OverExposed: Youth a Target of Alcohol Advertising in Magazines

Publication Date:

Publisher: Center on Alcohol Marketing and Youth

Author(s): Center on Alcohol Marketing and Youth

Research Area: Health

Type: Report

Abstract:

The Center on Alcohol Marketing and Youth (CAMY) at Georgetown University reports that America's youth saw far more alcoholic beverage ads in magazines in 2001 than people of legal drinking age. The Center commissioned Virtual Media Resources (VMR) to audit magazine alcohol advertising in 2001 specifically identifying where and how the alcohol industry exposed youth to its products. Previous research indicates that exposure and attraction to alcohol advertisements affects young people's beliefs about drinking, intentions to drink, and actual drinking behavior. Magazines are flexible advertising mediums that allow wide exposure and precise targeting. In 2001, magazines accounted for more than 25 percent of reported advertising for alcoholic beverages (almost $400 million dollars in ad expenses). In analyzing the collected information, CAMY found the following: (1) youth saw more beer, "malternatives" and distilled spirits ads than adults; (2) youth saw fewer wine ads than adults; (3) only young adults saw more ads than underage youth; and (4) alcohol ad dollars follow youth audiences. This report uses the same tools, syndicated data sources, and procedures that media planners and buyers incorporate in their advertising campaigns. By "reverse engineering" the alcohol advertising in magazines in 2001, this process identifies what information is available to alcohol industry marketers for strategic advertising.