Liquor ads could potentially bring the radio industry more than $100 million
per year and a number of stations are looking for ways to get a piece of that
action, according to a survey conducted by the Radio Advertising Bureau of its
Of those surveyed, the RAB found that 62 percent already accept hard-liquor ads,
but only one-half "actively pursue" such ads.
More than 80 percent said they want to increase their revenue from hard-liquor
ads, although they would do it in several ways besides on-air advertising,
including event sponsorship, Internet sponsorship and other marketing
Of those who do not accept hard-liquor ads, more than one-half said company
policy forbids it.
More than one-quarter of respondents said the ads would upset their "loyal
listeners," or they think airing such ads is illegal, which it is not.