Dominion Lending Centres just released its 2013 spring advertising fund update, and the numbers from that Super Bowl commercial appear to be, well, super.
“Our national website received an astounding 320 per cent increase in visitors on Super Bowl Sunday, with 40 per cent of the visitors accessing the website after the commercial aired,” says DLC President Gary Mauris. “The day following the Super Bowl, the national website received a 100 per cent increase in visitors.”
The two commercials, one airing during the Super Bowl pregame show and another after 10 p.m. during the game, were seen on the Canadian television feed.
“Some 7.3 million viewers tuned into the game in Canada, with 6.6 million viewers watching during our commercial,” says Mauris. “This represented a 61 per cent share of all people watching TV during that time.
“Our advertisements during major events like Survivor, American Idol and the Super Bowl have proven incredibly strong in building brand awareness and consumer acceptance and confidence.”
In provding the Super Bowl numbers, DLC effectively answers critics who are argue the initiative offers only marginal return for the cash outlay. Still, they are still debating whether that spike in site visits resulted in actual business for the networks members, who pay into the advertising fund that bankrolls the Don Cherry spots.
Other numbers from the spring update show DLC’s national website in 2012 received 589,835 page views, with 102,293 unique visitors, 66,854 agent search leads, 23,199 office search leads and 2,593 call-in leads.
DLC will continue its advertising campaign on Hockey Night in Canada, expanding the Don Cherry commercials to Leafs TV. Something new for the spring will be a greater focus on advertising on local news programs in markets across Canada, and active advertising prior to and during the three Home Shows in Vancouver, Calgary and Toronto. They ten to be programs that are rarely "PVR'd,” says Mauris.