What's Behind U.S. Census Sponsorship Spending?

While sports marketers might not be complaining, the U.S. Census has taken some serious media heat for its $2.5 million Super Bowl spot and a $1.2 million, three race deal to sponsor NASCAR's Greg Biffle. CNBC's Darren Rovell caught up with Census spokesman Stephen Buckner yesterday. Turns out there is a method to the madness: spend more on marketing to spend less on door-to-door.