Relics from the Prohibition
In the U.S., there has been an increase in radio and TV advertising for spirits
In the USA, spirits are once again being increasingly advertised on radio and TVBy Thérèse BalduzziSpirits distributors in America have begun to lift the voluntary censorship on alcohol advertising on radio and TV. The move away from the decades-old regulation has so far only taken place in individual local markets and is unlikely to catch on.
Leading the turnaround was Seagram Spirits & Wine Group when it launched a spot for Crown Royal four years ago. Since then, the same company has also advertised Chivas Regal and Allied Domecq for Kahlua on television. Last year, Bacardi, Captain Morgan Spiced Rum and Jack Daniel's Whiskey followed suit.
Although advertising for spirits on TV has increased threefold since 1996, it is disproportionate to beer and wine advertising. Whiskey, cognac and vodka represent just three percent of total alcohol advertising on radio and TV.
This is also one of the reasons why spirits companies have turned the corner. They feel they are at a competitive disadvantage compared with lighter beverages and suffer from falling sales figures. "Alcohol is alcohol" is their objection.
The increasing fragmentation of the mass media is also cited as another reason for the abolition of self-censorship. Whereas the three major network stations used to broadcast programs for the whole of America, it is now possible to target advertising in such a way that it reaches a majority of adults, thus avoiding the criticism that young people are being seduced into alcohol.
The detour leads via the cable provider
Nationwide, however, there are still rigorous limits on liquor advertising on radio and TV. Network stations, both radio and TV, do not accept liquor advertising. Most cable stations also do not accept such advertising. Even independent stations and regional ones, which are in partnership with the network stations, behave in a majority negative way.
However, since they are not subject to industry guidelines and are allowed to make their own decisions, they represent one of the options for liquor advertising. The other option is to buy advertising time not from the cable station, but from the cable provider.
In this way, the liquor companies are able to advertise only in local markets, but often during popular programs broadcast nationwide. After all, spots for Seagram products made it onto 100 local stations in this way, reaching 20 percent of cable households.
Radio stations are more open to alcohol advertising because their audiences are proven to be older and there is less risk of children hearing their spots. Almost all liquor brands are now represented with radio spots.
For the time being, television advertising for spirits is still taking place on a small scale, and the spirits companies are behaving cautiously because they fear protest movements. So the venture is being undertaken with some self-imposed restrictions: Allied Domecq, for example, refrains from using models who look younger than 25 in its commercials. Bacardi commercials show young, attractive people dancing and making out, but not drinking.
Leading the turnaround was Seagram Spirits & Wine Group when it launched a spot for Crown Royal four years ago. Since then, the same company has also advertised Chivas Regal and Allied Domecq for Kahlua on television. Last year, Bacardi, Captain Morgan Spiced Rum and Jack Daniel's Whiskey followed suit.
Although advertising for spirits on TV has increased threefold since 1996, it is disproportionate to beer and wine advertising. Whiskey, cognac and vodka represent just three percent of total alcohol advertising on radio and TV.
This is also one of the reasons why spirits companies have turned the corner. They feel they are at a competitive disadvantage compared with lighter beverages and suffer from falling sales figures. "Alcohol is alcohol" is their objection.
The increasing fragmentation of the mass media is also cited as another reason for the abolition of self-censorship. Whereas the three major network stations used to broadcast programs for the whole of America, it is now possible to target advertising in such a way that it reaches a majority of adults, thus avoiding the criticism that young people are being seduced into alcohol.
The detour leads via the cable provider
Nationwide, however, there are still rigorous limits on liquor advertising on radio and TV. Network stations, both radio and TV, do not accept liquor advertising. Most cable stations also do not accept such advertising. Even independent stations and regional ones, which are in partnership with the network stations, behave in a majority negative way.
However, since they are not subject to industry guidelines and are allowed to make their own decisions, they represent one of the options for liquor advertising. The other option is to buy advertising time not from the cable station, but from the cable provider.
In this way, the liquor companies are able to advertise only in local markets, but often during popular programs broadcast nationwide. After all, spots for Seagram products made it onto 100 local stations in this way, reaching 20 percent of cable households.
Radio stations are more open to alcohol advertising because their audiences are proven to be older and there is less risk of children hearing their spots. Almost all liquor brands are now represented with radio spots.
For the time being, television advertising for spirits is still taking place on a small scale, and the spirits companies are behaving cautiously because they fear protest movements. So the venture is being undertaken with some self-imposed restrictions: Allied Domecq, for example, refrains from using models who look younger than 25 in its commercials. Bacardi commercials show young, attractive people dancing and making out, but not drinking.
