YOUTH EXPOSURE TO ALCOHOL ADVERTISING ON TELEVISION

December 2005
Alcohol Advertising on Television 2001-2004: The Move to Cable
Center on Alcohol Marketing and Youth, Georgetown University

VMR was commissioned by The Center on Alcohol Marketing and Youth to analyze the alcohol industry’s placement of more than one million television ads, worth almost $3.5 billion, between 2001 and 2004. DOWNLOAD

July 2005
Alcohol Industry "Responsibility" Advertising on Television, 2001 to 2003
Center on Alcohol Marketing and Youth, Georgetown University

As a companion to its reports on youth exposure to alcohol product advertising on television, in magazines and on the radio, the Center on Alcohol Marketing and Youth commissioned Virtual Media Resources, Inc. (VMR) to analyze the alcohol industry’s televised "responsibility" ads in 2001, 2002 and 2003. DOWNLOAD

October 2004
Alcohol Advertising on Television, 2001 to 2003: More of the Same
Center on Alcohol Marketing and Youth, Georgetown University

The trends of an ever-increasing number of ads and continued overexposure of underage youth mark alcohol advertising on television from 2001 to 2003, according to an analysis by VMR for the Center on Alcohol Marketing and Youth (CAMY). DOWNLOAD

May 2004
Fewer Drops in the Bucket: Alcohol Industry "Responsibility" Advertising Declined on Television in 2002
Center on Alcohol Marketing and Youth, Georgetown University

The purpose of this report was to examine youth and adult exposure to alcohol industry responsibility advertising on television in 2002 in comparison with exposure to the industry's advertising for alcohol products. DOWNLOAD

April 2004
Youth Exposure to Alcohol Ads on Television, 2002: From 2001 to 2002, Alcohol's Adland Grew Vaster
Center on Alcohol Marketing and Youth, Georgetown University

CAMY commissioned Virtual Media Resources (VMR) of Natick, Massachusetts to analyze all of the alcohol product advertising on television in 2002. DOWNLOAD

February 2003
Drops in the Bucket: Alcohol Industry "Responsibility" Advertising on Television in 2001
Center on Alcohol Marketing and Youth, Georgetown University

Following on its recent reports on alcohol advertising in national magazines and on television, the Center on Alcohol Marketing and Youth (CAMY) commissioned Virtual Media Resources (VMR), a media planning and research firm in Natick, Massachusetts, to analyze the alcohol industry's televised "responsibility" ads in 2001, using the same standard data sources and methodologies employed by media planning and buying professionals. DOWNLOAD

December 2002
Television: Alcohol's Vast Adland
Center on Alcohol Marketing and Youth, Georgetown University

Concern about how much television alcohol advertising reaches underage youth and how the advertising influences their attitudes and decisions about alcohol use has been widespread for many years. Lacking in the policy debate has been solid, reliable information about the extent of youth exposure to television alcohol advertising. To address this critical gap, the Center on Alcohol Marketing and Youth commissioned Virtual Media Resources, a media planning and research firm in Natick, Massachusetts, to analyze television alcohol advertising in 2001, using the same data and methodology as professional media planners. DOWNLOAD

[RETURN TO TOP]

MULTICULTURAL MARKETING

October 2005
Exposure of Hispanic Youth to Alcohol Advertising, 2003-2004
Center on Alcohol Marketing and Youth, Georgetown University

The Center on Alcohol Marketing and Youth (CAMY) commissioned Virtual Media Resources (VMR) to analyze the exposure of Hispanic youth, ages 12 to 20, to alcohol advertising in English-language magazines, on English- and Spanish-language radio stations, and on the television programming in both languages most popular with Hispanic youth in 2003 and 2004. DOWNLOAD

June 2003
Exposure of African-American Youth to Alcohol Advertising
Center on Alcohol Marketing and Youth, Georgetown University

The Center on Alcohol Marketing and Youth (CAMY) commissioned Virtual Media Resources (VMR) to audit the exposure of African-American youth to alcohol advertising in magazines and on radio and television in 2002. DOWNLOAD

April 2003
Exposure of Hispanic Youth to Alcohol Advertising
Center on Alcohol Marketing and Youth, Georgetown University

The Center on Alcohol Marketing and Youth commissioned Virtual Media Resources (VMR) to audit the exposure of Hispanic youth to alcohol magazine, television and radio advertising in 2002. DOWNLOAD

[RETURN TO TOP]

PUBLIC HEALTH POLICY AND ACADEMIC RESEARCH

August 2005
Alcohol Advertising and Youth: A Measured Approach
Public Health Perspectives in Journal of Public Health Policy (Volume 26, Number 3)

This research shows that alcohol companies have placed significant amounts of advertising where youth are more likely per capita to be exposed to it than adults. Further analyses by the Center have demonstrated that much of this excess exposure of youth to alcohol advertising in the United States could be eliminated if alcohol companies would adopt a threshold of 15% (roughly the proportion of 12–20-years-old in the population 12 and above) as the maximum youth audience composition for their advertising. VISIT JOURNAL

July 2005
Striking a Balance: Protecting Youth From Overexposure to Alcohol Ads and Allowing Alcohol Companies to Reach the Adult Market
Center on Alcohol Marketing and Youth, Georgetown University

In September 2003, both the Beer Institute and the Distilled Spirits Council of the United States ("DISCUS") finally followed the Federal Trade Commission's 1999 recommendation and announced their members would raise the minimum adult audience composition of media in which they will advertise from a fairly meaningless 50 percent to a proportional 70 percent. This white paper seeks to examine the impact of this 70 percent threshold on reducing underage youth exposure to alcohol advertising. DOWNLOAD

July 2004
Sex Differences in Adolescent Exposure to Alcohol Advertising in Magazines
Archives of Pediatrics & Adolescent Medicine (Volume 158)

This paper measures girls' and boys' exposure to alcohol advertising in magazines and compares this exposure with that of legal-age persons. VISIT JOURNAL

[RETURN TO TOP]

October 2005
A Tale of Two Studies
Ziff Davis Media Marketing Zone

Joshua Ostroff contributes occasional articles on research topics to The Marketing Zone, a Ziff Davis technology web site. This October 2005 column provides some useful context to the latest release of the IntelliQuest CIMS (Computer Industry Media Study) report, used by media planners and media companies alike for media buying and sales.

October 2004
Syndicated media research in context: a perspective on IntelliQuest CIMS 2004
Ziff Davis Media Marketing Zone

In this October 2004 column for Ziff Davis Marketing Zone, Joshua Ostroff provides a primer on syndicated research, its strengths and shortcomings, and the methodological changes to the 2004 IntelliQuest CIMS (Computer Industry Media Study) survey that roiled the technology media marketplace. While change is a fact of life in information technology and in publishing, it is disconcerting to media research, a field that seems to value trendability above all else.

[RETURN TO TOP]

YOUTH EXPOSURE TO ALCOHOL ADVERTISING IN MAGAZINES

April 2005
Youth Overexposed: Alcohol Advertising in Magazines, 2001 to 2003
Center on Alcohol Marketing and Youth, Georgetown University

Distilled spirits and beer advertising in national magazines between 2001 and 2003 consistently reached more underage youth than adults on a per capita basis, according to an analysis by the Center on Alcohol Marketing and Youth (CAMY) of 10,455 alcohol ads costing almost $1 billion. DOWNLOAD

September 2002
Overexposed: Youth a Target of Alcohol Advertising in Magazines
Center on Alcohol Marketing and Youth, Georgetown University

This report employs the same tools, syndicated data sources, and procedures utilized by media planners and buyers to execute advertising campaigns. By "reverse engineering" the actual alcohol advertising in magazines in 2001, this analysis sheds light on the information that is available to alcohol industry marketers when they make decisions about where and how to spend advertising dollars. DOWNLOAD

[RETURN TO TOP]

YOUTH EXPOSURE TO ALCOHOL ADVERTISING ON THE RADIO

January 2004
Youth Exposure to Radio Advertising for Alcohol: United States, Summer 2003
Center on Alcohol Marketing and Youth, Georgetown University

To assess youth exposure to alcohol advertising on radio relative to young adults and all adults over 21, VMR analyzed a sample of more than 50,000 radio ad placements for 25 leading brands of alcohol in 104 U.S. radio markets in the summer of 2003. DOWNLOAD

April 2003
Radio Daze: Alcohol Ads Tune in Underage Youth
Center on Alcohol Marketing and Youth, Georgetown University

The Center on Alcohol Marketing and Youth commissioned Virtual Media Resources (VMR) to audit alcohol radio advertising in 2001 and 2002 and to conduct a case study of alcohol radio advertising in December 2002 and January 2003 to validate the audit findings. DOWNLOAD

[RETURN TO TOP]

Home | Capabilities | About Us | Research | News | Contact
Copyright 2006 Virtual Media Resources, Inc.