Census to Advertise in Super Bowl: Your Tax Dollars at Work

In spite of all that is at stake with the 2010 Census -- more than $300 billion in spending each year from roads to education and healthcare—up to 20 percent of people are undecided about participating in this year's census. According to a recent poll by the Pew Research Center, 20 percent of the respondents were either sure they would not participate or undecided as to whether they would participate. Add to this statistic the fact that Hispanic and younger Americans, approximately a third of each group said they had not even heard of the census.

This Sunday when up to100 million Americans are perched on their couches, favorite beverages in hand (for those of you have been faithful readers you know that means diet root beer for me) many will be as focused on the TV commercials as the big game. Among the advertisers, shelling out $2.5 million of your hard-earned tax dollars will be the U.S. Census.

The Census Bureau argues that if it is not successful getting people to mail in surveys, it will need to go door-to-door which is much more expensive. Whether the final response is as high as it was in 2000 or better, the data collected and the methods used will surely be debated for some time.

The work is the opinion of the columnist and does not reflect the opinion of ABC News.

Larry D. Woodard is president and CEO of Vigilante, a New York advertising agency that develops consumer-centric advertising campaigns. He is also chairman of the American Association of Advertising Agencies New York Council and the recipient of many prestigious industry awards, including two O'Toole Awards for Agency of the Year, the London International Award, Gold Effie, Telly, Mobius, Addy's and the Cannes Gold Lion. A blogger and a frequent public speaker, Woodard enjoys discussing the intersection of media, politics, entertainment and technology.

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