SBD/March 29, 2011/Marketing and Sponsorship

Getting A Head Start: Century 21 To Run Ad In '12 Super Bowl Broadcast

Century 21 said that it is "going back on the air -- and in a big way, with a 2012 Super Bowl ad and sponsorship of a pregame show on NBC," according to E.J. Schultz of AD AGE. The 30-second ad -- the marketer's “first Super Bowl appearance -- will air in the third quarter and comes as part of a larger global rebranding effort that emphasizes agents.” Century 21 CMO Beverly Thorne did not reveal specifics on the ad, but said that the company “will appear once in-game and a total of 12 times when pre- and post-game shows are added in, plus a title sponsorship of a half-hour pre-game show.” She added that the company “is protected if the season is canceled.” Schultz reported Century 21 is “the first marketer to publicly detail its Super Bowl ad plans.” NBC is asking for up to $3.5M "for a 30-second spot for the game,” and the net “has been in talks with potential advertisers since early fall.” Century 21 “pulled all national TV advertising” two years ago, and Red Tettemer & Partners Exec Creative Dir Steve O'Connell, whose Philadelphia-based company created the ad, said Century 21 decided, "If we're going to go back to TV, let's go back to TV big." Century 21's non-Super Bowl spots will begin airing next week on TLC, and “print and radio ads are also planned” (ADAGE.com, 3/28).
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