Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights estimated by Podchaser.
Media Edge: Coors Light reveals 2024 marketing plans
Media Sales Lead: Coors Light (CL) recently disclosed that it is focusing on targeting music fans in 2024. This includes an increase in music partnerships. The brand's DMs also announced CL will air a Super Bowl ad in 2024, but it did not include any more details. Plus, the brand is also changing its tagline from "Made to Chill" to "Choose Chill."
Key Lead Takeaways: Get in touch with CL's DMs if you can help it target music fans. I predict CL will also seek influencer partnerships with musicians. Furthermore, it will likely increase ad spend in Q1 considering it will air a Super Bowl ad.
Target Demographic: Male millennial & Gen-Z (21+) music fans
Key Spend Notes:
- CL airs the majority of its national TV ads during sports programming.
- It also relies heavily on social media.
- Top spending period: Q2
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes CL under Food & Beverage: Beer**
- 2023 YTD Spend: $38.7m
- 2022 STP Spend: $37.6m
- 2022 FY Spend: $48.1m
- 2021 FY Spend: $42m
Ad Flight Breakdown (by spend): CL has aired 12 spots in 2023; the top five were "The Official Beer of Everything Unofficial," "Best Seat in the House," "Retirement Is a State of Mind," "Mountain Cold Refreshment," and "Mascots."
Top Daypart (by impressions): Primetime (1.6b), Weekend Afternoon (895m), Early Fringe (348.5m), Late Fringe AM (226.4m), and Day Time (224m).
Top Networks (by spend): CBS, ESPN, ABC, TNT, and FOX.
Top Shows (by spend): NFL Football, NBA Basketball, College Basketball, College Football, and SportsCenter.
Top Industry/Vertical Spenders (by spend): Modelo (20%), Bud Light (12%), Michelob (12%), Corona Extra (9%), and Coors Light (7%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes CL under Light Beer**
2023 YTD Spend: $14.9m
2022 STP Spend: $33.6m
2022 FY Spend: $38m
2021 FY Spend: $59.9m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $7.3m
- Q2 2022 Spend: $13.2m
- Q3 2022 Spend: $11.9m
- Q4 2022 Spend: $5.7m
Impressions: 1.7b
Top Ad Types (by spend): Facebook (35%), YouTube (25%), Instagram (21%), desktop video (6%), Twitter (1%), and desktop display (1%).
Top Purchase Channels: Direct (98%), Google AdX+AdSense (1%), and Unknown (1%).
Top Publishers: facebook.com, instagram.com, youtube.com, heraldweekly.com, and aol.com.
Top Industry/Vertical Spenders: Coors Light (31%), Miller Lite (24%), Michelob Ultra (17%), Bud Light (14%), and Busch (8%).
Top Creative (by spend; see below): Pathmatics reports that 299 creatives have run during 2023 (note that not all creatives debuted in 2023).
Additional channel insights
- Vivvix: CL also invests in OOH, print, and local broadcast.
- Top podcasts sponsored: The Herd with Colin Cowherd, The Dan Patrick Show, Pardon My Take, This Is Important, and Fantasy Football Scout.
Current Agency Roster:
- Mischief @ No Fixed Address: creative AOR
- Publicis Media: media AOR
- DDB Chicago: creative AOR
- Droga5: creative
- ICF Next: PR
