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Public Awareness Campaign: Media Plan
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Media Plan The 2010 Public Awareness Campaign targets first-time and repeat home buyers who are on the fence, with ads that will air year-round on high-visibility primetime programs, sports, news and more on TV, cable and radio. This year's media buy has also been expanded to include national print and online advertising, increasing the awareness of NAR’s message and, specifically, encouraging more people to take advantage of the home buyer tax credit. Our increased presence on prime time programs can be seen on shows like Grey’s Anatomy, Dancing with the Stars, Extreme Makeover Home Edition, Brothers and Sisters, Castle, Two and a Half Men, Criminal Minds, The Big Bang Theory, NCIS, The Mentalist, CSI:NY, House, 24, Fringe, Bones and Lie to Me. Also, look for ads running on cable networks like HGTV, TLC, TBS, USA, Discovery, Food Network, TNT, Comedy Central, DIY and, new this year, Nick at Nite and the National Geographic Channel. Late night programs have been added with popular shows such as Jimmy Kimmel Live, The Late Show with David Letterman and The Late Late Show with Craig Ferguson. Premium syndication has also been added to the media plan, where we can reach our audience via top-rated programs they love to watch, including Seinfeld, Everybody Loves Raymond and King of Queens. Once again, we will continue our NCAA and NBA sponsorships and will begin our brand new, exclusive, multi-platform This Old House sponsorship with print, online, TV and radio presence. This year’s radio includes top-rated programs such as the MLB regular season and playoffs, NFL football, NCAA college basketball and football, ESPN Morning Show and XM/Sirius radio. In 2010, your Public Awareness Campaign will debut in premium consumer magazines, capturing the targeted readers of Martha Stewart Living, Real Simple, Popular Mechanics and This Old House. Similarly, the campaign’s messaging will be featured online, in content that is relevant to our home buying audience. Be sure to browse sites including HGTV.com, DIYnetwork.com, RealSimple.com, TLC.com, About.com and ThisOldHouse.com to catch our brand new online ads. We have also negotiated an astounding total of $5 million in added-value opportunities for 2010, integrating TV programming with online for more impact, efficiency and presence of the NAR brand. | | 
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