iSpot Finds Q1 2025 Alcohol Beverage National Linear TV Ad Spend Grows Over 33%
New iSpot report finds Q1 2025 household TV ad impressions for alcohol brands climbed nearly 21% YoY amid economic pressures.
iSpot, the cross-platform TV ad measurement company, released today the company’s new Beverage Brands TV Transparency Report. The report provides a new advanced audience look at shoppers, and unique transparency into CPG beverage advertising spanning soda to spirits, for both alcohol and non-alcohol brands.
In Q1 2025, household TV ad impressions for alcohol brands climbed nearly 21% year-over-year (YoY), with estimated national linear TV ad spend growing by over 33%, to $276.2 million. That climb was fueled, in part, by a surge in sports spend. Alcohol brands spent an extra $50 million YoY on NFL games alone in Q1, and increased dollars on men’s college basketball, college football and NBA contests as well.
Non-alcohol beverage brands also spent more on national linear TV in Q1, up 30% YoY to $254 million. However, TV ad reach also dropped by 11% vs. Q1 2024 as these brands focused more heavily on premium programming. While linear TV still provides significant broad reach, streaming also helps deliver targeted messaging to the most likely consumers to convert quickly, which is key for all beverage brands.
“Consumer concerns around economic pressures present a significant opportunity for brands to sell in-home alcoholic and non-alcoholic beverages, using strategic media investments to drive measurable outcomes and ROI,” said Steve Murtos, EVP, Brand Partnerships, iSpot. “iSpot’s Beverage Brands TV Transparency Report provides unique transparency into what matters for CPG beverage advertisers, showcasing how iSpot’s creative, audience and outcome measurement can drive revenues.”
Other key findings include:
To read more iSpot CPG beverage ad insights, check out the full report here.
*This industry-first advanced audience ranker from iSpot showcases the programs most likely to reach grocery store visitors in Q1. These households all watched at least 90 hours (one per day) of the top 50 networks in Q1, and represent 58.6% of the total U.S. household universe.
