Television and Magazine Alcohol Advertising: Exposure and Trends by Sex and Age

摘要

Objective: The purpose of this study was to document exposure to alcohol advertising by sex, age, and the level and type of alcohol people consume. Method: We use unique marketing survey data that link the media individuals consume and advertising appearing in those media. Our sample of 306,451 men and women represents the population age 18 and older living in the 48 contiguous United States between 1996 and 2009. We measure advertising exposure not with the standard expenditure data but with counts of actual advertisements people likely saw. We relate advertising exposure across groups defined by age, gender, and the amount of beer, wine, and spirits consumed. Results: We found that drinkers, particularly young male drinkers, see much more alcohol advertising.