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Youth Exposure to Alcohol Advertising on Radio 2006

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Youth Exposure to Alcohol Advertising on Radio 2006 CAMY MONITORING REPORT: Youth Exposure to Center on Alcohol Marketing and Youth Georgetown University Alcohol Advertising on Box 571444 3300 Whitehaven St. NW, Suite 5000 Washington, D.C. 20057 Radio 2006 (202) 687-1019 www.camy.org September 17, 2007 The Center on Alcohol Marketing and Youth (CAMY) commissioned Virtual Media Resources to analyze the 337,602 alcohol product advertisements placed on stations in 28 of the largest radio markets in the United States in 2006. Key Findings •In 2006, more than a third of advertising placements for alcohol products in 28 of the largest radio markets (120,299 or 35.6%) were on programming that youth1 ages 12 to 20 were more likely to hear2 on a per capita basis than adults. •Advertisements on programming that youth were more likely to hear than adults accounted for more than half (58%) of youth exposure to alcohol advertising on the radio. •Approximately one in twelve alcohol advertisements (27,682 or 8%) were on programming with youth audience compositions greater than the alcohol industry’s voluntary maximum of 30%, and 18 out of 143 brands placed 20% or more of their adver- tisements above that threshold. •Twenty-six brands placed more than half of their advertisements on programming that youth were more likely to hear on a per capita basis than adults. •Independent monitoring and reporting of performance by individual alcohol brands will encourage alcohol marketers to increase their ability to shield youth from unnecessary exposure to their advertising. Radio and Youth Despite competition from iPods, instant messaging and the Internet, radio remains a popular medium among youth. •In 2005, radio was second only to television as the medium of choice for 8- to 18-year-olds.3 • Radio is the media appliance 8- to 18-year-olds are most likely to have in their bedrooms.4 • Although radio listening has declined some among teenagers, 12- to 17-year-olds are still the most likely group to be listening during the 7 P.M. to midnight daypart.5 •Ninety-one percent of teens listen to the radio weekly, while 65.5% listen to it every day. Comparing genders, 87.9% of males ages 12 to 17 are radio listeners, listening an average of 11 hours and five minutes per week while 94% of females in this age group are tuned in, listening on average 14 hours per week.6 Youth and Alcohol Although communities across the country have made significant efforts to reduce youth access to alcohol, underage drinking remains a widespread and tragic public health problem. •In 2006, 17% of eighth graders, 34% of tenth graders and 45% of twelfth graders reported drinking in the past 30 days, and 11% of eighth graders, 22% of tenth graders and 25% of twelfth graders reported binge drinking (five or more drinks in a row) within the past two weeks.7 1 •Every day, approximately 5,200 young people under the age of 16 have their first full drink of alcohol.8 •Underage alcohol use is responsible for 5,000 deaths per year among persons under age 21.9 • The most common age when people first become fully dependent on alcohol is 18.10 •Young people who begin drinking prior to age 15 are five times more likely to suffer from alcohol-related problems later in life than those who wait until they are 21.11 Alcohol Marketing and Youth • Long-term studies have found that youth exposure to alcohol advertising on television, in magazines, on the radio, on bill- boards or other outdoor signage, or via in-store beer displays, beer concessions and ownership of beer promotional items or branded merchandise predicted likelihood of subsequent drinking.12 •Econometric analysis based on data from youth drinking surveys has estimated that a 28% reduction in alcohol advertising would reduce the percentage of adolescents who drink monthly from 25% to between 24% and 21%. The percent who engage in binge drinking monthly from would fall from 12% to between 11% and 8%.13 The CAMY Radio Sample •Audience and alcohol advertising placement data were available for 28 of the largest U.S. media markets in 2006, covering approximately 42% of the U.S. population. •Spending data were available for 25 markets continuously from 2001 to 2006, and for a total of 35 markets in 2006, covering approximately 43% of the U.S. population. • Both audience and spending data were available for 22 markets. See Appendix C for lists of markets covered. Overview: Alcohol Advertising on the Radio, 2006 Alcohol advertisers have spent less money on radio advertising every year since 2001, but still place substantial numbers of adver- tisements in that medium. Spending data are available from 2001 to 2006; occurrence data for this report are based on 2006, while audience data are based primarily on 2005. • Alcohol industry spending on radio advertising in the 25 markets for which continuous data are available fell from $138.2 mil- lion in 2001 to $86.2 million in 2006. •Examining the 25 markets for which data were available consistently from 2001 to 2006, the drop is most dramatic among distilled spirits advertisers, who decreased their spending on radio in these markets by 84% over the six-year period. Table 1: Total Spending on Alcohol Advertising on Radio, 25 Markets Consistently Measured 2001–2006 2001 2002 2003 2004 2005 2006 % Change, Beverage Type $(000) % Total $(000) % Total $(000) % Total $(000) % Total $(000) % Total $(000) % Total 2001–2006 Beer and Ale$56,087 40.6% $64,351 47.5% $50,755 44.1% $56,443 54.1% $80,445 83.5% $66,066 76.6% 18% Distilled Spirits$70,202 50.8% $58,802 43.4% $46,354 40.3% $36,327 34.9% $11,638 12.1% $11,557 13.4% -84% Alcopops $2,526 1.8% $3,164 2.3% $954 0.8% $338 0.3% $3 0.0% $2,011 2.3% -20% Wine $9,346 6.8% $9,054 6.7% $16,925 14.7% $11,129 10.7% $4,271 4.4% $6,581 7.6% -30% Total $138,159 100.0% $135,371 100.0% $114,989 100.0% $104,237 100.0% $96,357 100.0% $86,214 100.0% -38% Sources: TNS Media Intelligence; Miller Kaplan Associates. Columns may not add up due to rounding. 2 •In 2006, alcohol advertisers placed 337,602 alcohol product advertisements and 3,226 advertisements promoting alcohol- branded events on the radio in the 28 markets for which data were available. •Nearly three-quarters of the product advertisements––a total of 241,725 advertisements––were for beer and ale.14 Table 2: Alcohol Advertising Placements and Average Youth Audience Composition on Radio, 2006 Impressions Average Total Youth Audience Beverage Type Ads Ages 12–20 Age 12+ Composition Beer and Ale 241,725 582,147,500 4,559,345,900 12.8% Distilled Spirits 35,730 94,542,400 708,821,000 13.3% Alcopops 24,185 40,891,900 424,135,300 9.6% Wine 35,962 56,276,600 689,114,700 8.2% Total 337,602 773,858,400 6,381,416,900 12.1% Sources: Mediaguide, 2006; Arbitron Ratings, 2004–2005. Youth Overexposure to Alcohol Advertising on the Radio The majority of youth exposure to alcohol advertising on the radio came from advertisements placed on “youth-oriented” pro- gramming, defined by the Centers for Disease Control and Prevention as “composed disproportionately of persons aged 12–20 years.”15 Youth overexposure occurs when advertisements are placed on programming with youth audiences out of proportion to the youth population in a particular media market. •More than a third (35.6%) of advertising placements were on programming that youth were more likely to hear on a per capi- ta basis than adults. • These advertisements were responsible for 58% of all youth exposure to alcohol advertising on the radio in 2006. • Although boys have greater exposure to alcohol advertising, girls were more likely to be overexposed than boys: girls heard more alcohol advertising than women in 11 markets, while boys heard more than men in only 3 markets. Table 3: Youth Exposure and Overexposure to Alcohol Advertising on Radio, 2006 Advertising Placements Ages 12–20 Impressions (000) Overexposing Overexposing Ages 12–20 % Total Ages 12–20 Beverage Type Total Ads % Total Total Impressions Impressions Beer and Ale 241,725 91,784 38.0% 582,148 345,369 59.3% Distilled Spirits 35,730 14,278 40.0% 94,542 55,094 58.3% Alcopops 24,185 7,444 30.8% 40,892 18,833 46.1% Wine 35,962 6,793 18.9% 56,277 29,223 51.9% Total 337,602 120,299 35.6% 773,858 448,519 58.0% Sources: Mediaguide, 2006; Arbitron Ratings, 2004–2005. Columns may not add up due to rounding. 3 Overexposure by Brand •Twenty-six brands placed more than half of their advertisements on programming more likely to be heard by youth on a per capita basis than by adults. • These 26 brands accounted for only 6% of all alcohol advertisements in the 28 media markets in 2006. However, they were responsible for 14% of youth overexposure. •Some of these brands placed very few advertisements; however, three brands—Yuengling Traditional Lager, Corona Extra Light Beer, and Jose Cuervo Especial Tequila—placed 1,000 or more of their advertisements on youth-oriented programming. Table 4: Alcohol Brands With a Majority of Advertising Placements on Radio Overexposing Youth, 2006 Advertising Placements Ages 12–20 Impressions (000) Overexposing Overexposing % Total Ages 12–20 Ages 12–20 Brand Parent Total Ads % Total Total Impressions Impressions Buchanan's Scotch Whiskeys Diageo plc 2 2 100.0% 10.4 10.4 100.0% Goji Beer Parent Unknown 24 24 100.0% 16.0 16.0 100.0% Icehouse Beer SABMiller plc 33 33 100.0% 63.3 63.3 100.0% Sauza Hornitos Tequila Beam Global Spirits & Wine, Inc.
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