The News

Liquor companies over-expose Latino audiences to beer ads

It didn’t take long to find a cheesy Coors beer ad aimed at a Latino audience. Watch this.

Check out this recent report “Exposure of Hispanic Youth to Alcohol Advertising, 2003-2004” by a Georgetown research organization. It’s messed up how the market moves. Here are some bits at glance:

“‘If you’re going to succeed in the beer business,’ you have to succeed in the Hispanic market.”
- Dow Jones Newswires, quoting Paul Mendieta, Molson Coors Brewing Co. director of Hispanic marketing

Further:

The findings from these analyses show that Hispanic youth, like youth in general, are exposed to substantial amounts of alcohol advertising on a per capita basis and that in several instances the exposure of Hispanic youth exceeds that of youth in general on a per capita basis.

* In 2004, compared to all youth, Hispanic youth ages 12 to 20 saw 20% more alcohol advertising per capita in English-language magazines than youth in general.

* In those 20 markets in 2004, three brands – Beck’s, Budweiser and Coors – exposed Hispanic youth to substantially more radio advertising per capita than youth in general.

* On television, alcohol advertising appeared on 14 of the 15 programs most popular with Hispanic youth in 2003 and 2004, up from 12 programs in 2002.

See full report here.

Posted at 9:49 AM, Jul 16, 2007 in News | Permalink | View Comments