Group promotes liquor ads at broadcasters’ conference

Gary Gentile

Friday, April 12, 2002 | 9:59 a.m.

In the wake of NBC reversing its decision to air ads for hard liquor on the network, the distilled spirits industry is hoping local broadcasters will run spots for products that haven't been advertised on national TV for more than 50 years.

At the National Association of Broadcasters convention in Las Vegas this week, the Distilled Spirits Council ran a short television spot on hotel cable channels to get attendees to visit their modest booth. The spots featured Jim Rogers, owner of eight television stations in the Southwest, who has run liquor ads for the past several years.

"There is definitely money to be made and many broadcasters are taking advantage of it," said Lisa Hawkins, spokeswoman for the council. "It's important for broadcasters to hear from other broadcasters who have aired these ads."

Local stations and national cable channels have aired hard liquor ads since 1996, when the liquor industry ended its self-imposed ban on television advertising and adopted a code to govern broadcast ads. In 2000, about $25 million was spent by liquor makers on radio and television advertising in the United States, Hawkins said.

Rogers said his company, Sunbelt Communications, made about $1.5 million during the 15 months ads appeared without complaint on his stations in Nevada, Idaho, Arizona and Montana. His stations are affiliated with NBC and Fox. In Las Vegas, his KVBC is the NBC affiliate.

"I believe any product that is a legal product that is advertised in newspapers and magazines, if the ads are done in good taste, I think they have the right to use the airwaves," Rogers said.

Rogers said advertising dropped off after NBC announced its multimillion-dollar deal with Diageo, makers of Baileys Irish Cream, Smirnoff's vodka and other brands. He expects local stations will see increased ad revenue now that the deal is off.

Gary Galanis, a Diageo spokesman, said much of the money the company had hoped to spend with NBC will be redirected to local broadcast affiliates and cable channels.

Last month NBC decided to stop airing liquor ads following a weeks-long outcry from legislators, activists and even beer makers who have long been able to run network advertising without competition from hard liquor.

The Sinclair Broadcasting Group, which operates 63 stations, has been running liquor ads on more than 20 outlets, mostly in the South, for the past four years.

"We wouldn't have any problem accepting distilled spirit ads on any of our stations," said Mark Hyman, a Sinclair spokesman. "We don't treat them differently from any other legal product."

At a legislative breakfast this week at the NAB conference, U.S. Rep. George Radanovich, R-Calif., said national liquor advertising could work if accompanied by a strong message to use liquor responsibly.

"I applaud the efforts of NBC," he said.