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No-Zone Campaign Media Exposure Report

A brief overview of the Media Exposure Report, which was completed in December 1997, is presented below. You can also view the full report in Microsoft Word - Media Exposure Report.

The No-Zone Campaign Media Exposure Report updates and expands the media exposure information presented in a March 1997 report entitled No-Zone Campaign Goals and Activities Summary Report. The purpose of this report is to review the amount and type of free media exposure the No-Zone Campaign has received from using its public service announcements (PSAs). The report is divided into three sections:

1. Television PSA Placements
2. Radio PSA Placements
3. Newspaper PSA Placements.

Since the No-Zone Campaign's inception in 1994, television, radio, and print PSAs have been distributed to television stations, radio stations, and newspapers throughout the U.S. To record where the PSAs have been placed and track their airtime or print space, the Federal Highway Administration (FHWA) recruited media monitoring companies to distribute the PSAs and collect data on the PSAs' placement. The media exposure information presented in this report contains the PSAs that were tracked by one of the media monitoring companies during specific time frames. PSAs aired or printed during non-tracked time periods or distributed independently of the monitoring company, are not included in this report since their placement was not enumerated or confirmed by a media monitoring company.

Although the No-Zone Campaign is managed at the national level by FHWA headquarters, many organizations are attracted to the campaign because it is also a locally-promoted campaign where state agencies, trucking companies, and other highway safety organizations can adapt the campaign to suit their local needs. Since many of the local efforts to promote the campaign to the media are not collected by the media monitoring companies, it can be presumed that the No-Zone Campaign's media exposure exceeds the amount of PSA placements reported by the monitoring companies. However, for the purpose of this report, only the data collected and confirmed by the monitoring companies is used to evaluate the No-Zone Campaign's media exposure.

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