Who advertises in Sports Illustrated?

I enjoy keeping up on current events in sports, whether it is scores, trades, or the standings, I'll read it. However, I normally do not specifically look for is the ads so I started to think, what type of company is most likely to advertise in Sports Illustrated? To put my "expertise" to the test, I'll make my vote for the top three categories of ads in the September 18 issue of Sports Illustrated. Here they are,

1.Men's Health
2.Alcohol
3.Sports Equipment

Well, after reading through this issue of SI, it appears I was partially correct. Here's the rundown of the top categories of companies advertising in Sports Illustrated.

1. Men's Health
As suspected, Men's Health products take the top spot with 4 ads in this issue of SI. First of the four companies is the ever present and popular Viagra. This is a great place for Viagra to place an ad because many older men, most common to have erectile dysfunction, read SI every week. The next "men's health" ad is Crestor, cholesterol reducer. Now this would also be a proper venue for the company with exception of the ad itself. Depicted in the ad is a middle-aged woman jogging on the beach. Although some women read SI, the primary target is obviously men, therefore this ad seems to be mis-targeted. The other Men's Health advertisements were from Pfizer and Lunesta.


The next three categories each have three ads throughout the magazine and one of them was my number two pick.

2. Cars
All of the automobile ads are clearly aimed at me, however, some are more blunt than the others. This is in reference to an ad for the all new Mazda RX-8. The last three lines of the copy are below.

But unlike other sports cars, the RX-8 has comfortable seating for four adults. And that's great news for the Swedish twins, the in-laws, and all the others on your list who appreciate a true sports car when they feel one.

This is much more direct then the Crestor ad mentioned above. Mazda is probably aiming at the younger male demographics, 22-35 year-olds.

2. Men's hygiene
The products depicted take a variety of angles to appeal towards the readers. Head and Shoulders shampoo uses imagery to represent the "rejuvenating escape" the Ocean lift scent gives consumers. Old Spice Red Zone deodorant depicts a scenario that no man ever wants with a pic of a man surrounded by empty seats, followed by the slogan,

If you stink, it wouldn't matter if you were the last guy on Earth

Pretty straight forward there. Finally, the Schick Quattro Titanium Razor uses the always popular sex appeal, with a patient surrounded by three very provacitively dressed nurses. I guess Schick users don't know how to shave.

2. Alcohol
You won't find any Wine Coolers or Bacardi Razz in this magazine, just manly drinks in Sports Illustrated. Kettle One Vodka is first up with a very plain, but effective ad. It is a personal message from Kettle One to its drinkers, showing their gratitude for being the preferred vodka of the PGA Tour's Tournament Players Club. As you would guess, it wouldn't be a men's magainze without some beer and whiskey. Miller High Life and Jack Daniels round out the Alcohol ads and there is no explanation needed on why they are in this magazine.