Tuesday, September 22, 2009

State Farm Insurance Has Its Eye on the 2010 World Cup

New York” With the 2010 U.S. Census around the corner, many advertisers are looking to see what that survey says about the growth in Hispanic demographics.

One of those advertisers is State Farm Insurance, the nation's largest insurance provider and a huge television advertiser. State Farm spends approximately $60 million a year in Hispanic media, according to Nielsen Media Research.

Like all advertisers, State Farm has been reviewing ad strategy in the wake of the recession, advertising director Ed Gold told an industry forum last week. But the insurer is still willing to pay a premium for ads that have a lasting impact or meet its specific needs, he said.

It is kind of like auto insurance, who doesn't want a good deal? Gold said during an interview session with Broadcasting & Cable magazine business editor Claire Atkinson. But the cheapest option is not always the best option. Sometimes you pay a premium for what works better.

Those options could include big-tent events, which attract huge groups of viewers. One of those that State Farm is eyeing is the 2010 World Cup soccer tournament, the finals of which will be televised by ESPN and its sister networks, as well as Univision, next summer.

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