Liquor Ads Win Airtime

Liquor ads have found a new home: network TV. ABC, CBS and NBC in recent months have begun airing spots for Captain Morgan rum, Grey Goose vodka, Jack Daniel's whiskey and other brands on late-night television programs such as "Jimmy Kimmel Live!," the "Late Show With David Letterman" and "Saturday Night Live."

The broadcasters are easing decades-old voluntary bans that limited their national alcohol advertising to beer and wine, which have less alcohol by volume than spirits. The move lets them tap a new stream of revenue as advertisers continue to shift their ad budgets to cable TV, the Internet and online videos. It also highlights the increased public acceptance of hard liquor. Previous attempts to relax the ban sparked protests. Many liquor companies are increasing their TV marketing budgets by double-digit percentages this year after becoming fixtures on cable networks over the past decade. The exposure from cable ads already has helped the companies lure consumers away from beer. Though brewing companies still spend more than five times as much as liquor companies on TV commercials, beer shipments have slipped in the past three years.