C21 Discontinues TV Ads; RE/MAX to Debut 3 New Spots

C21 Discontinues TV Ads; RE/MAX to Debut 3 New Spots By Deborah Ball, RE/MAX Times Associate Editor
While some competitors are limiting - or even discontinuing - national television advertising, RE/MAX has a campaign that's alive and well.
In fact, three new RE/MAX TV ads reflecting the opportunities consumers have in today's market will debut in February, says David Rea, RE/MAX International Executive Creative Director.
Realogy Corp. subsidiary Century 21 announced this week that it will stop running its national television spots amid current economical woes, according to Inman News.
Century 21 says it is shifting focus from TV to online advertising due to changing consumer patterns, but acknowledges that the company's shrinking budget as a result of the housing downturn played a role in the decision.
For its part, RE/MAX plans to continue promoting the brand and the Associates behind it.
"The economy has led a lot of our competitors to cut back on services to their franchisees and agents, but RE/MAX believes its Affiliates need all the support they can get in times like these," Rea says. "That's why we'll continue our industry-leading TV and radio advertising, as well as our ever-growing presence on the Internet.
"RE/MAX agents don't have to choose between media; they'll continue to get both. The president of C21 says it himself: 'The main benefit of TV advertising is name recognition.' As RE/MAX TV advertising has increased, so has our name recognition - and we've become the undisputed leader."
Download this graph to see the most recent RE/MAX Share of Voice data in national TV advertising.
RE/MAX has led in national TV share of voice for the past seven years, Rea adds. He also notes that the television campaign helps drive traffic to remax.com, which drives more leads to RE/MAX agents and offices through LeadStreet.
"We get more hits to the Web site when we're running TV commercials," Rea says. "Consumers spend more time watching TV (followed by radio and the Internet) than any other medium. Our media mix reflects consumer consumption. RE/MAX out-delivers other top brands on a regional basis, too, with more locally placed media than any of our competitors."
Copyright © 2009 RE/MAX International Inc. 1/14/09