Alcohol advertising affects brand choice but not consumption

27th April, 2012 by Patrick Schmitt

Alcohol advertising has a negligible impact on consumption according to new research of British residents.

To better understand the potential impact of a ban on alcohol advertising in the UK, communication agency G2 Joshua surveyed 2,000 people and discovered that 90% of them would drink the same amount should a ban be introduced.

The same study showed that alcohol advertising has a major influence on the alcohol brands people choose, with 48% of those surveyed stating that their loyalty to a brand is swayed by advertising.

The results clearly demonstrate that alcohol advertising is fundamental to brand choice but not alcohol consumption.

When it comes to brand loyalty, G2 Joshua found that 18-24 year olds are influenced the most, with 60% choosing a particular brand due to advertising

On the other hand, people aged 55 and above are the least advertising conscious when it comes to brand preference, although 43% are still influenced.

The study also showed that men are more influenced by alcohol advertising than women, with 53% of men agreeing that alcohol advertising affects their loyalty towards a particular brand compared to 45% of women.

The regions in the UK that have the most loyalty to particular alcohol brands are the South East with 55% claiming that a ban on alcohol advertising would affect their choice, followed by the West Midlands (53%), Scotland (53%) and the East Midlands (52%).

“Alcohol advertising is already heavily regulated and therefore in reality, as our research indicates, any complete ban on the practice would have minimal effect,” said Bobby Hui, executive planning director at G2 Joshua.

“However, the study does demonstrate just how effective advertising can be on people’s brand loyalty, particularly in a climate of heavy regulation,” he continued.

“In light of David Cameron introducing new regulations over pricing and marketing of alcohol, our research shows just how important advertising can be for brand choice and the potential impact this could have on consumer loyalty,” he concluded.

Key findings of the study:

• 9 in 10 people say advertising does not affect their alcohol consumption
• Almost half of Brits’ choice of alcohol brand is influenced by advertising
• Men are more influenced by alcohol advertising than women

3 Responses to “Alcohol advertising affects brand choice but not consumption”

  1. Dermot Nolan MW says:

    HI, if you read my blog (http://dermotswineblog.blogspot.com/2012/04/inferences.html) you’ll find that I don’t believe a word of this, although you should note that my doubts are not diminished by the lack of detail in the article. Having a copy of the survey would have made the case clearly, either way.

    Dermot Nolan MW

  2. John Kelly says:

    There is a profound difference between what people answer to apparently leading questions and what will happen in the event and over time once the lack of advertising begins to bite. Problems as profound as this cannot be solved simply with a cheap piece of Omnibus research, probably not even aimed specifically at the regular drinkers who form the bulk of most alcoholic drinks sectors. Let’s see the details!
    John Kelly, Market Research Services

  3. Eirik says:

    I am wondering what is the name of this study, and has it been published somewhere? I am planning to conduct study on advertising bans and its influence on brand loyalty, so it would be great to get hold of this study. Thanks in advance!

    Eirik

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