicle fatalities increase.
Planned Campaign Assets
Figure 1: Campaign Assets
Language Asset Where Used
English/Spanish New Assets in Digital, Radio, Video
Development
4
Advertising Period
The 2022 Rail Grade Crossing campaign will be a single, continuous 14-week flight launching Monday, September
12, 2022, leading up to Rail Safety Week and ending Wednesday, December 14, 2022. Additional media weight and
tactics will be flighted (or pulsed) September 19–25 (Rail Safety Week), October 3–16, October 24–November 6
(end of daylight-saving time) and November 30–December 14.
Figure 2: Campaign Calendar
The plan will run nationally and be concentrated in strategically relevant geographic areas. Figure 3 details the
markets with the most safety incidents involving a motor vehicle in 2019, which will receive additional media
weight due to their higher rate of fatalities.
Figure 3: Areas with the Most Safety Incidents Involving a Motor Vehicle
State County DMAs That Cover These Counties
Florida (South) Broward, Palm Beach, Miami-Dade, Miami, West Palm Beach
Dade
Florida (Central) Orange, Polk, Seminole, Osceola Orlando, Tampa
California (Southern) Alameda San Francisco
California (Central) Los Angeles, Orange, Ventura, San Los Angeles, San Diego
Diego, San Bernardino, Riverside,
Kern
Texas (Southeast) Harris Houston
Texas (North Central) Dallas Dallas/Fort Worth
Illinois Cook Chicago
Indiana Lake Chicago
Alabama Jefferson Birmingham
Louisiana East Baton Rouge Baton Rouge
Tennessee Shelby Memphis
5
Working Media Budget
The total working budget for the 2022 Rail Grade Crossing campaign is $10 million.
Target Audience
The primary target audience is 18- to 49-year-old males. The secondary target audience is 18- to 49-year-old
Hispanic males who primarily speak and consume Spanish media at home.
Generation Overview
The 2022 Rail Grade Crossing target audience encompasses Gen Z, Millennials and Gen X, each of whom consumes
consume media differently. Millennials are the largest portion of the age cohort in the target.
Figure 4: Male 18- to 49-year-old Age Breakdown
14.7%
21.7%
30.0% Median
33.6
33.6%
18-24 25-34 35-44 45-49
Source: 2021 Doublebase GfK MRI Weighted to Population (000)
MRI-Simmons indicates that even though media consumption is shifting, the 18- to 49-year-old male audience is
very digitally connected, with 46.2% of the audience being heavy internet users. Radio follows, with 26% of the
demographic being heavy radio listeners. While only 22.9% are heavy TV users, there is still an 85% reach into the
target audience. Lighter viewership indicates that they watch selectively and supports an ongoing strategy of
buying specific programming and employing audience targeting, which has performed very well with other NHTSA
campaigns. Audience targeting allows NHTSA to use data points, such as car ownership, to target specific
population segments. This ensures the message is being delivered to 18- to 49-year-old males who are most likely
to be driving. The internet continues to be the best way to reach the viewer; however, linear TV and terrestrial
radio are still essential in ensuring NHTSA's message reaches the intended audience across all platforms.
6
Figure 5: Media Usage General Market 18- to 49-year-old Males Source: 2021 Doublebase GfK MRI Weighted to Population (000) Comparing media usage between the generations shows some nuanced differences (Figure 6, Figure 7, Figure 8) that are important to consider. While all three generations consume the internet, TV and radio, in that order, Gen Z is more than twice as likely to be the heaviest users of the internet. Figure 6: Male Gen Z (Born 1997–2010) Media Usage Source: 2021 Doublebase GfK MRI Weighted to Population (000) 7
Figure 7: Male Millennial (Born 1977–1996) Media Usage Source: 2021 Doublebase GfK MRI Weighted to Population (000) Figure 8: Male Gen X (Born 1965–1976) Media Usage Source: 2021 Doublebase GfK MRI Weighted to Population (000) 8
Rapid changes in technology lead this generation to gravitate toward digital media more than any generation
before them. Gen Z spends an average of 5.8 hours on the internet daily, an entire hour more than their Millennial
and Gen X counterparts (Figure 9). Nearly 60% of Gen Z males are heavy internet users, while only 45% of
Millennials are heavy users. Gen X comes in at the lowest, with only 36.4% being heavy internet users. The
differences are significant, and it is a trend that will likely continue as Gen Z ages.
Figure 9: Hours Spent on the Internet Comparison Between Generations
Gen Z Males Millennial Males Gen X Males
(Born 1997–2003) (Born 1977–1996) (Born 1965–1976)
17.1% 27.3%
21.9% 14.8% 34.9% 11.3%
Target Target Target
Average: Average: Average:
5.8 Hours 4.8 Hours 4.8 Hours
61.0% 57.9% 53.8%
Heavy Usage Heavy Usage Heavy Usage
Medium Usage Medium Usage Medium Usage
Lig ht Usage Lig ht Usage Lig ht Usage
Source: 2021 Doublebase GfK MRI Weighted to Population (000)
As Millennials and Gen X make up 78% of the target audience, NHTSA will continue to buy across digital, video and
audio media platforms due to the diversity of both generations' preferred forms of entertainment. As Gen Z
increases its proportion of the target audience in the coming years, resource allocation may concentrate even
more on internet-based tactics to align with their media consumption habits.
Notably, magazines reach almost 70% of the 18- to 49-year-old male audience, with Gen Z showing slightly higher,
albeit light, usage. Light usage indicates there are specific, perhaps niche, publications that should be considered.
While it is not recommended to buy advertising in print magazines, knowing these trends helps determine what
the target audience is consuming, as these magazines all have digital counterparts. This helps select digital
publishers for custom content opportunities.
Research clearly shows that media habits are diverging between the age cohorts. As we discuss individual channel
strategies throughout this document, these changes will be considered.
To ensure that the entire target receives the Rail Grade Crossing messaging, NHTSA will select media channels
with a slightly higher reach into the Millennial and Gen X cohorts while also seeking specific opportunities to
reach Gen Z.
9Media Environment and Selection Considerations Technological advances are making planning media more complex, and the challenges of the last 18 months have added an additional layer of complexity in finding the best audiences with increased efficiency. Early on, we had little understanding about the short- and long-term effects of media usage and how that would impact consumption as people resumed normal activities. According to Nielsen's Total Audience Report, overall daily hours of media consumption actually decreased during the latter part of 2020, when 18- to 49-years-olds decreased their media usage by about 2.5 hours per day (Figure 10). This decrease in daily usage narrows the window for delivery to the target audience overall, making it important to select tactics with the highest reach. 10
Live+Tim e-Shifted TV Radio TV-Connected Devices
Inter net on a Computer App/Web on a Smartphone App/Web on a Tablet
120%
100%
7% 6% 7% 7%7% 7%
8% Time Spent 8%
14:24 10a:7%
Figure Media Time (Daily Hours) by Demographic and Share of Daily by Platform 7%
1 3 :1 0
19% 1 2 :4 8 14%
80% 24% 20%
133%
1 :5 4 1 1 :5 6 29% 27%
1:00 1 1 :54%
3
38% 38% 1:00
12:00 47%
1 1 :26%8 3% 5%
0:52 6% 0:53 4% 0:51
5% 8%
0:46 13%
60% 1 0 :0 0 1 0 :0 5 6% 2:37
13%
4% 11% 9 :3 6 3:37
5% 1:42
9:36 8% 0:42 0:39 7% 5% 14% 17%
2:12
3:58 9% 0:41 16% 0:28
15% 5% 4:32 0:24
40% 14% 718%
:3 8 0:27 0:37
2:26 0:39 0:41
13% 15% 16%
2:45 0:39 1:42 1:36
7:12 0:32 0:56
0:32 4:45 56%
0:35 15% 52%
20% 13% 0:35 2:05 43%
0:55 37% 0:37 39% 1:54
33% 1:05 2:53 1:03
26% 28%
4:48 1:41 16% 16% 1:18
1:31 0:29
0% 0:32 1:44
1:20 1:31 6:38 6:39
Q3 19 Q3 20 Q3 19 Q3
1:2220 Q3 19 Q3 20 Q3 19 Q3 20 Q3 19 Q3 20
2:24 5:10 4:59
3:56 1:18
Adults 18+3:41 A18-341:07 3:09
A35-49 A50-64 A65+
2:44
1:34TV
Live+Tim e-Shifted 1:12 Radio TV-Connected Devices
0:00
Q3 19 Inter
Q3net
20 on a Computer
Q3 19 Q3 20App/Web on a SmQ3
Q3 19 artphone
20 App/Web
Q3 19 on
Q3 a20Tablet Q3 19 Q3 20
Adults 18+ A18-34 A35-49 A50-64 A65+
Live+ Time-Shif ted TV Radio TV- Connected Devices Int ernet on a Computer App/Web on a Smartphone App/Web on a Ta blet
120%
Figure 10b: Media Time (Daily Hours) by Demographic and Share of Daily Time Spent by Platform
100%
7% 7% 6% 7% 7% 7% 8% 7% 8% 7%
19% 14%
24% 20%
80% 29% 27%
33% 38% 4%
38% 5%
47% 6% 3%
6% 4%
5% 8% 13%
60% 6% 13%
4% 11% 5%
8% 7% 5% 14% 17%
15% 5% 9% 16%
40% 14% 18%
13% 16%
15%
52% 56%
13% 15% 43%
20% 37% 39%
33%
26% 28%
16% 16%
0%
Q3 19 Q3 20 Q3 19 Q3 20 Q3 19 Q3 20 Q3 19 Q3 20 Q3 19 Q3 20
Adults 18+ A18-34 A35-49 A50-64 A65+
Live+ Time-Shif ted TV Radio TV- Connected Devices Internet on a Computer App/Web on a Smartphone App/Web on a Tablet
Source: Nielsen Total Audience Report, August 2021
As shown in
Figure 10, smartphone usage by the target audience decreased by 9% but still holds the heaviest lead above other
media outlets. TV-connected devices, such as video game consoles, saw the most significant year-to-year growth,
increasing from 13% in 2019 to 18% in 2021 for adults 18- to 34-years-old. Surprisingly, adults 35- to 49-years-old
saw the same amount of growth in TV-connected devices, jumping from 9% to 14% for that demographic.
11Over the past two years, media consumption has continued to trend toward streaming video while the number of streaming services has exploded. Apple TV+, Disney+, Peacock and WarnerMedia's new HBO Max service have joined Netflix, Sling TV, Hulu, YouTube TV and others to offer viewers options to cable-TV-style packages. Some of these services do not offer advertising options. However, the latest Nielsen Total Audience Report shows that customers are still tuning into ad-supported streaming platforms, with advertising-based video on demand (AVOD) and subscription video on demand (SVOD) both seeing growth in streaming share in 2021 (Figure 11). It is important to note that while linear streaming saw a year-over-year decrease by 6%, the audience still consumes content, so the media strategy will continue to include both streaming and linear TV. Note: Linear streaming is very similar to cable or broadcast TV because shows are aired during specific time slots, but the difference is that linear streams are delivered over the internet through an OTT service, not through a cable provider. Pluto TV is a good example of a linear streaming channel with multiple streams running simultaneously. Figure 11: Share of Streaming Among Streaming-capable Homes, January 2020 and January 2021 Source: Deloitte's Digital Media Trends Survey, 2021 Deloitte research finds that ad-supported streaming rose over 7% from 2019 to 2020. Gen Z had the most significant jump, increasing usage from 46% to 58%, while Millennials grew by 6% and Gen X increased by 5% (Figure 12). This demonstrates that the target demographic is leading the way in this linear TV to AVOD shift. Deloitte reports that consumers cited that income loss in 2020 led to reduced spending on entertainment and that 65% of respondents do not mind watching ads while streaming. This could mean people adapt to ad-supported streaming and do not revert to ad-free streaming, even if they can afford it again. 12
Figure 12: Free Ad-supported Streaming Has Increased Since 2020; Percentage of U.S. Households That Watch at
Least One Free Ad-supported Video Service, Derived from 1,101 U.S. Consumer Observations
70%
58%
60% 55%
49% 50%
50% 47% 46% 45%
40% 38%
40%
32%
30%
20% 16%
12%
10%
0%
Total Gen Z Millennials Gen X Boomers Matures
Before 3/2020 After 3/2020
Source: Deloitte's Digital Media Trends Survey, 2021
Although Gen Z saw the most significant jump in AVOD use last year, the generation does not consider TV one of
their favorite forms of entertainment. Instead, as past media trends predicted, video games continue to drive Gen
Z media consumption, with 26% listing video games as their favorite entertainment activity. Millennials, the
second-highest percentage in the video game category, came in at 16% (Figure 13). Millennials tend to be more
split across various media activities, with TV having the highest percentage at 18% and paid social media being the
lowest at 7%. Gen X is seen across different entertainment activities, but watching TV dominates as their favorite
activity at 29%.
Figure 13: Favorite Entertainment Activity Comparisons Between the Generations
45%
40% 39%
35%
30% 29%
26%
25%
20% 18%
16%
15% 14% 13%
11% 12% 11% 12%
10% 10% 11% 10%
10% 8%
7%
5%
5% 3% 2%
0%
Play video games Listen to music Browse the internet Engage on social Watch TV shows or
platforms movies at home
Gen Z Millennials Gen X Boomers
Source: Deloitte's Digital Media Trends Survey, 2021
13Hispanic Consumption The Spanish-language target audience over-indexes in population size in four states with the most safety incidents involving motor vehicles: Florida, California, Texas and Illinois (Figure 14). Therefore, while the Hispanic plan is national, a higher number of impressions will run in those states. Figure 14: Hispanic Males, Ages 18- to 49-year-old Who Primarily Speak Spanish at Home Source: 2021 Doublebase GfK MRI Weighted to Population (000) Overall media usage, not to be conflated with specific consumption, is very similar between the general and the Hispanic markets (Figure 15). Internet usage continues to be the most-used channel, followed by television and radio. As a result, both targets' overall strategies and goals are similar. Tactical differences will be outlined in the media recommendations phase. 14
Figure 15: Media Usage 18- to 49-year-old Hispanic Males Who Primarily Speak Spanish at Home Source: 2021 Doublebase GfK MRI Weighted to Population (000) 15
With these consumption trends considered, the 2022 Rail Grade Crossing media plan will explore opportunities in
the mediums listed below and expand in more detail in the following sections. Media channels and opportunities
will be evaluated based on their total reach potential and ability to generate broad reach and a five-to-nine
frequency over the course of the campaign.
Digital
• Paid social media
• Publisher direct
• Programmatic digital
Video
• Linear TV, including programmatic and audience targeting
• CTV/OTT
• Online video
Audio
• Terrestrial, including programmatic
• Streaming audio
• Custom podcast
Out-of-home (OOH)
• Traditional
• Digital OOH
For reference, a glossary is included at the end of this document to expand on the terms outlined below.
16Digital
Paid Social Media
Social media continues to be the primary way that the target audience communicates and socializes, whether it be
via Facebook, Instagram, Twitch or Twitter, which are all approved by NHTSA for advertising. Males aged 25- to 34-
years-old constitute the largest group of Facebook users (Figure 16). That said, Millennials and Gen Z lean toward
image-led social platforms such as Instagram (Source: Target Internet).
Figure 16: Share of Active Facebook Users by Age Group and Gender (July 2021)
20.00% 18.8%
18.00%
16.00% 13.8%
14.00% 12.5%
12.00% 9.8%
9.4%
10.00%
7.6%
8.00% 5.8%
6.00% 4.9%
3.3% 3.4% 3.2% 2.7% 2.4%
4.00% 2.5%
2.00%
0.00%
13-17 18-24 25-34 35-44 45-54 55-64 65+
Female Male
Source: Statista
Previous campaigns have leveraged keywords and handle lookalikes relevant to the digital buy, including gaming,
WWE and sports. A lookalike audience is a way to reach new people who are likely to be interested in a message
because they share similar characteristics to an existing base. These are audiences of people who have never
interacted with your content, but who the algorithm believes are similar to one of NHTSA’s active custom
audiences. The paid social media strategy will focus on premium video placements.
NHTSA will build on the success of the previous social campaigns by focusing on video views to maximize
engagement in 2022 while also taking a close look at performance across platforms to optimize to the best
performing placements and creatives throughout the campaign.
According to MRI data, the sites/apps with the highest reach for the target audience demographic include
YouTube, Facebook, Instagram and Snapchat (Figure 17).
17Figure 17: Social Activity of 18- to 49-year-old Males in the Last 30 Days
300 270 100%
90%
250 220 80%
200 70%
149 153 60%
140 146
150 124 124 130 122 50%
99 98 104 107 40%
100 30%
55
44 20%
50
10%
0 0%
Index Reach
MEN 18- to 49-years-old
Reach % Index
Facebook 64.3% 99
Flickr 0.8% 124
Google Photos 14.7% 98
Instagram 45.7% 124
LinkedIn 18.1% 130
Pinterest 11.1% 55
Reddit 18.7% 220
Shutterfly 1.2% 44
Snapchat 29.5% 140
Tumblr 3% 149
Twitch 9.5% 270
Twitter 26.2% 153
Vimeo 3.2% 146
Yelp 6.2% 104
YouTube 66.8% 122
Any Social Media 89.1% 107
Source: 2021 Doublebase GfK MRI Weighted to Population (000)
18Though YouTube indexes at 122 (22% above average adults), and Facebook at just below average at 99, both have
a reach that is much higher than the other platforms at 66.8% and 64.3%, respectively. Noting this, NHTSA will
explore ways to use Facebook, YouTube and Twitch as approved platforms.
NHTSA can squarely reach their target audience by identifying a Twitch gamer that resonates well with men 18- to
49-years old and weaving the Rail Grade Crossing messaging throughout that gamer's stream on Twitch.
Publisher Direct
Publisher direct placements allow NHTSA to identify the websites and video games that resonate most with the
target audience and effectively leverage them to communicate with the audience. NHTSA will work with the
selected publishers to build a campaign that includes high-impact placements that relate to the brand while also
bringing the campaign’s message to life in a powerful way.
Figure 18: Magazine/Newspaper Genre Interests of 18- to 49-year-old Males
Video Games/PC and Console 253
Men 163
Music 156
Automotive 155
Fishing/Hunting 138
Business/Finance 132
Source: 2021 Doublebase GfK MRI Weighted to Population (000)
As referenced in the paid social media section above, Twitch indexes very high with the target audience. NHTSA
will explore ways to create custom content on Twitch to capture the attention of the gamers who are on their
console watching gamers stream and offer the Stop. Trains Can't. messaging live.
19Video Games and Influencers
Video gaming viewership is on the rise and will be an even more dominant choice for advertisers to reach their
audience as the overall number of viewers continues to grow.
Figure 19: U.S. Gaming Video Content Viewers, Previous and Expected Growth, in Millions
70
59.3 60.5
60 56.2
52.9
50 43.1
40
30
20
10
0
2019 2020 2021 2022 2023
Source: eMarketer February 2021
Gaming has become a true contender for publishers, content providers and TV shows alike, so much so that
individual games, like Fortnite, are becoming direct competition for television, cable and streaming networks.
"We compete with (and lose to) Fortnite more than HBO."
– Reed Hastings, Netflix
Influencer-based advertising is a form of social media that involves endorsements from online creators. It is
impactful as it opens the door to potential loyal followers who rely on recommendations and advice from
influencers. The influencer landscape spans Instagram, YouTube, Twitch and Twitter, leading in terms of
persuasion per the study cited in Figure 20.
Figure 20: Share of Viewers Who Have Bought a Product Because They Have Seen It Promoted
Twitch 46%
Youtube 43%
Instagram 25%
Facebook 18%
Source: Twitch and Social Media Survey. Twitch Research Power Group (RPG). Fielded May 3 to May 6, 2021. U.S. data. A18+.
N=395
20Twitch offers a blend of strengths that are often recognized as characteristics of linear TV, streaming services and social media, making the platform an excellent overall fit for NHTSA's campaigns. The opportunities for individuals to find and connect with their own community and interests are seemingly ever- growing. Users have developed complex networks of friends, influencers, celebrities and brands they follow and engage with across different social media platforms. This ultimately transforms those with large followings into social influencers who act as a source of entertainment and information about services and products. NHTSA can align with the target audience's gaming affinity by identifying a live-streamer to relay the message and build a campaign that will connect with the influencer's audience while also more broadly raising awareness for rail safety. In addition to gaming platforms, NHTSA will also explore working with YouTube and its network of social influencers. Google is paramount when reaching almost any audience, given the size of the respective audiences that use its tools. Similarly, YouTube is the leader in video reach and has the ability to connect with 54% of the target audience. Select Websites NHTSA will include direct publisher buys to complement the publisher direct placements, paid social media and programmatic placements and identify a select set of websites where 18- to 49-year-old males frequent for the best value. As Figure 21 indicates, the target audience is engaged with sports online. The top six indexing sites for this demographic are sports-oriented and all index above 180, meaning they are 80% more likely to view this content than the average adult. 21
Figure 21: Top Websites Visited by 18- to 49-year-old Males (Index)
BleacherReport 239
NBA 216
WWE 205
Yahoo! Sports 185
ESPN 182
NFL.com 180
The Street 169
NBCSports.com 161
CNET 160
MLB.com 157
CBSSports 157
FOX Sports 156
WJS.com 156
Reuters 152
Vevo.com 152
MTV 150
Source: 2021 Doublebase GfK MRI Weighted to Population (000)
Furthermore, news content on NewYorkTimes.com and WSJ.com has the highest reach with the target audience.
NHTSA will explore a hybrid of the sports and news sites that resonate well with this group.
22Figure 22: Top Websites Visited by 18- to 49-year-old Males (Reach)
ESPN 29.1%
eBay 26.3%
nytimes.com 23.6%
Indeed.com 17.7%
WJS.com 15.8%
USA Today.com 14.3%
IMDb 13.9%
NFL.com 13.3%
Uber 10.4%
FOX Sports 9.8%
BleacherReport 8.6%
BBC.com 8.6%
NBA 8.2%
CNET 6.8%
Yahoo! Sports 6.4%
Yahoo! Finance 6.4%
MLB.com 5.4%
Lyft 5.4%
CBSSports 5.3%
CNBC 5.3%
Reuters 5.1%
NBCSports.com 3.6%
Univision.com 3.4%
Fandango 3.3%
WWE 2.5%
MSN Money 2.2%
MTV 2.0%
Monster 2.0%
The Street 1.4%
Vevo.com 1.2%
Source: 2021 Doublebase GfK MRI Weighted to Population (000)
Examining the magazine titles consumed by the target audiences also gives insight into publisher direct sites to
consider. Not surprisingly, gaming, automobile, entertainment and men's titles perform well with the target
audience (Figure 23) and should be explored for digital custom content opportunities.
23Figure 23: Magazine/Newspapers (including Digital) Consumed by Men 18- to 49-years-old (Index)
Game Informer 253
Four Wheeler 200
Maxim 199
Men's Journal 196
GQ 189
Men's Health 182
Guns & Ammo 175
Hot Rod 168
Cigar Aficionado 168
MotorTrend 164
Car and Driver 161
Sports Illustrated 160
Wired 158
Rolling Stone 156
The Economist 152
Ducks Unlimited 150
USA Hocket 148
Inc. 147
Hunting 147
Forbes 146
Source: 2021 Doublebase GfK MRI Weighted to Population (000)
24Figure 24: Magazine/Newspapers (Including Digital) Consumed by Men 18- to 49-years-old (Reach)
Sports Illustrated 7.6%
Game Informer 7.3%
Men's Health 6.0%
Guns & Ammo 4.8%
Rolling Stone 4.5%
Car and Driver 3.5%
GQ 3.0%
Forbes 2.9%
MotorTrend 2.9%
Popular Mechanics 2.5%
Hot Rod 2.2%
National Wildlife 2.0%
Men's Journal 1.9%
Maxim 1.7%
Wired 1.6%
Outside 1.4%
Game & Fish 1.3%
Entrepreneur 1.2%
Bassmaster 1.2%
Hunting 1.2%
Four Wheeler 1.2%
Road & Track 1.1%
The Economist 1.1%
Ducks Unlimited 1.0%
Bloomberg Businessweek 0.8%
Cigar Aficionado 0.8%
USA Hocket 0.7%
Bicycling 0.6%
Inc. 0.6%
Salt Water Sportsman 0.5%
Source: 2021 Doublebase GfK MRI Weighted to Population (000)
25Programmatic Digital By including programmatic throughout the campaign, NHTSA will be able to balance high-impact, more costly publisher direct placements with efficient, highly targeted display, video and audio ads. Similar to previous campaigns, programmatic will lower the overall CPM of the campaign and extend the reach to 18- to 49-year-old males. Programmatic is the advertising vehicle that will serve as the baseline for outreach for the campaign as it offers the most efficient way to reach a target demographic. By including publisher direct placements along with programmatic, NHTSA will benefit from low cost, efficient reach and high-impact placements on those sites where the target audience over-indexes in content consumption. Finally, given that there are areas of the country with more rail grade safety incidents, NHTSA will explore which programmatic partners would target those with a higher frequency of travel within those regions. Delivering the Stop. Trains Can't. message to those in the target audience who frequently travel in these areas would allow NHTSA to engage with them and do so in a non-obtrusive way as they go about their daily activities on the internet. Hispanic Digital According to the 2020 U.S. Census data, the Hispanic population in the United States has grown to 62 million. The Hispanic target audience continues to be digitally and socially connected, with nearly 96% of the target audience using the internet—slightly higher than the general population (see Figure 15). Like the general market audience, the Hispanic male target audience is spending significant amounts of time online—an average of 4.7 hours daily—and frequenting popular paid social media and video platforms during that time (Figure 25). 26
Figure 25: Daily Internet Usage by 18- to 49-year-old Hispanic Males Who Speak Mostly Spanish
32.0%
96
14.7%
136
53.3%
97
Heavy Medium Light
Source: 2021 Doublebase GfK MRI Weighted to Population (000)
The social media platforms most highly consumed by the Hispanic target audience are YouTube, Facebook and
Instagram (Figure 26). These platforms will continue to be key components in reaching the target audience for the
2022 campaign.
27Figure 26: Social Media Reach of 18- to 49-year-old Hispanic Males Who Speak Mostly Spanish at Home
Youtube 61.8%
Facebook 61.3%
Instagram 44.1%
Snapchat 26.2%
Twitter 19.3%
Google Photos 11.8%
LinkedIn 9.1%
Pinterest 8.4%
Reddit 7.8%
Twitch 5.1%
Yelp 2.8%
Vimeo 1.9%
Tumblr 1.9%
Shutterfly 1.3%
Source: 2021 Doublebase GfK MRI Weighted to Population (000)
28Publisher direct placements via display, video and high-impact units will be leveraged to reach the Hispanic target on the Spanish-language sites they use the most. NHTSA will leverage demographic, behavioral and contextual insights to connect with and reach the target audience. Examples of contextual targeting might include layering in "avid sports viewers" or "heavy social media users" to the demographic targeting. The Hispanic secondary audience for the campaign will also be reached programmatically. While proportionally smaller in population, there is little difference in consumption, and the same streaming services and apps provide many opportunities to connect with the Hispanic audience. Video The video landscape continues to change (Figure 27), allowing users to view video content across linear TV and cable, satellite, CTV and OTT using advanced TV, gaming consoles, etc. These choices have boosted overall viewership on both linear and streaming services, and both are key in providing brand awareness. Moving into 2022, streaming is commanding more and more viewer time, and the budgets will be allocated accordingly. While linear is still needed to reach audiences, especially Gen X, CTV and OTT are becoming the primary placement to reach the younger audience. All of these video delivery methods will be explored and assembled into a well- rounded media plan. Figure 27: The Evolution of “TV” Source: The Future of TV Report, June 2021, The Trade Desk Market Insights 29
Linear TV refers to watching a program on the channel it's presented on at its scheduled time. For example,
watching "NCIS" on CBS at 9 p.m. on Monday when it premieres is considered a linear TV viewing experience.
Simulmedia research indicates that linear TV still offers an estimated 8.54 trillion yearly impressions (Figure 28),
which is significant compared to AVOD, which falls 7 trillion impressions behind linear TV.
Gen Z and Millennials are less likely to be heavy TV users, but live sports continue to be the primary driver of both
generations' TV-viewing habits. Gen X is the heaviest TV user of the three generations, making it an important
tactic for the Rail Grade Crossing campaign, as it is a media outlet with broad reach with all three of the
generations.
Figure 28: Estimated Impressions of 2020, in Trillions
Linear TV 8.52
AVOD 1.04
Source: Simulmedia, OTT, Linear TV, or Both? 2021
Live sports consistently fuel linear TV impressions for 18- to-49-year-old males; professional football, baseball and
basketball have the biggest draw for the target audience as a whole (Figure 29). Live sports are more likely to be
watched in real-time to avoid the game's outcome spoilers.
30Figure 29: Top TV Show Types For 18- to 49-year-old Males
Football Pro Weekend 19.7%
Football Specials - Professional 18.7%
Baseball - Weekend 12.4%
Football College Weekend 11.5%
Baseball Specials 11.2%
Football Pro Pregame Shows 10.9%
Basketball Weekend Professional 10.8%
Basketball Weekend College 10.4%
Basketball Specials - Professional 8.1%
Football Bowl Games 7.6%
Hockey 6.9%
Early Morning Weekday News 4.9%
Sports Anthologies - Weekend 4.9%
Tennis 4.1%
Basketball Specials - College 4.0%
Soccer 3.8%
Entertainment Specials 3.4%
Late Evening Weekday News 3.2%
Awards 2.9%
Auto Racing 2.2%
Late Night Talk 2.2%
Horse Racing 2.1%
Golf 1.7%
Situation Comedies - Primetime 1.7%
Track & Field Games 1.5%
Synidicated Adult General 1.1%
Reality-based 1.1%
Comedy/Variety 1.0%
Game Shows - Primetime 0.8%
Late Night Network News 0.7%
Source: 2021 Doublebase GfK MRI Weighted to Population (000)
31Sports viewership dominates across all generations, but data reveals differences in the areas of interest.
Professional football holds the highest audience percentage for males 18- to 49-years-old, but compared to Gen X,
the next two generations show a decline in football viewership. Gen Z is the lowest at 17.7% and is a 5% drop from
Gen X. In contrast, professional basketball viewership increased among Gen Z (Figure 30, Figure 31, Figure 32). The
2022 Rail Grade Crossing campaign will focus on the NFL to reach all three generations. As Gen X starts to age out
of the targeted demographic, the changing of viewer trends will continue to be monitored to make sure NHTSA
continues finding the target where they are watching.
Figure 30: Top TV Show Types for Gen X Males
Football - Pro Weekend 23.2%
Football Pro Pregame Shows 12.6%
Basketball Weekend College 11.1%
Basketball Weekend Professional 9.6%
Hockey 8.1%
Basketball Specials Professional 7.8%
Sports Anthologies 5.2%
Basketball Specials College 4.8%
Soccer 4.1%
Auto Racing 3.9%
Source: 2021 Doublebase GfK MRI Weighted to Population (000)
32Figure 31: Top TV Show Types for Millennial Males
Football-Pro Weekend 19.5%
Football Specials- Professional 18.6%
Basketball- Weekend 12.5%
Football-College Weekend 11.3%
Baseball Specials 11.1%
Basketball-Weekend-Professional 10.7%
Football Pro Pregame Shows 10.6%
Basketball-Weekend-College 10.4%
Basketball Specials-Professional 8.1%
Football Bowl Games-Specials 7.3%
Hockey 7.2%
Sports Anthologies-Weekend 4.7%
Early Morning Weekday News Program (Local)- Mon-Fri 4.6%
Tennis 4.2%
Basketball Specials-College 3.9%
Soccer 3.6%
Entertainment Specials 3.4%
Early Morning News 3.2%
Awards-Specials 2.8%
Late Night Talk/Variety 2.1%
News- Specials 1.7%
Situation Comedies-Primetime 1.6%
Paegeants-Specials 1.4%
Track & Field Games 1.4%
Syndicated Adult General 1.1%
Reality-based 1.0%
Comedy/Variety 0.9%
Game Shows-Primetime 0.8%
Late Night Network News/Info-Mon-Fri 0.6%
Daytime Dramas 0.5%
Source: 2021 Doublebase GfK MRI Weighted to Population (000)
33Figure 32: Top TV Show Types for Gen Z Males
Football-Pro Weekend 17.7%
Football Specials-Professional 16.4%
Basketball-Weekend-Professional 12.1%
Baseball-Weekend 11.1%
Football-College Weekend 10.4%
Football Pro Pregame Shows 10.3%
Basketball-Weekend-College 9.9%
Baseball Specials 9.5%
Basketball Specials-Professional 8.1%
Football Bowl Games-Specials 7.2%
Sports Anthologies-Weekend 5.4%
Hockey 4.9%
Soccer 3.7%
Basketball Specials-College 3.5%
Tennis 3.4%
Late Evening Weekday News Programs (Local)-Mon-Fri 3.3%
Entertainment Specials 2.7%
Awards-Specials 2.5%
Late Night Talk/Variety 2.2%
Early Morning Talk/Informational/News 2.1%
Situation Comedies-Primetime 1.6%
Track & Field Games 1.6%
Pageants-Specials 1.4%
General Drama-Primetime 1.2%
Syndicated Adult General 1.1%
Reality-based 1.0%
Late Night Network News/Info-Mon-Fri 0.9%
Daytime Talk/Variety 0.9%
Game Shows-Primetime 0.8%
Daytime Dramas 0.6%
Source: 2021 Doublebase GfK MRI Weighted to Population (000)
34Network direct buys will focus on sports, emphasizing the NFL and NBA. The campaign’s new flight calendar now falls during high-profile sporting events. Running Monday, September 12 through Wednesday, December 14 places the campaign during the NFL season and the start of the NBA season in October, giving TV the significant opportunity to reach the 18- to 49-year-old male audience during the sports they watch the most. NHTSA will continue to utilize programmatic buying efficiency and layer in audience targeting to ensure messaging is running on the target audience's programs. Audience targeting will reach primetime comedies, late-night talk shows and other entertainment specials the demographic is watching besides sports. The lower CPMs will help offset the higher costs of high-profile sports programming. It is best to look at CTV/OTT as a complement to linear TV instead of a competitor. This means paying close attention to where the target audience is watching and layering digital video tactics in linear to extend the reach of the overall video messaging. In 2021, Nielsen reported that streaming now makes up 26% of all TV viewership. This put streaming slightly ahead of linear TV, but it has yet to catch up to cable. Thanks to the 18- to 49-year-old audience, streaming saw the most significant jump in users and will be a key component of the 2022 Rail Grade Crossing campaign. Figure 33: Nielsen's Total TV and Streaming Snapshot and Breakdown of 26% Streaming Source: Nielsen Total Audience Report, August 2021 Platforms like YouTube and Hulu, which allow advertising and reach a large portion of the streaming audience, are valuable partners to consider for the campaign. 35
Hispanic Video
Like the general market target audience, the Hispanic target is more likely to be a light TV viewer (see
Figure 15). Slightly more of the target audience uses linear TV over streaming services; however, 52.3% use a
combination of both to consume video (Figure 34).
Figure 34: Video Usage by 18- to 49-year-old Hispanic Males Who Speak Mostly Spanish at Home
Source: 2021 Doublebase GfK MRI Weighted to Population (000)
The Hispanic video strategy will mirror the general market. It will focus linear TV buying on programming that
indexes above average with the target, such as soccer and late-night news programming (Figure 35) via audience
targeting methods that performed well in 2021. Premium content will be considered in the overall media mix, but
leveraging programmatic video targeting solutions will maximize reach and video views.
Figure 35: Soccer Dominates Viewing for 18- to 49-year-old Hispanic Males Who Speak Mostly Spanish
Baseball Specials 424
Tennis 162
Track & Field Games 119
Comedy 113
Basketball Specials-Professional 102
Late Night Talk/Variety 100
Basketball Weekend Professional 93 Index = 100
Late Night Network News 90
Soccer 84
Source: 2021 Doublebase GfK MRI Weighted to Population (000)
36YouTube will likely be included in the mix to distribute video assets to deliver the campaign message where
consumption of this platform has slightly surpassed Facebook use (Figure 36).
Figure 36: YouTube vs. Facebook Among 18- to 49-year-old Hispanic Males Who Speak Mostly Spanish
Facebook
YouTube
50.0% 52.0% 54.0% 56.0% 58.0% 60.0% 62.0%
Source: 2021 Doublebase GfK MRI Weighted to Population (000)
Hispanic viewers are rapidly turning to streaming services, spending almost 40% more time each day using a
connected device year over year (Figure 37). Advertisers, in turn, are adapting existing services with Spanish
versions/content launching AVOD and SVOD services.
Figure 37: U.S. Adult Time Spent Using a Connected TV Device 2019 vs. 2020 (Hours Per Day)
1.2
1.00
1 0.95
0.90
0.83 0.80
0.78
0.8 0.70
0.63 0.65
0.60
0.6
0.4
0.2
0
Average Black Hispanic Asian White
American
19Q3 20Q3
Source: Nielsen Total Audience Report, March 2021
CTV and OTT platforms will continue to be part of the Hispanic strategy to extend the reach of the TV plan. Similar
to the general market plan, a multi-screen approach will deliver the Stop. Trains Can't. message to the Hispanic
target audience.
37Audio
Audio via terrestrial radio is another dominant reach vehicle and will be an important campaign component for
both the general market and Hispanic target audiences. Digital audio, particularly podcasts, will be considered to
reach the audiences in their cars and likely to make a choice to cross in front of an oncoming train.
Terrestrial Radio
Radio and streaming audio tactics are an important component of the Rail Grade Crossing campaign. According to
Nielsen media research data, radio listening levels are returning to pre-March 2020 numbers. Due to global events,
fewer commuters were listening during popular drive times, but terrestrial radio rebounded toward the end of
2020 into 2021 (Figure 38
Figure 38). With a stable audience base and variety of platforms, radio remains a critical touchpoint to reach the
target audience when they are driving.
Figure 38: Radio's Average Quarter Hour (AQH) Ratings Now Highest Since Q4 2020 (in Millions)
9
8.1
8 7.7 7.6 7.5 7.6
7.2 7.3 7.4
7 7.1 7 7
7 6.5
5.8
6
5
4
3
2
1
0
MAR APR '20 MAY JUN '20 JUL '20 AUG SEP '20 OCT '20 NOV DEC '20 JAN '21 FEB '21 MAR APR '21
'20 '20 '20 '20 '21
Source: Nielsen Mar 20—Apr 21 Persons 12+ M-Su 6a-12m AQH Persons
Terrestrial radio remains a cost-efficient way to reach the target audience. In addition to low CPMs, it is one of the
only remaining tactics in which partners can offer large added value packages with both the general and Hispanic
market. The audio market sees more ad-supported digital radio competitors, but terrestrial continues to dominate
audio time spent in the car, holding on to 87% of listeners (Figure 39).
38Figure 39: Percentage of Ad-Supported Audio Time Spent in the Car
200 5% 6%
2% 1%
87%
AM/FM Radio Podcasts Ad-Supported Pandora
Ad-Supported Spotify Ad-Supported SiriusXM
Source: Edison Research Share of Ear Q1 2021 P18+
Terrestrial radio continues to outpace streaming audio within the targeted demographic. Males 18- to 49-years-old
listening to FM radio are nearly double the number of streaming listeners (Figure 40) It makes terrestrial radio a
key component of the 2022 Rail Grade Crossing campaign due to its large amount of ad-supported time and reach.
Figure 40: How Males 18- to 49-year-olds Listen to Audio (000)
Source: 2021 Doublebase GfK MRI Weighted to Population (000)
39The leading radio networks, iHeartMedia and Westwood One, will continue to be researched as primary radio
partners for the general market, while high-indexing networks such as Univision, Entravision and SBS/Aire will be
explored for the Hispanic market. Additionally, the networks can geotarget, and this tactic will be implemented
during the flighted DMA heavy-ups in the previously mentioned counties that have seen the most rail grade
crossing incidents.
In addition to running the NHTSA-produced spots, these networks will be challenged to integrate the use of their
on-air talent into the plans and engage with their vast social networks. These extensions will capitalize on existing
listener relationships with trusted local voices to deliver the campaign message.
Streaming Audio
Streaming audio still falls far behind terrestrial radio when it comes to in-car listeners, even with Spotify reporting
a 24% annual growth rate since 2017 (Figure 41). Pandora and Spotify, which have significant subscriber bases who
avoid advertising altogether, hold only 3% of the ad-supported share of ear in the car (Figure 39).
Figure 41: Spotify's Subscriber Growth, in Millions
400
350
356
300
286
250
200 217
150 173 158
100 130
50 75 100
0
Q1 2018 Q1 2019 Q1 2020 Q1 2021
Monthly Active Users Subscribers
Source: Spotify 2021
Streaming audio will not have the number of impressions terrestrial audio can offer, but it will still be considered
for the 2022 Rail Grade Crossing campaign due to the growing number of listeners. The number of impressions
available will determine the budget. Along with Spotify and Pandora, radio networks will also provide streaming
audio options to run alongside terrestrial buys to ensure the target audience is being reached wherever they listen.
40Podcasts
The overall popularity of podcasts continues to grow, with Nielsen reporting that 15% of adults 18-years-old and
older listen to podcasts every day, and 53.8% listen to podcasts at least once a week (Figure 42). Podcast listeners
tend to be more receptive to the ads they hear on podcasts due to the influence and trust in the host.
Approximately 62% of heavy podcast users have visited a website for more information after hearing an ad on a
podcast (Figure 43), which indicates a high level of engagement with the programming. Further, podcasts have
continually grown within the Rail Grade Crossing target audience, now reaching 36% and over-indexing for the
demographic.
Figure 42: Podcast Listener Frequency
30%
25%
25%
21%
20%
15%
15% 14%
13%
10%
6%
5%
5%
0%
Everyday 10+ But Not 8-10 Times 6-7 Times a 4-5 Times a 2-3 Times a 1 Time a
Everyday a Month Month Month Month Month
Source: Nielsen Scarborough Podcast Listener Buying Power, November 2020
41Figure 43: How Podcast Listeners React to Ads They Hear
4%
Called a Number
3%
10%
Made Purchase at Retail Location
6%
Visited Retail Location to Get More Info About 10%
Product Advertised 7%
Visited Website to Purchase/Order Product 40%
Advertised 17%
Visited Website for More Info About Product 62%
Advertised 37%
Heavy Users Light Users
Source: Nielsen Scarborough Podcast Listener Buying Power, November 2020
The top-performing podcast genre for the target audience is comedy (Figure 44). Podcasts are one of the few areas
where sports do not dominate the platform. This makes the tactic valuable in reaching non-sports fans in the
target audience.
Figure 44: Top Podcast Genres Among 18- to 49-year-old Males (000)
COMEDY 7,644
ENTERTAINMENT/CULTURE 6,213
POLITICS 5,745
CURRENT EVENTS 5,169
BUSINESS/FINANCE 5,100
SPORTS 4,680
EDUCATION 3,825
CRIME/INVESTIGATIVE REPORTING 3,449
HISTORY 3,417
HEALTH/FITNESS/LIFESTYLE 2,757
SCIENCE 2,717
MUSIC 2,493
Source: 2021 Doublebase GfK MRI Weighted to Population (000)
42Scripted Custom Podcast The unique combination of reach, audience engagement and comparatively low production costs provide valuable opportunities for custom content to be developed and delivered via this format. For the 2022 campaign, NHTSA will explore opportunities for a custom scripted podcast to immerse the target audience in a great story that will highlight the Stop. Trains Can't. message while being engaging and entertaining. Hispanic Audio Terrestrial radio continues to be a critical touchpoint to reach the Hispanic target audience. Terrestrial radio over- indexes (121) and represents 60.6% of the target audience consuming terrestrial radio (Figure 45) while streaming/podcast radio tactics are key components of the 2022 Rail Grade Crossing campaign to support the always-on strategy and help build frequency to the overall radio campaign. Figure 45: Audio Listenership Among 18- to 49-year-old Hispanic Males Who Speak Mostly Spanish at Home Source: 2021 Doublebase GfK MRI Weighted to Population (000) AM/FM radio ranks the highest as an audio source used in vehicles among Hispanics, 65% of whom currently use the radio in the car, and is still significantly higher than owned digital music or digital radio. 43
Figure 46: In-Car Listening by African Americans and Hispanics
SiriusXM 23%
15%
Podcasts 26%
45%
Online radio 38%
43%
CD player 32%
30%
Owned digital music 50%
55%
AM/FM radio 64%
65%
African-Americans Hispanics
Source: The Infinite Dial, 2021
Podcasts are also continuing to grow with Spanish-language dominant listeners and will be considered based on
the top genres for the target audience.
Figure 47: Year-over-year Podcast Growth
52
U.S. Total Population 18+
55
45
U.S. Latinos 18+
56
44
Not Spanish-language dominant
55
45
Spanish-language dominant
59
46
Born in U.S.; exludes P.R.
58
42
Born outside US; includes P.R.
53
2020 2021
Source: 2021 Doublebase GfK MRI Weighted to Population (000)
The Hispanic radio plan will include streaming audio platforms and podcasts as critical touchpoints to maximize the
effectiveness of the radio plan by reaching the target while in the car or when listening to content and
programming for entertainment or during their leisure time. The radio plan will also include radio formats that
over-index with the target audience, such as Regional Mexican and Spanish adult contemporary.
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