Estimated Televised Alcohol Advertising Exposure in the Past Year and Associations with Past 30‐Day Alcohol Use Behavior among American Adults: Results from a Secondary Analysis of Large‐Scale Advertising and Survey Data
To estimate the volume of past‐year televised alcohol advertising exposure by product category and demographic group among adults living in the United States and test associations between estimated alcohol advertising exposure and past 30‐day alcohol use behavior.
Secondary analysis of data from two national‐level US data sets: Kantar data on appearances of televised alcohol advertisements and data from the Simmons National Consumer Survey (NCS), a large national mail survey on television viewing patterns and consumer behavior.
A total of 54 671 adults, aged 21 years and older, who were randomly selected to participate in the Simmons NCS.
Estimated exposure to televised advertisements for beer, wine and spirits, self‐reported alcohol use in the past year and number of units of alcohol consumed in the past 30 days.
The average respondent was exposed to an estimated 576 [95% confidence interval (CI) = 570–582] televised alcohol advertisements in the year preceding their survey. Exposure was higher among males versus females and African Americans versus whites. A 1% increase in the estimated volume of advertisement exposure was associated with a 0.11 (95% CI = 0.08–0.13) percentage point increase in the odds of having at least one alcohol unit in the last 30 days and, among past 30‐day alcohol users, a 0.05 (95% CI = 0.04–0.07) per cent increase in the number of alcoholic units consumed. Associations were consistent across product categories and demographics.
There appears to be a small but consistent positive association between alcohol advertising exposure and alcohol use behavior among American adults.