Mortgage – Metro Detroit mortgage companies spending big on Super Bowl ads
The “Mortgage City” rivalry will be on display between plays at Super Bowl LV this Sunday.
Rocket Mortgage and UWM will air ads during the championship game between the Kansas City Chiefs and Tampa Bay Buccaneers, entering one of the nation’s largest advertising arenas fresh off their trips to the stock market.
The mortgage giants will be dipping into their newly filled coffers to place the ads. The cost for a 30-second national unit is on par with last year’s $5.6 million. The return is the chance to be seen by more than 100 million viewers expected to tune into the big game broadcast by CBS.
Detroit-based Rocket Mortgage returns to the Super Bowl with two national ad slots for the first time, the company announced Monday. The 60-second segments, produced by Chicago-based HighDive Advertising, will feature comedian Tracy Morgan and run in the second and third quarters of the game, according to an Ad Age report.
That works out to $22.4 million for two minutes of commercial time. It will mark the fourth time the company has advertised during the Super Bowl. It also signed last year a four-year deal to be the “official mortgage sponsor” of the NFL, where most of its sports ad budget is focused, along with the PGA Tour. More than 30 percent of the company’s ad dollars are spent on sports.
Rocket Mortgage‘s Super Bowl ads will “showcase the crucial role that independent mortgage brokers play in the mortgage financing world,” according to a news release. The company is teasing out clips on social media, but as in years past, said it will not release the full commercials until after they go live Sunday.