Alcohol Advertising Compliance on Cable Television
January-June (Q1-Q2), 2019
Authors Flora Berklein, MPH Megha Parikh, MPH Charlotte Alger, BS Alicia Sparks, PhD, MPH Samantha Karon, BA Craig S. Ross, PhD, MBA Abt Associates Report Title Insert Date ▌1-1
Authors and Affiliations
Flora Berklein, MPHa, Megha Parikh, MPHb, Charlotte Alger, BSb, Alicia Sparks, PhD, MPHc, Samantha Karon, BAc, Craig S. Ross, PhD, MBAb aBiostatistics and Epidemiology Data Analytics Center, Boston University School of Public Health, 715 Albany Street, Boston, MA 02118 bEpidemiology Department, Boston University School of Public Health, 715 Albany Street, Boston, MA 02118, email: [email protected] cAbt Associates, 6130 Executive Boulevard, Rockville, MD 20852 Funding Source
This report was supported by contract number 200-2019-F-05607 from the Centers for Disease Control and Prevention. Its contents are solely the responsibility of the authors and do not necessarily represent the official views of the Centers for Disease Control and Prevention or the Department of Health and Human Services.
Alcohol Advertising Compliance on Cable Television
CONTENTS
1. Key Findings ...... 1 2. Background ...... 1 3. Methods ...... 1 Data Sources ...... 1 Reporting Periods ...... 1 Measures ...... 2 Methods for Creating Tables ...... 2 Tables 1a and 1b – Noncompliant Exposure Trends and Classification ...... 2 Tables 2a and 2b – Brands with the Most Noncompliant Exposure ...... 2 Tables 3a and 3b – No-Buy Programs ...... 2 Tables 4a and 4b – No-Buy Network Dayparts ...... 3 4. Results ...... 3 5. Discussion ...... 13 References…… ...... 15 Appendix………………………………………………………………………………………………...... 17
List of Tables Table 1a: Number and percentage of alcohol advertising exposures (measured in impressions) among those aged 2 to 20 on cable TV by quarter — United States, 2017 Q3 to 2019 Q2 ...... 3
Table 1b: Percent annual change in total and noncompliant alcohol advertising exposures (measured in impressions) on cable TV by quarter — United States, 2017 Q3 to 2019 Q2 ...... 4
Table 2a: Number and percentage of alcohol advertising exposures (measured in impressions) among those aged 2 to 20 for the 25 alcohol brands with the most noncompliant exposure on cable TV — United States, 2016 Q1 to 2018 Q4 ...... 5
Table 2b: Number and percentage of alcohol advertising exposures (measured in impressions) among those aged 2 to 20 for the 25 alcohol brands with the most noncompliant exposure on cable TV — United States, 2019 Q1 and 2019 Q2 ...... 6
Table 3a: Number and percentage of alcohol advertising exposures (measured in impressions) among those aged 2 to 20 on the 25 no-buy programs with the most noncompliant exposure on cable TV — United States, 2016 Q1 to 2018 Q4 ...... 8
Table 3b: Number and percentage of alcohol advertising exposures (measured in impressions) among those aged 2 to 20 on the 25 no-buy programs with the most noncompliant exposure on cable TV — United States, 2019 Q1 and 2019 Q2 ...... 9
Table 4a: Number and percentage of alcohol advertising exposures (measured in impressions) among those aged 2 to 20 on the 25 no-buy network dayparts with the most noncompliant exposure on cable TV — United States, 2016 Q1 through 2018 Q4 ...... 11
Table 4b: Number and percentage of alcohol advertising exposure (measured in impressions) among those aged 2 to 20 on the 25 no-buy network dayparts with the largest number of noncompliant exposure on cable TV — United States, 2019 Q1 and 2019 Q2 ...... 12
i Alcohol Advertising Compliance on Cable Television
1. Key Findings
Youth are exposed to alcohol ads on cable television billions of times a year. Analyses found the majority of exposures exceeding voluntary alcohol industry guidelines are from a small number of brands, programs, and network-dayparts. 2. Background
Excessive alcohol consumption contributes to an average of 4,350 deaths among people under age 21 each year,1 and is associated with many other health risk behaviors, including smoking, physical fighting, and high-risk sexual activity.2-8 At least 25 longitudinal studies have found that youth exposure to alcohol advertising is associated with the initiation of alcohol consumption by youth, the amount of alcohol consumed per drinking occasion, and/or adverse health consequences.9-11
To help limit youth exposure to alcohol advertising, the alcohol industry has established voluntary guidelines for the placement of alcohol advertising on television that require ads to be placed only on programs with an underage audience (i.e., under age 21) that is less than 28.4% of the total audience, the percent of the U.S. population under age 21 as of the 2010 census.12-15 However, an analysis by Ross et al. found that between 2005 and 2012, underage youth were exposed more than 15 billion times to alcohol advertisements that aired on programs that did not comply with the alcohol industry’s placement guidelines, and that almost all of these noncompliant advertising impressions (96%) aired on cable television programs.16 In the last two quarters of 2018, youth were exposed to 7 billion alcohol advertising impressions, of which 164 million (2.3%) were noncompliant based on alcohol industry standards.
Since 1999, the Federal Trade Commission (FTC) has recommended that alcohol advertisers adopt “no- buy” lists to avoid placing alcohol advertising on programs that could violate the industry’s voluntary placement guidelines.
The purpose of this report is to measure youth exposure to alcohol advertising on cable television, including exposure to all alcohol advertisements and advertisements not in compliance with alcohol industry placement guidelines. In support of FTC recommendations for using no-buy lists, we also developed no-buy lists of programs and dayparts that generated high levels of noncompliant exposure. 3. Methods
Data Sources Cable TV alcohol advertising and U.S. national television audience data were sourced from Nielsen Ad Intel service (2020 © The Nielsen Company, New York, NY, data from 2016-2019 used under license, all rights reserved). The viewing audience size and age composition at the time of the advertisement plus an additional three days of digital video recorder playback (“C3” ratings) were acquired for every alcohol advertisement. The age composition of the audience was used to determine whether a program or network daypart was compliant with alcohol industry standards, which restrict advertisements to programs where at least 71.6% of viewers are adults of legal drinking age. Reporting Periods This report uses three reporting periods. The first reporting period, seen in Tables 1a and 1b, reflects the eight-quarter time period from 2017 Q3 to 2019 Q2 and is used to report general trends in compliant and noncompliant youth exposure. Within this reporting period, quarters were compared across years (e.g. 2019 Q2 was compared to 2018 Q2).
1 Alcohol Advertising Compliance on Cable Television
The second reporting period, seen in Tables 2a, 3a, and 4a, consists of a 12-quarter period excluding the two most recent quarters (2019 Q1 and 2019 Q2). This time frame was selected to generate more stable lists of brands, programs, and network-dayparts that were responsible for the most noncompliant exposure, accounting for seasonal fluctuations in alcohol advertising. In this report, the 12-quarter time period covers 2016 Q1 through 2018 Q4. However, the 12-quarter list filters out smaller advertisers that may only advertise during certain seasons and newer television programs or network-dayparts that have only recently been generating high levels of noncompliant exposure. Therefore, the third reporting period, seen in Tables 2b, 3b, and 4b, analyzes noncompliant alcohol advertising for the two most recent quarters separately. The two most recent quarters covered in this report are 2019 Q1-Q2. Measures A noncompliant advertisement was defined as an alcohol advertisement that was seen by a television audience that did not comply with the alcohol industry’s voluntary placement standard (i.e., instances where greater than 28.4% of all viewers ages 2 years and older were between the ages of 2 and 20). Advertising impressions were based on the number of times an advertisement was seen, including multiple viewings of an ad by a single individual. Underage impressions were the total number of impressions for persons ages 2 to 20, including multiple viewings of an ad by a single individual. Noncompliant exposure was defined as the number of advertising impressions seen by youth ages 2 to 20 as a result of noncompliant advertisements. A daypart is a time of day on which a program may be televised. See the appendix for a complete list of dayparts referenced in this report. Methods for Creating Tables Tables 1a and 1b – Noncompliant Exposure Trends and Classification Total and noncompliant advertising exposure for youth ages 2 to 20 for each of the eight quarters were summed. Alcohol advertising is highly seasonal, with advertising volume typically increasing in summer months and during the months of October through December. Therefore, in Tables 1a and 1b, we used 8 quarters of data (2017 Q3 – 2019 Q2) and compared noncompliant exposure for each quarter of Year 1 (spanning 2017 Q3 to 2018 Q2) with the corresponding quarter in Year 2 (spanning 2018 Q3 to 2019 Q2). For example, Year 2 Q4 was compared to Year 1 Q4. We reported the total youth exposure to alcohol advertising on cable TV, the noncompliant exposure, and the percent of youth exposure that was noncompliant. We calculated year-over-year values to compare current trends with the prior year data. Tables 2a and 2b – Brands with the Most Noncompliant Exposure Since alcohol advertising is typically purchased for individual brands, we reported the 25 brands that generated the most noncompliant exposure over the 12-quarter period from 2016 Q1 through 2018 Q4 (Table 2a), as well as the two most recent quarters, 2019 Q1 and 2019 Q2 (Table 2b). We used these three different time periods (2016 Q1 through 2018 Q4, 2019 Q1, and 2019 Q2) to assess both long- term and emerging trends in underage alcohol advertising exposure. Tables 3a and 3b – No-Buy Programs To reduce noncompliant exposure, the FTC has recommended that alcohol companies and media networks maintain lists of no-buy programs that have a history of generating noncompliant exposure.17-20 The FTC’s 2014 report indicated that 11 of the 14 alcohol companies queried for that report had such lists in place.20
In order to develop a no-buy program list consistent with FTC recommendations, we ranked the cable programs based on total noncompliant exposure. We reported the 25 programs that generated the most noncompliant exposure during the past 12 quarters (Table 3a), and the 25 programs that generated the most noncompliant exposure in the two most recent quarters (Table 3b). The 12-quarter
2 Alcohol Advertising Compliance on Cable Television
list highlighted programs with a history of generating noncompliant exposure, while the lists for the most recent quarters identified programs that are at risk of generating large amounts of noncompliant exposure in the future. For each program, we reported the total underage exposure (including both compliant and noncompliant exposures), as well as the number of noncompliant exposures and the percent of total exposure that was noncompliant.
Avoiding the placement of alcohol ads on programs appearing on these lists could improve compliance with the voluntary advertising guidelines. Tables 4a and 4b – No-Buy Network Dayparts We ranked all network dayparts by total noncompliant exposure and reported the 25 network dayparts that generated the most noncompliant exposure. We assessed the 25 highest-ranked network dayparts for the past 12 quarters (Table 4a), and for the two most recent single quarters separately (Table 4b). For each network daypart we reported the total number of underage exposures (including both compliant and noncompliant exposures), noncompliant exposure, and the percent of total underage exposure that was noncompliant.
Alcohol companies that purchase ads on network dayparts rather than on individual programs can improve compliance with the voluntary advertising guidelines by avoiding alcohol ad placements on network dayparts that appear on any of the three lists in Table 4a and 4b. 4. Results
Table 1a: Number and percentage of alcohol advertising exposures (measured in impressions1) among those aged 2 to 20 on cable TV by quarter — United States, 2017 Q3 to 2019 Q2 Noncompliant2 Exposure (000) Time Period Total Youth Exposure (000) (% of total exposure) Year 1 2017Q3 4,039,666 117,848 (2.9%) 2017Q4 3,876,088 69,936 (1.8%) 2018Q1 1,927,492 38,808 (2.0%) 2018Q2 4,775,315 97,500 (2.0%) Total Year 1 14,618,560 324,091 (2.2%) Year 2 2018Q3 3,733,128 76,517 (2.0%) 2018Q4 3,347,326 87,499 (2.6%) 2019Q1 1,721,549 22,107 (1.3%) 2019Q2 3,492,802 55,213 (1.6%) Total Year 2 12,294,805 241,335 (2.0%) Total Years 1-2 26,913,365 565,427 (2.1%) Source: Nielsen 2017-2019 1Total number of impressions for persons ages 2 to 20, including multiple viewings of an ad by a single individual. Reported in thousands (×1,000). 2A noncompliant advertisement is one in which viewers ages 2 to 20 make up more than 28.4% of all viewers ages 2 and older. Noncompliant exposure is the total number of age 2 to 20 advertising impressions resulting from noncompliant advertisements. Numbers may not add to totals due to rounding.
3 Alcohol Advertising Compliance on Cable Television
Table 1b: Percent annual change in total and noncompliant2 alcohol advertising exposures (measured in impressions1) on cable TV by quarter — United States, 2017 Q3 to 2019 Q2 Percent Change in Year 2 / Year 1 Percent Change in Total Exposure Noncompliant2 Exposure Q3 -7.6% -35.1% Q4 -13.6% 25.1% Q1 -10.7% -43.0% Q2 -26.9% -43.4% Total -15.9% -25.5% Source: Nielsen 2017-2019 1Total number of impressions for persons ages 2 to 20, including multiple viewings of an ad by a single individual. Reported in thousands (×1,000). 2A noncompliant advertisement is one in which viewers ages 2 to 20 make up more than 28.4% of all viewers ages 2 and older. Noncompliant exposure is the total number of age 2 to 20 advertising impressions resulting from noncompliant advertisements. Numbers may not add to totals due to rounding.
Key Findings from Tables 1a and 1b:
Youth were exposed a total of 26.9 billion times to alcohol advertising on cable TV during the 2-year period from 2017 Q3 to 2019 Q2. About 565 million (2.1%) of these exposures were due to alcohol advertising that did not comply with the alcohol industry voluntary guidelines (i.e., were noncompliant). The percent of total alcohol advertising exposure that did not comply with industry guidelines ranged from 2.9% in 2017 Q3 to 1.3% in 2019 Q1. Total youth advertising exposure decreased by 15.9%, from 14.6 billion impressions in Year 1 to 12.3 billion impressions in Year 2; and noncompliant exposure decreased by 25.5%, from 324 million impressions in Year 1 to 241 million impressions in Year 2. Comparing matching quarters in Year 2 to Year 1, total youth exposure to alcohol advertising decreased in all quarters. Noncompliant alcohol advertising exposure on cable TV increased by 25.1% in Year 2 Q4 compared to Year 1 Q4, despite an overall decrease in underage exposure in Year 2 compared to Year 1.
4 Alcohol Advertising Compliance on Cable Television
Table 2a: Number and percentage of alcohol advertising exposures (measured in impressions1) among those aged 2 to 20 for the 25 alcohol brands with the most noncompliant2 exposure on cable TV — United States, 2016 Q1 to 2018 Q4 Ranked by Noncompliant2 Exposure – 2016 Q1 through 2018 Q4 Brand Total Youth Exposure (000) Noncompliant2 Exposure (000) (% of total exposure) Corona Extra Beer 2,637,728 77,925 (3.0%) Miller Lite 1,977,043 70,856 (3.6%) Bud Light 1,662,173 68,400 (4.1%) Bud Light Lime-a-Rita 1,160,959 57,569 (5.0%) Disaronno Originale Amaretto 439,072 55,515 (12.6%) Redds Brewing Company Beverages 1,047,531 51,381 (4.9%) Modelo Especial Beer 1,735,625 47,070 (2.7%) Heineken Beer 1,177,644 46,045 (3.9%) Michelob Ultra Light Beer 1,607,241 44,593 (2.8%) Samuel Adams Beers 902,624 42,487 (4.7%) Angry Orchard Hard Ciders 1,072,407 39,878 (3.7%) Budweiser Beer 908,451 39,496 (4.3%) Bud Light Lime 617,372 36,090 (5.8%) Dos Equis Beer 1,276,235 33,557 (2.6%) Heineken Premium Lite Lager 698,097 33,492 (4.8%) Coors Light 1,865,173 31,115 (1.7%) Bacardi Rums 662,513 30,316 (4.6%) Strongbow Hard Cider 864,351 28,929 (3.3%) Busch 567,143 28,353 (5.0%) Jack Daniels Tennessee Honey 297,537 20,834 (7.0%) Samuel Adams Summer Ale 403,115 20,389 (5.1%) Miller High Life 818,098 19,925 (2.4%) Blue Moon Brewing Company Beers 998,063 17,871 (1.8%) Stella Artois Beer 758,829 17,767 (2.3%) Samuel Adams Boston Lager 373,209 16,263 (4.4%) Top 25 Brands 26,528,231 976,117 (3.7%) Remaining 182 Brands 18,328,351 393,665 (2.1%) All Brands 44,856,582 1,369,783 (3.1%) Top 25 as a Percent of All Brands 59.1% 71.3% Source: Nielsen 2016-2018 1Total number of impressions for persons ages 2 to 20, including multiple viewings of an ad by a single individual. Reported in thousands (x1,000). 2A noncompliant advertisement is one in which viewers ages 2 to 20 make up more than 28.4% of all viewings ages 2 and older. Noncompliant exposure is the total number of age 2 to 20 advertising impressions resulting from noncompliant advertisements. NOTE: Alcohol brands are ranked based on noncompliant alcohol advertising exposure. Numbers may not add to total due to rounding.
5 Alcohol Advertising Compliance on Cable Television
Table 2b: Number and percentage of alcohol advertising exposures (measured in impressions1) among those aged 2 to 20 for the 25 alcohol brands with the most noncompliant2 exposure on cable TV — United States, 2019 Q1 and 2019 Q2 Ranked by Noncompliant2 Exposure – 2019 Q1 Ranked by Noncompliant2 Exposure – 2019 Q2 Total Youth Noncompliant2 Exposure Total Youth Noncompliant2 Exposure Brand Brand Exposure (000) (000) (% of total exposure) Exposure (000) (000) (% of total exposure) Bud Light 126,934 5,883 (4.6%) Jimmy Johns Vin De Sandwich Wine 77,051 7,892 (10.2%) Jameson Irish Whiskey 37,866 1,775 (4.7%) White Claw Hard Seltzer 161,129 4,118 (2.6%) Samuel Adams Boston Lager 109,026 1,285 (1.2%) Modelo Especial Beer 217,247 3,971 (1.8%) Heineken Beer 59,290 1,277 (2.2%) Corona Extra Beer 272,195 3,764 (1.4%) Miller Lite 145,528 1,202 (0.8%) Heineken Beer 88,402 2,654 (3.0%) Crown Royal Whiskey 66,474 1,146 (1.7%) Multiple Brands from Mike's Beverages 70,093 2,252 (3.2%) Angry Orchard Hard Ciders 66,424 1,049 (1.6%) Corona Refresca 101,006 1,849 (1.8%) Guinness Beers 42,139 906 (2.2%) Miller Lite 132,356 1,840 (1.4%) Modelo Especial Beer 77,177 784 (1.0%) Angry Orchard Hard Ciders 61,472 1,577 (2.6%) Corona Extra Beer 95,984 754 (0.8%) Sol Cerveza 129,252 1,433 (1.1%) Michelob Ultra Light Beer 128,071 598 (0.5%) Michelob Ultra Pure Gold 81,520 1,332 (1.6%) Budweiser Beer 18,123 509 (2.8%) Bud Light 29,693 1,304 (4.4%) Michelob Ultra Pure Gold 48,796 492 (1.0%) Svedka Vodka 55,861 1,231 (2.2%) Bushmills Irish Whiskey 25,676 453 (1.8%) Pacifico Clara Beer 100,765 1,164 (1.2%) Coors Light 155,846 393 (0.3%) Jose Cuervo Tradicional Tequila 53,904 1,150 (2.1%) Stella Artois Beer 22,924 343 (1.5%) Twisted Tea Malt Beverage 89,227 961 (1.1%) Jack Daniels Tennessee Whiskey 40,586 310 (0.8%) Captain Morgan Rums 61,541 945 (1.5%) Pacifico Clara Beer 4,634 307 (6.6%) Budweiser Discovery Reserve 73,385 940 (1.3%) Jose Cuervo Tradicional Tequila 26,855 298 (1.1%) Jack Daniels Tennessee Whiskey 66,150 913 (1.4%) Corona Premier Beer 24,858 293 (1.2%) Peroni Nastro Azzurro Beer 82,624 884 (1.1%) Jack Daniels Tennessee Honey 3,095 236 (7.6%) Coors Light 158,091 836 (0.5%) Budweiser Copper Lager 28,857 228 (0.8%) Samuel Adams Summer Ale 31,685 769 (2.4%) Smirnoff Vodkas 15,845 211 (1.3%) Samuel Adams Boston Lager 31,083 743 (2.4%) Dos Equis Beer 44,152 203 (0.5%) Blue Moon Belgian White Ale 76,819 683 (0.9%) Sol Cerveza 21,268 156 (0.7%) Corona Premier Beer 81,451 652 (0.8%) Top 25 Brands 1,436,428 21,093 (1.5%) Top 25 Brands 2,384,004 45,856 (1.9%) Remaining 37 Brands 285,121 1,014 (0.4%) Remaining 65 Brands 1,108,798 9,357 (0.8%) All Brands 1,721,549 22,107 (1.3%) All Brands 3,492,802 55,213 (1.6%) Top 25 as a Percent of All Brands 83.4% 95.4% Top 25 as a Percent of All Brands 68.3% 83.1% Source: Nielsen 2019 1Total number of impressions for persons ages 2 to 20, including multiple viewings of an ad by a single individual. Reported in thousands (x1,000). 2A noncompliant advertisement is one in which viewers ages 2 to 20 make up more than 28.4% of all viewings ages 2 and older. Noncompliant exposure is the total number of age 2 to 20 advertising impressions resulting from noncompliant advertisements. NOTE: Alcohol brands are ranked based on noncompliant alcohol advertising exposure. Numbers may not add to total due to rounding.
6 Alcohol Advertising Compliance on Cable Television
Key Findings from Table 2a and 2b:
The 25 alcohol brands with the most noncompliant alcohol advertising exposure were responsible for 71.3% (976 million) of all noncompliant exposure in the 12-quarter period (1.4 billion) (Table 2a). The 25 alcohol brands on each single quarter list accounted for 95.4% of all noncompliant exposure in 2019 Q1, and 83.1% of all noncompliant exposure in 2019 Q2 (Table 2b). Brands varied considerably in the proportion of their total advertising exposure that was noncompliant, ranging from 12.6% to 1.7% during the 12-quarter period, 7.6% to 0.3% in 2019 Q1, and 10.2% to 0.5% in 2019 Q2. Eight brands consistently generated high levels of noncompliant exposure across the three time periods examined in this report. These brands included Angry Orchard Hard Ciders, Bud Light, Coors Light, Corona Extra Beer, Heineken Beer, Miller Lite, Modelo Especial Beer, and Samuel Adams Boston Lager.
7 Alcohol Advertising Compliance on Cable Television
Table 3a: Number and percentage of alcohol advertising exposures (measured in impressions1) among those aged 2 to 20 on the 25 no-buy programs with the most noncompliant2 exposure on cable TV — United States, 2016 Q1 to 2018 Q4 Ranked by Noncompliant2 Exposure – 2016 Q1 through 2018 Q4 Total Youth Exposure Noncompliant2 Exposure Cable Network: Program (000) (000) (% of total exposure) VH1:R&R PICTURE SHOWS 467,345 57,356 (12.3%) FXX:FXX MOVIE PRIME 559,949 55,655 (9.9%) TRU:TRUTV TOP FUNNIEST 191,625 40,301 (21.0%) BET:BET MOVIE OF THE WEEK 515,590 37,650 (7.3%) BET:MARTIN 216,976 27,333 (12.6%) FXX:SIMPSONS 152,150 25,945 (17.1%) ENT:KEEPING UP KARDASHIANS 226,536 25,727 (11.4%) SCI:MYTHBUSTERS 139,858 22,700 (16.2%) TRU:CARBONARO EFFECT_ THE 75,800 20,440 (27.0%) FXX:SIMPSONS MARA 600 12 DAYS 46,846 18,712 (39.9%) FUSE:MOVIES 60,404 16,233 (26.9%) VH1:LOVE & HIP HOP ATLANTA 5 102,987 15,644 (15.2%) CMDY:COMEDY CENTRAL MOVIE 653,104 15,481 (2.4%) NBAT:NBA GAMETIME 51,201 14,965 (29.2%) CMDY:TOSH.O 215,673 13,589 (6.3%) TRU:COMEDY KNOCKOUT 17,960 12,455 (69.3%) FUSE:MOESHA 20,166 12,329 (61.1%) FXX:FXX MOVIE LATE 98,041 11,511 (11.7%) TRU:ALMOST GENIUS 20,532 11,359 (55.3%) FX:FX MOVIE LATE 380,734 10,971 (2.9%) ESPNU:COLLEGE FOOTBALL REPEAT 34,825 10,526 (30.2%) TBSC:FAMILY GUY 127,493 10,459 (8.2%) APL:TANKED 134,631 10,415 (7.7%) FX:FX MOVIE PRIME 1,269,455 9,917 (0.8%) MLBN:QUICK PITCH 58,887 9,669 (16.4%) Top 25 Programs 5,838,769 517,342 (8.9%) Remaining 12,871 Programs 39,017,812 852,441 (2.2%) All Programs 44,856,582 1,369,783 (3.1%) Top 25 as a Percent of All Programs 13.0% 37.8% Source: Nielsen 2016-2018 1Total number of impressions for persons ages 2 to 20, including multiple viewings of an ad by a single individual. Reported in thousands (×1,000). 2A noncompliant advertisement is one in which viewers ages 2 to 20 make up more than 28.4% of all viewers ages 2 and older. Noncompliant exposure is the total number of age 2 to 20 advertising impressions resulting from noncompliant advertisements. NOTE: Programs with the designation "L" appended to their name indicate that the advertisement appeared on the "live" telecast as opposed to a later repetition of the telecast. Numbers may not add to totals due to rounding.
8 Alcohol Advertising Compliance on Cable Television
Table 3b: Number and percentage of alcohol advertising exposures (measured in impressions1) among those aged 2 to 20 on the 25 no- buy programs with the most noncompliant2 exposure on cable TV — United States, 2019 Q1 and 2019 Q2 Ranked by Noncompliant2 Exposure – 2019 Q1 Ranked by Noncompliant2 Exposure – 2019 Q2 Total Youth Noncompliant2 Exposure Total Youth Noncompliant2 Exposure Cable Network: Program Cable Network: Program Exposure (000) (000) (% of total exposure) Exposure (000) (000) (% of total exposure) TRU:IJ: INSIDE JOKES 3,683 2,400 (65.2%) MLBN:QUICK PITCH 13,072 3,413 (26.1%) TRU:IMPRACTICAL JOKERS 3,343 1,627 (48.7%) FRFM:BIG SCREEN MOVIE 3,706 3,216 (86.8%) ESPNU:COLLEGE BKBL REG SSN 2,881 1,528 (53.0%) TRU:IMPRACTICAL JOKERS 9,810 2,505 (25.5%) FUSE:MY WIFE AND KIDS 2,326 908 (39.0%) FX:FX MOVIE LATE 28,783 2,432 (8.4%) BET:BET MOVIE OF THE WEEK 27,520 823 (3.0%) VH1:R&R PICTURE SHOWS 48,834 1,673 (3.4%) IFC:MORNING MOVIE 2 1,274 677 (53.2%) TRU:IJ: INSIDE JOKES 5,021 1,616 (32.2%) VH1:R&R PICTURE SHOWS 16,892 637 (3.8%) FUSE:MOVIES 4,133 1,325 (32.1%) FUSE:MALCOLM IN THE MIDDLE 1,072 600 (56.0%) VH1:MTV WILD N OUT 5,056 1,234 (24.4%) FX:FX MOVIE LATE 14,211 505 (3.6%) MTV:DOUBLE SHOT AT LOVE MTV 6,479 1,176 (18.2%) FUSE:MOVIES 2,410 453 (18.8%) FXX:SIMPSONS 27,903 1,147 (4.1%) FXX:BLACK-ISH 4,842 375 (7.7%) IFC:IFC MOVIE 27,091 1,027 (3.8%) NBAT:NBA ALL-STAR SAT NIGHT 444 344 (77.5%) FXM:FXM PRIME MOVIE 10,500 1,023 (9.7%) FXX:SIMPSONS 8,566 324 (3.8%) CMDY:CLEVELAND SHOW 3,026 953 (31.5%) VH1:MTV WILD N OUT 556 303 (54.5%) FXX:PARKS AND RECREATION 1,368 925 (67.6%) VICE:VICELAND MOVIE 3,729 285 (7.6%) FUSE:MY WIFE AND KIDS 2,141 829 (38.7%) MTVC:MUSIC VIDEOS 834 285 (34.2%) FX:FX MOVIE PRIME 112,419 603 (0.5%) FXM:FXM PRIME MOVIE 5,691 236 (4.1%) CMT:CMT MOVIES 31,937 579 (1.8%) BET:MARTIN 15,726 234 (1.5%) VH1:LOVE & HIP HOP ATLANTA 8 16,567 573 (3.5%) FUSE:PARKERS_ THE 738 219 (29.7%) FXX:ALWAYS SUNNY SYND 5,379 555 (10.3%) TRU:CARBONARO EFFECT_ THE 493 215 (43.6%) ENN:SPORTSCENTER FEATURED 732 535 (73.0%) TBSC:FAMILY GUY 4,387 212 (4.8%) FUSE:MALCOLM IN THE MIDDLE 967 515 (53.2%) FXX:YOURE THE WORST 2,751 208 (7.6%) ADSM:BOONDOCKS_ THE 918 488 (53.1%) FOOD:BAKERS VS FAKERS 983 183 (18.6%) ESPNU:COLLEGE BKBL REG SSN 670 478 (71.3%) MTV:LINDSAY LOHANS BEACH CLUB 1,003 172 (17.1%) MTVC:MUSIC VIDEOS 2,381 470 (19.7%) ENT:KEEPING UP KARDASHIANS 4,708 171 (3.6%) TRU:CARBONARO EFFECT_ THE 1,589 455 (28.6%) Top 25 Programs 131,062 13,923 (10.6%) Top 25 Programs 370,482 29,742 (8.0%) Remaining 2,795 Programs 1,590,487 8,184 (0.5%) Remaining 3,428 Programs 3,122,321 25,471 (0.8%) All Programs 1,721,549 22,107 (1.3%) All Programs 3,492,802 55,213 (1.6%) Top 25 as a Percent of All Programs 7.6% 63.0% Top 25 as a Percent of All Programs 10.6% 53.9% Source: Nielsen 2019 1Total number of impressions for persons ages 2 to 20, including multiple viewings of an ad by a single individual. Reported in thousands (×1,000). 2A noncompliant advertisement is one in which viewers ages 2 to 20 make up more than 28.4% of all viewers ages 2 and older. Noncompliant exposure is the total number of age 2 to 20 advertising impressions resulting from noncompliant advertisements. NOTE: Programs with the designation "L" appended to their name indicate that the advertisement appeared on the "live" telecast as opposed to a later repetition of the telecast. Numbers may not add to totals due to rounding.
9 Alcohol Advertising Compliance on Cable Television
Key Findings from Table 3a and 3b:
The 25 cable programs with the largest number of noncompliant alcohol advertising exposures accounted for 37.8% of all noncompliant exposures on cable TV programs during the 12-quarter period (Table 3a). The 25 programs on the single quarter lists for 2019 Q1 and 2019 Q2, respectively, accounted for more than half of all noncompliant exposures during each quarter ranging from 63.0% for 2019 Q1 and 53.9% for 2019 Q2 (Table 3b). Programs varied considerably in the proportion of their total advertising exposure that was noncompliant, ranging from 69.3% to 0.8% during the 12-quarter period, 77.5% to 1.5% in 2019 Q1, and 86.8% to 0.5% in 2019 Q2. Seven of the 25 programs with the most noncompliant exposures over the 12-quarter period were programs that broadcast televised movies (BET: BET MOVIE OF THE WEEK, FUSE: MOVIES, FX: FX MOVIE LATE, FX: FX MOVIE PRIME, FXX: FXX MOVIE LATE, FXX: FXX MOVIE PRIME, VH1: R&R PICTURE SHOWS). These seven movie programs accounted for 14.5% of all noncompliant exposure that occurred between 2016 Q1 and 2018 Q4. Five cable programs were responsible for high levels of noncompliant exposure during all three time periods: FUSE: MOVIES, FX: FX MOVIE LATE, FXX: SIMPSONS, TRU: CARBONARO EFFECT_ THE, VH1: R&R PICTURE SHOWS. Noncompliant advertising on sports programs in 2019 Q1 and 2019 Q2 combined accounted for 26.0% of noncompliant exposure during these two quarters (data not shown).
10 Alcohol Advertising Compliance on Cable Television
Table 4a: Number and percentage of alcohol advertising exposures (measured in impressions1) among those aged 2 to 20 on the 25 no-buy network dayparts2 with the most noncompliant3 exposure on cable TV — United States, 2016 Q1 through 2018 Q4 Ranked by Noncompliant3 Exposure – 2016 Q1 through 2018 Q4 Total Youth Noncompliant3 Exposure Cable Network: Daypart Exposure (000) (000) (% of total exposure) TRU:Overnight 138,073 57,592 (41.7%) FXX:Prime 383,347 42,389 (11.1%) VH1:Prime 607,511 34,813 (5.7%) VH1:Overnight 266,993 34,662 (13.0%) NBAT:Overnight 157,957 32,773 (20.7%) TRU:Prime 146,629 32,324 (22.0%) FXX:Overnight 339,049 27,440 (8.1%) BET:Overnight 301,945 27,296 (9.0%) BET:Prime 298,214 22,178 (7.4%) FXX:PrimeAccess 125,281 21,671 (17.3%) VH1:MF_Day_10_16 57,824 19,994 (34.6%) FX:Overnight 692,091 19,944 (2.9%) FXX:MF_EN_18_19 90,712 18,630 (20.5%) ESPNU:Overnight 45,726 18,323 (40.1%) FUSE:Overnight 42,018 18,269 (43.5%) CMDY:Overnight 454,865 17,800 (3.9%) FUSE:Prime 42,364 16,292 (38.5%) TBSC:MF_Day_10_16 171,307 15,709 (9.2%) ESPN2:Overnight 166,624 15,330 (9.2%) CMDY:Prime 638,248 14,905 (2.3%) VH1:WE_Day_10_16 162,715 13,758 (8.5%) ENT:MF_EF_16_18 66,575 13,207 (19.8%) ESPN2:MF_Day_10_16 185,888 13,199 (7.1%) ESPN:Overnight 1,507,801 13,121 (0.9%) ESPNU:MF_Morn_05_10 18,446 11,113 (60.2%) Top 25 Network Dayparts 7,108,202 572,732 (8.1%) Remaining 959 Network Dayparts 37,748,380 797,051 (2.1%) All Network Dayparts 44,856,582 1,369,783 (3.1%) Top 25 as a Percent of All Network Dayparts 15.8% 41.8% Source: Nielsen 2016-2018 1Total number of impressions for persons ages 2 to 20, including multiple viewings of an ad by a single individual. Reported in thousands (×1,000). 2A network daypart is a particular time of day on a given television network (e.g. Prime Time "Prime", which runs from 8PM to 10:59PM). A complete list of network abbreviations and dayparts is provided in the Appendix. 3A noncompliant advertisement is one in which viewers ages 2 to 20 make up more than 28.4% of all viewers ages 2 and older. Noncompliant exposure is the total number of age 2 to 20 advertising impressions resulting from noncompliant advertisements. NOTE: These network dayparts have been listed independent of the programs listed in Table 3a. Network dayparts are ranked based on noncompliant alcohol advertising exposure. Numbers may not add to totals due to rounding.
11 Alcohol Advertising Compliance on Cable Television
Table 4b: Number and percentage of alcohol advertising exposure (measured in impressions1) among those aged 2 to 20 on the 25 no- buy network dayparts2 with the largest number of noncompliant3 exposure on cable TV — United States, 2019 Q1 and 2019 Q2
Ranked by Noncompliant3 Exposure – 2019 Q1 Ranked by Noncompliant3 Exposure – 2019 Q2 Total Noncompliant3 Total Noncompliant3 Cable Network: Daypart Exposure Exposure (000) Cable Network: Daypart Exposure Exposure (000) (000) (% of total exposure) (000) (% of total exposure) TRU:PrimeAccess 3,674 2,527 (68.8%) FRFM:Prime 4,554 3,032 (66.6%) TRU:MF_EN_18_19 2,431 961 (39.5%) FX:Overnight 43,993 2,542 (5.8%) ESPNU:Overnight 1,733 903 (52.1%) MLBN:Overnight 13,429 2,383 (17.7%) BET:Overnight 16,172 842 (5.2%) MTV:Overnight 27,436 2,234 (8.1%) FUSE:Overnight 2,008 757 (37.7%) VH1:MF_Day_10_16 8,141 2,206 (27.1%) IFC:WE_Day_10_16 4,736 677 (14.3%) ADSM:Prime 2,785 1,639 (58.9%) FX:Overnight 23,024 650 (2.8%) TRU:Prime 5,217 1,431 (27.4%) TRU:MF_Day_10_16 1,882 575 (30.6%) NBAT:MF_Day_10_16 2,549 1,277 (50.1%) FUSE:Prime 1,831 456 (24.9%) ENN:Overnight 2,324 1,233 (53.1%) NBAT:MF_Day_10_16 1,184 455 (38.4%) CMDY:MF_Day_10_16 5,964 1,160 (19.4%) MTV:Overnight 5,107 443 (8.7%) FUSE:Prime 3,024 1,041 (34.4%) FUSE:MF_EF_16_18 722 435 (60.2%) TRU:PrimeAccess 3,573 1,030 (28.8%) FUSE:PrimeAccess 805 306 (38.0%) FXX:Overnight 17,875 981 (5.5%) FXX:Prime 18,836 302 (1.6%) FXX:MF_Morn_05_10 1,684 981 (58.2%) FUSE:WE_Day_10_16 921 290 (31.5%) MLBN:MF_Morn_05_10 2,736 827 (30.2%) TRU:WE_Day_10_16 577 283 (49.0%) FXX:Prime 32,999 801 (2.4%) NGWD:Overnight 3,521 275 (7.8%) CMT:Overnight 9,316 800 (8.6%) NBAT:MF_EF_16_18 761 247 (32.4%) MLBN:WE_Morn_05_10 2,223 791 (35.6%) VH1:MF_EF_16_18 1,264 241 (19.1%) MTV:Prime 38,422 781 (2.0%) VICE:Prime 2,570 221 (8.6%) TRU:MF_EN_18_19 2,539 742 (29.2%) TBSC:MF_EN_18_19 3,425 212 (6.2%) FUSE:Overnight 2,267 735 (32.4%) ESPNU:WE_Morn_05_10 420 210 (50.0%) FXM:Overnight 4,259 682 (16.0%) BHER:Overnight 739 205 (27.8%) ADSM:Overnight 22,176 681 (3.1%) VH1:MF_EN_18_19 693 205 (29.6%) FX:Prime 71,079 603 (0.8%) FS1:Overnight 1,379 204 (14.8%) IFC:Overnight 12,223 589 (4.8%) Top 25 Network Dayparts 100,415 12,880(12.8%) Top 25 Network Dayparts 342,787 31,202 (9.1%) Remaining 844 Network Dayparts 1,621,134 9,226 (0.6%) Remaining 930 Network Dayparts 3,150,015 24,012 (0.8%) All Network Dayparts 1,721,549 22,107 (1.3%) All Network Dayparts 3,492,802 55,213 (1.6%) Top 25 as a Percent of All Network Dayparts 5.8% 58.3% Top 25 as a Percent of All Network Dayparts 9.8% 56.5% Source: Nielsen 2019 1Total number of impressions for persons ages 2 to 20, including multiple viewings of an ad by a single individual. Reported in thousands (×1,000). 2A network daypart is a particular time of day on a given television network (e.g. Prime Time "Prime", which runs from 8PM to 10:59PM). A complete list of network abbreviations and dayparts is provided in the Appendix 3A noncompliant advertisement is one in which viewers ages 2 to 20 make up more than 28.4% of all viewers ages 2 and older. Noncompliant exposure is the total number of age 2 to 20 advertising impressions resulting from noncompliant advertisements. NOTE: These network dayparts have been listed independent of the programs listed in Table 3b. Network dayparts are ranked based on noncompliant alcohol advertising exposure. Numbers may not add to totals due to rounding.
12 Alcohol Advertising Compliance on Cable Television
Key Findings from Table 4a and 4b:
The 25 network dayparts on cable TV that generated the most noncompliant alcohol advertising exposures accounted for two fifths (41.8%) of the noncompliant exposures on cable network dayparts during the 12-quarter period (Table 4a). Noncompliant exposure was similar across the two most recent quarters, with 25 network dayparts accounting for 58.3% of noncompliant exposure in 2019 Q1 and 56.5% of noncompliant exposure in 2019 Q2 (Tables 4a and 4b). Network dayparts varied considerably in the proportion of their total advertising exposure that was noncompliant, ranging from 60.2% to 0.9% during the 12-quarter period, 68.8% to 1.6% in 2019 Q1, and 66.6% to 0.8% in 2019 Q2. More than half of the underage advertising exposures on ESPNU: MF_Morn_05_10 (60.2%) were noncompliant in the 12-quarter period. The 25 no-buy network dayparts occurred on just 13 networks in the 12-quarter period: BET, CMDY, ENT, ESPN, ESPN2, ESPNU, FUSE, FX, FXX, NBAT, TBSC, TRU, and VH1. About 2 of 5 (42.2%) noncompliant exposures from the 25 no-buy network dayparts in the 12- quarter list were broadcast on the no-buy programs listed in Table 3a (data not shown). For example, the program BET: Martin (Table 3a) was broadcast during the BET: Overnight network daypart (Table 4a). Three cable network dayparts were responsible for high levels of noncompliant exposure during all three time periods: FUSE:Overnight, FX:Overnight, FXX:Prime.
5. Discussion
During the two-year period from 2017 Q3 to 2019 Q2, youth younger than 21 were exposed 26.9 billion times to alcohol ads on cable TV. Of these exposures, 565 million (2.1%) were noncompliant (i.e., were placed on programs or during times of day that exceeded the alcohol industry’s voluntary placement standard for audience composition). During this same two-year time period, the total number of underage exposures to alcohol advertising on cable TV declined by 15.9%, and noncompliant exposures declined by 25.5%.
Noncompliant alcohol advertising exposure was highly concentrated on a relatively small number of programs and network dayparts, and generated by a small number of alcohol brands. For instance, the 25 brands with the largest number of noncompliant exposures accounted for more than 4 in 5 of the total noncompliant exposures in 2019 Q1 and 2019 Q2. Therefore, advertisers could improve their compliance with current advertising guidelines by not advertising on the 25 programs and the 25 network dayparts that are included on the no-buy lists in this report (i.e., Tables 3a through 4b).
The no-buy lists described in this report can also be used in combination. For example, ads might be placed on a particular network during the morning daypart (e.g., ESPN2), but not on a program that exceeded the voluntary placement standard (e.g., Sportscenter AM). In addition, advertisers could request that no alcohol ads be placed on networks that have continuously resulted in high levels of noncompliant exposure (e.g., the FUSE network).
Certain types of programming have consistently been prone to noncompliant exposure. Advertising on televised sports programming accounted for 24.6% and 26.5% of noncompliant exposures in 2019 Q1
13 Alcohol Advertising Compliance on Cable Television
and 2019 Q2, respectively. Additionally, many of the programs that are generating noncompliant exposure are televised movies. The audience for a televised movie varies depending on the movie itself, and thus alcohol advertisers may consider avoiding advertising on televised movies that may appeal to youth audiences.
Advertisers could have an even greater impact on reducing youth exposure to alcohol advertising by moving their advertising onto cable TV programming where adults constitute a larger proportion of the total viewing audience, as recommended by the National Academy of Sciences, Engineering, and Medicine (formerly the Institute of Medicine) and state and territorial attorneys general.21,22 This is particularly true for programs with relatively small audiences (e.g., low-rated programs), where the youth audience composition may fluctuate substantially from one quarter to the next, resulting in wide swings in noncompliant alcohol advertising exposure. By using a higher adult audience composition threshold (i.e., a stricter youth audience composition standard) for low-rated programs, alcohol companies may increase the likelihood of compliance with voluntary industry standards despite fluctuations in youth audience composition. This approach to dealing with low-rated programs to improve compliance with voluntary placement standards is consistent with FTC recommendations (see Executive Summary page iii Recommendation 1a).20
Youth exposure to alcohol advertising is associated with the initiation of underage drinking, consuming a larger amount of alcohol, and adverse health and social problems.9-11 Reducing this exposure may be associated with reductions in alcohol consumption and alcohol-related harms among youth in the United States.
14 Alcohol Advertising Compliance on Cable Television
References
1. Centers for Disease Control and Prevention. Alcohol Related Disease Impact (ARDI) application. 2013. www.cdc.gov/ardi. Accessed June 15 2020.
2. Grant BF, Stinson FS, Harford TC. Age at onset of alcohol use and DSM-IV alcohol abuse and dependence: A 12-year follow-up. Journal of Substance Abuse. 2001;13(4):493-504.
3. Miller JW, Naimi TS, Brewer RD, Jones SE. Binge drinking and associated health risk behaviors among high school students. Pediatrics. 2007;119(1):76-85.
4. Hingson R, Heeren T, Zakocs R, Winter M, Wechsler H. Age of first intoxication, heavy drinking, driving after drinking and risk of unintentional injury among U.S. college students. Journal of Studies on Alcohol and Drugs. 2003;64(1):23-31.
5. Hingson R, Heeren T, Levenson S, Jamanka A, Voas R. Age of drinking onset, driving after drinking, and involvement in alcohol related motor-vehicle crashes. Accident Analysis & Prevention. 2002;34(1):85-92.
6. Stueve A, O'Donnell LN. Early alcohol initiation and subsequent sexual and alcohol risk behaviors among urban youths. Am J Public Health. 2005;95(5):887-893.
7. Hingson RW, Zha W. Age of drinking onset, alcohol use disorders, frequent heavy drinking, and unintentionally injuring oneself and others after drinking. Pediatrics. 2009;123(6):1477-1484.
8. Hingson R, Heeren T, Winter MR, Wechsler H. Early age of first drunkenness as a factor in college students' unplanned and unprotected sex attributable to drinking. Pediatrics. 2003;111(1):34-41.
9. Smith LA, Foxcroft DR. The effect of alcohol advertising, marketing and portrayal on drinking behaviour in young people: systematic review of prospective cohort studies. BMC Public Health. 2009;9(51):1-11.
10. Anderson P, de Bruijn A, Angus K, Gordon R, Hastings G. Impact of alcohol advertising and media exposure on adolescent alcohol use: a systematic review of longitudinal studies. Alcohol and Alcoholism. 2009;44(3):229-243.
11. Jernigan D, Noel J, Landon J, Thornton N, Lobstein T. Alcohol marketing and youth alcohol consumption: a systematic review of longitudinal studies published since 2008. Addiction (Abingdon, England). 2017;112:7-20.
12. The Beer Institute. Advertising and Marketing Code. Washington, DC: Beer Institute; 2011.
13. Distilled Spirits Council of the United States. Code of Responsible Practices for Beverage Alcohol Advertising and Marketing. Washington, D.C.: Distilled Spirits Council of the United States; 2011.
14. The Wine Institute. Code of Advertising Standards. 2011; http://www.wineinstitute.org/initiatives/issuesandpolicy/adcode/details. Accessed February 29, 2012.
15. Distilled Spirits Council of the United States. 2011 Media ‘Buying’ Guidelines: Demographic Data/Advertisement Placement Guidelines. Washington, DC: Distilled Spirits Council of the United States; 2011.
15 Alcohol Advertising Compliance on Cable Television
16. Ross C, Brewer R, Jernigan D. The potential impact of a “no-buy” list on youth exposure to alcohol advertising on cable television. Journal of Studies on Alcohol and Drugs. 2016;77(1):7-16.
17. Evans J, Kelly R. Self-Regulation in the Alcohol Industry: A Review of Industry Efforts to Avoid Promoting Alcohol to Underage Consumers. Washington, D.C.: Federal Trade Commission; 1999.
18. Evans J, Dash J, Blickman N, Peeler CL, Engle MK, Mulholland J. Alcohol Marketing and Advertising: A Report to Congress. Washington, D.C.: Federal Trade Commission; 2003.
19. Evans J, Marcus P, Engle MK. Self-regulation in the Alcohol Industry: Report of the Federal Trade Commission. Washington, D.C.: Federal Trade Commission; June 2008.
20. Evans JM, Krainsky E, Fentonmiller K, Brady C, Yoeli E, Jaroszewicz A. Self-Regulation in the Alcohol Industry: Report of the Federal Trade Commission. Washington, DC: Federal Trade Commission; March 2014.
21. Bonnie RJ, O'Connell ME. Reducing Underage Drinking: A Collective Responsibility. Washington, D.C.: National Academies Press; 2004.
22. Shurtleff M, Gansler D, Horne T, et al. RE: Alcohol Reports, Paperwork Comment; Project No. P114503. A Communication from the Chief Legal Officers of the Following States: Arizona, Connecticut, Delaware, Guam, Hawaii, Idaho, Illinois, Iowa, Maryland, Massachusetts, Mississippi, Nevada, New Hampshire, New Mexico, New York, Oklahoma, Oregon, Rhode Island, South Carolina, Tennessee, Utah, Vermont, Washington, Wyoming. 2011.
16 Alcohol Advertising Compliance on Cable Television
Appendix
A daypart is a time of day on which a program may be televised. We have organized time into the following dayparts: Daypart Description MF_Day_10_16 Weekday Daytime – Monday-Friday 10AM to 3:59PM MF_EF_16_18 Weekday Early Fringe – Monday-Friday 4PM to 5:59PM MF_EN_18_19 Weekday Early News – Monday-Friday 6PM to 6:59PM MF_LN_23_2330 Weekday Late News – Monday-Friday 11PM to 11:29PM MF_Morn_05_10 Weekday Morning – Monday-Friday 5AM to 9:59AM Overnight Overnight – Monday-Sunday 11:30PM to 4:59AM Prime Prime – Monday-Sunday 8PM to 10:59PM PrimeAccess PrimeAccess – Monday-Sunday 7PM to 7:59PM WE_Day_10_16 Weekend Daytime – Saturday-Sunday 10AM to 3:59PM WE_EF_16_18 Weekend Early Fringe – Saturday-Sunday 4PM to 5:59PM WE_EN_18_19 Weekend Early News – Saturday-Sunday 6PM to 6:59PM WE_LN_23_2330 Weekend Late News – Saturday-Sunday 11PM to 11:29PM WE_Morn_05_10 Weekend Morning – Saturday-Sunday 5AM to 9:59AM
Quarters were defined as follows: Quarter Dates Q1 January 1 through March 31 Q2 April 1 through June 30 Q3 July 1 through September 30 Q4 October 1 through December 31
List of Network Abbreviations Network Abbreviation Network Title ADSM ADULT SWIM BET BLACK ENTERTAINMENT TV BHER BET HER CMDY COMEDY CENTRAL CMT COUNTRY MUSIC TV ENN ESPN NEWS ENT E! ESPN ESPN ESPN2 ESPN2 ESPNU ESPNU ESQ ESQUIRE NETWORK FOOD FOOD NETWORK FS1 FOX SPORTS 1 FUSE FUSE FX FX FXM FOX MOVIE CHANNEL FXX FXX IFC IFC TV
17 Alcohol Advertising Compliance on Cable Television
Network Abbreviation Network Title MLBN MLB NETWORK NBAT NBA-TV NFLN NFL NETWORK NGWD NATIONAL GEOGRAPHIC WILD REY EL REY SCI SCIENCE SYFY SYFY TBSC TBS NETWORK TLC TLC TRU TRU TV VH1 VH1 VICE VICELAND
18