GET INVOLVED     |     ISSUES     |     NEWSROOM     |     RESOURCES     |     ABOUT US     |     CONTRIBUTE     |     SEARCH  
 
 
 

 

 

 

Drink Up: Cable Alcohol Ads Reaching Teens

Wayne Friedman
MediaPost
August 25, 2009

Are alcohol TV commercials creating a problem for teens? Maybe not all of TV is to blame. Cable TV, in particular, could be a bigger culprit.

Cable TV alcohol advertising is reaching a disproportionate number of teens, according to a study by researchers from the Center on Alcohol Marketing and Youth at the Johns Hopkins Bloomberg School of Public Health and UCLA.

In addition to beer advertising on cable television, many cable networks also take on spirits advertising and so-called "alcopop" brands, such as Mike's Hard Lemonade and Smirnoff Ice. Broadcast networks and stations still voluntarily prohibit straight-ahead liquor advertising.

Of chief concern for many alcohol advertisers is avoiding TV programs where more than 30% of their audience is comprised of underage viewers, according to the study.

David Jernigan, Ph.D., co-author of the study and an associate professor with the Bloomberg School's Department of Health, Behavior and Society, said in a release: "Our research found that each one percentage point increase in adolescent viewership was associated with 7% more beer, 15% more spirits and 22% more alcopop or low-alcohol refresher ads."

In contrast, wine ads decreased 8% with each one percentage point increase in adolescent viewership. The study suggests those alcohol advertisers were more successful in avoiding adolescent audiences.

Even those alcohol commercials that stayed within the 30% guideline were problematic. The study found that "audiences with a higher percentage of youth ages 12 to 20 were exposed to a higher frequency of alcohol ads, even after accounting for other factors that might explain ad placement decisions."

Data for the study was obtained from Nielsen Media Research, as well as from UCLA, Rand, North Shore University Health System, Harvard and Virtual Media Resources. It examined more than 600,000 national alcohol commercials on cable television from 2001 to 2006.

 

 

 

STAY INFORMED

 


    

Bookmark and Share

 

This article is copyrighted material, the use of which has not been specifically authorized by the copyright owner. We are making such material available in our efforts to advance understanding of environmental, political, human rights, economic, democracy, scientific, and social justice issues, etc. We believe this constitutes a 'fair use' of any such copyrighted material as provided for in section 107 of the US Copyright Law. In accordance with Title 17 U.S.C. Section 107, the material on this site is distributed without profit to those who have expressed a prior interest in receiving the included information for research and educational purposes. For more information go to: http://www.law.cornell.edu/uscode/17/107.shtml If you wish to use copyrighted material from this site for purposes of your own that go beyond fair use, you must obtain permission from the copyright owner

 

     

Website Designed & Maintained By: AfterFive by Design, Inc.
CCFC Logo And Fact Sheets By:
MonicaGraphicDesign.com

Copyright 2004 Commercial Free Childhood. All rights reserved