Alcohol Advertising on Television, 2001-2004: The Move to Cable

Publication Date: December 2005

Publisher: Robert Wood Johnson Foundation

Author(s): The Center on Alcohol Marketing and Youth

Research Area: Health

Type: Report

Abstract:

The Center on Alcohol Marketing and Youth (CAMY), which is supported by grants from the Pew Charitable Trusts and the Robert Wood Johnson Foundation, conducted an analysis of more than one million television ads placed between 2001 and 2004 on broadcast, cable and local television and worth almost $3.5 billion. This analysis shows high levels of underage youth exposure to these ads despite the industry's self-regulation of its marketing and advertising practices and despite repeated public opinion poll findings that parents want their children exposed to less of this advertising.

Key findings of the analysis include:

* Overall spending on alcohol advertising on television grew from $774 million to $915 million between 2001 to 2004.
* Youth exposure to alcohol advertising shifted to cable television and spending on cable advertising grew dramatically.
* The voluntary alcohol industry guideline restricting placement of ads to shows where 30% or less of the audience is under the age of 21 has not been met overall.