After taking this year off, Century 21 Real Estate will be returning as a Super Bowl TV advertiser in 2015, the franchisor’s chief marketing officer, Beverly Thorne, announced today at the company’s annual convention in Las Vegas.
Century 21 says the Super Bowl ads it ran in 2012 contributed significantly to a 40 percent increase in website traffic from 2011 to 2012, a stat that convinced the brand to return to the big game as an advertiser in 2013.
Screen shot from a Century 21 video promoting its Super Bowl advertising.
Thanks in part to its Super Bowl ad blitz, Century 21 is the only franchise website ranked among the 20 most popular real estate sites in the U.S. at No. 16. It captured an estimated 0.96 percent of real estate traffic and registered 3 million hits from desktop computers in February, according to monitoring by Experian Marketing Services.
The 2015 ads will run during the game and earlier in the day, Thorne told Inman News.
The Super Bowl XLIX ad will be a part of Century 21’s “Smarter. Bolder. Faster.” marketing campaign that has focused on promoting the skills of Century 21 agents in recent years in ads and sponsorships across the American sports landscape.
CBS ran this Century 21 Real Estate ad Feb. 3, 2013, during the third quarter of Super Bowl XLVII.
In addition to running TV ads during the Super Bowl in 2013 and 2012, Century 21 ran TV ads during the 2012 Summer Olympics and 2014 Winter Olympics, and sponsored the U.S. Soccer team and the U.S. Bobsled team. The company was also the primary sponsor for IZOD IndyCar Series driver Josef Newgarden’s car in last year’s Indianapolis 500.
The Realogy-owned franchisor has more than 102,000 agents in 7,100 affiliate offices in 75 countries around the world.