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...time when overall ad spending in the liquor industry is flat. To evade the wrath of advocacy groups and government regulators who worry about reaching underage consumers, sellers have reined in their broadcast purchases--on both TV and radio. But since TV remains the dominant media strategy for distilled brands, major media buyers prefer to buy drinks for cable viewers--and a handful of cable networks in particular. Financial considerations are one reason; reaching a targeted adult audience is another.
"There are budget issues," says MediaCom Chairman Jon Mandel, noting that the shift to cable has less to do with public policy and more to do with the economics of distilled-spirits marketers. Broadcasters make it difficult to buy...
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