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‘Tis the Season It figures that the coldest among the top-20 ad categories–ranked by size of total ad budget–in the second quarter was beer. According to data from Competitive Media Reporting, brewers actually spent less in three months through June of this year than they did in the corresponding 1996 period, the only big category to decline. Figures for the summer, a much more important time for the sudsers, are not yet available, but indications are that ad spending is soft.
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