Why There Are So Many Jewelry Ads on NFL Football
When Matt Coen and his sons watch NFL football
, there’s one commercial that never fails to crack the boys up. It’s the Jared’s spot in which a guy proposes on an airplane and the flight attendant makes an announcement.
Mr. Coen himself remembers seeing jewelry ads in Sports Illustrated and thinking how “ridiculous” that was — until he was ready to propose, and recalled the ads down to the four C’s lesson of color, cut, clarity and carat. “It’s content marketing,” said Mr. Cohen, president of software-platform-promotions company Second Street. “You move from thinking it’s funny or it’s ridiculous to ‘Hey, wait a minute — that’s me.'”
Jewelry ads on football are a big business, especially around the holidays. Combined TV spending for Jared, Kay Jewelers and Zales Jewelers during NFL football programming was $42 million in November and December 2012, up 4% from 2011, according to Kantar Media.
Jewelry spending for this year is expected to be even better thanks to a confluence of factors: easing of the recession, more women watching football and more weddings planned for 2014. (Last year was slow, according to TheKnot.com, in part because of reluctance by some couples to have “13” in their wedding date.)
“The NFL is just a smart move, especially with more female viewers now who are more involved with the [engagement] ring choice,” said Denise Favorule, exec VP-national enterprise at TheKnot.com.
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