Allowing liquor ads on National Football League game telecasts is “a welcome decision,” the Distilled Spirits Council said, adding it’s “not too surprising given spirits companies have partnered with individual NFL teams, and other major professional sports leagues began accepting spirits advertising more than a decade ago.”
DISC President/CEO Kraig R. Naasz added: “Adult fans realize alcohol is alcohol and our responsible spirits sports marketing has been met with broad public acceptance.”
The NFL said it will allow not more than four 30-second spirits commercials in any game, and not more than two liquor spots in any quarter or during halftime. The ads have to include a “prominent social responsibility message.”
NFL said it’s a one-season test that’s expected to become permanent. It’s also one more piece of bad news for beer, which has seen its share of the alcohol market drop to 50% from 58% in 2003 on a share of servings basis. Spirits in the same period has jumped to 32% from 28%.
Beer will – at least for this season – will continue to have some advantage over spirits: Brewers will be able to buy all advertising spots if they choose to do so. We expect that next year spirits will be placed on an equal footing with beer when it comes to how long commercials can be, and how many can be aired in any one game.
Anheuser-Busch InBev, the NFL’s official beer sponsor, said it plans to meet with the league to discuss the new policy in more detail. MillerCoors, which hasn’t been advertising on NFL games, said: “As long as we continue to differentiate our brands, promote them responsibly and advertise effectively, we will be just fine.”