BOARD MEETING DATE: March 5, 2010
AGENDA NO. 15
PROPOSAL:
Proposal for AQMD Sponsorship of Weather Reports on
CBS 2-TV
SYNOPSIS:
Following a discussion at the January 15 Administrative Committee meeting, AQMD’s Media Office obtained enhanced proposals from CBS 2-TV and ABC-7 TV for AQMD sponsorship of morning weather reports. The CBS2 sponsorship package offers a better value including on-air advertisements, reporting of the day’s air quality forecast during the weather segment and multiple online features for an approximate total cost of $66,300. This action is to execute a contract with CBS 2-TV for AQMD sponsorship of morning weather reports. This action is to further appropriate funds from the Undesignated Fund Balance to the Executive Office Budget for the sponsorship.
COMMITTEE:
Administrative, February 12, 2010, Recommended for Approval
RECOMMENDED ACTIONS:
- Appropriate $66,300 from the Undesignated Fund Balance to Executive Office, for FY 2009-10, Services and Supplies Major Object, Professional and Special Services Account for the CBS 2-TV sponsorship; and
- Authorize the Executive Officer to execute a contract with CBS 2-TV for AQMD sponsorship of morning weather reports, in an amount not to exceed $66,300.
Barry R. Wallerstein, D.Env.
Executive Officer
Background
At its September 18, 2009 meeting, the Administrative Committee approved AQMD’s new Air Quality Index Initiative (AQI) designed to increase awareness of the AQI and encourage residents to sign-up to receive daily air quality forecasts for their area. The initiative includes outreach to local TV broadcasters to encourage use of the AQI forecasts during weather reports as well as media partnerships with interested TV and radio stations.
At the above meeting, Vice Chair Yates requested that AQMD staff solicit proposals from local TV stations on the cost to sponsor local weather reports, similar to those sponsored by a Central Coast air district.
AQMD’s Media Office solicited proposals from local broadcast media for sponsorship of on-air and online news and weathercasts. Proposals were received from ABC 7 and CBS 2 and presented to the Administrative Committee on January 15, 2010. Both proposals offered promotion of AQMD on-air and online at a similar cost, but they differed in total number of on-air and online commercials, online “billboards” and weather report sponsorships. The committee directed staff to request that both ABC 7 and CBS 2 expand their proposals so that each would equal the other in the number of on-air and online promotions offered. The Committee further directed staff to recommend a contract with the station that presented the best amended proposal.
Proposal
Staff received a revised proposal from CBS 2 for a 13-week promotion with additional features, including enhanced online advertising to match that proposed by ABC 7. The sponsorship package includes on-air advertisements, reporting of the day’s air quality forecast during the weather segment, an AQMD banner ad on the new CBS 2 iPhone application and multiple online features for an approximate total cost of $66,300. In addition to providing information on air quality, some ads and e-mail alerts will urge viewers to make personal choices to reduce air pollution, for example by participating in AQMD’s annual lawn mower exchange. Staff also received a revised proposal from ABC7 that increased the number of on-air spots from 33 to 66 for a total cost of $67,600. However the package did not include any online features and ABC7 did not respond to requests to add such elements.
Based on the revised sponsorship proposal submitted by CBS 2-TV, staff recommends a contract be awarded to CBS 2-TV for AQMD sponsorship of on-air weather reports and online content at a cost not to exceed $66,300.
Resource Impacts
Funding for this contract shall be up to a maximum of $66,300 and is to be taken from the Undesignated Fund Balance and appropriated to the Executive Office FY 2009-10 Budget.
Attachment (PPT, 1.8m)
Weather Sponsorship Proposal