Table 2.
Content themes by type of product and brand
| Unique ads | Content theme (%) | ||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| n | % | Humor | Friends | Artistic | Sports | Relax | Sexy | Partying | Quality | Love | Manly | Taste | Luxury | Tradition | |
| Total | 581 | 100.0 | 51.3 | 44.9 | 18.6 | 18.1 | 17.0 | 15.5 | 15.3 | 14.3 | 13.8 | 12.6 | 11.2 | 10.2 | 6.9 |
| Type of alcohol | |||||||||||||||
| Beer | 385 | 66.3 | 57.7 | 45.5 | 10.9 | 22.9 | 14.8 | 11.2 | 11.4 | 17.1 | 13.5 | 13.8 | 7.5 | 8.3 | 3.9 |
| Spirits | 88 | 15.1 | 21.6 | 44.3 | 47.7 | 11.4 | 12.5 | 29.5 | 18.2 | 6.8 | 8.0 | 18.2 | 1.1 | 28.4 | 27.3 |
| Flavored Spirits | 39 | 6.7 | 66.7 | 33.3 | 17.9 | 10.3 | 0.0 | 10.3 | 41.0 | 10.3 | 20.5 | 5.1 | 23.1 | 0.0 | 0.0 |
| Alcopops | 27 | 4.6 | 81.5 | 29.6 | 7.4 | 11.1 | 18.5 | 7.4 | 14.8 | 3.7 | 7.4 | 7.4 | 25.9 | 0.0 | 0.0 |
| Flavored Beer | 23 | 4.0 | 0.0 | 87.0 | 52.2 | 0.0 | 82.6 | 34.8 | 8.7 | 17.4 | 47.8 | 0.0 | 82.6 | 0.0 | 4.3 |
| Liqueur | 19 | 3.3 | 47.4 | 31.6 | 15.8 | 0.0 | 36.8 | 36.8 | 36.8 | 10.5 | 0.0 | 0.0 | 0.0 | 10.5 | 0.0 |
| Brands | |||||||||||||||
| Miller | 75 | 12.9 | 66.7 | 53.3 | 5.3 | 18.7 | 8.0 | 14.7 | 2.7 | 14.7 | 12.0 | 25.3 | 14.7 | 0.0 | 0.0 |
| Sam Adams | 32 | 5.5 | 0.0 | 50.0 | 0.0 | 0.0 | 9.4 | 0.0 | 0.0 | 81.3 | 0.0 | 0.0 | 46.9 | 0.0 | 6.3 |
| Bud Light | 94 | 16.2 | 68.1 | 54.3 | 22.3 | 18.1 | 26.6 | 17.0 | 27.7 | 2.1 | 21.3 | 0.0 | 18.1 | 0.0 | 0.0 |
| Captain Morgan | 25 | 4.3 | 92.0 | 48.0 | 0.0 | 16.0 | 0.0 | 8.0 | 52.0 | 0.0 | 28.0 | 4.0 | 12.0 | 0.0 | 0.0 |
| Coors | 66 | 11.4 | 71.2 | 66.7 | 1.5 | 56.1 | 9.1 | 10.6 | 3.0 | 19.7 | 18.2 | 4.5 | 0.0 | 0.0 | 9.1 |
| Budweiser | 51 | 8.8 | 31.4 | 39.2 | 3.9 | 19.6 | 5.9 | 7.8 | 9.8 | 23.5 | 15.7 | 5.9 | 7.8 | 0.0 | 5.9 |
| Smirnoff | 20 | 3.4 | 25.0 | 15.0 | 25.0 | 0.0 | 0.0 | 5.0 | 45.0 | 20.0 | 0.0 | 0.0 | 10.0 | 0.0 | 0.0 |
| Dos Equis | 20 | 3.4 | 100.0 | 5.0 | 45.0 | 5.0 | 0.0 | 5.0 | 0.0 | 0.0 | 0.0 | 100.0 | 0.0 | 85.0 | 0.0 |
| Mike's Hard Lemonade | 18 | 3.1 | 94.4 | 27.8 | 0.0 | 16.7 | 27.8 | 11.1 | 11.1 | 0.0 | 11.1 | 11.1 | 27.8 | 0.0 | 0.0 |
| Heineken | 9 | 1.5 | 77.8 | 22.2 | 0.0 | 22.2 | 22.2 | 44.4 | 22.2 | 11.1 | 33.3 | 0.0 | 0.0 | 66.7 | 0.0 |
| Michelob | 12 | 2.1 | 0.0 | 75.0 | 33.3 | 8.3 | 66.7 | 0.0 | 8.3 | 25.0 | 0.0 | 0.0 | 8.3 | 8.3 | 0.0 |
| Jack Daniels | 11 | 1.9 | 0.0 | 18.2 | 81.8 | 0.0 | 0.0 | 0.0 | 0.0 | 18.2 | 0.0 | 9.1 | 9.1 | 0.0 | 45.5 |
| Corona | 24 | 4.1 | 41.7 | 25.0 | 4.2 | 4.2 | 95.8 | 25.0 | 20.8 | 0.0 | 25.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Ketel One | 11 | 1.9 | 0.0 | 100.0 | 100.0 | 0.0 | 0.0 | 9.1 | 0.0 | 0.0 | 0.0 | 100.0 | 0.0 | 90.9 | 100.0 |
| Bacardi | 10 | 1.7 | 40.0 | 60.0 | 0.0 | 40.0 | 0.0 | 50.0 | 50.0 | 0.0 | 10.0 | 10.0 | 0.0 | 0.0 | 30.0 |
| Baileys | 8 | 1.4 | 25.0 | 50.0 | 0.0 | 0.0 | 12.5 | 12.5 | 0.0 | 25.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Jose Cuervo Tequila | 7 | 1.2 | 71.4 | 57.1 | 28.6 | 0.0 | 0.0 | 28.6 | 14.3 | 0.0 | 28.6 | 0.0 | 0.0 | 14.3 | 0.0 |
| Grey Goose | 18 | 3.1 | 5.6 | 55.6 | 100.0 | 11.1 | 50.0 | 55.6 | 22.2 | 16.7 | 0.0 | 5.6 | 16.7 | 72.2 | 0.0 |
| Guinness | 14 | 2.4 | 35.7 | 42.9 | 35.7 | 35.7 | 0.0 | 0.0 | 21.4 | 0.0 | 0.0 | 50.0 | 0.0 | 0.0 | 35.7 |
| Malibu Rum | 8 | 1.4 | 87.5 | 25.0 | 0.0 | 0.0 | 75.0 | 37.5 | 87.5 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Stella Artois | 11 | 1.9 | 27.3 | 0.0 | 63.6 | 0.0 | 0.0 | 18.2 | 0.0 | 18.2 | 45.5 | 9.1 | 0.0 | 72.7 | 0.0 |
| Crown Royal | 4 | 0.7 | 0.0 | 75.0 | 0.0 | 0.0 | 25.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Jim Beam | 11 | 1.9 | 45.5 | 18.2 | 27.3 | 0.0 | 0.0 | 36.4 | 9.1 | 0.0 | 36.4 | 18.2 | 9.1 | 0.0 | 45.5 |
| Stolichnaya | 5 | 0.9 | 100.0 | 20.0 | 0.0 | 0.0 | 0.0 | 40.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Absolut | 6 | 1.0 | 16.7 | 0.0 | 33.3 | 0.0 | 0.0 | 33.3 | 0.0 | 16.7 | 16.7 | 0.0 | 16.7 | 0.0 | 0.0 |
| Grand Marnier | 2 | 0.3 | 0.0 | 0.0 | 100.0 | 0.0 | 0.0 | 100.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 100.0 | 0.0 |
| Southern Comfort | 2 | 0.3 | 0.0 | 0.0 | 100.0 | 0.0 | 0.0 | 50.0 | 50.0 | 0.0 | 0.0 | 0.0 | 50.0 | 0.0 | 0.0 |
| Patron Tequila | 7 | 1.2 | 14.3 | 14.3 | 0.0 | 57.1 | 14.3 | 14.3 | 0.0 | 14.3 | 0.0 | 14.3 | 0.0 | 14.3 | 0.0 |