Business Wire December 12, 2019
New
York Life, America’s largest mutual life insurer, is set to advertise during
the Big Game next year in Miami.
The
company’s :60-second commercial will run between the 1st and 2nd quarters.
The commercial coincides with a larger brand campaign launch scheduled for New
York Life’s 175th anniversary in 2020.
Top
prices for the big game, to be played Feb. 2, were for one advertiser deal at
$5.6 million for a 30-second commercial, per Sports Business Daily. SQAD, the
media cost research company, said the top single price for a 30-second
commercial last year was $5.5 million.
The
report adds that the price for a 30-second commercial this year did not drop
below $5.2 million for 77 in-game spots that Fox sold.
But New
York Life wanted a big audience for its big moment, one executive said. Super
Bowl LIII in February of this year, was watched by 98.2 million viewers,
according to Nielsen.
“As we
prepare to celebrate New York Life’s first 175 years in 2020, we plan to
highlight the values that have been the foundation of New York Life for nearly
two centuries. Core beliefs shared by our customers, agents, and employees have
helped build better futures for those they love, providing financial security
and peace of mind for millions of Americans since 1845,” said Kari Axberg, New
York Life’s vice president, brand marketing. “This global media moment provides
the perfect platform for us to launch our anniversary and our new brand
campaign.”
Full
details of the New York Life commercial have yet to be revealed. The company’s
advertisement will be part of a fully integrated campaign.
Editor’s
Note: New York Life last advertised in pro football’s
championship game in 1990; the company previously advertised during the game
through much of the 1970s and the late 1980s.
About
New York Life
New
York Life Insurance Company (www.newyorklife.com), a Fortune 100 company
founded in 1845, is the largest mutual life insurance company in the United
States* and one of the largest life insurers in the world. Headquartered in New
York City, New York Life’s family of companies offers life insurance,
retirement income, investments and long-term care insurance. New York Life has
the highest financial strength ratings currently awarded to any U.S. life
insurer from all four of the major credit rating agencies**.
*Based
on revenue as reported by “Fortune 500 ranked within Industries, Insurance:
Life, Health (Mutual),” Fortune magazine, 6/1/19. For methodology, please
see http://fortune.com/fortune500/.
**Individual
independent rating agency commentary as of 9/12/19: A.M. Best (A++), Fitch
(AAA), Moody’s Investors Service (Aaa), Standard & Poor’s (AA+).
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