ROANOKE TIMES
Copyright (c) 1996, Roanoke Times
DATE: Wednesday, December 25, 1996 TAG: 9612260042
SECTION: BUSINESS PAGE: B-8 EDITION: HOLIDAY
DATELINE: ST. LOUIS
Anheuser-Busch is channel surfing to show it is serious about helping to curb underage drinking.
The maker of top-selling Budweiser beer has removed beer advertising from teen-oriented MTV and moved it to sister station VH1, which generally appeals to more adult viewers.
Spokesman Tony Ponturo said Tuesday the decision was made earlier this year and the brewer hasn't run ads on MTV since Sept. 30. He said the company has an education program to discourage underage drinking and wanted to ensure that its intent isn't misrepresented.
The company spent $534 million advertising last year, less than $2 million on MTV.
Disclosure of the brewer's decision comes after the liquor industry was criticized for reversing a self-imposed ban on broadcast advertising of liquor.
``They're responding to a ratcheting up of tensions in this area,'' said Ben Steinman, president of Beer Marketer's Insights, an industry newsletter. ``They just felt it was time for an extra level of caution.''
Steinman said he thinks teens decide whether to drink based on their family environment and other factors, not on advertising, so he doubted the decision would have much effect. It was more of a public relations move, he said.
Miller Brewing has said it has no plans to stop advertising on MTV, while Coors says it does not advertise there. The Federal Trade Commission is reviewing a Schlitz Malt Liquor ad that aired in July on MTV during the teen-targeted show ``My So-Called Life.''
- Associated Press
LENGTH: Short : 39 linesby CNB