Beer advertising on linear TV in 2021 has risen 49% year-over-year through August 15 -- with spending estimated at $525.8 million, according to data from iSpot.tv. The researcher attributed the surge largely to the return of live sports, with 56% of the spend so far this year coming in such events as NFL, NBA and college basketball games.
Beer ads also grew to 4.2% of all impressions during the recent Olympics -- up from 2.9% in 2016, iSpot.tv said.
The biggest spender so far in 2021?: AB inBev’s Modelo, up 82.8% to $68 million.
Spending on another AB-owned Mexican beer, Corona Extra, increased an even greater amount -- up 132.7% to $44.3 million.
Hard seltzer’s share of beer brand linear TV advertising, which was 4% in 2019 and shot up to 24.7% in 2020, has risen again to over 28% so far this year -- or $150.1 million, said iSpot.tv. The leading spender in the category: AB’s Bud Light Seltzer, with spending up 33.33% to $32.9 million
Turning to specific commercials, iSpot.tv found the following five spots resonating highly with viewers:
Modelo was identified as the advertiser in “The Fighting Spirit of Philly” spot by 82% percent of survey respondents.
Corona Hard Seltzer’s “Calling Your Name” was found to be cinematic” and “soothing.”
Smirnoff’s Red, White and Berry Seltzer’s “Nice Suit. Flavor on 100. Sugar on Zero” was lauded for the use of Anthony Anderson (“Black-ish”) as spokesperson.
Truly Hard Seltzer’s “Big Lemonade Flavor” drove “incredibly strong positive purchase Intent among Gen Pop viewers (17% above the norm).
Budweiser’s “Patriotic Cans” made viewers “thirsty" and triggered “nostalgic” feelings.