Michelob Ultra Bubbles Up During Telenovelas

Beer advertising may be most associated with sports, but some brands are changing that. For instance, iSpot data shows that in Q3, 23% of Michelob Ultra’s TV ad impressions were delivered by telenovelas (No. 1 among all show genres for the brand).

• Michelob is the No. 8 advertiser during telenovelas in 2023, by household TV ad impressions.
• The brand has also been focusing on a bigger push with Spanish-language advertising all year, as nearly 33% of its ad impressions come from Spanish-language spots.
• Comparatively, just 15% of the beer industry's TV ad impressions have been attributable to Spanish-language ads in 2023.
• Understanding impression delivery and audience trends helps advertisers optimize ad buys to strengthen affinity in a target market, or expand into previously untapped demographics.