AutoTrader.com Adding ESPN/ABC To Its Broadcast Media Ad Mix
AutoTrader.com "will double its media exposure this year by adding ESPN/ABC to its broadcast media advertising mix," according to Karl Greenberg of MEDIA POST. The buy, "which begins in July, will give the company advertising real estate and in-program integration" on "MNF," college football games, NASCAR Sprint Cup races and MLB broadcasts. There also will be a component on Saturday night "SportsCenter" episodes. AutoTrader.com's current ad buy includes the NBA on TNT, MTV, VH1, Comedy Central and Spike TV. AutoTrader also advertises during NFL games, as well as the Daytona 500 broadcast and MLB events, including the All-Star Game, MLB Playoffs and the World Series. AutoTrader.com Senior Dir of Advertising John Kovac: "We have had so much success to date with our sports sponsorship. It made a lot of sense to go back into sports and round out our Fox and TNT buy." Kovac said that the "high-profile buys double AutoTrader's media exposure in the second half" of '09. Kovac: "We are getting back into NASCAR, NFL, expanding [MLB], and college football. So I would say it's a very significant addition." Greenberg noted what the company "will not do is new creative." The company instead will "stick with its two current spots" (MEDIAPOST.com, 6/5).
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