Big brewers’ media spending up for first half of year
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Trade publication Beer Marketer’s Insights found some interesting nuggets in the advertising budgets of America’s two biggest brewers.
After jumping mainstream media spending by 18 percent in the first quarter, Anheuser-Busch InBev “dialed back” in the second quarter. In the April to June quarter, the company cut spending $10 million or 12.5 percent. All of the company’s big brands other than Bud Light Lime “took a hit.”
But for the six-month period, Anheuser-Busch InBev’s spending is still up $11 million or five percent compared to the same period in 2008.
Chicago-based MillerCoors added $5 million in spending over the six-month period for a 3 percent gain. Coors Light support jumped by nearly one-fourth.
Anheuser-Busch InBev has been zealous to argue that it is still emphasizing marketing, even as it looks to save money by trimming other costs. The latest round of numbers seems to lend support to that view.
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Jeremiah McWilliams is a native Virginian who came to the Post-Dispatch in early 2007 to cover beer and other consumer products. He previously covered manufacturing for the Virginian-Pilot newspaper in Norfolk, Va. He is a graduate of Washington and Lee University. 
