According to TNS Media Inteligence, America's top three brewers cut traditional advertising spending by $131 million during the first half of 2007. At the same time beer shipments were up about 2 percent.
The cuts by Anheuser-Busch, SABMiller and Molson Coors amount to a drop of 24 percent so far this year, on top of a 12 percent cut in measured media spending last year. The brewers appear to be shifting money from broadcast, print and outdoor advertising to other forms of marketing, including sponsorships and events.
The brewers claim that shifts to other forms of marketing, including signage at sporting events, is not being properly counted by TNS and other measuring services. The brewers are looking to events and sponsorships as a way to involve brands with consumers, often at venues where they can enjoy the products.