A recent study performed by researchers at several universities including UCLA and Johns Hopkins has found a frightening new correlation between alcohol advertising and target demographics which could only be assumed to be young viewers… and thus potential underage drinkers.
By using advertising industry data from Nielsen Media Research, researchers examined more than 608,000 national cable alcohol ads aired between the years 2001 and 2006. These ads, fortunately, were aired primarily before audiences with fewer than 30 percent between the ages of 12 and 20. However, there were few of the funny coincidences, as noted by a story featured at the Fox News website:
- For every one-percentage-point increase in adolescent viewership, there was a corresponding 7% increase in beer ads, a 15% increase in spirits ads, and a 22% increase in “alcopop” ads
- In the instance of alcopops, ad incidence “was strongly associated with adolescent girl viewership”. Also, each one-point increase in the percentage of female adolescent audience was associated with increases in alcopop ads by as much as 5%.