We asked Media Monitors to do a spot load analysis of Anheuser-Busch, after the hard news yesterday that the company is virtually scrapping its radio spend for the second half of this year, to move it over to other media (7/1/08 RBR #128).
A-B is a VERY IMPORTANT part of radio’s lifeblood, as Media Monitors VP Marketing Dwight Douglas tells us. In June 2007 there were 62,895 instances; in June 2008 there were 58,674 instances.
And the bottom line: A-B isn’t just advertising beer. The entire portfolio includes Busch Gardens; Bud Light; SeaWorld – Busch Gardens; Budweiser; SeaWorld Adventure Parks; Adventure Island; Budweiser Select; Sesame Place; Anheuser-Busch Adventure Parks; Water Country USA; Busch Beer; Michelob Ultra; Michelob Light; Busch Light; Michelob Ultra Amber; SeaWorld Recruitment; American Eagle Credit Union; Michelob Golden Draft Light; Michelob; Law Offices Of Nancy K. Busch; Bud.TV; Michelob Golden Draft Light; and Anheuser-Busch.
Some of the spot breakdown for last week alone: Bud Light 8,543; Coors Light 6,585; Corona Light 5,127; Miller Light 3,158.
| See the chart here—note that specific station info has been removed. |
RBR/TVBR observation: As Douglas said, this is what the beer industry means to the Radio industry in one week and one month. When Congress wanted to take ALL BEER ads off the radio, we rallied around them and kept them on the air. They should all remember that RADIO fought for them.
Now this is where Radio can use the assistance of NAB Pres. David Rehr. Yes, NAB is not the sales arm that is RAB, but now is the time to bring in experience with the issue at hand, Beer. Why Rehr? Before taking over the NAB in 2005 Rehr was the President of the National Beer Wholesalers Association, and until recently was known as ‘The Beer Guy.’ Well now we need a Beer Guy that also knows radio and Rehr should be able to shed some extra light to this issue before more beer manufacturers lose their heads and radio loses more dollars.
