Alcohol brands have been facing a triple whammy lately:<\/p>\n
Constellation Brands<\/a>, an agency representing beer, wine and spirit brands, is fighting back by tilting toward connected and streaming TV – now it just needs to measure the impact.<\/p>\n “For our brands at Constellation, the role of connected TV in a lot of cases is to offset some of the reach declines we’re seeing in linear TV,” says Amy D’Souza, Constellation’s Senior Director, Media & Digital Marketing, in this video interview with Beet.TV.<\/p>\n “Linear TV has played an important role for broad-reach brands like Corona and Modelo in the past.<\/p>\n “But, as those ratings are declining, the investments that we’re making in linear continue to contribute to increased frequency and reach is starting to plateau more aggressively as those ratings decline.<\/p>\n “As those ratings declines happen over time, we continue to increase our investment and our overall share towards streaming platforms to really help continue to deliver that broad reach and scale that a lot of our bigger brands are looking looking for.”<\/p>\n Our latest Business Intelligence report takes a deep dive into the Alcohol: Beer and Spirits category, looking at adspend, business and consumer trends. Read the full report here: https:\/\/t.co\/fSVqVsAd4D<\/a> pic.twitter.com\/o3ovtttKOJ<\/a><\/p>\n — Zenith (@zenith) May 24, 2021<\/a><\/p><\/blockquote>\nCTV can offset decline<\/h2>\n
Alcohol’s audience challenge<\/h2>\n
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