Television Advertising Campaign

The Colorado State Patrol, Division of Strategic Communications & Outreach, has issued a sole-source procurement request for television advertising services under NPSS1 RBAA 2027-0064, with approval due October 12, 2026. This is a sole-source intent; the agency has justified the restriction based on the vendor's unique ability to target alcohol-selling venues for DUI prevention messaging.

The scope covers television advertising in business venues throughout Colorado that sell alcohol, supporting impaired driving awareness campaigns. The vendor must deliver flexibility to distribute the campaign across two distinct time blocks: mid-November through New Year's and Memorial Day through the 100 Deadliest Days of Summer, enabling the agency to customize messaging for peak-risk periods. Rarefied Atmosphere, Inc., the identified vendor, operates a business-to-business model targeting over 500 alcohol-selling venues across multiple media markets statewide, generating more than 4 million impressions while matching impaired driving crash data to highest-risk communities.

The estimated contract value is $120,000 over a three-year term from October 1, 2026, through September 30, 2029. The Colorado State Patrol conducted price reasonableness research comparing local television advertising rates ranging from $5 to $100 per 1,000 viewers and determined that Rarefied Atmosphere, Inc.'s targeting capability and cost efficiency exceed those of traditional television or streaming services. This procurement is grant-funded and represents a continuation of similar educational campaigns conducted by the agency in 2024 and 2025.