Association between adolescent viewership and alcohol advertising on cable television

P.J. Chung, C.F. Garfield, M.N. Elliott, J. Ostroff, C. Ross, D.H. Jernigan, K.D. Vestal and M.A. Schuster

American Journal of Public Health, 2010, vol. 100, issue 3, 555-562

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 (608591 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 lowalcohol refresher; 22%) ads, but fewer wine (-8%) ads (P

Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:aph:ajpbhl:10.2105/ajph.2008.146423_0

DOI: 10.2105/AJPH.2008.146423

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