• Ad Age, Monday, May 14, 2012 10:40 AM

Imported German beer Jägermeister, which never used to advertise on TV in the U.S., broke its first TV ad here in its history. The brand may be part of a trend as alcoholic beverage marketers look to build buzz for old brands, partly because the broadcast networks have loosened their rules, creating more opportunities for national buys. CBS started accepting liquor ads during late-night programming within the last year. ABC has been taking ads for spirits on "Jimmy Kimmel Live" for several months. And this spring, NBC began accepting spirits on shows airing after 11 p.m. Eastern (as long as 90% of the audience is of legal drinking age.)

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