NCAA Says It Won't Tighten
Rules on Beer Ads
WASHINGTON (AdAge.com) -- The NCAA is rejecting calls
from critics to alter its policy allowing beer and wine
cooler ads on telecasts of college sports, saying the
current policy is sufficient.
The Division 1 executive committee announced its
decision to reaffirm the policy today after a meeting in
Indianapolis, according to an NCAA spokesman.
Some congressmen, school presidents, college coaches and
athletic directors had urged the NCAA to further limit
or ban alcohol ads from TV telecasts of NCAA events.
One minute per hour
Anheuser-Busch and SABMiller are among the top five
advertisers of the NCAA's high-rated "March Madness"
basketball telecasts on CBS, and further limits on
alcohol ads cut could have threatened the size of the
rights fee the NCAA generated from that and other
telecasts, potentially affecting scholarship money and
The NCAA allows alcohol advertising for products that
don't exceed 6% alcohol levels -- essentially beer and
wine coolers. It also allows only one minute per hour of
any telecast to be devoted to alcohol ads.
Youth players, adult audience
The critics, among them Rep. Henry Waxman, D-Calif., had
urged NCAA President Myles Brand and the committee to
act, saying that amount of alcohol advertising was too
much. They questioned whether alcohol advertising on
NCAA programming sent the wrong message.
The Beer Institute, which has code barring advertising
in programming in which 70% of the audience isn't over
21, and ad groups, meanwhile, have said that while
youths play, the games and NCAA events telecast are
viewed by a mostly adult audience.
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