Youth Exposure to Alcohol Advertising on Radio 2006

CAMY MONITORING REPORT:

Youth Exposure to Alcohol Advertising on

Center on Alcohol Marketing and Youth
Georgetown University
Box 571444
3300 Whitehaven St. NW, Suite 5000
Washington, D.C. 20057
(202) 687-1019

Radio 2006

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 youth¹ages 12 to 20 were more likely to hear²on 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 advertisements 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

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• 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 billboards 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 advertisements 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 million 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

% Total
2003
% Total
2004
% Total
2005
% Total

2006

% Change,

Beverage Type $(000)

% Total

$(000)

% Total 2001–2006

Beer and Ale

$56,087

40.6%

50.8%
1.8%
$64,351 $58,802
$3,164 $9,054
47.5% 43.4%
2.3%
$50,755 $46,354
$954
44.1% 40.3%
0.8%
$56,443 $36,327
$338
54.1% 34.9%
0.3%
$80,445 $11,638
$3
83.5% 12.1%
0.0%
$66,066 $11,557
$2,011
76.6% 13.4%
2.3%
18% -84% -20% -30%

-38%

Distilled Spirits $70,202 Alcopops Wine
$2,526

$9,346

6.8%

6.7%

$16,925

$114,989

14.7%

100.0%

$11,129

$104,237

10.7%

100.0%

$4,271

$96,357

4.4%

$6,581

7.6%

Total

$138,159

100.0% $135,371

100.0%

$86,214

100.0%

Sources: TNS Media Intelligence; Miller Kaplan Associates. Columns may not add up due to rounding.

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• In 2006, alcohol advertisers placed 337,602 alcohol product advertisements and 3,226 advertisements promoting alcoholbranded 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
Age 12+
Average
Youth Audience Composition
Total

Ads

Beverage Type

Ages 12–20

Beer and Ale Distilled Spirits Alcopops Wine
241,725
35,730 24,185 35,962

337,602

582,147,500
94,542,400 40,891,900 56,276,600

773,858,400

4,559,345,900
708,821,000 424,135,300 689,114,700

6,381,416,900

12.8% 13.3%
9.6% 8.2%

12.1%

Total

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” programming, defined by the Centers for Disease Control and Prevention as “composed disproportionately of persons aged 12–20 years.”¹⁵Youth 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 capita 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
Overexposing
Ages 12–20 Impressions (000)
Overexposing
Ages 12–20 % Total Ages 12–20

Beverage Type

Total

Ads

% Total

Total

Impressions

Beer and Ale Distilled Spirits Alcopops Wine
241,725
35,730 24,185 35,962

337,602

91,784 14,278
7,444 6,793

120,299

38.0% 40.0% 30.8% 18.9%

35.6%

582,148
94,542 40,892 56,277

773,858

345,369
55,094 18,833 29,223

448,519

59.3% 58.3% 46.1% 51.9%

58.0%

Total

Sources: Mediaguide, 2006; Arbitron Ratings, 2004–2005. Columns may not add up due to rounding.

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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

Overexposing
Overexposing
% Total
Ages 12–20 Ages 12–20

Brand

Parent

Total

Ads

% Total

Total

Impressions Impressions

Buchanan's Scotch Whiskeys Goji Beer Icehouse Beer Sauza Hornitos Tequila Smirnoff Twisted Five Malt Beverage Remy Martin V.S.O.P. Cognac Liquid Charge Malt Beverage Heineken Premium Lite Lager Bootie Beer
Diageo plc Parent Unknown SABMiller plc Beam Global Spirits & Wine, Inc. Diageo plc Rémy Cointreau Charge Beverages Heineken N.V. Bootie Beer Corp. InBev Sidney Frank Importing Co., Inc. D.G. Yuengling & Son, Inc. Florida Beer Company Straub Brewery Chateau St. Jean Diageo plc SABMiller plc Diageo plc Widmer Brothers Brewing Company Anheuser-Busch Companies, Inc. Bacardi & Co. Ltd. Brown-Forman Corp. Kobrand Corp. Diageo plc Constellation Brands, Inc. Beam Global Spirits & Wine, Inc.
2
24 33
87
752 165
56 55
282
70
5,521
134 145 131
1,629
228
1,277
108 126
1,524
539
91
2
24 33
87
725 158
53 52
245
59
4,488
107 115 102
1,217
169 946
75
100.0% 100.0% 100.0% 100.0% 100.0%
96.4% 95.8% 94.6% 94.5% 86.9% 84.3% 81.3% 79.9% 79.3% 77.9% 74.7% 74.1% 74.1% 69.4% 58.7% 57.0% 53.1% 52.7% 51.6% 51.5% 51.3%
10.4 16.0 63.3
127.2
18.9
11,125.0
268.2 466.0 124.3 622.8 372.6
27,002.4
142.9 210.8 262.5
4,897.3
323.1
3,210.0
212.7 188.4
5,830.4
984.9
10.4 16.0 63.3
127.2
18.9
10,922.5
260.5 453.9 120.2 570.2 363.0
25,010.5
102.4 173.1 252.8
3,667.3
254.7
2,731.8
143.4 118.9
4,663.8
728.7
100.0% 100.0% 100.0% 100.0% 100.0%
98.2% 97.1% 97.4% 96.7% 91.6% 97.4% 92.6% 71.7% 82.1% 96.3%
74.9
78.8% 85.1% 67.4% 63.1% 80.0% 74.0% 65.9% 58.4% 71.9% 62.2%
Kokanee Beer Jagermeister Yuengling Traditional Lager Florida Beer Company Beers Straub Beer Chateau St. Jean Wines Jose Cuervo Especial Tequila Milwaukee's Best Light Beer Guinness Beers Widmer Brothers Drop Top Amber Ale Michelob Amberbock Beer Bacardi Rums Southern Comfort Alize Cognacs Smirnoff Ice Malt Beverage Corona Extra Light Beer Windsor Imported Canadian Supreme Blended Whisky
74
869 286
48
978
1,903
239

843.9

555.8

1,897 3,696
466
3,957.7
10,019.5
657.7
2,311.0 7,209.0
409.3

Sources: Mediaguide, 2006; Arbitron Ratings, 2004–2005.

Overexposure by Market

Arbitron measures radio audiences by surveying persons age 12 and over. The percentage of persons between ages of 12 and 20 varies in each market, and overexposure is defined for each market accordingly.

• Although overexposure is easiest to avoid in the largest markets, three of the ten largest markets were also among the ten markets with the highest percentage of alcohol advertising placements on youth-oriented programming.
• In five markets––Washington, D.C., Seattle, Philadelphia, Portland, Ore., and Salt Lake City––more than half of alcohol product advertisements were placed when youth were more likely to hear them, on a per capita basis, than adults.

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Table 5: Youth Overexposure to Alcohol Advertising on Radio by Market, 2006

Overexposing

Rank by

Size of Market
Local
Ages 12–20 Audience

Composition

Market

Total

Ads

% Market

Total

Impressions

% Market

813 6
Washington, D.C. Seattle Philadelphia Portland, Ore. Salt Lake City Denver San Diego Boston Pittsburgh Cincinnati San Francisco Memphis Cleveland Minneapolis Baltimore Phoenix Tampa-St. Petersburg Orlando St. Louis Detroit Atlanta Miami Providence Los Angeles New York Houston Chicago Dallas-Ft. Worth
14.6% 14.9% 15.4% 15.3% 19.1% 15.2% 15.6% 14.2% 13.7% 16.1% 13.8% 16.8% 15.2% 15.8% 15.3% 15.8% 13.3% 15.6% 16.0% 15.8% 15.6% 14.7% 14.7% 16.3% 14.4% 17.2% 15.9% 16.5%
5,282 6,980
16,338
7,055
3,492 3,875 8,459 3,634 1,522 6,233 6,827 6,800 5,616 2,800 3,758 2,287 3,803 3,671 3,810 6,559 6,269 3,258 3,216 2,912 1,604 5,238 2,319 4,438 5,542 2,409 6,543 3,405
66.1% 55.5% 51.8% 51.5% 50.6% 48.4% 47.0% 46.1% 45.5% 45.2% 42.7% 40.3% 40.0% 39.2% 38.8% 36.8% 35.9% 33.4% 30.8% 30.5% 28.8% 28.8% 27.7% 25.5% 25.0% 24.9% 20.5% 20.4%
26,144 11,096 60,094 10,412
4,683
17,789 17,452 23,173 16,109
9,582
23,266
8,116
43,745
6,933
89.0% 73.1% 72.8% 66.6% 73.3% 65.1% 61.1% 60.6% 70.5% 62.6% 55.5% 62.1% 54.8% 61.7% 70.4% 54.2% 71.3% 60.3% 56.6% 53.1% 57.1% 52.0% 63.7% 50.6% 49.4% 44.8% 54.3% 51.6%
22 25 20 16 921 24 428 23 15 17 14 19 27 18 10 11 12 26 2

3,008

3,431

12,866 14,531 14,759 12,340
6,196 8,811 5,679 9,504 9,376
11,583 10,666 14,041 11,351
5,999 9,776 3,231 7,161
13,057 12,466 15,444 14,604
5,754 7,125
10,067
6,433
17,599
5,207
13,062 21,177 17,706 28,493 20,472
9,543
12,594 18,970 11,262 31,132
5,325
85,130
134,644
28,195 81,223 35,592
9,809
17,800 17,470
9,761
10,452
9,558 5,562
18,173
8,375
17,392 22,178
9,684
31,934 16,729
16,195
3,390
43,065 66,509 12,638 44,114 18,357
1735

Total of all markets

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.

Meeting the Industry’s Voluntary 30% Youth Audience Threshold

Trade associations for the beer, wine and distilled spirits industries have adopted voluntary 30% maximums for youth audience composition for media where their member companies place their advertising. Because radio audiences are measured only for age 12 and above, this 30% threshold is not proportional to the percentage of youth ages 12 to 20 in the population in each market, and in some markets may be more than twice the percentage of youth in the population (i.e., the youth audience composition).

• One out of twelve alcohol advertisements (8.2%) was placed on programming with youth audiences greater than 30%. • These placements accounted for 18.1% of youth exposure to alcohol advertising in the 28 markets in 2006. • While the average percentage of placements above the 30% threshold for all brands was 8.2%, 39 out of 143 brands placed a higher proportion of their advertising above the threshold, and 18 brands had 20% or more of their advertisements on programming with youth audiences greater than 30%.

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Table 6: Youth Exposure From Alcohol Advertising Placements on Radio Programming
With Greater Than 30% Youth Audience Composition, 2006

>30% Youth Audience Composition

Ages 12–20 Impressions
Ages 12-20 Impressions
% Total Ages 12–20

Impressions

Beverage Type

Total

Ads

% Total