Résumé :
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[BDSP. Notice produite par INIST-CNRS mB99CR0x. Diffusion soumise à autorisation]. Objectives. We examined whether alcohol advertising on cable television is associated with adolescent viewership. Methods. Using Nielsen data for every national cable alcohol advertisement from 2001 to 2006 (608591 ads), we examined whether ad incidence in a given advertising time slot was associated with adolescent viewership (i.e., the percentage of the audience that was aged 12-20 years) after we controlled for other demographic variables. Results. Almost all alcohol ads appeared in time slots with audiences made up of 30% or fewer underage viewers. In these time slots (standardized by duration and number of viewers), each 1-percentage-point increase in adolescent viewership was associated with more beer (7%), spirits (15%), and alcopop (or low-alcohol refresher ; 22%) ads, but fewer wine (-8%) ads (P<. for all spirits and alcopops associations were stronger among adolescent girls than boys each conclusions. ad placements beer increased as viewership rose from to especially female viewers. alcohol advertising practices should be modified limit exposure of underage>
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