The battle to be America’s top beer was in full swing in Q3, as brands grew TV reach year-over-year. Beer brands’ household TV ad impressions were up 10.3% compared to Q3 2022. While sporting events certainly contributed to this increase, those were far from the only programming where audiences saw beer ads pouring in.
For instance, Michelob Ultra delivered more than 23% of its Q3 TV ad impressions during telenovelas like Eternamente Amándonos and Tierra de Esperanza. Additionally, nearly 13% of all beer TV ad impressions came during reality TV shows, like Diners, Drive-Ins and Dives, and Ridiculousness.
But sports – and especially football – still loomed large. The beer industry ranked No. 5 by share of TV ad impressions during NFL games in Q3, and 60% of Bud Light’s ad impressions were delivered around football-related programming.
Other highlights from beer industry TV advertising in Q3:
- Over 34% of Q3 household TV ad impressions for Modelo – the No. 1 beer advertiser – were delivered against sports programming.
- Just 2.4% of Q3 beer TV ad impressions came during Spanish-language sporting events.
- Truly Hard Seltzer accounted for 42.8% of “beer” TV ad impressions during this summer’s Women’s World Cup.
- Total beer TV advertisers grew by 67% year-over-year during WNBA games.
Get more than just the first sip of TV advertising data in Q3. Download the 2023 Q3 TV Transparency report from iSpot to check out the latest TV ad trends, opportunities and data-driven insights bubbling up in today’s evolving environment.