NAR keeps plugging in new national TV spot

$25 million 'Real People' campaign kicked off before News Corp. acquisition

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The National Association of Realtors may no longer hold an ownership stake in operator Move Inc. or have a seat on the company's board of directors, but the trade group appears to be committed to promoting the brand. NAR aired a 33-second TV ad during the Grammy Awards on Sunday on CBS promoting both Realtors and its official consumer website, NAR began deeply integrating into its national consumer marketing with the launch of its $35 million "Real People" campaign last July, which also marked the first time the trade association had coordinated its consumer messaging so tightly with and Move. Then, last fall, News Corp. announced its intention to acquire Move for $950 million -- a deal that could only go forward with NAR's blessing. Move spent an estimated $25 million on its national marketing campaign last year, which was aided by an additional ...