& Heating's service division.
Patriots’ appearance sparks interest; hikes the rates for local TV spots
As the New England Patriots march to another Super Bowl showdown, area businesses
are hoping to share the spotlight by advertising locally during the big game,
which will air Feb. 1 on CBS. Since New England’s native team is in the big
show, regional television advertising rates were hiked as area advertisers look
to catch the attention of the many local viewers expected to tune in.
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Local ad rates for a 30-second spot during the Super Bowl nearly doubled this year to $30,000 to $40,000 because the Patriots are playing, according to Jay Howell, general manager of CBS’ local affiliate WPRI Channel 12 and FOX affiliate WNAC in East Providence. A “non-Patriots” Super Bowl ad normally costs about $20,000 locally, he said.
Howell explained that CBS affiliates are usually allotted 12 to 14 commercial spots for the Super Bowl; most of the local ads are expected to air just before halftime and other times during the second half of the game. Exact time slots are not usually solidified until a few days before the game.
All local spots during the game are sold out, said Howell, with about half of them going to automotive groups throughout New England.
Two local companies – Gem Plumbing & Heating in Lincoln and Cardi’s Furniture in Swansea – will also be advertising during the Super Bowl. This year’s game is Gem’s first Super Bowl appearance. Cardi’s has advertised during the big game before.
Anthony Gemma, president of Gem’s service division, said the investment is worth it considering the large audience the ad is expected to reach.
“It’s really a value,” he said, adding that many viewers not only watch the actual game, but make it a point to watch the commercials as well.
He said he’s been told the Super Bowl normally grabs a 42 percent viewer rating in Rhode Island and southeastern Massachusetts. However, with the Patriots playing, that number could jump to 50 percent.
Gemma, who will be attending the Super Bowl in Houston, said his company’s ad is a spoof on Gem’s “smell-good plumbers” marketing strategy. The company’s ad, which debuts during the Super Bowl, is being put together Jan. 26; it will also air for weeks after the game.
The ad, said Gemma, involves an elderly lady similar to the famed “Where’s the beef” woman made popular by Wendy’s Restaurants years ago. In Gem’s ad, the woman smells a lineup of plumbers, trying to find the “smell-good plumber.”
“It’s a pretty fun ad,” he said.
With help from media buying firm Prime Media Inc. in Warwick, Gem bought the ad space about a month ago as a package deal of ads that ran during previous Patriots games. Two area ad agencies converged on the Gem project – Star Trek Studios in Warwick and Optic Sugar in Providence.
The Cardi’s Furniture ad is actually one that has already been running in the local market; it advertises the company’s line of Italian furniture and incorporates subtitles.
Benjamin DeCastro, Cardi’s event and public relations director, admitted the ad is not comparable to, say, one from PepsiCo Inc., but it still offers sizable exposure. He did not disclose the cost of the ad spot but said the price was “very substantial” compared to other spots the company uses.
“It’s a little more costly, but that’s the approach – to get the biggest bang for our buck.”
Cardi’s makes its own ads at its Swansea location and works with North Kingstown-based Mailin Media Inc., a private media buying business, to purchase time slots.
DeCastro said Cardi’s sees the ad as one of its “international” commercials due to the Italian theme. He also said the company’s local Super Bowl ad can help reach a widespread audience.
“It’s a unique spot,” he said. “It’s a real fun commercial.”
Channel 12’s Howell points out that since the Super Bowl broadcast alternates every year among CBS, FOX and ABC, his station, since its affiliated with both CBS and FOX, nets a Super Bowl appearance two out of three years. ABC aired the game last year.
The last time the Patriots made it to the Super Bowl, two years ago, the game was broadcast on FOX – and the team won. So the East Providence TV affiliate is no stranger to selling ad space for the Super Bowl.
“We’re adept at this,” said Howell, “it kind of takes over the station. … There’s a lot of excitement building and it’s great for first-quarter business.”
