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According to the study, the number of alcohol ads on network, local
and cable television climbed up drastically in 2002 as compared
to 2001. The number of TV commercials leapfrogged 39 per cent in
2002 to touch 289,381. In money terms too, spending rose 22 percent
to touch $990 million.
The study indicated that the dramatic increase in alcohol ads could
lead to a worsening of the teen alcohol and drug problem in the
US.
The study revealed that youth between 12 and 20 years saw two beer
and distilled spirits ads on television for every three seen by
adults in 2002. They also watched nearly three advertisements for
low-alcohol refreshers for every four seen by adults. The study
says that it is quite possible that the industry's new marketing
codes lag far behind its aggressive marketing practices
Centre on Alcohol Marketing & Youth had commissioned TNS Media
Intelligence/ CMR to assess how often ads occurred and how much
was spent on them, with Nielsen Media Research providing the audience
data.
According to a press release issued by the centre, 15 of the television
shows, most popular with teens ages 12-17, had alcohol ads. In 2002,
alcohol companies placed 5,085 ads on programs such as Survivor,
Fear Factor and That '70s Show, at a total cost of nearly
$53 million. Spending on this group has increased by almost 60 per
cent compared with 2001.
But one thing that the study firmly indicated is that parents
and policymakers need to understand that even self-imposed industry
standards are like offering false hope as youth will still be overexposed
to alcohol advertising. May be the answer is to educate kids better.
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