12 - 20 Year Olds' Exposure Increased 38% From 2001 - 2007
WASHINGTON, June 24 /PRNewswire-USNewswire/ -- A comprehensive review of television advertising practices by alcohol companies from 2001-2007 finds an increase in youth exposure to alcohol advertising and relatively few industry- sponsored "responsibility" ads. The new study, released today by the Center on Alcohol Marketing and Youth (CAMY) at Georgetown University, evaluated advertising trends and identified the best and worst brands with regard to youth exposure to alcohol.
This report shows that more than 40 percent of youth exposure to alcohol advertising came from ads placed on programming with a disproportionate youth (ages 12 to 20) audience -- the highest percentage since CAMY began monitoring youth exposure in 2001.
The report data clearly show the 30 percent threshold established by alcohol trade associations in 2003 has not reduced youth exposure to alcohol advertising on television, nor has it reduced the youth overexposure that occurs when advertisements are on programs with disproportionate youth audiences.
"The sad reality for kids and parents is that the alcohol industry's 30 percent standard is working on broadcast but not cable television," said CAMY executive director David Jernigan. "From 2001 to 2007, the number of alcohol advertisements seen in a year by the average television-watching 12-to-20 year-old has increased which is the opposite of its purpose."
CAMY's data shows advertisers have made some progress with regard to
advertising during shows where more than 30 percent of the viewers were
under age 21. The percentage of alcohol product advertisements on these
programs went from 11 percent in 2003 to 6.3 percent in 2007.
The study's other key findings include:
-- Almost all youth overexposure to alcohol advertising occurs on cable.
Almost two-thirds (63 percent) of the overexposing alcohol ad
|SOURCE The Center on Alcohol Marketing and Youth|
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