Since 1989, Anheuser-Busch has been the exclusive alcohol advertiser for the Super Bowl. That run is now over.
On Thursday, Anheuser-Busch announced it would be giving up its exclusive Super Bowl ad rights in alcohol, a distinction the world’s largest brewer has held for 33 years. The move opens the door for competitors to buy ads for the largest TV audience event of the year by far.
Spencer Gordon, the vice president of consumer connections for Anheuser-Busch, commented on the company’s new strategy.
“The Super Bowl is a huge tentpole moment for consumers, but it doesn’t necessarily line up with the key moment of consumption for the beer industry,” Gordon said, via Adweek. “We are evolving our investments so that our brands reach the right consumers, at the right time, in the right place, with the right messages.”
The move comes after the brewer recently changed media agencies in the U.S., hiring Publicis Groupe after a global review.
The Super Bowl brought in 112.3 million viewers this year and remains the most-watched TV program in the U.S. Each ad cost around $5.6 million for this year’s big game.