Volkswagen is "considering" buying extensive ad time on NHL
telecasts, according to Brockinton & Reynolds of INSIDE MEDIA.
While no deals have been finalized yet, Boston-based Arnold
Advertising VP/Associate Media Dir Priya Narang says the ad buy
would be VW's first such purchase. Arnold handles VW's ad
account. Narang was "reluctant" to elaborate on potential buys,
but did say VW is in talks with Fox and ESPN. Another
possibility for VW is an "unwired network deal compromising local
and regional NHL coverage across the country." Narang called the
NHL "high profile" programming that "delivers a high
concentration" of VW's target audience, which is 21-44 year olds.
The NHL's primary demo is men, 18-34. Brockinton & Reynolds note
Fox is offering NHL ad packages, "seeking price increases" of
about 15% per CPM versus a year ago (INSIDE MEDIA, 11/13).
INSIDE MEDIA NEWS: As part of its sponsorship of the
Grambling State/Southern Univ. Bayou Classic in New Orleans,
State Farm gets 10 30-second TV spots, "a handful" of on-air
billboards, sponsorship of the Player-of-the-Game Award, and
three full-page, four-color ads in the game program. Brockinton
& Reynolds note the sponsorship is part of State Farm's
"continuing effort to market to African-Americans." To publicize
the game and its sponsorship, State Farm plans to air "tune-in
ads" on the American Urban Radio Network, and will also run half-
page "tune-in ads" in TV Guide, Ebony and Excellence in Education
(INSIDE MEDIA, 11/13 issue).
