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Do IT this week: Layering
By Rick Armon
Beacon Journal staff writer
POSTED: 09:34 p.m. EST, Jan 30, 2009
The Pro Football Hall of Fame will do something Sunday it has never done during the Super Bowl: advertise.
Hoping to raise its profile in Northeast Ohio and boost attendance, the hall will broadcast a 15-second television commercial during the game.
''We are really going after that football fan,'' said Nichole Cardinale, manager of admissions and special events. ''The Super Bowl is a great fit for that.''
The Canton football museum is one of about 10 businesses that have purchased regional ads that will be sandwiched among the national spots on WKYC-TV (Channel 3).
Others include the University of Akron, HeyButler.com, Subway, Miller beer (yes, the now famous one-second ads), Alltel and Pizza Hut. Bridgestone Americas, the tire maker with an Akron connection, will debut two national commercials.
It wasn't too difficult to sell the local time, even with the slumping economy, said Tom Humpage, general sales manager at Channel 3. The only surprise, he said, is that local car dealers aren't advertising this year.
''People recognize the Super Bowl as being the premier broadcast television event of the year,'' he said. ''It's a great way to reach an enormous audience. The other part of it is that people tune in to watch the commercials.''
Last year's Super Bowl attracted a record average of 97.5 million viewers.
The cost of a 30-second national spot this year is $3 million. Humpage declined to cite the price for a regional ad, although it is much less.
The University of Akron paid $38,000 for the Super Bowl commercial and 15 other ads that will be broadcast before and after the game. University spokesman Ken Torisky said he didn't know how much the single commercial during the game cost.
The university is advertising during the NFL championship game for the 11th consecutive year. The game features the Pittsburgh Steelers and Arizona Cardinals and kicks off at 6:28 p.m. Sunday.
''There's a tremendous amount of value the university gets by advertising through the Super Bowl,'' Torisky said.
He noted that the university receives many e-mails and calls from people the day after the game, and that spring visits by potential students have increased.
The university's new 30-second commercial — Chain Reaction — showcases the school as a leader in innovation. It features President Luis Proenza.
''They say the best way to predict the future is to invent it,'' Proenza says in the commercial. ''That's what we do at the University of Akron. Join us and see what's coming next.''
The commercial is available online at http://www.uakron.edu/about_ua/news_media/ua_promo_media.dot.
The Pro Football Hall of Fame's commercial will appear between the third and fourth quarters. The ad also will run about a dozen times throughout the day.
The commercial describes the museum, which had about 200,000 visitors last year, as a football mecca. The commercial is available online at http://www.ohio.com.
''It's promoting pro football and promoting the hall of fame to all fans,'' Cardinale said. ''The hall of fame is the crowning jewel of pro football.''
Kent State University advertised last year but decided against it this year. James Harrison Jr., the NFL's Defensive Player of the Year and a Kent State graduate, plays for the Steelers.
''It's obviously very expensive and it didn't fit into our ad plan for this year,'' Kent State spokesman Tom Neumann said.
Rick Armon can be reached at 330-996-3569 or rarmon@thebeaconjournal.com.
The Pro Football Hall of Fame will do something Sunday it has never done during the Super Bowl: advertise.
Hoping to raise its profile in Northeast Ohio and boost attendance, the hall will broadcast a 15-second television commercial during the game.
''We are really going after that football fan,'' said Nichole Cardinale, manager of admissions and special events. ''The Super Bowl is a great fit for that.''
The Canton football museum is one of about 10 businesses that have purchased regional ads that will be sandwiched among the national spots on WKYC-TV (Channel 3).
Others include the University of Akron, HeyButler.com, Subway, Miller beer (yes, the now famous one-second ads), Alltel and Pizza Hut. Bridgestone Americas, the tire maker with an Akron connection, will debut two national commercials.
It wasn't too difficult to sell the local time, even with the slumping economy, said Tom Humpage, general sales manager at Channel 3. The only surprise, he said, is that local car dealers aren't advertising this year.
''People recognize the Super Bowl as being the premier broadcast television event of the year,'' he said. ''It's a great way to reach an enormous audience. The other part of it is that people tune in to watch the commercials.''
Last year's Super Bowl attracted a record average of 97.5 million viewers.
The cost of a 30-second national spot this year is $3 million. Humpage declined to cite the price for a regional ad, although it is much less.
The University of Akron paid $38,000 for the Super Bowl commercial and 15 other ads that will be broadcast before and after the game. University spokesman Ken Torisky said he didn't know how much the single commercial during the game cost.
The university is advertising during the NFL championship game for the 11th consecutive year. The game features the Pittsburgh Steelers and Arizona Cardinals and kicks off at 6:28 p.m. Sunday.
''There's a tremendous amount of value the university gets by advertising through the Super Bowl,'' Torisky said.
He noted that the university receives many e-mails and calls from people the day after the game, and that spring visits by potential students have increased.
The university's new 30-second commercial — Chain Reaction — showcases the school as a leader in innovation. It features President Luis Proenza.
''They say the best way to predict the future is to invent it,'' Proenza says in the commercial. ''That's what we do at the University of Akron. Join us and see what's coming next.''
The commercial is available online at http://www.uakron.edu/about_ua/news_media/ua_promo_media.dot.
The Pro Football Hall of Fame's commercial will appear between the third and fourth quarters. The ad also will run about a dozen times throughout the day.
The commercial describes the museum, which had about 200,000 visitors last year, as a football mecca. The commercial is available online at http://www.ohio.com.
''It's promoting pro football and promoting the hall of fame to all fans,'' Cardinale said. ''The hall of fame is the crowning jewel of pro football.''
Kent State University advertised last year but decided against it this year. James Harrison Jr., the NFL's Defensive Player of the Year and a Kent State graduate, plays for the Steelers.
''It's obviously very expensive and it didn't fit into our ad plan for this year,'' Kent State spokesman Tom Neumann said.
Rick Armon can be reached at 330-996-3569 or rarmon@thebeaconjournal.com.
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Posted 10:46 PM, 01/30/2009
"Kent State University advertised last year but decided against it this year. James Harrison Jr., the NFL's Defensive Player of the Year and a Kent State graduate, plays for the Steelers.
''It's obviously very expensive and it didn't fit into our ad plan for this year,'' Kent State spokesman Tom Neumann said."
'didnt fit into our ad plan'... Thats funny..I wonder what their "ad plan" is. I saw a Kent State ad in The Buchtelite the other day(UA student newspaper). So is that what their so called ad plan consists of?
It's truly a sign of the times. UA pays $38,000 for their ads while KSU tosses a few hundred bucks to a couple hungry college kids.
These two schools are headed in two very opposite directions, as can be witnessed by their respective sports teams and endowments. I'd say that in about a two years Akron's endowment will almost double that of Kent State. It's already nearing it.
