Research – Marketing/Media
Alcohol Brand References in U.S. Popular Music, 2009-2011
Substance Use & Misuse, Early Online 1-10, August 23, 2013; Doi: 10.3109/10826084.2013.793716
This study assessed the prevalence and context of alcohol brand references in popular music. Billboard Magazine year-end charts from 2009 to 2011 were used to identify the most popular songs in four genres: Urban, Pop, Country, and Rock. The context associated with alcohol brand mentions was almost uniformly positive or neutral. Public health efforts may be necessary to reduce youth exposure to these positive messages about alcohol use.
Alcohol Brand References in U.S. Popular Music, 2009-2011
http://www.ncbi.nlm.nih.gov/pubmed/23971875
Substance Use & Misuse: December 2013, Vol. 48, No. 14 , Pages 1475-1484
This study aimed to assess the prevalence and context of alcohol brand references in popular music. Billboard Magazine year-end charts from 2009 to 2011 were used to identify the most popular songs in four genres: Urban, Pop, Country, and Rock. Of the 720 songs, 23% included an alcohol mention, and 6.4% included an alcohol brand mention. Public health efforts may be necessary to reduce youth exposure to these positive messages about alcohol use.
An Empirical Evaluation of the US Beer Institutes Self-Regulation Code Governing the Content of Beer Advertising
http://ajph.aphapublications.org/doi/abs/10.2105/AJPH.2013.301487
American Journal of Public Health: October 2013, Vol. 103, No. 10, pp. e45-e51
This study evaluated advertising code violations in national markets between 1999 and 2008 during the National Collegiate Athletic Association basketball tournament games using the US Beer Institute guidelines for responsible advertising. Fifteen public health professionals completed ratings using quantitative scales measuring the content of alcohol advertisements (e.g., perceived actor age, portrayal of excessive drinking) according to 1997 and 2006 versions of the Beer Institute Code. Guidelines most likely to be violated included the association of beer drinking with social success and the use of content appealing to persons younger than 21 years.
Brand-Specific Consumption of Alcohol Among Underage Youth in the United States
http://onlinelibrary.wiley.com/doi/10.1111/acer.12084/abstract
Alcoholism: Clinical and Experimental Research. July 2013; Volume 37, Issue 7, pages 1195-1203
This study identifies the alcohol brands consumed by a nationally representative sample of underage youth in the United States. Past 30-day consumption of 898 brands among 16 alcoholic beverage types, including the frequency and amount consumed, using a national sample of 1,032 youth, aged 13 to 20 was assessed. The findings have important implications for alcohol research, practice, and policy.
Cued Recall of Alcohol Advertising on Television and Underage Drinking Behavior
http://archpedi.jamanetwork.com/article.aspx?articleid=2089643
JAMA Pediatr. Published online January 19, 2015. doi:10.1001/jamapediatrics.2014.3345
Researchers examined the reach of television alcohol advertising and its effect on drinking among underage youth. Research findings indicate that receptivity to television alcohol advertising predicted the transition to multiple drinking outcomes. The findings are consistent with the idea that marketing self-regulation has failed to keep television alcohol advertising from reaching large numbers of underage persons and affecting their drinking patterns.
Exposure to Alcohol Advertisements and Teenage Alcohol-Related Problems
http://pediatrics.aappublications.org/content/early/2013/01/23/peds.2012-1480
Published online January 28, 2013; peds.2012-1480
This study used prospective data to test the hypothesis that exposure to alcohol advertising contributes to an increase in underage drinking and that an increase in underage drinking then leads to problems associated with drinking alcohol. The study found that younger adolescents appear to be susceptible to the persuasive messages contained in alcohol commercials broadcast on TV, which sometimes results in a positive affective reaction to the ads. Alcohol ad exposure and the affective reaction to those ads influence some youth to drink more and experience drinking-related problems later in adolescence.
Global Alcohol Marketing and Youth Report
http://www.palgrave-journals.com/jphp/journal/v26/n3/index.html
Journal of Public Health Policy. September 2005; 26: 269-281
You also can find more information on alcohol marketing and youth in the Journal of Public Health Policy. “Global Alcohol Marketing and Youth – Public Health Perspectives” is a special section of the Journal that contains articles and commentaries that draw attention to this public health issue.
Online alcohol marketing encourages culture of intoxication in young people, study suggests
http://www.cmo.com/content/cmo-com/home/articles/2013/11/5/online_alcohol_marke.frame.html
Young people tend to view targeted alcohol marketing via social media sites as ”useful and informative” instead of recognising it as advertising, research finds
The Telegraph
November 4, 2013
The Relationship Between Brand-Specific Alcohol Advertising on Television and Brand-Specific Consumption Among Underage Youth
http://www.ncbi.nlm.nih.gov/pubmed/24986257
Alcohol Clin Exp Res. 2014 Jul 1. doi: 10.1111/acer.12488. [Epub ahead of print]
Researchers investigated the relationship between underage drinkers’ preferences for particular alcohol brands and their exposure to advertising for those brands; and found a robust relationship between youth’s brand-specific exposure to alcohol advertising on television and their consumption of those same alcohol brands during the past 30 days. This study provides further evidence of a strong association between alcohol advertising and youth drinking behavior.
Trends in Exposure to Substance Use Prevention Messages among Adolescents
http://www.samhsa.gov/data/2k13/NSDUH099b/sr099b-trends-prevention-messages.htm
The NSDUH Report
February 7, 2013
The NSDUH Report examines trends in adolescents’ exposure to substance use prevention messages from 2002 to 2011. It also uses 2011 data to examine exposure to prevention messages by key demographic characteristics.
Women, Girls, and Alcohol
http://www.camy.org/factsheets/sheets/Women_Girls_and_Alcohol.html
CAMY Fact Sheet
Researchers at the Center for Alcohol Marketing and Youth found that young girls were increasingly exposed to advertising for low-alcohol products, such as wine coolers and alcoholic iced teas. Teenage girls’ exposure to such ads increased 216 percent, compared to 46 percent for boys.
Youth Exposure to Alcohol Advertising on Television – 25 Markets, United States, 2010
http://www.cdc.gov/mmwr/preview/mmwrhtml/mm6244a3.htm?s_cid=mm6244a3_x
Morbidity and Mortality Weekly Report (MMWR), November 8, 2013 / 62(44);877-880
The Center for Disease Control released a study that found that the alcohol industry has not consistently met its 2003 self-regulatory standards to avoid airing alcohol advertising during programs where >30% of the audience is underage, and that industry marketing codes would benefit from the use of local as well as national data on the age distribution and television use of viewing audiences. Strategies recommended by the U.S. Community Preventive Services Task Force to reduce excessive alcohol use include increasing alcohol excise taxes and regulating alcohol outlet density (9). Continued public health surveillance of youth exposure to alcohol advertising allows for the ongoing monitoring of compliance with marketing standards, and can help inform the planning, implementation, and evaluation of interventions to further reduce youth exposure to alcohol marketing.
Youth Exposure to Alcohol Advertising on Television, 2001-2009
CAMY Report
December 2010
The Center on Alcohol Marketing and Youth (CAMY) at the Johns Hopkins Bloomberg School of Public Health found that youth exposure to alcohol advertising on U.S. television increased 71 percent between 2001 and 2009, more than the exposure of either adults ages 21 and above or young adults ages 21 to 34. To learn more about this report, as well as access additional reports, visit the link above.