Report

Youth Exposure to Alcohol Advertising on Radio, 2006

  • September 17, 2007

The Center on Alcohol Marketing and Youth (CAMY) commissioned Virtual Media Resources to analyze the 337,602 alcohol product advertisements placed on stations in 28 of the largest radio markets in the United States in 2006.

Key Findings

  • In 2006, more than a third of advertising placements for alcohol products in 28 of the largest radio markets (120,299 or 35.6%) were on programming that youth1 ages 12 to 20 were more likely to hear2 on a per capita basis than adults.
  • Advertisements on programming that youth were more likely to hear than adults accounted for more than half (58%) of youth exposure to alcohol advertising on the radio.
  • Approximately one in twelve alcohol advertisements (27,682 or 8%) were on programming with youth audience compositions greater than the alcohol industry's voluntary maximum of 30%, and 18 out of 143 brands placed 20% or more of their advertisements above that threshold.
  • Twenty-six brands placed more than half of their advertisements on programming that youth were more likely to hear on a per capita basis than adults.
  • Independent monitoring and reporting of performance by individual alcohol brands will encourage alcohol marketers to increase their ability to shield youth from unnecessary exposure to their advertising.