Update below: (reg. req.) I would say this is too much, too early, and that’s why systems and guidelines need some time to be tested out before such campaigns are undertaken by someone like MobiTV or even A-B. Anyway, the news: Alcohol industry watchdog groups are accusing Anheuser-Busch of marketing beer to underage drinkers after the brewer announced a partnership to advertise on MobiTV’s mobile video service.
The campaign will allow the No. 1 brewer to market Bud Light and Budweiser Select to 21- to 35-year-olds. The deal calls for A-B to broadcast 18 ads per hour across MobiTV’s 30 channels.
MobiTV said that most of the service’s (now one million) users were between 18 and 40 years old. “We’re definitely way below [the 70% threshold],” he said. “We’re aware of the issues and are sensitive to it.” Update: A MobiTV spokesperson tells me that it has more than 80% of our subscribers over the age of 21 – which fits with the alcohol advertising guidelines.
Brandweek: The ads, which rolled out earlier this week, include a new campaign for Bud Select. The “Always Worth It” spots, which debuted during this year’s Super Bowl, will also be watchable from subscribers’ cell phones and handhelds.
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