Hockey lockout checks mortgage broker ads

by Nestor Arellano26 Sep 2012

This year’s halt to the hockey season means Dominion Lending Centres’ scheduling of Don Cherry TV spots has been further widened to include other high-viewership programming outside of hockey.

“In lieu of NHL advertising because of the lockout, we have scheduled a TV Network mix covering a wide variety of programs,” reads a DLC advertising update. “The mix will run from October 8 through November 30.”

It means that consumers who would normally have caught Cherry hawking the services of DLC mortgage brokers during Hockey Night in Canada will now catch him during commercial breaks for comedy shows such as “The Office” and “Coronation Street,” dramas like “Criminal Minds” and talk shows “Late Night with Jimmy Falon” and “ET Late Night.” Sports aren’t entirely out of the picture, with those ads also slated to run around figure skating specials. Still, DLC TV advertising has always included a mix of programming outside hockey.

DLC will continue to advertize on HGTV, with a direct in to the DIY generation. Hockey’s no-holds-barred commentator will pop up five days a week before viewers of “Income Property,” one of the channel’s leading programs, focused on property investors.

“Part of our Fall Quarter strategy is to be on the top local news programs in every market, five days per week, across Canada,” the DLC advertising update says.

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