The National Association of Realtors public awareness campaign will return to the airwaves this month for the seventh year with two new television and three new radio advertisements featuring home buyers and sellers recounting real-life marketplace experiences.
The new ads, which break on network radio the week of Feb. 9 and on network television the week of March 8, conclude with a call to action: “Ask if your agent is a Realtor, a member of the National Association of Realtors.”
Two of the television spots and two of the radio spots feature consumers talking about buying and selling homes. The seller spot takes aim at the for-sale-by-owner market. A third new radio spot is targeted to the commercial real estate market.
In addition, two ads from last year’s campaign featuring Realtors Linda Norton of Fort Collins, Colo., and John Green of Memphis, Tenn., recipients of Realtor Magazine’s Good Neighbor Awards in 2002, will continue to run in 2004.
The National Association of Realtors will spend about $20 million to run more than 4,300 spots on broadcast and cable time through October. This national media plan includes new sponsorships with ESPN Radio’s Major League Baseball coverage of the Sunday Night game and Westwood One’s radio broadcast of the 2004 Summer Olympics, featuring a sponsorship position with Bob Costas.
Early morning programs, like NBC’s Today Show, and late night TV, on programs like David Letterman, will continue to complement network TV news with Tom Brokaw (NBC), all of which have been a part of NAR’s national television buy in the past. In cable, the public awareness campaign message will be seen on networks like the Discovery Channel, Home and Garden Television, and A&E.
The spots will continue to run on network radio, such as Westwood One and National Public Radio. In addition, Hispanic radio spots are scheduled on Univision to reach prospective Hispanic customers in Spanish.
The National Association of Realtors is a trade association with 972,000 members.
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