Science Daily reports on a study from the Center on Alcohol Marketing and Youth, in collaboration with UCLA, which found 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 that ad placement is directly related to teen cable TV viewership. Cable TV attracts about 95% of all nationally televised alcohol ads.
The study is published in the October 2009 issue of the American Journal of Public Health.
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. The study found that:
Beer and spirits ads are targeted at the young.
* 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.
Wine ads are targeted at older audiences.
* 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.
http://www.sciencedaily.com/releases/2009/08/090820175857.htm
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