BrokerageIndustry News

Century 21 back in the Super Bowl as TV advertiser

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Citing a worthwhile return on investment for this year's Super Bowl TV ad spend and a recovering housing market, Century 21 Real Estate LLC announced it will run TV ads for the second year in a row during the big game, set for Feb. 3, 2013, in New Orleans. The high-profile TV advertising campaign announcement continues an eventful, jam-packed year of multimedia advertising for the franchisor, which earlier this year claimed to be the first real estate brokerage in 21 years to run a TV spot during the Super Bowl. Featured on NBC, that Feb. 5 game in Indianapolis garnered more than 100 million TV viewers. "We received far more media impressions than we thought," said Beverly Thorne, chief marketing officer at Century 21. The firm received more media impressions in the six weeks surrounding the game than it had in the 12 months previous, Thorne said. Thorne attributes a portion of the sustained 40 percent year-to-date, year-over-year increase in traffic to Century 21's webs...