Format

Send to

Choose Destination
See comment in PubMed Commons below
Am J Public Health. 2010 Mar;100(3):555-62. doi: 10.2105/AJPH.2008.146423. Epub 2009 Aug 20.

Association between adolescent viewership and alcohol advertising on cable television.

Author information

1
UCLA/RAND Center for Adolescent Health Promotion, Los Angeles, CA 90024, USA. paulchung@mednet.ucla.edu

Abstract

OBJECTIVES:

We examined whether alcohol advertising on cable television is associated with adolescent viewership.

METHODS:

Using Nielsen data for every national cable alcohol advertisement from 2001 to 2006 (608 591 ads), we examined whether ad incidence in a given advertising time slot was associated with adolescent viewership (i.e., the percentage of the audience that was aged 12-20 years) after we controlled for other demographic variables.

RESULTS:

Almost all alcohol ads appeared in time slots with audiences made up of 30% or fewer underage viewers. In these time slots (standardized by duration and number of viewers), each 1-percentage-point increase in adolescent viewership was associated with more beer (7%), spirits (15%), and alcopop (or low-alcohol refresher; 22%) ads, but fewer wine (-8%) ads (P < .001 for all). For spirits and alcopops, associations were stronger among adolescent girls than among adolescent boys (P < .001 for each).

CONCLUSIONS:

Ad placements for beer, spirits, and alcopops increased as adolescent viewership rose from 0% to 30%, especially for female viewers. Alcohol advertising practices should be modified to limit exposure of underage viewers.

PMID:
19696391
PMCID:
PMC2820044
DOI:
10.2105/AJPH.2008.146423
[Indexed for MEDLINE]
Free PMC Article
PubMed Commons home

PubMed Commons

0 comments
How to join PubMed Commons

    Supplemental Content

    Full text links

    Icon for Atypon Icon for PubMed Central
    Loading ...
    Support Center