- Approximately 9 percent of all alcohol product advertisements aired on programming with underage audiences in violation of the industry's 30 percent standard. These advertisements generated 18 percent of youth exposure to alcohol advertising.
- Three brands (Bud Light, Coors Light, and Miller Lite) placed close to half of the noncompliant ads.
- Close to one-third (32%) of advertising placements occurred when proportionately more youth were listening than adults age 21 and above.
- These overexposing ads generated more than half of youth exposure to radio advertising for alcohol in 2009.
- In the majority of markets measured by Arbitron's new Portable People Meter™ technology in 2009, girls ages 12 to 20 were more likely than boys in the same age group to be exposed to alcohol advertising for alcopops, distilled spirits, and wine.
Author organizations: Youth Exposure to Alcohol Product Advertising on Local Radio in 75 U.S. Markets, 2009 Title: Exposure of African-American Youth to Alcohol Advertising, 2008 and 2009 A full text pdf file of this report can be found here Executive Summary: Alcohol is the number one drug problem among youth, causing 4,600 deaths among persons under 21 every year. At least 13 longitudinal studies have found a strong association between youth exposure to alcohol marketing and underage drinking. The alcohol industry observes a voluntary 30 percent limit on the size of the underage audience for its advertising. The National Research Council and Institute of Medicine, 24 state attorneys general and the Federal Trade Commission have all encouraged the industry to adopt a more restrictive standard. Radio continues to be a vibrant medium among youth, despite the proliferation and innovation of digital media. For this report, the Center on Alcohol Marketing and Youth (CAMY) at the Johns Hopkins Bloomberg School of Public Health analyzed alcohol advertisements placed on radio in the 75 local markets in the United States in 2009 for which full-year data from a consistent survey methodology were available. These markets represent approximately 46.5 percent of the U.S. population age 12 and above. Key findings from the report include: