This is an archived page from 2019. Find out more
According to Magellan, in the 4th quarter of 2017, there were seven beer brands advertising on podcasts — Blue Moon, Bud Light, Budweiser, Lagunitas, Miller Lite, Stella Artois, and Yuengling. In 2018 only four of those seven were still in the space - Bud Light, Lagunitas, Miller Lite and Stella Artois.
However, when Magellan expanded its search from 200 podcasts to 2,000, six other beer brands were identified. Those brands were Beau’s Lug-Tug Lagered Ale, Heineken, New Belgium Brewing Company, Samuel Adams, Sierra Nevada Brewing Company, and Tiger Beer.
Looking at 2019 only three brands are still active on the top 200 podcasts — Bud Light, Sierra Nevada and Samuel Adams.
How many ads did the original 7 breweries run in 2018?
Magellan notes that the number of ads for the original seven beer brands has significantly decreased from 2017 to 2018. In 2017, they picked up144 ads over 4 months. Looking at all of 2018, there were only 131 ads. These beer brands ran more ads in Q4 2017 than all of 2018.
Magellan concludes that Beer brands have not stopped advertising, they are just moving downstream (i.e. podcasts in the 400 - 2,000 range). “Expanding our data to include the top 2,000, we found 16 beer brands advertising on podcasts in 2018. In 2019, we picked up six brands advertising on podcasts. Three brands were only picked up in the top 2,000 — Budweiser, Michelob Ultra, and Miller Lite.”
Read more from Magellan HERE.
Comments:
I host a craft beer show and have two brewery sponsors - Reformation Brewery and Ironmonger Brewing. Both have been sponsors since 2017. My show falls in that 400-2,000 range per episode @ 30-days.
#### [Ed](https://podcastbusinessjournal.com "edryantheeditor@gmail.com") -
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