• by Erik Sass , March 16, 2007

They may be conflicted about it, but Americans clearly like their liquor, according to a new survey study from Arbitron, which found that 50% of American adults over the age of 21 had visited a bar within the last month--about 105 million people. Moreover, 31%--or 65 million people--had been to a bar in the last week. What can advertisers glean from these stats? Plenty.

Consumers who patronize bars are actually a desirable target demo for advertisers. According to Arbitron, they include a higher percentage of self-described "early adopters" than the population at large: 27% of monthly bar-goers consider themselves "early adopters," versus 18% generally--and 26% say they frequently recommend new products to friends, compared to 19% overall.

Monthly bar patrons visit 3.6 days a month on average and weeklies visit 1.7 days a week--meaning that they frequently expose themselves to in-bar messages.

"A lot of bar advertising tactics started out in bar restrooms," recalls Norm Chait, vice president and director of out-of-home services for Mediavest, USA. Brand messages have since spread to the common areas of bars, including postcards, video platforms and 3-D displays. In general, he adds, it's important to pick your products wisely. Bars are not the most "appropriate environment for every category."

But the appeal of bar advertising is undeniable.

Foremost, says Chait, is reaching people in a more relaxed state of mind, "in a leisure environment where they might be more receptive to advertising messages." Although Chait didn't mention the effect of alcohol on consumer receptivity, bars can reach young, desirable male demos. (In recent years, Axe, a body spray for young men, has assiduously blanketed Florida bars in Daytona Beach and Panama City with brand messages like "Get Some.")