Navigation Links
Alcohol advertising reaching too many teens on cable TV, researchers say
Date:8/20/2009

A new study from the Center on Alcohol Marketing and Youth, in collaboration with UCLA, has found a striking correlation between teenage viewership and the frequency of alcohol advertising on cable television. The findings show that ads for beer, spirits and "alcopop" aired much more frequently when more teens were watching.

While previous studies have shown that the average adolescent is exposed to well over 200 alcohol ads on television each year, this is the first to demonstrate an association between ad placement and teen cable TV viewership. Cable TV attracts about 95 percent of all nationally televised alcohol ads.

The study will be published in the October issue of the American Journal of Public Health and is currently available online by subscription.

"Alcohol advertisers have pledged to avoid audiences made up of more than 30 percent underage viewers such as children's programming," said David H. Jernigan, director of the Center on Alcohol Marketing and Youth and an associate professor at the Johns Hopkins Bloomberg School of Public Health. "However, many other shows have adolescent appeal. This research suggests that ads are aimed at groups that include a disproportionate number of teens and that the alcohol industry's voluntary self-monitoring is not working to reduce adolescent exposure to ads."

Using advertising industry data from Nielsen Media Research, researchers examined all 600,000 national cable alcohol ads shown from 2001 through 2006 to audiences with less than 30 percent of viewers between the ages of 12 and 20. Among the findings:

  • Audiences with a higher percentage of youth between the ages of 12 and 20 were exposed to a higher frequency of alcohol ads, even after accounting for other factors that might explain ad placement decisions.
  • Each 1-percentage-point increase in adolescent viewership was associated with a 7-percent increase in beer ads, a 15-percent increase in spirits ads and a 22-percent increase in ads for low-alcohol refreshers/alcopops flavored alcoholic beverages that taste similar to juice or soda.
  • In contrast, wine ads decreased by 8 percent with each 1-percentage-point increase in adolescent viewership; this finding suggests that alcohol advertisers can, in fact, successfully avoid adolescent audiences.

"This study did not examine whether alcohol advertisers are intentionally overexposing adolescents," said lead study author Dr. Paul J. Chung, assistant professor of pediatrics at Mattel Children's Hospital UCLA and a senior natural scientist at the RAND Corp. "The alcohol industry has consistently denied actively targeting teens, and our study isn't designed to test that claim. However, the ultimate effect of their advertising strategies, intentional or not, appears to be greater exposure than might be expected if adults were the sole targets of ads."

For years, alcohol has been the substance of abuse most commonly used by teens in the United States, and the public health consequences of underage drinking are considerable. Numerous studies and national statistics report that adolescents are involved in a significant proportion of the injuries, violence and crime that stem from binge drinking and other forms of alcohol abuse. Moreover, studies have shown that starting to drink as an adolescent has been linked with much greater risks of lifelong problem drinking.

Multiple studies suggest that alcohol ads can have substantial influence on underage drinking attitudes and behaviors.

"It's difficult to document experimentally," said Chung, who also directs the UCLARAND Center for Adolescent Health Promotion. "But there's not too much doubt that advertising and marketing affect the behavior of both children and adults. Common sense tells us that if it didn't work, companies probably wouldn't be spending so much money on it. So, it's a lot harder for parents, teachers and clinicians to successfully encourage kids to delay drinking when so many things they're seeing on television, on billboards, on movie screens, on the Internet are telling them otherwise."


'/>"/>

Contact: Amy Albin
aalbin@mednet.ucla.edu
310-794-8672
University of California - Los Angeles
Source:Eurekalert

Related medicine news :

1. High alcohol consumption increases stroke risk among Chinese men
2. High alcohol consumption increases stroke risk, Tulane study says
3. Alcoholics With Cirrhosis Have More Brain Damage
4. Middle School Marks Most Critical Time to Start Ongoing Conversations About Drug and Alcohol Use With Kids
5. Recovery Resources Collaborates with Two Nonprofit Agencies for Children of Alcoholics Outreach Program
6. Frequent alcohol consumption increases cancer risk in older women
7. Family history of alcoholism affects response to drug used to treat heavy drinking
8. Alcohol and cancer: is drinking the new smoking?
9. Kaiser Permanente study: Alcohol amount, not type -- wine, beer, liquor -- triggers breast cancer
10. Kaiser Permanente Study Shows Alcohol Consumption - No Matter Beverage Type - Linked to Breast Cancer Risk
11. Hands2GO(R) Hand Sanitizer Offers Alcohol-Free Alternative to Stopping the Spread of Flu at School and Work
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:2/5/2016)... ... , ... The American public tends to feel uncomfortable about drinking recycled waste ... or well water. The recent experience with lead contaminated water in Flint, Michigan, according ... toward increasing public acceptance of recycled waste water as drinking water. , The ...
(Date:2/5/2016)... SARASOTA, Fla., (PRWEB) , ... February 05, 2016 , ... ... appetizing recipes just in time for this weekend’s Big Game. Take the stress out ... ingredients that will keep your guests happy at every stage of the game. , ...
(Date:2/5/2016)... ... February 05, 2016 , ... Dr. Justin Scott and ... 2nd Annual No Cost Dental Day to individuals in need. The event is scheduled ... this No Cost Dental Day is to provide dental care to community members in ...
(Date:2/5/2016)... ... February 05, 2016 , ... Colorize is a web ... zone to the next using Colorize's dynamic moving camera. Colorize is perfect for personal ... a 3D slideshow environment with 1 to 5 focus points per scene, stage floor ...
(Date:2/5/2016)... ... , ... California Mobile Kitchens , a company that ... mobile kitchen model, featuring customizable stainless steel interiors and a new, 26-foot unit. ... anywhere in the U.S. Many of their units can be seen at sporting ...
Breaking Medicine News(10 mins):
(Date:2/4/2016)... Global Immunology Market to 2022 - ... market growth Summary Immune-mediated inflammatory diseases ... that affect 5–7% of western populations. Although they ... and key patient demographics, they are pathophysiologically linked, ... an inappropriate immune response. Generally, disease-modifying anti-rheumatic drugs, ...
(Date:2/4/2016)... Feb. 4, 2016 Mettler-Toledo International Inc. (NYSE: ... 2015.  Provided below are the highlights: , ... compared with the prior year.  Reported sales decreased 3% ... quarter. , Net earnings per diluted share as ... prior- year period.  Adjusted EPS was $4.65, an increase ...
(Date:2/4/2016)... 4, 2016  AMRI (NASDAQ:  AMRI) today announced that ... and President of Pfizer Global Supply, has been elected to ... 2016. In addition, the Company announced that Mr. Gabe ... since 2010, has retired from the AMRI Board of Directors ... other business ventures.  William S. Marth , ...
Breaking Medicine Technology: