title: Time trends and demographic differences in youth exposure to alcohol advertising on television.
abstract: OBJECTIVE
  To examine trends in youth exposure to alcohol advertising on television across different demographic groups.
  
  
  METHODS
  We used television ratings data on alcohol advertisements to examine trends in exposure between September 1998 and February 2002. Further, we explored the differences in exposure across demographic groups by examining group-level alcohol ad exposure across specific networks, program types, and times of day.
  
  
  RESULTS
  We found that boys were more exposed than girls and African-Americans are more exposed than whites. Moreover, the race differential appeared to be increasing over time, whereas the gender differential appeared to increase with age. Differences in viewing patterns across race and gender contributed to the observed differences in exposure to alcohol advertising on television.
  
  
  CONCLUSIONS
  These results provide guidance in identifying comparative vulnerabilities in exposure to alcohol advertising on television, and can aid in the development of strategies to inoculate youth against those vulnerabilities.
authors.affiliation: RAND Corporation, Santa Monica, California 90407-2138, USA. ringel@rand.org
authors.forename: Jeanne S
authors.initials: JS
authors.lastname: Ringel
authors.forename: Rebecca L
authors.initials: RL
authors.lastname: Collins
authors.forename: Phyllis L
authors.initials: PL
authors.lastname: Ellickson
mesh_terms: D000293:Adolescent; D000329:Advertising; D001741:Black or African American; D017677:Age Distribution; D000434:Alcoholic Beverages; D002648:Child; D005260:Female; D006801:Humans; D008297:Male; D011939:Mental Recall; D010506:Periodicals as Topic; D011287:Prejudice; D013690:Television; D013997:Time Factors; D044465:White People