Alcohol Brands Grow TV Spend By 33% Year-Over-Year
iSpot’s new Beverage Brands TV Transparency Report reveals shifts in spend, reach and creative across both alcohol and non-alcohol categories.
Alcoholic beverage brands are capitalizing on the wide reach of TV — both linear and streaming — to connect with consumers and ultimately drive conversions. And with today’s economic pressures, selling in-home beer, wine and spirits consumption presents a significant opportunity. Advertisers are taking note: iSpot’s new Beverage Brands TV Transparency Report reveals that alcohol brands increased both TV ad reach and estimated national linear TV ad spend year-over-year in Q1. A few specific insights:
- Household TV ad impressions for alcohol brands grew nearly 21% year-over-year, with estimated national linear TV ad spend jumping to $276.2 million, a 33% year-over-year increase.
- That climb was fueled in part by a surge in sports: Alcohol brands spent $50 million more YoY on NFL games alone in Q1, and increased outlay on men’s college basketball, college football and the NBA as well.
- Super Bowl ads scored big for ABInBev, which owned the top three most likeable alcoholic brand TV ads in Q1, led by Budweiser’s “First Delivery” (+25% more likeable than the norm).
- Michelob, which ranked third for linear TV share of voice (SOV), topped the streaming ranking with a 14.19% ad SOV.
For more beverage insights, including new creatives resonating with NBA viewers and top programs reaching grocery shoppers, download iSpot’s report here.
