United States Department of Transportation
i
The 2007 Click It or Ticket High-Visibility Seat Belt Mobilization [Traffic Tech]
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2010-09-01
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Series: NHTSA BSR Traffic Tech
[PDF-583.46 KB]
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Abstract:In May 2007 the National Highway Traffic Safety Administration sponsored the fifth national Click It or Ticket (CIOT) high-visibility seat belt enforcement mobilization, which followed the CIOT program model of earned and paid media publicizing seat belt enforcement, followed by vigorous law enforcement activity and evaluation. In 2007 NHTSA spent $9.7 million on a national media buy that netted 1,295 gross rating points. NHTSA’s national media contractor estimated that over the two-week media period, the CIOT media spots reached 85% of the intended target group (men 18 to 34 years old) 13 times. In addition, States spent $17 million on paid media for the 2007 May Mobilization. The majority of media dollars went towards placement of television advertisements followed by radio. NHTSA strengthened the nighttime enforcement messaging during the 2007 mobilization emphasizing that law enforcement was working both day and night.
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