{"id":21388,"date":"2024-07-26T20:43:57","date_gmt":"2024-07-26T20:43:57","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21388"},"modified":"2024-07-26T20:43:57","modified_gmt":"2024-07-26T20:43:57","slug":"modelos-tv-ad-spend-lends-new-meaning-to-the-term-beer-money","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21388","title":{"rendered":"Modelo\u2019s TV ad spend lends new meaning to the term \u2018beer money\u2019"},"content":{"rendered":"<p><img decoding=\"async\" src=\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2024\/07\/3d7bbd657c9f9dc56a631847fed38b18b2a566fd-750x500.gif\" \/><\/p>\n<div>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">It takes a big budget to be the most popular beer brand in the country.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">Modelo Especial, the No. 1 beer brand in America, is also the category\u2019s biggest TV advertiser, according to ad spend data from measurement firm iSpot provided to Marketing Brew.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">The imported Mexican beer, which dethroned Bud Light last year in the midst of right-wing backlash to Bud Light\u2019s work with a trans influencer, is the largest buyer of TV ads so far this year, spending an estimated $65 million as of July, per iSpot.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">Much of that spend has been directed toward the Constellations Brands-owned beer\u2019s \u201cThe Mark of a Fighter\u201d ad campaign and on ads supporting its light beer, Modelo Oro.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">Modelo has held the title as the category\u2019s biggest spender since roughly the second quarter of 2020. Last year, Modelo spent $155 million on traditional TV ads, according to iSpot data, and the brand is planning to spend even more in 2024, Constellation Brands CEO Bill Newlands recently told investors.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">\u201cDespite Modelo being No. 1, there\u2019s still a lot of awareness opportunity, and we\u2019re planning to go get it,\u201d Newlands said.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">It\u2019s a relatively recent rise to the top for the brand. Modelo aired its first national English-language ad in 2015, according to Ad Age, and just a decade ago, it wasn\u2019t even a top 10 beer.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">As Modelo\u2019s TV marketing spend grows, the beer category as a whole has lost some ad-spending steam: Total linear national TV ad spending declined from $917 million in 2019 to $734 million in 2023, a drop of about 20%, according to iSpot. That\u2019s likely due to pullbacks from heavy-hitters Budweiser and Bud Light, which have reduced TV ad spend by 77% and 38%, respectively, between 2018 and 2023, iSpot found.<\/p>\n<h2 class=\"dist__StyledText-sc-90cce694-12 gmDJoj\">Let the tap flow<\/h2>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">Modelo didn\u2019t necessarily buy its way into America\u2019s hearts and refrigerators alone, and consumer consumption habits and changing demographics have helped power Modelo\u2019s rapid growth.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">While overall beer sales were up 1% in 2024 compared to 2023, sales of imported beer like Modelo were up 9.3% in the same timeframe, according to the retail data company Circana (formerly IRI). Non-alcoholic beer sales, meanwhile, were up 29%.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">Bud Light remains the biggest beer by volume, in part because of its sales to restaurants and bars, but Modelo is on pace to surpass this as well, Jim Watson, a senior beverage analyst at Rabobank, told Marketing Brew.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">\u201cBud Light certainly has had a very tough last year, but that\u2019s coming off of roughly two decades of slow decline,\u201d Watson said. \u201cWe\u2019ve had the same top four beers in the US\u2014Bud Light, Budweiser, Coors Light, and Miller Lite\u2014for many generations of beer drinkers. We\u2019re seeing a changing of the guard.\u201d<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-7dd1f935-1 jYQEUz\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-fdc976c-0 iTWzCH dtoEFc\">\n<h5 class=\"dist__StyledText-sc-90cce694-12 hqfIap inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-90cce694-12 htlyFZ inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">Amid the fallout stemming from Bud Light\u2019s work with trans influencer Dylan Mulvaney, the beer brand said it would triple its US advertising last summer, the Wall Street Journal reported, but Modelo still outpaced the company\u2019s spending in 2023, according to iSpot.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">Just last week, Bud Light, which iSpot estimates has spent $37 million this year on TV ads, fell to third place in sales according to NielsenIQ, trailing behind Michelob Ultra, which has spent $48.3 million so far this year.<\/p>\n<h2 class=\"dist__StyledText-sc-90cce694-12 gmDJoj\">Crack open a cold one<\/h2>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">While beer is, well, beer, the biggest brands in the category have vastly different branding and advertising, Watson said. Bud Light tends to present itself in ads as sophomoric, funny, and fratty, he said, while Modelo leans heavily on aspirational storytelling. Just juxtapose the goofiness of a Bud Light Genie to a grandmother flipping tortillas with her fingertips.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">\u201cThey\u2019ve done a really good job of presenting Modelo as this beer that is for everyone,\u201d Bryan Roth, a market analyst at Feel Goods Company and editor of Sightlines, a newsletter about the alcohol industry, said. \u201cThey really do lead on these stories of everyday successes.\u201d<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">Even Michelob Ultra, he added, pitches itself as a lifestyle brand instead of a more generic light beer.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">In recent years, Modelo has invested in sports marketing, advertising during NFL and NBA broadcasts and striking a deal with NBA All-Star guard Damian Lillard, who has appeared in its ads.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">It\u2019s a competitive space: Modelo which sponsored UFC in the US beginning in 2018, last year lost that sponsorship to Bud Light, and AB InBev-owned Michelob Ultra is the exclusive beer sponsor of Team USA through 2028.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">Beyond its marketing push, Modelo has benefited from a considerable demographic shift in US: the Hispanic population in the country, which has made up a considerable portion of the brand\u2019s consumer set and is featured heavily in its advertising, grew 23% from 2010 to 2022, representing 19% of the overall US population, according to a Pew Research analysis. Constellation executives have credited Hispanic audiences and their loyalty to the portfolio, which includes Corona and Pacifico, as a tailwind for the company.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">But the company\u2019s audience, too, is diversifying. In 2019 Constellation said 70% of Modelo\u2019s customers were Hispanic; last year, Constellation said non-Hispanic customers made up around 45% of Modelo\u2019s customer base.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2024\/07\/26\/modelo-america-s-no-1-beer-dominates-tv-ad-spend?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It takes a big budget to be the most popular beer brand in the country. Modelo Especial, the No. 1 beer brand in America, is also the category\u2019s biggest TV advertiser, according to ad spend data from measurement firm iSpot provided to Marketing Brew. The imported Mexican beer, which dethroned Bud Light last year in [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21388","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Modelo\u2019s TV ad spend lends new meaning to the term \u2018beer money\u2019 | Brandiary<\/title>\n<meta name=\"description\" content=\"It takes a big budget to be the most popular beer brand in the country.Modelo Especial, the No. 1 beer brand in America, is also the category\u2019s biggest TV\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=21388\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Modelo\u2019s TV ad spend lends new meaning to the term \u2018beer money\u2019 | Brandiary\" \/>\n<meta property=\"og:description\" content=\"It takes a big budget to be the most popular beer brand in the country.Modelo Especial, the No. 1 beer brand in America, is also the category\u2019s biggest TV\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mysourcefunding.com\/?p=21388\" \/>\n<meta property=\"og:site_name\" content=\"Brandiary\" \/>\n<meta property=\"article:published_time\" content=\"2024-07-26T20:43:57+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2024\/07\/3d7bbd657c9f9dc56a631847fed38b18b2a566fd-750x500.gif\" \/>\n<meta name=\"author\" content=\"News Room\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"News Room\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=21388#article\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=21388\"},\"author\":{\"name\":\"News Room\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\"},\"headline\":\"Modelo\u2019s TV ad spend lends new meaning to the term \u2018beer money\u2019\",\"datePublished\":\"2024-07-26T20:43:57+00:00\",\"dateModified\":\"2024-07-26T20:43:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=21388\"},\"wordCount\":889,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"articleSection\":[\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=21388#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=21388\",\"url\":\"https:\/\/mysourcefunding.com\/?p=21388\",\"name\":\"Modelo\u2019s TV ad spend lends new meaning to the term \u2018beer money\u2019 | Brandiary\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/#website\"},\"datePublished\":\"2024-07-26T20:43:57+00:00\",\"dateModified\":\"2024-07-26T20:43:57+00:00\",\"description\":\"It takes a big budget to be the most popular beer brand in the country.Modelo Especial, the No. 1 beer brand in America, is also the category\u2019s biggest TV\",\"breadcrumb\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=21388#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=21388\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=21388#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/mysourcefunding.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Modelo\u2019s TV ad spend lends new meaning to the term \u2018beer money\u2019\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/mysourcefunding.com\/#website\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"name\":\"Brandiary\",\"description\":\"Latest Business and Startup News and Updates\",\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/mysourcefunding.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/mysourcefunding.com\/#organization\",\"name\":\"Brandiary\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"width\":381,\"height\":100,\"caption\":\"Brandiary\"},\"image\":{\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\",\"name\":\"News Room\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"caption\":\"News Room\"},\"sameAs\":[\"https:\/\/mysourcefunding.com\"],\"url\":\"https:\/\/mysourcefunding.com\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Modelo\u2019s TV ad spend lends new meaning to the term \u2018beer money\u2019 | Brandiary","description":"It takes a big budget to be the most popular beer brand in the country.Modelo Especial, the No. 1 beer brand in America, is also the category\u2019s biggest TV","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mysourcefunding.com\/?p=21388","og_locale":"en_US","og_type":"article","og_title":"Modelo\u2019s TV ad spend lends new meaning to the term \u2018beer money\u2019 | Brandiary","og_description":"It takes a big budget to be the most popular beer brand in the country.Modelo Especial, the No. 1 beer brand in America, is also the category\u2019s biggest TV","og_url":"https:\/\/mysourcefunding.com\/?p=21388","og_site_name":"Brandiary","article_published_time":"2024-07-26T20:43:57+00:00","og_image":[{"url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2024\/07\/3d7bbd657c9f9dc56a631847fed38b18b2a566fd-750x500.gif"}],"author":"News Room","twitter_card":"summary_large_image","twitter_misc":{"Written by":"News Room","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/mysourcefunding.com\/?p=21388#article","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/?p=21388"},"author":{"name":"News Room","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4"},"headline":"Modelo\u2019s TV ad spend lends new meaning to the term \u2018beer money\u2019","datePublished":"2024-07-26T20:43:57+00:00","dateModified":"2024-07-26T20:43:57+00:00","mainEntityOfPage":{"@id":"https:\/\/mysourcefunding.com\/?p=21388"},"wordCount":889,"commentCount":0,"publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"articleSection":["Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/mysourcefunding.com\/?p=21388#respond"]}]},{"@type":"WebPage","@id":"https:\/\/mysourcefunding.com\/?p=21388","url":"https:\/\/mysourcefunding.com\/?p=21388","name":"Modelo\u2019s TV ad spend lends new meaning to the term \u2018beer money\u2019 | Brandiary","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/#website"},"datePublished":"2024-07-26T20:43:57+00:00","dateModified":"2024-07-26T20:43:57+00:00","description":"It takes a big budget to be the most popular beer brand in the country.Modelo Especial, the No. 1 beer brand in America, is also the category\u2019s biggest TV","breadcrumb":{"@id":"https:\/\/mysourcefunding.com\/?p=21388#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/mysourcefunding.com\/?p=21388"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/mysourcefunding.com\/?p=21388#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mysourcefunding.com\/"},{"@type":"ListItem","position":2,"name":"Modelo\u2019s TV ad spend lends new meaning to the term \u2018beer money\u2019"}]},{"@type":"WebSite","@id":"https:\/\/mysourcefunding.com\/#website","url":"https:\/\/mysourcefunding.com\/","name":"Brandiary","description":"Latest Business and Startup News and Updates","publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/mysourcefunding.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/mysourcefunding.com\/#organization","name":"Brandiary","url":"https:\/\/mysourcefunding.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","width":381,"height":100,"caption":"Brandiary"},"image":{"@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4","name":"News Room","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","caption":"News Room"},"sameAs":["https:\/\/mysourcefunding.com"],"url":"https:\/\/mysourcefunding.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/21388","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=21388"}],"version-history":[{"count":0,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/21388\/revisions"}],"wp:attachment":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=21388"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=21388"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=21388"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}