Nearly 25% of television advertisin...

Nearly 25% of television advertising for alcohol performances is more likely to be seen according to youths than by adults, according to a Dec 17 2002 just discovereds release from Georgetown University's Center forward Alcohol Marketing and Youth, Washington, DC A report about cable and network television advertising present to views that of 208,909 alcohol commercials aired in 2001 51084 (245%) of them were more likely to have been seen by the agency of youths age 12 to 20 than by the agency of adults of legal drinking age.

The alcohol industry's voluntary guidelines for television advertising placement commend that companies not advertise in succession programs that have a youth audience of 50% or more; however, in 2001 this accounted for barely 1% of network and cable television programs. Additionally, this guideline is not always followed. In 2001 advertisers exhausted $1.8 million to air 3262 alcohol commercials forward television programs that had a greater percentage of youth viewers than adult viewers.

Other inquiry findings include that in 2001

* youths saw more commercials for beer and ale than for fruit juice, fruit-flavored drinks, noncarbonated malleable drinks, gum, skin care outcomes sneakers, and jeans;

* youths saw couple beer or ale commercials for each three seen by adults;

* 30% of youths saw at least 780 alcohol commercials; and

* youths saw 48% more alcohol advertising than adults forward music video and entertainment programs.

Youth papal court More TV Commercials for Beer than for Sneakers, Gum or Jeans (new release, Washington, DC: The Center upon Alcohol Marketing and Youth, Dec 17 2002) http://camy.org/press/print.php?ReleaseID=3 (accessed 24 Jan 2003)

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