Get in the Game! Super Bowl Commercials: What’s the impact on our Youth?

From the Drug-Free Action Alliance website:

Know The Stats (Alcohol, Advertising & BBV)

A national study published in Archives of Pediatrics and Adolescent Medicine (Archives of Pediatric and Adolescent Medicine, January 2006:160:18-24) concluded that greater exposure to alcohol advertising contributes to an increase in drinking among underage youth. Specifically, for each additional ad a young person saw (above the monthly youth average of 23), he or she drank 1% more. For each additional dollar per capita spent on alcohol advertising in a local market (above the national average of $6.80 per capita), young people drank 3% more.

Youth Exposure to Alcohol Advertising (Source: Center for Alcohol Marketing and Youth):

 40% of youth exposure to alcohol advertising on television comes from ads placed on youth-oriented programming.

Almost two-thirds (63%) of these overexposing ad placements are on cable TV, which generates 95% of youth overexposure to alcohol advertising on television.

-Between 2001 and 2007, alcohol companies aired 73,565 “responsibility” advertisements on TV. Youth ages 12 to 20 were 22 times more likely to see an alcohol product advertisement than an alcohol-industry-funded “responsibility” advertisement.

6th and 7th graders exposed to high levels of alcohol advertising are 50% more likely to drink than children with low exposure to such marketing.

2012 Super Bowl Stats:
Approximately, 111.3 million viewers tuned in to last year’s Super Bowl and again smashed records for the largest television audience ever (Nielsen Company). About 20 million American youth (under 21) were among those viewers. (Based on the comparative percentages from the Nielson Company).

Busch remained the exclusive beer advertiser with five featured ads at an average of $3.5 million per 30 second spot (

2012 Big Bowl Vote (BBV):

More than 42,000 Middle & High School students  in 43 states participated in the BBV 2012.

Alcohol ads placed 2nd (among high school students) and 3rd ( among middle school students) for the most-recalled commercials.

Additional Resources: The Center on Alcohol Marketing and Youth (CAMY) at Georgetown University monitors the marketing practices of the alcohol industry to focus attention and take action on industry practices that jeopardize the health and safety of America’s youth.

* NEW 2012 CAMY Report: State Laws to Reduce the Impact of Alcohol Marketing on Youth: Current Status and Model Policies (click on link for full report). Alcohol Justice, the industry watchdog, promotes evidence-based public health policies and organizes campaigns with diverse communities and youth against the alcohol industry’s harmful practices. 

Is all just fun and games? What do you think about alcohol advertising and placement in the media? Facebook us your thoughts.


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