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| Teenagers being bombarded by alcohol advertising |
| By News-Medical |
| Published: 04/26/2004 |
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Alcohol advertising on television, and youth exposure to it, grew substantially in 2002 from 2001, and although new industry marketing codes were announced in 2003, they will still allow for substantial youth overexposure to alcohol ads, according to a study released today by the Center on Alcohol Marketing and Youth at Georgetown University. The Center found that the total number of alcohol ads on network, local and cable television increased to 289,381 in 2002, a 39 percent hike from 2001. Spending grew by 22 percent, to more than $990 million in 2002. Youth 12-20 were more likely on a per capita basis than adults to have seen 66,218 ads, a 30 percent increase over 2001. Driving the 39 percent increase in ads and the 22 percent increase in spending overall were significant increases in distilled spirits and low-alcohol refresher television advertising-418 percent and 147 percent increases in spending respectively. Youth 12-20 were more likely on a per capita basis than adults to have seen 66,218 ads, a 30 percent increase over 2001. These ads were purchased at a cost to the industry of more than $118 million. All 15 of the television shows most popular with teens ages 12-17 carried alcohol ads. Throughout 2002, alcohol companies placed 5,085 ads on programs such as Survivor, Fear Factor and That '70s Show, at a total cost of nearly $53 million. The current industry standard, announced in September 2003, sets the maximum permissible youth audience composition for alcohol advertising at 30 percent. Because youth ages 12-20 are only 13.3 percent of the national TV viewing audience, a threshold of 30% allows alcohol ads to be placed on programs where there are twice as many youth as in the viewing population. |
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