Where Did the Beef Ads Go?
“Why Don’t We See Beef Checkoff Ads Anymore?” Here’s What Producers Should Know.
For 40 years, the Beef Checkoff has collected $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. The $1 collection has not changed since that amount was established under the 1985 Farm Bill. The dollar investments have been the cornerstone of the Beef Checkoff ever since, funding efforts to drive demand for beef through promotion, research, education and consumer information.
But here’s the question we often hear from producers: “Why don’t we see beef commercials on TV like we used to?” The simple answer isn’t that beef advertising stopped — it’s that the Beef Checkoff has adapted to be even more efficient with every dollar.
A Dollar Then vs. A Dollar Now
Many things have changed in 40 years. In 1985, $1 went much farther than it does now. With inflation increases, $1 in 1985 is worth about 33 cents today1. That means the same $1 today buys only a fraction of the media reach and video production it once did. The Beef Checkoff has had to adapt, with efficiency and targeting more important than ever.
Efficiency Through Targeted Advertising
Today’s Checkoff-funded promotional brands, like the highly recognized Beef. It’s What’s For Dinner. (BIWFD), still reach consumers, but in smarter, more targeted ways. Instead of expensive broadcast TV buys that put ads in front of everyone (including people already committed to beef), BIWFD now emphasizes social media, digital ads and Connected TV (CTV) — streaming entertainment delivered over the internet that allows messages to be placed in front of specific audience segments with greater precision.
Today, Beef Checkoff campaigns are designed to persuade consumers in urban markets to choose beef. Targeted consumer groups like urban shoppers, Millennial moms and Gen Z see these ads in their living rooms and on their phones. That’s by design. The Checkoff is using data and targeting to reach new or lapsed beef consumers, not those who already prefer and buy beef. For example, because most beef producers already choose beef, they are not a target audience for beef advertising.
It’s Still on “TV” — Just a Different Kind
Traditional TV buys are increasingly expensive and inefficient for niche targeting. Connected TV placements — on platforms like ESPN, Peacock and Hulu — allow the Checkoff to show ads during live sports and streaming content that matter to key demographic groups.
Beyond Ads: Smarter Engagements
Checkoff-funded initiatives go beyond commercials. Partnerships with popular influencers, sports programs, athlete nutrition education and immersive digital content all work together to connect beef’s nutrition story with consumers in the places and on the platforms they frequent most.
So, while you might not flip on network TV and see a beef ad anymore, Beef Checkoff-funded advertising is still driving demand in a way that’s more targeted, more efficient and better aligned with today’s media landscape.
The Beef Checkoff program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.
