Commerce Dept. Spends $14.8M on 2010 Census Road Tour Advertising via True North Communications
Contract Overview
Contract Amount: $14,850,128 ($14.9M)
Contractor: True North Communications Inc
Awarding Agency: Department of Commerce
Start Date: 2009-09-24
End Date: 2010-07-31
Contract Duration: 310 days
Daily Burn Rate: $47.9K/day
Number of Offers Received: 1
Pricing Type: COMBINATION (TWO OR MORE)
Sector: Other
Official Description: TAS::13 0451::TAS IS FUNDED BY THE AMERICAN RECOVERY AND REINVESTMENT ACT OF 2009 FOR THE 2010 CENSUS ROAD TOUR UNDER THE 2010 COMMUNICATIONS CAMPAIGN.
Place of Performance
Location: NEW YORK, NEW YORK County, NEW YORK, 10001
State: New York Government Spending
Plain-Language Summary
Department of Commerce obligated $14.9 million to TRUE NORTH COMMUNICATIONS INC for work described as: TAS::13 0451::TAS IS FUNDED BY THE AMERICAN RECOVERY AND REINVESTMENT ACT OF 2009 FOR THE 2010 CENSUS ROAD TOUR UNDER THE 2010 COMMUNICATIONS CAMPAIGN. Key points: 1. Spending is tied to the American Recovery and Reinvestment Act of 2009. 2. Contract awarded to True North Communications Inc. for advertising services. 3. The contract duration was 310 days, concluding in July 2010. 4. The purpose was to support the 2010 Census Communications Campaign.
Value Assessment
Rating: fair
The contract value of $14.8M for advertising services appears within a reasonable range for a national campaign. However, without specific deliverables or campaign reach metrics, a precise valuation is difficult.
Cost Per Unit: N/A
Competition Analysis
Competition Level: unknown
The competition method is not specified, making it difficult to assess if fair market value was achieved. If it was sole-source or limited competition, the price discovery process may have been less robust.
Taxpayer Impact: Taxpayer funds were used for this contract, underscoring the need for transparency in procurement and justification of costs.
Public Impact
Public awareness campaigns are crucial for ensuring participation in the census. Government spending on communication aims to inform and engage citizens. The use of ARRA funds highlights a specific period of economic stimulus spending. Advertising agencies play a key role in disseminating public information.
Waste & Efficiency Indicators
Waste Risk Score: 50 / 10
Warning Flags
- Lack of competition details
- Unclear performance metrics
Positive Signals
- Supports a critical national initiative (Census)
- Utilized stimulus funds for public engagement
Sector Analysis
Advertising agencies provide essential services for public outreach and marketing. Spending benchmarks vary widely based on campaign scope, duration, and target audience. This contract falls within the advertising sector.
Small Business Impact
There is no indication in the provided data whether small businesses were involved in this contract, either as prime contractors or subcontractors.
Oversight & Accountability
Oversight of contracts funded by ARRA was a significant focus to ensure accountability. The U.S. Census Bureau would have been responsible for monitoring contract performance and expenditures.
Related Government Programs
- Advertising Agencies
- Department of Commerce Contracting
- U.S. Census Bureau Programs
Risk Flags
- Lack of detailed competition information
- No clear performance metrics provided
- Potential for limited price discovery
- Uncertainty regarding taxpayer value for money
Tags
advertising-agencies, department-of-commerce, ny, do, 10m-plus
Frequently Asked Questions
What is this federal contract paying for?
Department of Commerce awarded $14.9 million to TRUE NORTH COMMUNICATIONS INC. TAS::13 0451::TAS IS FUNDED BY THE AMERICAN RECOVERY AND REINVESTMENT ACT OF 2009 FOR THE 2010 CENSUS ROAD TOUR UNDER THE 2010 COMMUNICATIONS CAMPAIGN.
Who is the contractor on this award?
The obligated recipient is TRUE NORTH COMMUNICATIONS INC.
Which agency awarded this contract?
Awarding agency: Department of Commerce (U.S. Census Bureau).
What is the total obligated amount?
The obligated amount is $14.9 million.
What is the period of performance?
Start: 2009-09-24. End: 2010-07-31.
What specific advertising strategies and channels were employed with the $14.8M budget, and what was the measured impact on census participation?
The provided data does not detail the specific advertising strategies or channels used. To assess value, one would need to examine campaign plans, media buys, and post-campaign analysis reports. Measuring the direct impact on census participation is complex, often requiring correlation studies between campaign activity and response rates in targeted areas.
What was the justification for the chosen procurement method, and how did it ensure a fair price for the government?
The data does not specify the procurement method (e.g., full and open competition, sole-source). If competition was limited, it raises questions about price discovery and potential overpayment. A thorough review would require access to the contract's solicitation documents and award justification to understand the rationale and competitive landscape.
How effectively did this advertising campaign contribute to the overall goals of the 2010 Census Communications Campaign, considering the significant investment?
Effectiveness is difficult to gauge solely from contract data. Success would be measured against census participation rates, particularly in hard-to-count populations, and the overall accuracy of the census. Evaluating this requires comparing outcomes against pre-defined campaign objectives and national census goals.
Industry Classification
NAICS: Professional, Scientific, and Technical Services › Advertising, Public Relations, and Related Services › Advertising Agencies
Product/Service Code: SUPPORT SVCS (PROF, ADMIN, MGMT) › MANAGEMENT SUPPORT SERVICES
Contractor Details
Parent Company: THE Interpublic Group of Companies Inc (UEI: 006985790)
Address: 100 W 33RD ST, NEW YORK, NY, 90
Business Categories: Category Business, Not Designated a Small Business
Financial Breakdown
Contract Ceiling: $14,850,169
Exercised Options: $14,850,169
Current Obligation: $14,850,128
Parent Contract
Parent Award PIID: DOCYA132307CQ0004
IDV Type: IDC
Timeline
Start Date: 2009-09-24
Current End Date: 2010-07-31
Potential End Date: 2010-07-31 00:00:00
Last Modified: 2012-05-02
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