European figures are not publicly available, but American alcohol advertising expenditure figures show that new media investment by the industry are relatively small compared to other media, but are increasing fast . Relatively small investments in alcohol marketing expenditures reflect low costs and easy accessibility of new media. So although the price is small, the value of marketing in new media for alcohol advertisers is high.
European youngsters (16-24 years old) spend an increasing amount of time on the internet Since 2007, they spend on average more time on the internet than they do watching television. Alcohol producers have kept in pace with this development and know how to reach these new consumers through new media.
This has, for example, been proven by an investigation by Marin Institute, which shows the large amount of paid alcohol advertisements on the social network website Facebook. Other research shows that one in every five Dutch youngsters (age 12-17) has ever visited an alcohol producer’s website.
The following EUCAM trend report shows how alcohol advertisers make use of new media to reach their target groups. It seems that especially young people are reached and attracted by the marketing practices in new media.
Read Full Report (PDF)
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