Nowadays the practice of advertising a product is increasing both in frequency and variety inrnEthiopia. Beer commercials are among the top product advertisements that appear frequently onrntelevision including the national TV station, EBC1. The aim of the study was to investigate howrnthe audience interprets the messages transmitted by selected television beer commercials aired onrnthe channel.rnIt employed a qualitative research approach, wherein qualitative content analysis, focus grouprndiscussions and one-on-one interviews were used as data gathering instruments. With regard tornthe sampling procedure, six commercials from Habesha, Bedele and Meta beer brands werernselected using purposive sampling based on the time intervals in which the commercials werernbroadcasted, while for the purpose of the audience purposive and snowball sampling techniquesrnwere utilized.rnThe data gathered was thematically analyzed. Though the analysis of the data was not bound to arnspecific theory or model, the theoretical frameworks, the models and empirical concepts werernutilized as a guide to the analysis and making sense of the data.rnThe qualitative content analysis revealed that the commercials employed themes which werernfrequently portrayed in beer commercials worldwide. Accordingly, reward for hard work,rnstrengthening friendship and social life, cultural values and history of the country, and genderrnand close-up images of the glass or bottle were found to be the themes used in the commercials.rnConcerning the audience, the study revealed that audiences are not just passive receivers ofrnadvertisement messages rather they are active in interpreting the messages. Advertising messagesrnare open to various interpretations based on the audienceâ€™s backgrounds, culture and socialrnvalues. The study also confirmed that factors like age, educational level, gender and maritalrnstatus matter a lot in the interpretation of the messages transmitted by the beer commercials