TY  - JOUR
PY  - 2014//
TI  - The Relationship Between Brand-Specific Alcohol Advertising on Television and Brand-Specific Consumption Among Underage Youth
JO  - Alcoholism: clinical and experimental research
A1  - Ross, Craig S.
A1  - Maple, Emily
A1  - Siegel, Michael
A1  - Dejong, William
A1  - Naimi, Timothy S.
A1  - Ostroff, Joshua
A1  - Padon, Alisa A.
A1  - Borzekowski, Dina L. G.
A1  - Jernigan, David H.
SP  - 2234
EP  - 2242
VL  - 38
IS  - 8
N2  - BACKGROUND: Being able to investigate the relationship between underage drinkers' preferences for particular brands and their exposure to advertising for those brands would represent a significant advance in alcohol marketing research. However, no previous national study has examined the relationship between underage youth exposure to brand-specific alcohol advertising and consumption of those brands. <br><br>METHODS: We conducted a cross-sectional, Internet-based survey of a national sample of 1,031 youth, ages 13-20, who had consumed at least 1 drink of alcohol in the past 30 days. We ascertained all alcohol brands consumed by respondents in the past 30 days. The main outcome measure was brand-specific consumption during the past 30 days, measured as a dichotomous variable. The main predictor variable was exposure to brand-specific alcohol advertising on television. The respondents reported which of 20 television shows popular with youth they had watched during the past 30 days. For each respondent, we calculated a standard measure of potential exposure to the brand-specific alcohol advertising that aired on those shows during the preceding 12 months, based on Nielsen (New York, NY) estimates of the youth audience for each show's telecasts. <br><br>RESULTS: Compared to no brand-specific advertising exposure, any exposure was associated with an increased likelihood of brand-specific consumption (adjusted odds ratio 3.02; 95% confidence interval: 2.61-3.49) after controlling for several individual- and brand-level variables. When measured as a continuous variable, the relationship between advertising exposure and brand consumption was nonlinear, with a large association at lower levels of exposure and diminishing incremental effects as the level of exposure increased. <br><br>CONCLUSIONS: There is a robust relationship between youth's brand-specific exposure to alcohol advertising on television and their consumption of those same alcohol brands during the past 30 days. This study provides further evidence of a strong association between alcohol advertising and youth drinking behavior.<p /> <p>Language: en</p>
LA  - en
SN  - 0145-6008
UR  - http://dx.doi.org/10.1111/acer.12488
ID  - ref1
ER  -