You’ve probably noticed more commercials for non-dairy milk and electric vehicles during episodes of 90 Day Fiancé and The Masked Singer. Data shows brands are giving alternative products like these an increasing amount of national airtime.
And it only makes sense: Amid concerns for the environment and a renewed focus on health and wellness, consumers are gravitating toward goods that align with their goals.
“There’s always been evolution inside of categories,” said Brian Wieser, global president of business intelligence at GroupM, WPP’s media investment firm.
Plus, Wieser added, manufacturers tend to consider an investment in the new thing shoppers care about more of a priority than the old thing.
Just look at sugar-free soda, a beverage option Pepsi and Coca-Cola are both promoting.
According to figures from iSpot.tv, a television ad measurement and analytics company that recently received $325 million in funding from Goldman Sachs, sugar-free soda accounted for 30.4% of all soft drink advertising on national TV in 2021. That’s up from a 7.5% market share in 2017.
Or consider hybrid and electric vehicles, which were a major part of Super Bowl 2022. In total, six automakers featured EVs in ads throughout the Big Game.
At present, the more eco-friendly vehicles make up 17.7% of all car and truck commercials running on national TV.
A similar trend is occurring with milk.
As a new plant-based food or drink seemingly enters the market every other week, brands from Chobani to Silk are encouraging shoppers to convert to non-dairy milk, which controls 16.2% of the milk category’s national TV ad spend.
Although not as prevalent in advertising as other alternative products, non-alcoholic beer is perhaps the most drastic deviation from convention.
Budweiser Zero and Heineken 0.0 are two examples of the innovative refreshment, which now constitutes 2.5% of all national TV beer spots.
At a time when consumers seek functional beverages that do more than just quench thirst, flavored water, such as Coca-Cola’s Smartwater+, is also ascending.
The product represented 10.7% of the category’s national TV ad spend in 2021, up from 0% five years prior.
