Industry NewsNews Brief

Century 21 buys back into TV ads in a big way: the Super Bowl

New TV, radio ads to feature agents' expertise
Published on Mar 30, 2011

When Century 21 Real Estate announced two years ago that it would stop running national television ads in order to boost its online ad spend, the venerable franchisor said it already had all the name recognition a company could ever want.Now, Century 21 is getting back into TV in the splashiest way imaginable, announcing that it will run a spot during Super Bowl XLVI, on Feb. 5, 2012.Next week, TV ads promoting the skills of Century 21 agents will begin airing on Discovery Communications' cable channel, TLC, which will also feature the 40-year-old franchise in an upcoming episode of "Cake Boss." It's highly unlikely that anyone has forgotten that Century 21 exists in the two years that the franchise has been absent from the airwaves. So why come back?Century 21 says it has devoted considerable resources to educating and training its agents, and it wants the world to know."We think the market knows exactly who Century 21 is, but we're not sure they know who our agent is, ...

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