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Merrick, NY—Social media and other forms of advertising are important, but once the holiday season hits, it’s a diamond-studded jewelry commercial lineup on television. So who is showing what in 2013?

In a spot-check analysis of major jewelry TV advertising at press time—this editor armed only with couch, TV, and remote—The Centurion has already observed the heavy rotation of sentimental holiday commercials we’ve come to expect from Sterling’s Kay Jewelers brand (including one featuring its Le Vian collection), complemented by a slightly lighter rotation from its Jared The Galleria Of Jewelry brand. Meanwhile, on the stations we observed, rival Zales’ commercials were equally sentimental—but outnumbered by the Sterling brands by about four or five to one.

The Centurion also observed a very heavy rotation of Forevermark television advertising this yea (a still frame from the commercial is shown top of page). On some cable stations, Forevermark spots were almost as ubiquitous as the Sterling brands, and at least in the market we observed, about half the spots were tagged with a local jeweler. The rest had no tag but gave directions to find an authorized jeweler via the Forevermark website.

Watch the long and short versions of the Forevermark spot here and here.

Finally, the clever pairing of Geico auto insurance and Helzberg Diamonds (both owned by Berkshire Hathaway, which also owns Ben Bridge, Borsheims, and the Richline stable of jewelry brands) was renewed this year with a new commercial featuring a wedding in progress and the famous Geico gecko as best man producing a Helzberg ring at the right moment. Watch it here.