ERIC Number: ED477964
Record Type: Non-Journal
Publication Date: 2003-Feb-3
Reference Count: N/A
Drops in the Bucket: Alcohol Industry "Responsibility" Advertising on Television in 2001.
Following on its recent reports on alcohol advertising in national magazines and on television, the Center on Alcohol Marketing and Youth (CAMY) commissioned Virtual Media Resources (VMR), a media planning and research firm in Natick, Massachusetts, to analyze the alcohol industry's televised "responsibility" ads in 2001, using the same standard data sources and methodologies employed by media planning and buying professionals. While many alcohol ads include brief or small voluntary warnings, "responsibility ads" for the purposes of this report had to have as their primary focus a clear, unambiguous message about drinking responsibly, not drinking and driving, or discouraging underage drinking. The alcohol industry placed 208,909 commercials promoting alcoholic beverages on television in 2001, compared to 2,379 responsibility ads. In auditing these ads, the Center on Alcohol Marketing and Youth finds the following: alcohol companies placed more than 87 product promotion commercials in 2001 for every ad about not driving after drinking or not drinking before age 21; alcohol companies placed 172 product promotion commercials on television in 2001 for every drinking and driving awareness ad; and alcohol companies placed 179 product promotion commercials on television in 2001 for every legal drinking age ad. (GCP)
Descriptors: Advertising, Alcoholic Beverages, Drinking, Marketing, Mass Media Effects, Television, Youth
Center on Alcohol Marketing and Youth, Georgetown University, 2233 Wisconsin Ave., NW, Suite 525, Washington, DC 20007. Tel: 202-687-1019; Web site: www.camy.org. For full text: http://camy.org/research/drops0203/.
Publication Type: Numerical/Quantitative Data; Reports - Research
Education Level: N/A
Authoring Institution: N/A