The 137th running of the Preakness Stakes was held on May 19th and CENTURY 21® Real Estate was right in the middle of it with three commercials airing during the race broadcast. More than 8 million viewers witnessed I’ll Have Another win the second leg of the Triple Crown.
On Saturday, June 9th, CENTURY 21 could be part of history, as I’ll Have Another heads to Belmont Park to continue his quest for a Triple Crown sweep at the Belmont Stakes. The CENTURY 21 brand will have two commercials airing during the race broadcast.
I’ll Have Another could win thoroughbred racing’s most coveted prize, and take his place alongside champions Secretariat, Seattle Slew and Affirmed. There hasn’t been a Triple Crown winner in 34 years!
“This is another iconic media opportunity for us to drive brand preference, increase broker and agent pride within the CENTURY 21 System, and expand our market message,” said Bev Thorne, chief marketing officer, Century 21 Real Estate LLC. “At the time of our media buy last year, the viewership forecast for this race was 6.8 million viewers. NBC is now projecting a viewership of 15.7 million! With the potential of the first Triple Crown winner since 1978, the numbers are growing steadily in our favor.”
This advertising initiative follows on the heels of the announcement that the CENTURY 21 brand is “The Official Real Estate Company of U.S. Soccer,” and supports the brand’s ongoing industry leadership in brand awareness. In 2012, the CENTURY 21 brand has maintained its industry leadership position in brand awareness for the 11th consecutive year and continues to remain one of the top recommended agencies in “Likelihood to Recommend” and “Consideration” for future real estate transactions among active real estate consumers. In a study conducted by Millward Brown, a leading global market research organization, the CENTURY 21 brand achieved 95% name recognition, the highest consumer awareness level when compared to other real estate brands.*
Will you be watching next Saturday?
* Source: 2011 Ad Tracking Study. Millward Brown Study Methodology – The survey results are based on 1,200 online interviews with a national random sample of adults (ages 18+) who are equal decision makers and who have bought or sold a home within the past two years or plan to purchase or sell a home within the next two years. Brand awareness questions are based on a sample of 1,200 respondents at a 90% confidence level with a margin of error is +/- 2.4%. The study was conducted between September 12 and November 20, 2011 by Millward Brown, a leading global market research organization.