Adult and adolescent exposure to tobacco and alcohol content in contemporary YouTube music videos in Great Britain: a population estimate

Journal of Epidemiology and Community Health
Jo CranwellJohn Britton

Abstract

We estimate exposure of British adults and adolescents to tobacco and alcohol content from a sample of popular YouTube music videos. British viewing figures were generated from 2 representative online national surveys of adult and adolescent viewing of the 32 most popular videos containing content. 2068 adolescents aged 11-18 years (1010 boys, 1058 girls), and 2232 adults aged 19+years (1052 male, 1180 female) completed the surveys. We used the number of 10 s intervals in the 32 most popular videos containing content to estimate the number of impressions. We extrapolated gross and per capita impressions for the British population from census data and estimated numbers of adults and adolescents who had ever watched the sampled videos. From video release to the point of survey, the videos delivered an estimated 1006 million gross impressions of alcohol (95% CI 748 to 1264 million), and 203 million of tobacco (95% CI 151 to 255 million), to the British population. Per capita exposure was around 5 times higher for alcohol than for tobacco, and nearly 4 times higher in adolescents, who were exposed to an average of 52.1 (95% CI 43.4 to 60.9) and 10.5 (95% CI 8.8 to 12.3) alcohol and tobacco impressions, respectively, than in adults ...Continue Reading

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Citations

Jan 25, 2018·Alcohol and Alcoholism : International Journal of the Medical Council on Alcoholism·Eden LoweJo Cranwell
May 9, 2018·Drug and Alcohol Review·Simone PettigrewKaela Farrier
Feb 14, 2018·Tobacco Control·Alexander B BarkerRachael L Murray
Jun 18, 2019·Journal of Public Health·Alexander B BarkerRachael L Murray
Oct 18, 2019·Journal of Health Communication·Yen-Han Lee, William DeJong
Sep 16, 2017·Journal of Behavioral Addictions·Janarthanan Balakrishnan, Mark D Griffiths
Jun 20, 2019·Journal of Medical Internet Research·Grace KongSuchitra Krishnan-Sarin
Oct 17, 2018·JAMA Internal Medicine·Kristin E KnutzenSamir Soneji
May 21, 2021·Bundesgesundheitsblatt, Gesundheitsforschung, Gesundheitsschutz·Nicola Döring, Christoph Holz

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