Two years ago, Century 21 got out of the Television advertising business. Their claim at the time was that they would be concentrating their efforts on the internet. Despite these claims, their overall advertising dropped 43% in 2009 according to industry sources. This drew continued discontent from many of their brokers and agents.
According to advertising age, that trend has now shifted and they are going to be a pregame sponsor of the 2012 Superbowl as well as buying time for a Superbowl ad. Further changes in their marketing direction are on the way. According to industry sources, they feel their brand has plenty of exposure, but they would like to define more clearly the expertise that their agents bring to bear for potential buyers and sellers.