The beer advertising saw some $100 million in gross investments made in 2003, out of a gross total of $1,687 million, according to TV, radio and printed press advertising monitoring company Alfacont Mediawatch. One must bear in mind though that these figures do no take into account the outdoor ads, the movie theatres, the Internet or any other BTL actions. The figures are given in rate card values, because as far as net advertising is concerned, the values are much lower, somewhere in the neighbourhood of 10% of the gross figures.
Considering the total gross investment in alcoholic beverages, the beer's share has been dwindling in the last couple of years from 2000-2001, amounting to 66% in 2003.
As regards communications channels, the gross investments in beer advertising were largely directed at TV networks. The same source says they accounted for 98% of the total in 2003, compared with the previous 97%.
This growth in the TV networks' share in the total gross revenues derived from running beer ads does not necessarily mean the same ratio maintains when it comes to net revenues, as costs of TV advertising are not actually calculated at rate card, but in line with the actual audience, with the CPP (cost per point) to be precise. In other words, the TV networks' share in the total could be lower, when talking about net values.
Top beer advertising spender in 2003 was Brau Union - $30.9 million gross spending.
"Brau Union brands typically have a constant intense presence on the advertising market. We intend to maintain this feature for many of our brands in 2004, as well," Dorin Gherman, Brau Union's Marketing Manager told Ziarul Financiar. As for communications channels, Dorin Gherman explained the company's strategy had always been and still was centred on a creative mix up to every brand's personality. "The combination varies from brand to brand, but all in all, we can say we did not avoid any channel, be it print, outdoor, radio or TV," he added.
Second top spender in 2003 was Interbrew - $26.1 million (gross), followed by URBB (United Romanian Breweries) Prod SRL - $19.5 million (gross).
Next in line were SAB ($17.8 million gross investments) and Aurora ($2.3 million gross spending).
Alfacont Mediawatch data show gross spending on beer advertising in the first two months of 2004 amounted to some $8 million. The top spender ranking has seen significant changes, with European Drinks & Food ($2.7 million) taking the lead, followed by Compania de Bere Romania (SAB) - $2.5 million, URBB Prod SRL- $1.1 million, Interbrew - $0.9 million and Brau Union - $0.3 million.
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