Every year, Americans prepare for Super Bowl Sunday by contributing more than $2 billion in alcohol sales. Beer companies specifically will often be among the most prominent of the halftime ads. The beer industry as well as the alcohol and spirits industry are investing heavily in advertising in order to appeal to consumers.

Much of this advertising takes place on social media using paid campaigns, many of them dark – highly targeted, and not visible to the general public.

BrandTotal recently released its Paid Social Snapshot Reports for these industries, with key takeaways highlighted below. To download the full reports, see links at the bottom of this article.

Our objective with these reports was to analyze how major beer and alcohol brands use different social platforms and targeting strategies to achieve their goals.

We found:

Beers

BrandTotal analyzed the paid social media activity of top Beer Industry brands including Heineken, Budweiser, Blue Moon, Bud Light, Stella Artois, Coors Light, Guinness, Corona, Miller Lite, and XX Dos Equis over a 90-day period [04.03.20 - 07.01.20].

• Coors Light led the category in paid share of voice, generating the highest volume of paid impressions over the 90-day period
• Bud Light generated the most video views over the 90-day period, with a total of 60.5m views
• Budweiser generated the most engagements across the industry, with over 920.2k likes, comments & shares across sponsored posts

To download the complete Beer Industry Paid Social Snapshot Report click below.

Alcohol and Spirits

BrandTotal analyzed the paid social media activity of leading alcohol & spirits brands including Johnnie Walker, Jack Daniel’s, Crown Royal, Jameson, Captain Morgan, Smirnoff, Jim Beam, and Absolut Vodka over a 90-day period [04.08.20 - 07.06.20].

• Smirnoff led the category in paid share of voice, generating the highest volume of paid impressions over the 90-day period
• Jim Beam generated the most video views over the period analyzed, with a total of 16.8m views
• Jack Daniel’s generated the most engagements across the industry, with over 388.1k likes, comments & shares across sponsored posts

To download the complete Alcohol & Spirits Paid Social Snapshot Report click below.

The Full Reports

The full reports shed light on metrics including paid share of voice, overall video views and engagements, social platforms used and their mix and usage over the period, audience age range targeted, sentiment analysis, relationship status, and geo-targeting, and competitive creative analysis. Check out the complete Beer Industry report and Alcohol & Spirits Industry report.