Watchdog Group: Too Many Alcohol Ads On Youth-Oriented Radio

  • September 5, 2006
The Center on Alcohol Marketing and Youth recent report claims 14 percent of alcohol-related radio spots aired on shows where minors represented more than one-third of the listening audience. The Georgetown University-affiliated group and researchers from the Centers for Disease Control and Prevention scrutinized 67,404 ads that aired on 104 U.S. radio stations during the summer of 2004. It found that 9,158 ads ran in programming where the listening audience of youths 12 to 20 years old exceeded the beer industry's self-imposed listening audience threshold of 30. Alternative rock and hip-hop were among the formats that had the largest percentage of alcohol ads. Alternative rock stations accounted for about one-quarter of youth exposure in the sample.

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