Television: Alcohol's Vast Adland

Television: Alcohol's Vast Adland

Concern about how much television alcohol advertising reaches underage youth and how the advertising influences their attitudes and decisions about alcohol use has been widespread for many years. Lacking in the policy debate has been solid, reliable information about the extent of youth exposure to television alcohol advertising. To address this critical gap, the Center on Alcohol Marketing and Youth commissioned Virtual Media Resources, a media planning and research firm in Natick, Massachusetts, to analyze television alcohol advertising in 2001, using the same data and methodology as professional media planners.

In auditing 208,909 alcohol ad placements on television in 2001, the Center on Alcohol Marketing and Youth finds the following:

  • The alcohol industry's voluntary guidelines for ad placements on television are so lax that they allow the substantial exposure of youth to alcoholic beverage advertising, including advertising on programs with disproportionate numbers of young people in the viewing audience.
  • Even when adults were more likely to see television alcohol advertising than youth, in many instances youth saw almost as much television alcohol advertising as the adults.
  • Because of the placement of the commercials, almost a quarter of alcohol advertising on television in 2001 was more likely to be seen by youth than adults.

Spotlight on Mental Health

Composite image of modern city network communication concept

Learn the Basics of Broadband from Our Limited Series

Sign up for our four-week email course on Broadband Basics

Quick View

How does broadband internet reach our homes, phones, and tablets? What kind of infrastructure connects us all together? What are the major barriers to broadband access for American communities?

Pills illustration
Pills illustration

What Is Antibiotic Resistance—and How Can We Fight It?

Sign up for our four-week email series The Race Against Resistance.

Quick View

Antibiotic-resistant bacteria, also known as “superbugs,” are a major threat to modern medicine. But how does resistance work, and what can we do to slow the spread? Read personal stories, expert accounts, and more for the answers to those questions in our four-week email series: Slowing Superbugs.

Explore Pew’s new and improved
Fiscal 50 interactive

Your state's stats are more accessible than ever with our new and improved Fiscal 50 interactive:

  • Maps, trends, and customizable charts
  • 50-state rankings
  • Analysis of what it all means
  • Shareable graphics and downloadable data
  • Proven fiscal policy strategies


Welcome to the new Fiscal 50

Key changes include:

  • State pages that help you keep track of trends in your home state and provide national and regional context.
  • Interactive indicator pages with highly customizable and shareable data visualizations.
  • A Budget Threads feature that offers Pew’s read on the latest state fiscal news.

Learn more about the new and improved Fiscal 50.