Television advertising impressions for alcohol brands were down 17% in the first seven months of this year, while Mexican beers posted a significant increase, according to data from iSpot.tv.
Beer impressions fell by 24% versus the same period in 2021.
“One of the key takeaways is the growth of nontraditional beer labels,” Sammi Scharninghausen, senior marketing campaign manager at iSpot.tv, tells CPG Insider.
“Things like ciders, hard seltzers and non-alcohol have increased their share of overall beer TV ad impressions.”
Mexican brands accounted for nearly 44% of beer TV ad impressions—up from 33.2% in 2018 and 39% in 2021.
Modelo was the most-seen alcohol brand overall.
Back in 2018, just 11 cider, hard seltzer and non-alcohol brands appeared on TV, but that rose to 22 this year.
And while total impressions for beer alternatives dipped to 29.1% this year from 34.5% last year, they were just 14.7% in 2018.
In wines and spirits, Smirnoff was the most-seen brand, as its TV impressions grew nearly four-fold.
ESPN had the lion’s share of alcohol ad impressions through July 31—at 9.4%. In second place was ION, whose share of impressions (5.1%) more than doubled year over year as some brands put a greater emphasis on syndicated dramas—particularly in prime time.
Top-ranked programs by share of alcohol impressions can be summarized thusly: sports, crime/catastrophes and comedy.
Leading the way were NBA, NFL, SportsCenter, men’s college basketball and MLB.
Then came “NCIS,” “Law & Order” and “Chicago Fire,” followed by “The Office” and “The Big Bang Theory.”
In terms of viewers’ perceptions of TV alcohol ads, beer brands held the top three most likeable spots, based on iSpot.tv’s Creative Assessment methodology derived from consumer surveys.
In the #1 spot was this “All Together Now” commercial for Guinness that launched in the walkup to Saint Patrick’s Day. It was filmed in a pub to a rendition of the Four Seasons’ classic hit “Can’t Take My Eyes Off Of You.”
In second place was this waterside spot for Corona Extra featuring comedian Adam Samberg and rapper Snoop Dog, titled “Phone,” in which Samberg addresses Dog as “Snoop-D-O-double-G.”
Samuel Adams placed third with this “Your Cousin From Boston” commercial featuring security guards entertaining beer-guzzling robots.