2008

• Youth Exposure to Alcohol Advertising on Television, 2001 to 2007
  This study documented a 38 percent increase in youth exposure to alcohol advertising on television, and made recommendations to the Federal Trade Commission and industry self-regulatory bodies about improving self-regulatory standards.
  Read the full report.
  News release: Alcohol Advertisements Seen by Youth on TV on the Rise
  12-20 Year Olds' Exposure Increased 38% From 2001-2007 

2007

• CAMY Monitoring Report: Youth Exposure to Alcohol Advertising on Television and in National Magazines, 2001 to 2006 
  This study compared progress being made in reducing youth exposure to alcohol advertising in national magazines to the lack of progress occurring on television. It was one of a series of reports that influenced ongoing debates over the effectiveness of alcohol industry self-regulation.
  Table W1: Alcohol Product Advertising Expenditures on Cable Television by Beverage Type, 2001-2006 
  News release: Alcohol Industry Reforms Make Slight Progress in Reducing Youth Exposure to Alcohol Advertising 

• Drowned Out: Alcohol Industry "Responsibility" Advertising on Television, 2001-2005 
  This study reported that from 2001 to 2005 youth were 239 times more likely to see a product advertisement for alcohol than an alcohol industry "responsibility" message about underage drinking and 32 times more likely to see an alcohol product advertisement than an industry-sponsored "responsibility" advertisement about drinking and driving or drinking safely.  This finding contributed to the provision of the first authorized funding for a national media campaign on underage drinking by Congress in 2007.
  Read the full report.
  News release: Alcohol Companies' Product Advertising on Television Dwarfs "Responsibility" Ads From 2001 to 2005 

2006

• Still Growing After All These Years: Youth Exposure to Alcohol Advertising on Television, 2001- 2005 
  This study documented the continued growth of youth exposure to alcohol advertising on television, and particular to distilled spirits advertising on cable television.
  Read the full report.
  Fact sheet: Television, Alcohol Ads and Youth, 2001 to 2005 
  News release: More Alcohol Advertising on Television And Underage Youth Are Seeing It 

2005

• Alcohol Advertising on Television, 2001-2004: The Move to Cable 
  This study documented the rise of alcohol advertising on cable television, a medium more tightly targeted and thus more likely to overexpose youth than broadcast television.
  Read the full report.
  Interactive Data Tool. 

• Alcohol Industry "Responsibility" Advertising on Television, 2001 to 2003 
  This study showed that young people are far more likely to see product advertising on television than the alcohol industry’s “responsibility” advertising warning about underage drinking or delivering safety or moderate drinking messages.
  News release: Alcohol Product Commercials Overwhelm "Responsibility" Messages From 2001 to 2003 

2004

• Alcohol Advertising on Television, 2001 to 2003: More of the Same 
  This study documented the alcohol industry’s lack of progress in reducing youth exposure to alcohol advertising on television.
  Read the full report.
  Interactive Data Tool.
  Fact sheet: Television, Alcohol Ads and Youth, 2001 to 2005

• Fewer Drops in the Bucket: Alcohol Industry "Responsibility" Advertising Declined on Television in 2002  
  This study showed that not only was alcohol industry “responsibility” advertising far less likely to be viewed by underage youth than its product advertising, but also that this kind of advertising was in decline on television.
  Read the full report. 

2003

• Drops in the Bucket: Alcohol Industry "Responsibility" Advertising on Television in 2001 
  This was the first report ever to document that alcohol companies are far more likely to expose underage persons to their product advertising than to their advertisements warning about underage drinking or against drinking-driving.
  Read the report. 

2002

• Television: Alcohol's Vast Adland 
  This report introduced a new methodology for public health surveillance of youth exposure to alcohol advertising on television, using commercial data sources and providing information about the effectiveness of alcohol industry self-regulatory standards that would never be factually disputed by alcohol advertisers.
  Read the full report.
  Interactive Data Tool.
  Fact sheet: Television, Alcohol Ads and Youth, 2001 to 2005 

2007

• CAMY Monitoring Report: Youth Exposure to Alcohol Advertising on Radio, 2006 
  This study established a new methodology for assessing youth exposure to alcohol advertising on radio, and documented that one in 12 advertisements were still airing to youth audiences larger than permissible under alcohol industry self-regulatory codes.

2006

• Youth Exposure to Alcohol Advertising on Radio - United States, June-August 2004 
  A brief version of this study appeared in CDC’s MMWR on September 1, 2006, validating the Center’s methodology for estimating youth and adult exposure to alcohol advertising.

2004

• Youth Exposure to Radio Advertising for Alcohol: United States, Summer 2003 
  Modeled on the presentation style of CDC’s MMWR, this study paved the ground for a future and fruitful collaboration between CDC and the Center.
  Interactive data tool. 

2003

• Radio Daze: Alcohol Ads Tune in Underage Youth 
  This report pioneered public health surveillance of alcohol advertising on the radio, a heavily targeted medium that at the time was also very popular with young people. It helped to build public pressure for stronger industry self-regulatory standards, which the Federal Trade Commission convinced alcohol companies to adopt in September 2003.
  Read the full report.
  Press materials. 

2007

• Youth Exposure to Alcohol Advertising on Television and in National Magazines, 2001 to 2006 
  This study compared progress being made in reducing youth exposure to alcohol advertising in national magazines to the lack of progress occurring on television. It was one of a series of reports that influenced ongoing debates over the effectiveness of alcohol industry self-regulation.
  News release: Alcohol Industry Reforms Make Slight Progress in Reducing Youth Exposure to Alcohol Advertising
• It Can Be Done: Reductions in Youth Exposure to Alcohol Advertising in Magazines, 2001-2005 
  This study showed that alcohol companies can and do change their marketing practices in response to public pressure, in this case by reducing youth exposure to alcohol advertising in magazines after the adoption in 2003 of a new 30 percent maximum for underage audiences of their advertising.
  Read the full report.
  News release: Youth Exposure to Alcohol Ads in Magazines Declined from 2001 to 2005 
  Table W1: Alcohol Brand Advertising Placements and Expenditures Relative to the 15% Youth Readership Composition Threshold, 2005
  View additional CAMY Magazine data in the CDC's Morbidity and Mortality Weekly Report.
• Youth Exposure to Alcohol Advertising in Magazines --- United States, 2001--2005 
  A brief version of this study was published by CDC in MMWR on August 3, 2007.  The publication in MMWR was a validation of the methods used by the Center to monitor youth exposure to alcohol advertising in national magazines.

2006

• Youth Exposure to Alcohol Advertising in Magazines, 2001 to 2004: Good News, Bad News 
  This study showed that although youth exposure to alcohol advertising was declining in national magazines, youth overexposure (that is, the amount of advertising seen by youth per capita in excess of the amount seen by adults of legal purchase age per capita) was still substantial. The study recommendations were echoed by 20 state attorneys general in a letter to the Federal Trade Commission in May 2006.
  Read the full report.
  Reach, frequency, and GRPS table.
  Brand GRPS for 2004 table. 

2005

• Youth Overexposed: Alcohol Advertising in Magazines, 2001 to 2003 
  This study documented high levels of youth exposure to alcohol advertising in national magazines, cementing the argument made by both the Federal Trade Commission and the National Research Council and Institute of Medicine in 2003 of the need for a tighter self-regulatory standard.
  Read the full report.
  Interactive data tool. 

2002

• Overexposed: Youth a Target of Alcohol Advertising in Magazines 
  Building on the experience in tobacco control, this report pioneered a methodology for public health surveillance of youth exposure to alcohol advertising in magazines, drawing on findings from court cases in California that had upheld such a methodology for tobacco advertising.

 

2006

• Exposure of African-American Youth to Alcohol Advertising, 2003 to 2004
  This study received extensive news coverage in black radio and newspapers around the country, and documented that African-American youth receive substantially more exposure to alcohol advertising than youth in general.
  Read the full report.
  Fact sheet: African-American Youth and Alcohol Advertising  

2005

• Exposure of Hispanic Youth to Alcohol Advertising, 2003-2004
  This study showed that Hispanic youth receive greater exposure to alcohol advertising in English language media than youth in general.
  Executive summary in Spanish
  Read the full report.
  News release: Alcohol Industry's Marketing Overexposes Hispanic Teens
  Fact sheet: Hispanic Youth and Alcohol Advertising

2003

• Exposure of African-American Youth to Alcohol Advertising
  Read the full report.
  News release: African-American Youth Overexposed to Alcohol Advertising
  Fact sheet: African-American Youth and Alcohol Advertising    
• Exposure of Hispanic Youth to Alcohol Advertising
  These studies were the first ever to document quantitatively that minority youth receive substantially greater exposure to alcohol advertising per person than youth in general.
  News release: Alcohol Industry's Marketing Overexposes Hispanic Teens 
  Fact sheet: Hispanic Youth and Alcohol Advertising 

2004

• Clicking with Kids: Alcohol Marketing and Youth on the Internet
  This was the first report to take a quantitative approach to youth exposure to alcohol advertising on the internet, by using third-party data on web traffic to 55 alcohol company websites.  The study also reported the results of testing the effectiveness of parental control software to block underage access to these sites.
  Read the full report (low-resolution).
  Read the full report (high-resolution).
  News release: Underage Youth Have Easy Access to Alcohol Web Sites 

 

2007

• Is "Spillover" Exposure of Youth to Alcohol Advertising an Inevitable Consequence?
  This working paper analyzes whether exposure of underage youth is an inevitable consequence of placing ads in media where young adults will see them.

2006

• Underage Drinking in the United States: A Status Report, 2005
  This was the second of two reports on underage drinking that pulled together the most recent data on underage drinking, and contributed to the passage by Congress in the end of 2006 of the first legislation ever devoted solely to underage drinking prevention.
  Read the full report.
  News release: Underage Drinking 2005: Girls Bingeing More

2005

• Striking a Balance: Protecting Youth From Overexposure to Alcohol Ads and Allowing Alcohol Companies to Reach the Adult Market
  Developed in collaboration with attorneys with expertise in Federal Trade Commission law, this study argued that tighter advertising placement standards could be required of alcohol companies without raising first amendment issues.
• Underage Drinking in the United States: A Status Report, 2004
  This report was designed to show how easily a national annual report on underage drinking would be to produce. A requirement for such a report was later written into the Sober Truth on Prevention Underage Drinking (STOP) Act, passed unanimously by Congress in 2006.
  Read the full report.

2003

• State Alcohol Advertising Laws: Current Status and Model Policies
  This landmark report explored state powers to regulate and restrict youth exposure to alcohol advertising. It led to changes in state and local policies in numerous jurisdictions, including Connecticut, Pennsylvania and Maine.
  Read the full report.