Loading...
Since 2003, producers of alcoholic beverages have voluntarily avoided advertising to audiences with more than 30% youth viewers in an effort to limit underage exposure to alcohol advertisements. The Institute of Medicine (IOM) and 20 state attorneys general have argued that even stricter limits are needed. Investigators used national Nielsen Media Research data for more than 600,000 ads placed from 2001 to 2006 on cable television to examine the association between ad incidence per viewer hour and underage viewership (percentage of viewers aged 12–20 years).
In time slots with underage viewership of 30% or less, each 1% increase in adolescent viewership was associated with significantly higher ad incidence for beer (7%), spirits (15%), and s…