Researchers investigated whether exposure to brand-specific alcohol advertising on 20 television shows popular among young people was associated with brand-specific consumption among underage drinkers .
They found that underage drinkers are three times more likely to drink alcohol brands that advertise on TV shows they watch , compared to other alcohol brands .
Published in Alcoholism : Clinical and Experimental Research, the report comes on the heels of a similar study by the same researchers, published earlier this summer , which found that underage drinkers are heavily exposed to magazine ads for the alcohol brands they consume .
“Taken together , these studies strengthen the case for a relationship between brand-specific alcohol advertising among underage youth and brand-specific consumption ,” says lead author Craig Ross , president of Virtual Media Resources in Natick , Massachusetts , and a recent doctoral graduate at the Boston University School of Public Health (BUSPH).
“ As alcohol continues to devastate so many young lives, youth exposure to alcohol advertising should be reduced . ”
In the current study , researchers surveyed over 1,000 youths , ages 13-20 , recruited from a national internet panel maintained by Knowledge Networks . All reported consuming at least one drink of alcohol in the past 30 days .
The researchers determined all alcohol brands the participants had consumed within the past 30 days , as well as their exposure to alcohol brand advertising on 20 television shows they had watched within the past month .
The researchers found that the relationship between consumption of a brand and advertising exposure for that brand was significant, and that the relationship was strongest at lower levels of exposure .
Their results held even after controlling for other factors influencing youth drinking , such as their parents’ drinking, whether the youths chose the brands themselves , the brands’ average pricing , and the popularity of the brands among adults .
Alcohol is the number one drug among youths and is responsible for 4,300 deaths per year . And yet , the US alcohol industry primarily regulates its own advertising through a voluntary code , which serves as the main vehicle for reducing youth exposure to advertising .
Michael Siegel , professor of community health sciences at BUSPH , says now that a link has been shown with TV advertising , “ The question becomes, what do alcohol advertisers do with this information , given the consequences of alcohol consumption in underage youth ? ”
At least 14 long-term studies have found that the more young people are exposed to alcohol advertising and marketing , the more likely they are to drink—or if they are already drinking , to drink more .
Researchers from the Center on Alcohol Marketing and Youth at the Johns Hopkins Bloomberg School of Public Health also contributed to the study .
《The Relationship Between Brand-Specific AlcoholAdvertising on Television and Brand-Specific Consumption Among Underage Youth》， Published on Journal《Alcoholism:Clinical and Experimental Research》 in August , 2014 .