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Public Awareness Campaign: Media Plan
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Media Plan The 2009 Public Awareness Campaign targets first-time home buyers and buyers who are on the fence, with ads that will air virtually year-round from mid-January through November on high-visibility primetime programs, sports, news and more on TV, cable and radio. More than 2,000 spots will air on network and cable TV, and over 7,000 radio spots will run during the year. In all, NAR's national media buy will result in 4.9 billion consumer impressions. The campaign continues to build a national presence for NAR on primetime TV, and has increased its primetime presence by 50 percent over 2008, with placements on ABC, CBS and FOX. Public Awareness Campaign ads will be seen in top network programs such as 24; Are You Smarter Than a Fifth Grader; The Big Bang Theory; Bones; Cold Case; CSI: Miami; CSI: NY; Dancing with the Stars; Extreme Makeover, Home Edition; Grey’s Anatomy; Hell's Kitchen; House; How I Met Your Mother; King of the Hill; NCIS; Numb3ers; Samantha Who?; Super Nanny; Two-and-a-Half Men; and Wife Swap. Based on the success of last year’s sports programming schedule, NAR will continue to advertise during select NFL games on both CBS and FOX, and will once again air spots during the major league baseball playoffs. In addition, NAR will advertise within the coveted NCAA Men's Basketball tournament on CBS and new for 2009, NAR’s PAC will air online within CBSSport.com, OAS.com (Official Athletic Sites), and NCAA.com. Public Awareness Campaign ads will continue their presence in early morning programs like ABC’s Good Morning America and the CBS Early Show. Cable continues to be a solid strategy for increasing message reach among more affluent households. This year, look for Public Awareness Campaign ads on cable stations such as ABC Family, Comedy Central, the Discovery Channel, DIY, Fine Living Network, Food Network, FX, HGTV, TBS, TLC, TNT, USA, VH1, and VH1 Classic. For the fifth consecutive year, NAR will continue to target the important and growing Hispanic market with 583 spots on Spanish language TV, airing on Univision and Galavision. Radio continues to play a key role for the campaign in 2009. The campaign will also air on a broad range of national radio properties and shows, including ABC Radio Networks, American Urban Radio Networks, Crystal Media Networks, Dial Communications Global Media, ESPN Audio, Jones Media America, NPR, Premiere Radio Networks, United Stations Radio Networks, Westwood One, and XM Satellite Radio. | | 
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