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SEP 2007

Big Brewers Gut Ad Spend, Sell More Beer†

Exclusive: Miller and A-B Move More Money to Unmeasured Media

Advertising Age, September 24, 2007 — Spend less on measured media, reap more sales.

That's appears to be the lesson from the big brewers, long among the steadiest and most stalwart users of traditional mass media, who are now pouring their ad dollars elsewhere at a froth-inducing rate. According to TNS Media Intelligence, top brewers cut measured media spending a whopping 24%, about $131 million, during the first six months of 2007, following a 12% cut during 2006. At the same time, the brewers insist they haven't cut spending at all — and in many cases have increased it.

Category: Marketing Effectiveness
Tag: Marketing Spending

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