Youth Exposure to Alcohol Advertising in Magazines has Declined
Jim LiebeltJim Liebelt's Blog
- 2010 Aug 24
A recent study indicates that youth exposure to alcohol advertising in national magazines has declined during the period from 2001 - 2008.
The Center on Alcohol Marketing and Youth at the Johns Hopkins Bloomberg School of Public Health recently released their study on youth exposure to alcohol advertising in national magazines. Key findings of the study:
• From 2001 to 2008, youth exposure to alcohol advertising in magazines fell by 48 percent. Adult (age 21 and above) exposure declined by 29 percent and young adult (ages 21 to 34) dropped by 31 percent.
• Alcohol advertising placed in publications with under 21 audiences greater than 30 percent fell to almost nothing by 2008.
• Continued declines in youth overexposure will depend on the actions of a small number of brands: In 2008, 16 brands (5 percent of the total 325 advertising in magazines) accounted for 50 percent of youth exposure in magazines with youth compositions above 15 percent, and 40 brands (13 percent) were responsible for 80 percent of youth exposure in these magazines.
Source: Center on Alcohol Marketing and Youth