The relationship between population-level exposure to alcohol advertising on television and brand-specific consumption among underage youth in the US

Alcohol and Alcoholism : International Journal of the Medical Council on Alcoholism
Craig S RossDavid H Jernigan

Abstract

We investigated the population-level relationship between exposure to brand-specific advertising and brand-specific alcohol use among US youth. We conducted an internet survey of a national sample of 1031 youth, ages 13-20, who had consumed alcohol in the past 30 days. We ascertained all of the alcohol brands respondents consumed in the past 30 days, as well as which of 20 popular television shows they had viewed during that time period. Using a negative binomial regression model, we examined the relationship between aggregated brand-specific exposure to alcohol advertising on the 20 television shows [ad stock, measured in gross rating points (GRPs)] and youth brand-consumption prevalence, while controlling for the average price and overall market share of each brand. Brands with advertising exposure on the 20 television shows had a consumption prevalence about four times higher than brands not advertising on those shows. Brand-level advertising elasticity of demand varied by exposure level, with higher elasticity in the lower exposure range. The estimated advertising elasticity of 0.63 in the lower exposure range indicates that for each 1% increase in advertising exposure, a brand's youth consumption prevalence increases by 0....Continue Reading

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Citations

Oct 21, 2015·The Journal of Adolescent Health : Official Publication of the Society for Adolescent Medicine·Steven C MartinoElizabeth J D'Amico
Mar 15, 2016·International Journal of Adolescent Medicine and Health·M Dottington FullwoodMichael LeBlanc
Apr 25, 2015·The Journal of Adolescent Health : Official Publication of the Society for Adolescent Medicine·Craig S RossDavid H Jernigan
Oct 10, 2018·Health Promotion Journal of Australia : Official Journal of Australian Association of Health Promotion Professionals·Amy BestmanMike Daube
Dec 16, 2017·Current Addiction Reports·Benjamin L BereyJoel W Grube
Aug 24, 2018·Health Education Research·Chloe S GordonSteven J Howard
Nov 20, 2016·Alcohol and Alcoholism : International Journal of the Medical Council on Alcoholism·Stephanie ScottEileen Kaner
Oct 26, 2018·Journal of Public Health·Alexander B BarkerJo Cranwell

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