Alcohol Product Commercials Overwhelm “Responsibility” Messages From 2001 to 2003
- Alcohol companies placed 761,347 product ads on television from 2001 to 2003, compared to 24,161 “responsibility” ads.
- Spending on alcohol product advertising on television totaled more than $2.5 billion over the three-year period; spending on “responsibility” ads was less than $92 million.
- Only four alcohol companies placed “responsibility” ads on television in all three years analyzed for this report; in contrast, 31 companies put alcohol product ads on television in all three years.
- Over the three years, young people ages 12 to 20 were 96 times more likely to see a product ad for alcohol than an alcohol industry ad about underage drinking. They were 43 times more likely to see a product ad than an alcohol company ad about drunk driving.
- While the number of product ads for distilled spirits exploded—from 645 to 29,396—on cable networks during this period, “responsibility” ads bought by distillers on cable grew from 188 (29% of spirits product ads on cable) in 2001 to 5,634 (19% of spirits product ads on cable) in 2003.