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ALCOHOL ADVERTISING ON TELEVISION 2001 TO 2003: MORE OF THE SAME

Source: camy.org
Topic: Advertising

Sort Desciption: ures of youth overexposure and other comparisons of adult and youth exposure to alcohol advertising in this report) is based on gross rating ...

Content Inside: The trends of an ever-increasing number of ads and continued overexposure of underage youth mark alcohol advertising on television from 2001 to 2003 accord- ing to a new analysis by the Center on Alcohol Marketing and Youth (CAMY): The number of ads increased each year with an explosion of ads for dis- tilled spirits on national cable net- works leading the way: 298054 alco- hol ads ran on television in 2003 up from 289381 in 2002 and 208909 in 2001. Distilled spirits ads on cable networks grew from 513 in 2001 to 33126 in 2003. With the continued increase of alco- hol ads on television the number of ads overexposing underage youth ages 12 to 20 increased each year as well: 69054 in 2003 up from 66218 in 2002 and 51084 in 2001. 1 In this category of overexposing ads beer companies ran the most ads in each of the three years but distilled spirits advertising went from fourth place in 2001 (behind beer alcopops 2 and wine) to second place in 2003. Between 2001 and 2003 the number of ads placed on programming where underage youth ages 12 to 20 make up more than 30% of the audience grew by 48.3% from 24512 to 36344. In September 2003 the beer and distilled spirits industries announced a reform of their adver- tising codes: member companies pledged not to place ads where the underage audience is 30% or more of the audience. The 2001 to 2003 trend indicates the industry will need to make significant shifts to comply with the new code and a preliminary analysis of the first six months of 2004 indicates these shifts have yet to occur. Moreover a 30% threshold allows alcohol companies to place their ads where underage youth are two times more likely to see them than adults because 30% is twice the percentage of youth in the general population. Why the Concern After substantial declines in the 1980s and early 1990s youth alcohol use has remained flat and at high levels for the past ten years. 3 In 2003 approxi- mately 10.9 million 12- to 20-year-olds 1 ALCOHO ...

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