Aims

To support the free and open dissemination of research findings and information on alcoholism and alcohol-related problems. To encourage open access to peer-reviewed articles free for all to view.

For full versions of posted research articles readers are encouraged to email requests for "electronic reprints" (text file, PDF files, FAX copies) to the corresponding or lead author, who is highlighted in the posting.

___________________________________________

Monday, July 9, 2007

Drilling Down
Ads Against Drinking Speak Only Faintly

Published: July 9, 2007

The amount of money spent by alcohol companies on television advertising grew by nearly a third from 2001 to 2005, rising from $780 million to more than $1 billion, according to a report just released by Georgetown University’s Center on Alcohol Marketing and Youth. But at the same time, liquor companies shaved about $2 million from their yearly spending on public service ads.

In particular, ads that discourage underage drinking were sharply curtailed. In 2001, such ads were about 1/58 as watched as ads for alcohol, as measured in gross ratings points, a unit that combines how many people an ad reaches and how frequently each person sees it. By 2005, ads for alcohol were 338 times as watched as underage drinking service announcements.

. . . . .

Read Full Article

_____________________________________________________________