Teen Drinkers Far More Likely to Drink Brands They See in Ads
A new study has found that the more exposed teens are to a certain alcohol brand, the more likely they are to consume that brand.
The study by researchers at Johns Hopkins University and Boston University School of Public Health investigated the link between underage drinking and advertising, down to the brand level.
The team used exposure estimates from research firms for both magazines and TV programs while also conducting an online survey between December 2011 and May 2012 to ask 1,038 underage drinkers about their consumption habits of 898 brands available in the 2011 U.S. market.
They found that underage drinkers were five times more likely to drink brands they had been exposed to on national TV and 36 percent more likely to drink brands they had seen in national magazines, when compared to brands that didn’t advertise in either.
Though underage drinking is not as rampant as it once was, the Centers for Disease Control and Prevention says that 35 percent of high school students consumed some form of alcohol in the last 30 days. This underage drinking leads to at least 5,000 deaths a year, with 38 percent of those involving car crashes. All said, the alcohol industry spent $3.5 billion in advertising and promotional materials in 2011, with a 400 percent increase in alcohol advertising over the past 40 years.