• by David Goetzl  @dgoetzl, June 23, 2011

The TV campaign that led to the capture of criminal mastermind James "Whitey" Bulger cost the FBI no more than $50,000.

The bureau had budgeted $45,000 to buy about 350 spots in 14 markets, and an additional $5,000 for production of the 30-second ad that was used.

Since Bulger and his girlfriend, Catherine Greig, were caught less than 48 hours after the campaign hit the air Tuesday, the effort was pulled before all the purchased spots ran. Damon Katz, chief division counsel for the FBI in Boston, said the bureau is hoping to recoup some of the costs for the unused ad time.

"The reconciliation process may take some time," he wrote in an email. Ads ran on local broadcast stations in all 14 markets. The FBI said the areas were picked because of potential "ties" there by Bulger and Greig. Markets ranged in size from Biloxi, Miss. to Milwaukee to Chicago.

Ad costs may have been low if the bureau bought spots in daytime shows in summer repeats. The FBI said it was targeting females about the same age as the 60-year-old Greig, who may have interacted with her.

Bulger's capture was "a direct result of the FBI's unique media campaign," said Richard DesLauriers, who heads the FBI's Boston office, in a news conference Thursday.

The campaign did not run in Los Angeles. The tip that led to the capture of Bulger and Greig on Wednesday evening came via a call to the FBI's office there.

It remains unclear how the tipster became aware of the campaign. The spot was available on the Web, and there was significant news coverage about it.

The Washington Post reported that a law enforcement official said the person making the phone call spent time around the Santa Monica apartment where Bulger and Greig were staying. "The tipster had recognized Bulger and Greig in media coverage of a nationwide public service campaign that the FBI had started the same day to try to speed their capture," the Post said.

The FBI was offering up to $2 million for information leading to Bulger's arrest and up to $100,000 for information on Greig's whereabouts. It's not clear whether any of that money will be doled out.

Bulger, one of the FBI's "Ten Most Wanted," has been on the lam for 16 years. He has been accused of involvement in 19 murders. Greig was being sought for harboring a fugitive.

The ad campaign did not focus on the 81-year-old Bulger, but instead on the 60-year-old Greig.

"Have you seen this woman?" came the voiceover in the spot with photos of Greig.