• Chicago Tribune, Friday, June 10, 2011 10 AM

MillerCoors executives are thinking about new ad strategies as the NFL lockout hits its 88th day. The company is mulling college football promotions and Major League Baseball, to try and fill the gap for the brewer's biggest marketing season, say two company executives.

"It's the single-biggest media expenditure," says one of the executives. "This is the time when [MillerCoors would] drop $40 million to $60 million in media, so where do you redeploy that? As a national property, nothing gets the ratings of the NFL." This also happens to be the first season in eight years that the brewer's Coors Light hasn't been the official NFL beer as it lost a bidding battle to St. Louis-based Anheuser-Busch Cos.

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