The National Association of Realtors taps marketing leader amid spend increases (Score 49)

Sales lead: This hire will directly impact the organization's ad spend & agency roster.

The National Association of Realtors (NAR) selected Suzanne Bouhia as chief marketing and communications officer in December 2023.
Bouhia most recently served as chief communications officer of EY.
She will handle communications, branding, and marketing.

Target demographic: Gen-Xers & millennials

The organization will likely:

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

YTD spend: NAR spent around $16.8m on national TV ads YTD, a 46% increase from $11.5m spent in this channel during the same time period of 2022.
2021-2022 spend: Full-year spend increased by 14% from $10.1m in 2021 to $11.5m in 2022.
Ad programming: It placed ads during programming such as NBA Basketball, Modern Family, SportsCenter, House Hunters, and Friends.

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

YTD spend: NAR spent nearly $1.3m on digital display ads YTD, a huge increase from $75.7k spent in this channel during the same time period of 2022.
YTD data: 153.4m impressions via YouTube (52%), desktop video (17%), Twitter (13%), Instagram (8%), Facebook (7%), and desktop display (2%).
2021-2022 spend: Full-year spend plummeted from $1.5m in 2021 to $80.1k in 2022.
Ad location: It placed 94% of these ads directly onto sites such as youtube.com, twitter.com, instagram.com, facebook.com, and yahoo.com. It placed 6% of these ads through multiple indirect channels onto sites such as yahoo.com, cbsnews.com, news.yahoo.com, gardeningknowhow.com, and usatoday.com.

Additional channel insights

NAR also invests in print, OOH, radio, and local broadcast.
Top podcasts sponsored: Business Wars Daily, Redefining Wealth with Patrice Washington, and Rework.

Agency analysis:

Media Spend Estimate Sources: (c) Winmo, LLC, 2024. Used under license.