CrimeMay 03, 2024
Second Suspect Arrested in Murder of Colorado JewelerWheat Ridge, Colorado police took a 50-year-old man into custody Wednesday following a two-month search.
EditorsJan 29, 2013
Are you ready for some ads?
For me, the current NFL season drew to a pitiful close on Dec. 23, when Pittsburgh Steelers quarterback Ben Roethlisberger threw the interception that ultimately ended the Steelers season.
For others, however, football life does go on through this Sunday, when the Baltimore Ravens take on the San Francisco 49ers in Super Bowl XLVII, otherwise known as “HarBowl.”
HarBowl is essentially a nightmare for Steelers fans: Do I root for the Ravens and the ensuing rash of media coverage about Ray Lewis going out on top? Or should I pull for the 49ers, with a victory for that organization meaning they would tie the Steelers’ league-leading six Super Bowl victories?
It’s really a no-win situation for me. But it’s a big day for advertisers, with the Super Bowl commercials as popular as the game anymore, perhaps even more so in some areas.
According to the 2013 Super Bowl survey released by the Retail Advertising and Marketing Association, a division of the National Retail Federation, 20 percent of survey-takers said the commercials are the most important part of the game for them. The highest percentage of those surveyed, 34 percent, still cite “the game” as the No. 1 reason why they tune in to the Super Bowl. (Interestingly, the second highest percentage of those polled in the Super survey, 25 percent, said they didn’t plan to watch the game at all.)
So, will jewelry get any play between downs? I asked two of the country’s largest specialty jewelers known for investing heavily in TV advertising – Zale and Sterling Jewelers, operator of Kay Jewelers and Jared the Galleria of Jewelry – if they planned to advertise during the Super Bowl.
A Sterling spokesman told me that the company couldn’t comment on its advertising plans for competitive reasons while Zale’s spokeswoman said no.
I also extended the question to De Beers’ diamond brand, Forevermark, which invested in TV advertising in the U.S. market this past holiday season. Forevermark also said they wouldn’t be buying any airtime during the big game, but did note plans to run an ad in Sports Illustrated’s famous Swimsuit Edition next month.
I remember during Super Bowl XLIII (a much happier occasion for me) in 2009 when the economy was down and Cash4Gold nabbed a Super spot, prompting much bemoaning about how a gold buyback company being
the lone jewelry-related company to advertise during the Super Bowl was a sign of just how bad the times were.
But, in reality, has jewelry advertising ever run during the Super Bowl? Both Sterling and Zale said they haven’t ever advertised during the big game.
Industry analyst Ken Gassman said in his memory, he doesn’t recall seeing any national jewelry ads during past Super Bowls because it is simply too expensive. This year, companies are paying an average of $3.8 million for 30 seconds of airtime, according to AdWeek.
Traditional jewelry ads also would have a difficult time standing up next to the ultra-creative spots put together by behemoths such as Coca-Cola and Budweiser expressly for this single game.
Gassman says there is a chance, though, that there may be some regional jewelry advertisements that run, as local stations are allotted a small amount of time to sell in their respective markets.
It also will be interesting to see what jewelry companies do, if anything, in terms of digital advertising or social media during the Super Bowl. Recent studies, including one from National Jeweler parent company Nielsen, have shown that a high percentage of people use digital devices such as their smartphone or tablet computers while watching television. That isn’t expected to change this Sunday, with consumers jumping on social media sites to discuss the game with friends or check statistics online.
As for me, I’ll be watching the game simply for the social aspect of enjoying it among friends (as much as that is possible) and biding my time until the kickoff of the next football season.
Here we go Steelers.
But, in reality, has jewelry advertising ever run during the Super Bowl? Both Sterling and Zale said they haven’t ever advertised during the big game.
Industry analyst Ken Gassman said in his memory, he doesn’t recall seeing any national jewelry ads during past Super Bowls because it is simply too expensive. This year, companies are paying an average of $3.8 million for 30 seconds of airtime, according to AdWeek.
Traditional jewelry ads also would have a difficult time standing up next to the ultra-creative spots put together by behemoths such as Coca-Cola and Budweiser expressly for this single game.
Gassman says there is a chance, though, that there may be some regional jewelry advertisements that run, as local stations are allotted a small amount of time to sell in their respective markets.
It also will be interesting to see what jewelry companies do, if anything, in terms of digital advertising or social media during the Super Bowl. Recent studies, including one from National Jeweler parent company Nielsen, have shown that a high percentage of people use digital devices such as their smartphone or tablet computers while watching television. That isn’t expected to change this Sunday, with consumers jumping on social media sites to discuss the game with friends or check statistics online.
As for me, I’ll be watching the game simply for the social aspect of enjoying it among friends (as much as that is possible) and biding my time until the kickoff of the next football season.
Here we go Steelers.
More on Editors
The Latest
CollectionsMay 03, 2024
A Sneak Peek Into PGI’s Couture Platinum Spotlight ProgramPGI partnered with four new and seven returning designers for its annual platinum capsule collection.
MajorsMay 03, 2024
Kristie Nicolosi Joins WJA Board AgainNicolosi, president and CEO of The Kingswood Company, previously sat on WJA’s board from 2011 to 2018.
Brought to you by
Rio’s Reimagined Podcast: For the Love of JewelersMeet Ben Claus—grand prize winner of For the Love of Jewelers 2023 Fall Design Challenge.
CollectionsMay 03, 2024
Piece of the Week: A “Bit of LUV” for the DerbyKarina Brez’s race-ready piece is a sophisticated nod to the horse-rider relationship.
Weekly QuizMay 02, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
CrimeMay 02, 2024
4 Indicted in Burglary Ring Targeting Indian, South Asian FamiliesThe men are allegedly responsible for stealing millions in jewelry and other valuables in 43 burglaries in 25 towns across Massachusetts.
CollectionsMay 02, 2024
Foundrae Launches ‘Horizon’ Collection“Horizon” invites individuals to explore the limitless possibilities that lie ahead, said the brand.
Brought to you by
The Blueprint for Success in Scalable, Personalized Jewelry RetailWith Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
FinancialsMay 02, 2024
Pandora Raises Guidance After Strong Q1The jeweler credits its recent “Be Love” campaign and ongoing brand revamp for its 17 percent jump in sales.
IndependentsMay 02, 2024
Oklahoma Jeweler Glenn Lewis Dies at 68The co-founder of Lewis Jewelers was also the longtime mayor of the city of Moore.
AuctionsMay 02, 2024
Vintage Baume & Mercier With Ties to Elvis Sells for $7K Elvis Presley gifted this circa 1967 gold and diamond watch to Dodie Marshall, his co-star in “Easy Come, Easy Go.”
SurveysMay 01, 2024
Consumer Confidence Falls in AprilConcerns about rising prices, politics, and global conflicts continue to dampen consumer outlook.
TrendsMay 01, 2024
Amanda’s Style File: All Eyes on EmeraldsMay’s birthstone is beloved for its rich green hue and its versatility.
SourcingMay 01, 2024
Opsydia Names New Sales and Marketing Director Jacqui Larsson joins Opsydia with nearly two decades of experience in the industry.
CrimeMay 01, 2024
Grand Jury to Hear Case Against Jeweler Charged in Fatal Shove Following IJO ShowLast month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
CollectionsApr 30, 2024
12 Otherworldly Pieces From Tiffany & Co.’s 2024 Blue BookThe “Tiffany Céleste” collection reimagines designer Jean Schlumberger’s interpretations of the universe.
MajorsApr 30, 2024
Zales Celebrates 100 Years With New CampaignThe brand also created a 100-carat lab-grown diamond necklace in honor of its centennial.
MajorsApr 30, 2024
Platinum Guild International Appoints New CEOTim Schlick has been promoted from his previous position as COO.
Events & AwardsApr 30, 2024
Canadian Jewellers Association Brings Back the Summit It’s the second year for the event, slated to take place in October in Toronto.
Recorded WebinarsApr 29, 2024
Watch: Diamond Identification and Evaluation - How to Protect your BusinessSupplier Spotlight Sponsored by GIA
SourcingApr 29, 2024
De Beers to Move Auction HQ from Singapore to BotswanaSales will be paused while the relocation takes place over the next few months.
CollectionsApr 29, 2024
Simone I. Smith Mixes Denim and Diamonds in New Collection“SIS x MISA Denim and Diamonds” is a collaboration between the designer and celebrity stylist Misa Hylton.
IndependentsApr 29, 2024
Venus Jewelers Relocating After 45 YearsThe retailer is moving to a newly designed space in the same shopping center.
SurveysApr 29, 2024
Mother’s Day Jewelry Spending to Reach $7B, Says NRFGifts that are unique and thoughtful are top of mind this year, according to the annual survey.
CollectionsApr 26, 2024
Piece of the Week: Jacquie Aiche’s Starry Galaxy NecklaceThe necklace is featured in the brand’s “Rebel Heart” campaign starring Adam Levine and Behati Prinsloo.
Events & AwardsApr 26, 2024
AGS Conclave and GIA Symposium Are ConvergingThe two organizations will host a joint event, “Converge,” in September 2025.
