{"id":42189,"date":"2010-02-04T15:25:28","date_gmt":"2010-02-04T20:25:28","guid":{"rendered":"https:\/\/beta.pewresearch.org\/pewresearch-org\/2010\/02\/04\/about-that-census-2010-super-bowl-ad\/"},"modified":"2024-04-14T04:10:02","modified_gmt":"2024-04-14T09:10:02","slug":"about-that-census-2010-super-bowl-ad","status":"publish","type":"post","link":"https:\/\/beta.pewresearch.org\/pewresearch-org\/social-trends\/2010\/02\/04\/about-that-census-2010-super-bowl-ad\/","title":{"rendered":"About That Census 2010 Super Bowl Ad"},"content":{"rendered":"<p class=\"wp-block-paragraph\">The Census Bureau&#8217;s $2.5 million purchase of a 30-second ad during the third quarter of Sunday&#8217;s televised Super Bowl is making news today, following <a href=\"http:\/\/www.foxnews.com\/story\/2010\/02\/04\/straight-talk-with-sen-john-mccain-uncut-and-on-record\/\" target=\"_blank\" rel=\"noopener noreferrer\">criticism<\/a> from U.S. Sen. John McCain (R-AZ), who called the buy &#8220;out of touch with what&#8217;s going on in the real world&#8221; where Americans are hurting because of the poor economy.<\/p>\n\n<p class=\"wp-block-paragraph\">The Census Bureau <a href=\"http:\/\/www.census.gov\/2010census\/about\/\" target=\"_blank\" rel=\"noopener noreferrer\">defended<\/a> the ad, saying its own research indicates that few Americans are aware the 2010 Census is coming in March, and the Super Bowl ads are a much-talked-about means of building that awareness.<\/p>\n\n<p class=\"wp-block-paragraph\">By midday, McCain&#8217;s criticism, and the Census Bureau&#8217;s defense, had generated items in <a href=\"http:\/\/voices.washingtonpost.com\/federal-eye\/2010\/02\/census_bureau_defends_super_bo.html?hpid=news-col-blog\" target=\"_blank\" rel=\"noopener noreferrer\">The Washington Post<\/a>, <a href=\"http:\/\/thehill.com\/blogs\/blog-briefing-room\/news\/79761-mccain-chides-census-bureau-for-competing-with-doritos-during-super-bowl\" target=\"_blank\" rel=\"noopener noreferrer\">The Hill<\/a> blog, as well as <a href=\"http:\/\/www.foxnews.com\/politics\/2010\/02\/03\/taxpayers-fork-million-single-census-ad-super-bowl\/\" target=\"_blank\" rel=\"noopener noreferrer\">Fox News<\/a> (where McCain raised his objections to the ad yesterday).<\/p>\n\n<p class=\"wp-block-paragraph\">A recent Pew Research Center <a href=\"https:\/\/beta.pewresearch.org\/pewresearch-org\/2010\/01\/20\/most-view-census-positively-but-some-have-doubts\/\" target=\"_blank\" rel=\"noopener noreferrer\">survey about census awareness<\/a> found that most Americans know something about the census and think positively of it, but that knowledge and positive attitudes are lower among some key sub-groups.<\/p>\n\n<p class=\"wp-block-paragraph\">As to whether census advertising is effective, an <a href=\"http:\/\/books.nap.edu\/catalog.php?record_id=10907\" target=\"_blank\" rel=\"noopener noreferrer\">evaluation<\/a> of the 2000 Census by the National Research Council, cited in <a href=\"https:\/\/beta.pewresearch.org\/pewresearch-org\/social-trends\/2010\/02\/03\/census-advertising-does-it-work\/\">yesterday&#8217;s posting<\/a>, said that linking ads to individual behavior is &#8220;typically very difficult in market research,&#8221; but it was &#8220;likely&#8221; that advertising and other outreach boosted participation, in part by creating a wave of good feeling about the national headcount.<\/p>","protected":false},"excerpt":{"rendered":"<p>The Census Bureau&#8217;s $2.5 million purchase of a 30-second ad during the third quarter of Sunday&#8217;s televised Super Bowl is making news today.<\/p>\n","protected":false},"author":20,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sub_headline":"","sub_title":"","_prc_public_revisions":[],"_ppp_expiration_hours":0,"_ppp_enabled":false,"ai_generated_summary":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"apple_news_api_id":"","apple_news_api_revision":"","apple_news_api_created_at":"","apple_news_api_modified_at":"","apple_news_api_share_url":"","apple_news_api_pending":"","apple_news_is_preview":false,"apple_news_is_hidden":false,"relatedPosts":[],"reportMaterials":[],"multiSectionReport":[],"package_parts__enabled":false,"package_parts":[],"datacite_doi":"","datacite_doi_citation":"","_prc_seo_qr_attachment_id":0,"spoken_article_player_enabled":true,"displayBylines":true,"footnotes":"","prc_watchers":[],"_prc_fork_parent":0,"_prc_fork_status":"","_prc_active_fork":0,"jetpack_post_was_ever_published":false},"categories":[],"tags":[],"bylines":[950],"collection":[],"datasets":[],"level_of_effort":[],"primary_audience":[],"information_type":[],"_post_visibility":[],"formats":[458],"_fund_pool":[],"languages":[],"regions-countries":[],"research-teams":[519],"workflow-status":[],"class_list":["post-42189","post","type-post","status-publish","format-standard","hentry","bylines-dvera-cohn","formats-report","research-teams-social-trends"],"label":false,"post_parent":0,"word_count":223,"canonical_url":"https:\/\/beta.pewresearch.org\/pewresearch-org\/social-trends\/2010\/02\/04\/about-that-census-2010-super-bowl-ad\/","art_direction":false,"_embeds":[],"watchers":[],"table_of_contents":[],"report_materials":"","report_pagination":{"current_post":null,"next_post":null,"previous_post":null,"pagination_items":[]},"parent_info":{"parent_title":"About That Census 2010 Super Bowl Ad","parent_id":42189},"materialsOrdered":[],"chaptersOrdered":[],"partsOrdered":[],"partsEnabled":false,"datacite_doi":"","prc_seo_data":{"title":"About That Census 2010 Super Bowl Ad","description":"The Census Bureau's $2.5 million purchase of a 30-second ad during the third quarter of Sunday's televised Super Bowl is making news today.","og_title":"About That Census 2010 Super Bowl Ad","og_description":"The Census Bureau's $2.5 million purchase of a 30-second ad during the third quarter of Sunday's televised Super Bowl is making news today.","schema_type":"Article","noindex":false,"canonical_url":"","primary_terms":[],"custom_schema":[],"og_image":0,"indexnow_submitted_at":null,"gsc_index_status":null},"prepublish_checks":{"prc-image-alt-text":{"status":"complete","message":"No image blocks in content.","data":null},"prc-about-this-research":{"status":"incomplete","message":"Add an \"About this research\" details block.","data":null},"prc-paragraph-count":{"status":"complete","message":"Found 5 paragraphs.","data":{"count":5}},"prc-internal-link":{"status":"complete","message":"Found 2 internal links.","data":{"count":2}}},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"relatedPostsOrdered":[],"bylinesOrdered":[{"key":"9861e1ab916d6612253ffe73709a76d8","termId":950}],"acknowledgementsOrdered":[],"_links":{"self":[{"href":"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-json\/wp\/v2\/posts\/42189","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-json\/wp\/v2\/users\/20"}],"replies":[{"embeddable":true,"href":"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-json\/wp\/v2\/comments?post=42189"}],"version-history":[{"count":1,"href":"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-json\/wp\/v2\/posts\/42189\/revisions"}],"predecessor-version":[{"id":123138,"href":"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-json\/wp\/v2\/posts\/42189\/revisions\/123138"}],"wp:attachment":[{"href":"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-json\/wp\/v2\/media?parent=42189"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-json\/wp\/v2\/categories?post=42189"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-json\/wp\/v2\/tags?post=42189"},{"taxonomy":"bylines","embeddable":true,"href":"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-json\/wp\/v2\/bylines?post=42189"},{"taxonomy":"collection","embeddable":true,"href":"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-json\/wp\/v2\/collection?post=42189"},{"taxonomy":"datasets","embeddable":true,"href":"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-json\/wp\/v2\/datasets?post=42189"},{"taxonomy":"level_of_effort","embeddable":true,"href":"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-json\/wp\/v2\/level_of_effort?post=42189"},{"taxonomy":"primary_audience","embeddable":true,"href":"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-json\/wp\/v2\/primary_audience?post=42189"},{"taxonomy":"information_type","embeddable":true,"href":"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-json\/wp\/v2\/information_type?post=42189"},{"taxonomy":"_post_visibility","embeddable":true,"href":"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-json\/wp\/v2\/_post_visibility?post=42189"},{"taxonomy":"formats","embeddable":true,"href":"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-json\/wp\/v2\/formats?post=42189"},{"taxonomy":"_fund_pool","embeddable":true,"href":"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-json\/wp\/v2\/_fund_pool?post=42189"},{"taxonomy":"languages","embeddable":true,"href":"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-json\/wp\/v2\/languages?post=42189"},{"taxonomy":"regions-countries","embeddable":true,"href":"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-json\/wp\/v2\/regions-countries?post=42189"},{"taxonomy":"research-teams","embeddable":true,"href":"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-json\/wp\/v2\/research-teams?post=42189"},{"taxonomy":"workflow-status","embeddable":true,"href":"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-json\/wp\/v2\/workflow-status?post=42189"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}