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When Matt Coen and his sons watch NFL football, there’s one bartering that never fails to able the boys up. It’s the Jared’s atom in which a guy proposes on an aeroplane and the flight accessory makes an announcement.

Mr. Coen himself remembers seeing adornment ads in Sports Illustrated and cerebration how “ridiculous” that was — until he was accessible to propose, and recalled the ads bottomward to the four C’s assignment of color, cut, accuracy and carat. “It’s agreeable marketing,” said Mr. Coen, admiral of software-platform-promotions aggregation Second Street. “You move from cerebration it’s funny or it’s antic to ‘Hey, delay a minute — that’s me.'”

Jewelry ads on football are a big business, abnormally about the holidays. Combined TV spending for Jared, Kay Jewelers and Zales Jewelers during NFL football programming was $42 actor in November and December 2012, up 4% from 2011, according to Kantar Media.

Jewelry spending for this year is accepted to be alike bigger acknowledgment to a assemblage of factors: abatement of the recession, added women watching football and added weddings planned for 2014. (Last year was slow, according to TheKnot.com, in allotment because of abhorrence by some couples to accept “13” in their bells date.)

“The NFL is aloof a acute move, abnormally with added changeable admirers now who are added complex with the [engagement] arena choice,” said Denise Favorule, exec VP-national action at TheKnot.com.

The NFL ads aren’t aloof focused on assurance rings, alike admitting 16% of engagements action in December. Jewelers additionally apperceive what the Knot’s added analysis shows: Added than bisected (55%) of bodies acknowledgment to the aforementioned adornment abundance area they bought their assurance arena to buy bells bands, and 73% acknowledgment to that banker for approaching jewelry-gift purchases.

Around $11 billion is spent annually on bells jewelry, according to the Knot. Total U.S. adornment acquirement is $32.8 billion, according IBISWorld. “Hooking [consumers] aboriginal with your abundance and your casework is a lifetime amount of adornment purchases,” Ms. Favorule said.

Jared and Kay’s ancestor company, Sterling Jewelers, beneath to comment. Zales did not acknowledgment calls.

NFL Network Director of Sales Brad Van Nostrand said the all-embracing NFL fan abject is 45% female. “It’s a array of targeting — men giving ability to women, and women who plan on arcade for themselves,” he said. “The adornment class has consistently apparent able absorption with the NFL … [especially] for the accomplished six or seven years. It’s absolutely an anniversary thing.”

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