Spirits companies have pushed the American radio-advertising envelope once again by posting full-length song ads on satellite radio stations. The latest wave of ads, sponsored by Diageo's Tanqueray Gin, features a 2.5 minute hip-hop song titled "Get Your Ice On," and are running on Sirius Satellite Radio stations in the US and Canada. An estimated 600,000 subscribed listeners tune in to its programmes.

This latest wave of advertising is an alternative to mainstream radio and cable television that will only allow 60 second slots with conditional restrictions.

America's big national networks, ABC, CBS, Fox, NBC, UPN and WB, continue to ban spirit adverts.