A largely negative report by CAMY, titled ‘Drowned out: Alcohol Industry Responsibility Advertising on Television 2001-2005’, has found that of 174 beverage alcohol brands that placed product advertising on television in 2005 at a total cost of $1 billion, 19 brands sponsored responsibility advertisements on television at a total cost of $28 million.
Responsibility advertising spending varied widely among companies who ran such ads. Of the 8 companies that ran responsibility ads, Diageo plc invested the most in these advertisements over the 2001-2005 period, both in terms of dollars spent (nearly $66 million) and percentage of advertising dollars (18% over the five-year period). Over the same period, Anheuser-Busch Companies spent the second largest dollar amount (almost $20 million) on responsibility ads. This constituted about 1% of A-B’s television advertising budget for the period.