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“Looser” Rules on Late-Night Liquor

Television today still remains the most important type of media, sending out a message to a mass audience. Though TV spots are expensive, they are also the most effective to the consumers. With this being said, marketers are bring back liquor advertising on late-night shows due to broadcast companies (such as CBS, ABC, and NBC) loosening their rules on these “spirit shows”. Marketers are planning to capture the attention of the male population, ages between 21-29 years old through the television ads. With most of the TV audience over the legal drinking age, late night shows on CBS and NBC are targeting these folks in order to bring awareness of their liquor brand presence. “Industry self-regulations allow beer, wine or liquor ads only on programs where at least 71.6% of the audience is 21 or older.” (Schultz, “Hard Time: Liquor Advertising Pours into TV”)

Cheers to that?