Monitoring Youth Exposure to Alcohol Advertising on Cable TV in the United States

| Background

Each year, excessive alcohol use is responsible for more than 3,504 deaths among people in the U.S. younger than 21.1 In 2017, approximately 1 in 8 high school students binge drank (i.e., consumed 5 or more drinks for males or 4 or more drinks for females within a couple of hours) in the past month.2 Alcohol use is associated with motor vehicle crash deaths, drownings, violence, sexual assault, suicide, and other preventable negative health consequences.3-8

1 in 8 high school students binge drink
3,245 alcohol related deaths in US people younger than 21 years old

Youth exposure to alcohol advertising is associated with underage drinking, including earlier drinking initiation, increased drinking frequency, binge drinking, and drinking-related harms.9-10 More than 25 longitudinal studies have identified associations between youth exposure to alcohol advertising and underage drinking and risky behavior.11-15 Youth were exposed to 15.1 billion noncompliant* television advertising impressions from 2005 to 2012, mostly on cable television.16

*A noncompliant advertising impression occurs when a youth under age 21 sees an alcohol advertisement placed on a television program in which youth exceed 28.4% of the viewing audience. This is the voluntary advertising compliance guideline established by the alcohol industry.

References related to this content can be found here.

| Reports

This site provides Monitoring Reports that include alcoholic beverage brands, cable television programs, and television networks and times of day that generate the most youth exposure to noncompliant alcohol ads. Reports will be posted twice a year starting in June 2020.

The reports will include:

Overall youth exposure to total and noncompliant alcohol ads on cable TV

Overall youth exposure to total and noncompliant alcohol ads on cable TV by quarter and year, and percent annual change in alcohol ad exposures on cable TV.

Total and noncompliant alcohol ad exposures on cable TV for the 25 alcohol brands

Total and noncompliant alcohol ad exposures on cable TV for the 25 alcohol brands with the most noncompliant exposure.

Total and noncompliant alcohol ad exposures on cable TV

Total and noncompliant alcohol ad exposures on cable TV for the 25 cable TV programs with the most noncompliant exposure.

Total and noncompliant alcohol ad exposures on cable TV for the 25 networks and times of day

Total and noncompliant alcohol ad exposures on cable TV for the 25 networks and times of day with the most noncompliant exposures.