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C.A.R. is leveraging four core key markets (Los Angeles, San Francisco, San Diego, and

Sacramento) in April and May to provide statewide coverage that targets California’s home buyers and sellers via Spot TV and Streaming video platforms.

Spot TV

To drive support in core markets, we are running our 30-second commercials on ABC, NBC, ESPN, HGTV and DIY Network. The mix includes airing during morning news, afternoon talk, early news, prime, sports, late News, and must-see programming like the Academy Awards, Kentucky Derby and NFL Draft as well as House Hunters and Christina on the Coast.

Campaign highlights:

  • 4 weeks in 4 markets: LA, San Francisco, San Diego, and Sacramento (4/19-5/16)
  • Television spot includes the new :30 California Proud brand campaign commercial
  • In LA and San Francisco, spots will air on ABC, HGTV, DIY, ESPN, NSBA (NBC Sports Bay Area) and NSCA (NBC Sports California) including LA Dodgers games for LA's schedule, and SF Giants and Oakland A's games for San Francisco's schedules.
  • In San Diego and Sacramento, spots will air on ABC and NBC, as well as HGTV, DIY, FSSD (Fox Sports San Diego), NSBA (NBC Sports Bay Area) and NSCA (NBC Sports California). The sports stations include in-game spots during local team games; San Diego Padres games for San Diego's schedule, and SF Giants and Oakland A's games for Sacramento's schedule.
  • The C.A.R. message will air over 1,000 times and will generate over 19 million impressions, airing more than 220 spots per market during the four week flight.

Digital Video

  • 2021’s digital video buy is all about data-driven discovery. We’re working hard to capture active viewing beyond traditional TV, overlaying OTT/streaming video for statewide coverage.
  • Plus, we’re leveraging high impact units and unskippable environments. Here’s how we’re approaching this environment:
  • Targeting behaviors, mindsets and triggers associated with first-time buyers to extend frequency and efficiency
  • Cross device placements that align with millennials habits
  • Leveraging first party data to target 25-44 year olds expecting to buy or sell in the next 12 months, as well likely buyers who were recently married, new movers, or parents.

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