Marketing

Alcohol submissions up a third

Submissions to CopyClear, the pre-vetting agency for alcohol advertising in Ireland, were up by over a third in the first six months of 2014.

Formerly Central Copy Clearance of Ireland the independent pre-vetting service for alcohol ads relaunched as CopyClear last March.

In the period to the end of June this year the agency received 2,939  submissions, 34% up on the 2,187 figure in H1 in 2013. Over the whole year 2013, submissions rose by 8%.

Beer and cider was responsible for 74% of the submissions with spirits accounting for 16%.

In the year 2013 beer comprised nearly 63% of all submissions while wine comprised 6.6% (up from 2012’s 5%).

Some 78% of all submissions were created here in Ireland in H1 of 2014 (up from the 69.3% for the whole of 2013), 10.5% were international adaptations (none recorded in the year 2013) and 11.3% were created outside Ireland, down from the 30.8% figure for the whole of 2013.

The top format remains digital, accounting for 39.6% of submissions.

Out Of Home ads accounted for 21.3% of submissions, down from 32.8% in H1 2013, while radio ads recorded a jump in submissions from 3.1% to 9.7%.

Press & magazine ads accounted for 8.4% of submissions, down from 11.9% in H1 2013.

Just 5% of the ads were for TV which was down from 9.8% in H1 2013 and cinema ads continue to be responsible for just 0.6%.

In the year 2013 TV comprised 11% of all submissions.

 

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