AuctionsJun 12, 2025
Vintage Patek Philippe From the ‘50s Sells for $4M at Sotheby’s Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.
EditorsJan 29, 2013
Are you ready for some ads?
For me, the current NFL season drew to a pitiful close on Dec. 23, when Pittsburgh Steelers quarterback Ben Roethlisberger threw the interception that ultimately ended the Steelers season.
For others, however, football life does go on through this Sunday, when the Baltimore Ravens take on the San Francisco 49ers in Super Bowl XLVII, otherwise known as “HarBowl.”
HarBowl is essentially a nightmare for Steelers fans: Do I root for the Ravens and the ensuing rash of media coverage about Ray Lewis going out on top? Or should I pull for the 49ers, with a victory for that organization meaning they would tie the Steelers’ league-leading six Super Bowl victories?
It’s really a no-win situation for me. But it’s a big day for advertisers, with the Super Bowl commercials as popular as the game anymore, perhaps even more so in some areas.
According to the 2013 Super Bowl survey released by the Retail Advertising and Marketing Association, a division of the National Retail Federation, 20 percent of survey-takers said the commercials are the most important part of the game for them. The highest percentage of those surveyed, 34 percent, still cite “the game” as the No. 1 reason why they tune in to the Super Bowl. (Interestingly, the second highest percentage of those polled in the Super survey, 25 percent, said they didn’t plan to watch the game at all.)
So, will jewelry get any play between downs? I asked two of the country’s largest specialty jewelers known for investing heavily in TV advertising – Zale and Sterling Jewelers, operator of Kay Jewelers and Jared the Galleria of Jewelry – if they planned to advertise during the Super Bowl.
A Sterling spokesman told me that the company couldn’t comment on its advertising plans for competitive reasons while Zale’s spokeswoman said no.
I also extended the question to De Beers’ diamond brand, Forevermark, which invested in TV advertising in the U.S. market this past holiday season. Forevermark also said they wouldn’t be buying any airtime during the big game, but did note plans to run an ad in Sports Illustrated’s famous Swimsuit Edition next month.
I remember during Super Bowl XLIII (a much happier occasion for me) in 2009 when the economy was down and Cash4Gold nabbed a Super spot, prompting much bemoaning about how a gold buyback company being
the lone jewelry-related company to advertise during the Super Bowl was a sign of just how bad the times were.
But, in reality, has jewelry advertising ever run during the Super Bowl? Both Sterling and Zale said they haven’t ever advertised during the big game.
Industry analyst Ken Gassman said in his memory, he doesn’t recall seeing any national jewelry ads during past Super Bowls because it is simply too expensive. This year, companies are paying an average of $3.8 million for 30 seconds of airtime, according to AdWeek.
Traditional jewelry ads also would have a difficult time standing up next to the ultra-creative spots put together by behemoths such as Coca-Cola and Budweiser expressly for this single game.
Gassman says there is a chance, though, that there may be some regional jewelry advertisements that run, as local stations are allotted a small amount of time to sell in their respective markets.
It also will be interesting to see what jewelry companies do, if anything, in terms of digital advertising or social media during the Super Bowl. Recent studies, including one from National Jeweler parent company Nielsen, have shown that a high percentage of people use digital devices such as their smartphone or tablet computers while watching television. That isn’t expected to change this Sunday, with consumers jumping on social media sites to discuss the game with friends or check statistics online.
As for me, I’ll be watching the game simply for the social aspect of enjoying it among friends (as much as that is possible) and biding my time until the kickoff of the next football season.
Here we go Steelers.
But, in reality, has jewelry advertising ever run during the Super Bowl? Both Sterling and Zale said they haven’t ever advertised during the big game.
Industry analyst Ken Gassman said in his memory, he doesn’t recall seeing any national jewelry ads during past Super Bowls because it is simply too expensive. This year, companies are paying an average of $3.8 million for 30 seconds of airtime, according to AdWeek.
Traditional jewelry ads also would have a difficult time standing up next to the ultra-creative spots put together by behemoths such as Coca-Cola and Budweiser expressly for this single game.
Gassman says there is a chance, though, that there may be some regional jewelry advertisements that run, as local stations are allotted a small amount of time to sell in their respective markets.
It also will be interesting to see what jewelry companies do, if anything, in terms of digital advertising or social media during the Super Bowl. Recent studies, including one from National Jeweler parent company Nielsen, have shown that a high percentage of people use digital devices such as their smartphone or tablet computers while watching television. That isn’t expected to change this Sunday, with consumers jumping on social media sites to discuss the game with friends or check statistics online.
As for me, I’ll be watching the game simply for the social aspect of enjoying it among friends (as much as that is possible) and biding my time until the kickoff of the next football season.
Here we go Steelers.
More on Editors
The Latest
Events & AwardsJun 12, 2025
Gabriel Love Foundation Introduces Scholarship Honoring Elias GabrielThe foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins BonhamsAssimon is the auction house’s new chief commercial officer.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
MajorsJun 11, 2025
Pandora Bets on Las Vegas for First North American FlagshipThe Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.
Weekly QuizJun 12, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
GradingJun 11, 2025
Tiffany Stevens Exits IGI, Lab Appoints New Board LeaderIndustry veteran Anoop Mehta is the new chairman and independent director of the IGI board.
Events & AwardsJun 11, 2025
Kering Announces Winners of Sustainability-Focused AwardThe winners of the inaugural “Kering Generation Award x Jewelry” are student Lee Min Seo and China-based startup Ianyan.
Brought to you by
The True Power Behind the Counter: Why Sales Associates Are the Heart of the Jewelry BusinessWhen investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.
SourcingJun 10, 2025
De Beers Turns to Brown, Yellow Diamonds for New ‘Beacon’“Ombré Desert Diamonds” will emphasize cream-, champagne-, and brown-colored diamonds, shades that set natural stones apart from lab grown.
AuctionsJun 10, 2025
Noonans to Auction 16th-Century Signet RingIt's one of the “Gresham grasshopper” rings English financier Sir Thomas Gresham was known to gift to acquaintances or business associates.
CollectionsJun 10, 2025
Tabayer Names Mary Chiam as CEOThe brand also debuted its new “Zorae” collection featuring a talisman of protection and harmony inspired by a sheaf of wheat.
MajorsJun 10, 2025
Lauren Johansen Joins Loudr As Loudr’s new account manager, Johansen will partner with clients to craft and execute marketing strategies.
Events & AwardsJun 09, 2025
And the Winners of the 2025 Couture Design Awards Are … Designers were recognized in 12 categories, from platinum to pearls, before the evening ended with a new, retail-focused award.
AuctionsJun 09, 2025
Nancy Astor’s Cartier Tiara Sells for $1.2MThe rare turquoise and diamond jewel was the top lot at Bonhams’ June jewelry sale.
Events & AwardsJun 09, 2025
Here Are the 2025 Retailer Hall of Fame InducteesThis year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.
Events & AwardsJun 09, 2025
CASE Awards Now Accepting Entries For 2025The deadline to submit is June 16.
MajorsJun 09, 2025
RDI Diamonds Partners With LavalierThe diamond wholesaler is working with the insurance provider to seamlessly offer personal jewelry insurance to RDI retailers’ clients.
CollectionsJun 06, 2025
Piece of the Week: Harwell Godfrey’s ‘Granny Squares Eleanor’ Necklace As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.
Events & AwardsJun 05, 2025
The 12 Fresh Faces in Couture’s Design AtelierDiscover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.
SourcingJun 05, 2025
A Rare Suite of Rubies Has Arrived in Las VegasThe “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.
Events & AwardsJun 05, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
MajorsJun 05, 2025
Platinum Guild International Updates Leadership TeamTwo existing executives have been given new roles.
Events & AwardsJun 05, 2025
Zillion Announces 'Women in STEM' Scholarship RecipientMeredith Tiderington, an electrical engineering student, was selected for the award.
Lab-GrownJun 04, 2025
GIA Reverting to More General Terminology for Lab-Grown DiamondsIt will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”
Events & AwardsJun 04, 2025
As JCK Talks Returns, Don’t Miss These 12 SessionsFrom design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.
CrimeJun 04, 2025
10 Safety Tips for the Las Vegas Shows The Jewelers’ Security Alliance offers advice for those attending the annual trade shows.
MajorsJun 04, 2025
Amy Curran Promoted at Hill & Co.Her new role is director of strategic initiatives.
