Media Plan
The 2012 Public Advocacy Campaign media buy has been significantly expanded, with heavy rotations in TV and radio using a new strategy to reach an influential advocacy-focused audience effectively. Combined with NAR’s advocacy efforts, the campaign's impact is magnified exponentially with decision makers on Capitol Hill and in influential homes all across America. Through almost 14,000 spots, NAR’s home ownership advocacy message will be seen and heard by consumers approximately 3 billion times in 2012.
Campaign spots will air on prime time programs, including Dancing with the Stars, Extreme Home Makeover, 20/20, NCIS, CSI: NY, CSI: Miami, 2 Broke Girls, Hawaii Five-O, Persons of Interest, 48 Hours, Castle, Grey’s Anatomy, Private Practice, The Grammys, The Mentalist, and Blue Bloods.
NAR will also be advertising on cable networks including BBC-America, DIY, HGTV, Biography, Military, History2, TLC, Science, National Geographic, iOn, AMC, Animal Planet, History, WE, Weather Channel, Hallmark, TV Land, FX, and USA. Additionally, NAR’s message can be seen on your favorite shows in syndication including The Office, 30 Rock, The Closer, Friends, Seinfeld, Everybody Loves Raymond, House, Two and Half Men, and Frasier.
Sports programming will continue to play a strong role in NAR messaging with spots running during MLB, NFL, NCAA Football and NCAA Basketball games. And both sides of the aisle get airtime with commercials running on both Fox News and MSNBC.
This year’s radio program includes top-tier national radio networks including Premiere, Cumulus, USRN, AdLarge, Crystal, Westwood One WSJ, and NPR. With an emphasis on music, talk shows and sports programming the Public Advocacy Campaign spots will be running on popular programming including Westwood One WSJ “This Morning Show,” NCAA Football and NFL games.
To further extend the comprehensive 2012 media buy, the upcoming year will also feature added-value on-air integrations including AMC Story Notes Sponsorships, DIY Sweat Equity sponsorship, “Martha in a Minute” custom vignettes, HGTV sponsorship, billboards and 30 second spots.
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