Complete Report

Additional Tables

Table W1: Ads by Youth Audience Thresholds in 104 Radio Markets

Table W2: Youth Exposure to Alcohol Ads in 104 Radio Markets

Table W3: Ads Exceeding 30% Youth Audience in 104 Radio Markets

Table W4: Youth vs. Adult Exposure to Alcohol Ads in 104 Radio Markets

Table W5: Male vs. Female Exposure to Alcohol Ads in 104 Radio Markets

Table W6: African-American and Hispanic Exposure to Alcohol Ads in 104 Radio Markets

Table W7: Radio Alcohol Ads by Youth Audience Thresholds by Brand

Table W8: Youth Exposure to Radio Alcohol Ads by Brand

News Release
Youth Exposure to Alcohol Advertising on Radio: The Beat Goes On
CDC Releases New CAMY Data Showing Need for Ongoing Monitoring

Youth Exposure to Alcohol Advertising on Radio - United States, June-August 2004

If alcohol companies had done a better job of following their voluntary standards, youth exposure to alcohol ads on the radio in the summer of 2004 would have been substantially reduced, according to data from the Center on Alcohol Marketing and Youth (CAMY) published today in the Centers for Disease Control and Prevention (CDC) publication, Morbidity and Mortality Weekly Report (MMWR).

Analyzing a sample of 67,404 alcohol advertisements in 104 U.S. radio markets collected during the period from June 15 to August 5, 2004, researchers from CAMY and CDC found that 14% of all alcohol advertisements (9,158 ads) aired in programming where youth represented more than 30% of the listening audience. This represented a substantial improvement from 2003, when a similar CAMY study found that 28% of alcohol advertisements had youth audiences greater than 30%. However, the ads exceeding the 30% threshold in 2004 accounted for nearly a third of total youth exposure to radio advertising for the leading alcohol brands.

The alcohol industry's voluntary standard, adopted by beer and distilled spirits trade associations in the fall of 2003, stipulates that alcohol advertisements not be placed on programs with more than a 30% youth audience (12 to 20 years old). For eleven of the 25 most advertised brands, approximately half of youth advertising exposure resulted from placements that exceeded the 30% standard, including five brands for which approximately three-quarters of youth exposure resulted from these placements.

The study also found that 49% of the 67,404 alcohol advertisements were placed in youth-oriented programming, defined as programming with youth audiences larger than the population of youth ages 12 to 20 in the local market. These ads accounted for more than two-thirds (71%) of youth exposure to radio advertising for the leading alcohol brands.

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