Heineken Signs as First Beer Advertiser for Stern Show on SIRIUS

Tuesday, January 10, 2006

Heineken USA, the nation's largest beer importer, today announced that its Heineken brand will be the first beer advertiser on the new Howard Stern Show, which debuted on SIRIUS Satellite Radio yesterday morning. The advertising agreement, reached over the weekend, will continue the brand's long standing association with Howard Stern. The ad buy will remain at the same frequency as previous buys on Stern-affiliated programming, and the advertising will include live reads by Stern, which will start on today's broadcast. Heineken USA does not disclose the dollar value of its individual ad buys. "Heineken is pleased to continue its more than 11-year affiliation with Howard Stern and his show. Howard's show has always been an incredibly effective ad vehicle to help our Brand reach its core consumers in a relevant and engaging way," said Mr. Glaser. "We also are delighted to be the first beer advertiser to support Howard in his move to SIRIUS. We are confident Howard will attract an even wider and larger audience on satellite radio in the months ahead." Full PR here

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