Beer and coolers quench TV’s thirst
The spending in this category is pretty much proof that males, specifically young males, are watching television since 60% to 70% of the spending has gone into the tube the past four years. Radio has been making inroads into the category and now shares the second place spot with out-of-home.
Annual National Advertising Spend – Q2 – Beers and coolers
| Q2 2002 | Q2 2003 | Q2 2004 | Q2 2005 | |
|---|---|---|---|---|
| Beer stores operated by breweries | $260,476 | 256,230 | 146,743 | 99,378 |
| Beer: coolers | $1,768,454 | 1,508,350 | 672,468 | — |
| Beer: domestic | $35,713,453 | 34,408,914 | 30,045,621 | 32,264,045 |
| Beer: imported | $4,400,873 | 5,807,839 | 5,871,621 | 5,205,419 |
| Breweries: events & promotions | $1,958,479 | 1,958,479 | 6,355,416 | 6,574,956 |
| Coolers: alcoholic | $7,015,638 | 5,395,334 | 3,324,871 | 2,148,796 |
| Total | $51,117,373 | 53,714,165 | 46,416,740 | 46,292,594 |
National Q2 Total Spend by Medium
2002
| Dailies | $1,404,981 | (2.7%) |
| Magazines: | $209,341 | (0.4%) |
| Out of Home: | $13,141,369 | (25.7%) |
| Radio: | $6,222,393 | (12.2%) |
| Total TV: | $30,139,289 | (59.0%) |
2003
| Dailies | $1,672,286 | (3.1%) |
| Magazines: | $223,148 | (0.4%) |
| Out of Home: | $7,980,850 | (14.9%) |
| Radio: | $8,359,527 | (15.6%) |
| Total TV: | $35,478,354 | (66.1%) |
2004
| Dailies | $1,066,379 | (2.3%) |
| Magazines: | $62,488 | (0.1%) |
| Out of Home: | $6,222,315 | (13.4%) |
| Radio: | $6,158,167 | (13.3%) |
| Total TV: | $32,907,391 | (70.9%) |
2005
| Dailies | $1,910,262 | (4.1%) |
| Magazines: | $405,057 | (0.9%) |
| Out of Home: | $8,229,770 | (17.8%) |
| Radio: | $8,036,022 | (17.4%) |
| Total TV: | $27,711,483 | (59.9%) |
National Q2 2005 – Top 5 Spenders, Beers and coolers
1) Budweiser Beer – Interbrew Ambev – (Beer: domestic)
2) Molson Canadian Lager Beer – Molson Coors Brewing Co. – (Beer: domestic)
3) Bud Light Beer – Interbrew Ambev – (Beer: domestic)
4) Molson Kick Lager Beer – Molson Coors Brewing Co. – (Beer: domestic)
5) Stella Artois Beer – Interbrew Ambev – (Beer: imported)
The preceding data is from the Nielsen Media Research, AdExpenditures. For more information, please contact Andrea Beach, business manager, andrea.beach@nielsenmedia.com.
All data courtesy of Nielsen Media Research.
