title: The relationship between population-level exposure to alcohol advertising on television and brand-specific consumption among underage youth in the US.
abstract: OBJECTIVE
  We investigated the population-level relationship between exposure to brand-specific advertising and brand-specific alcohol use among US youth.
  
  
  METHODS
  We conducted an internet survey of a national sample of 1031 youth, ages 13-20, who had consumed alcohol in the past 30 days. We ascertained all of the alcohol brands respondents consumed in the past 30 days, as well as which of 20 popular television shows they had viewed during that time period. Using a negative binomial regression model, we examined the relationship between aggregated brand-specific exposure to alcohol advertising on the 20 television shows [ad stock, measured in gross rating points (GRPs)] and youth brand-consumption prevalence, while controlling for the average price and overall market share of each brand.
  
  
  RESULTS
  Brands with advertising exposure on the 20 television shows had a consumption prevalence about four times higher than brands not advertising on those shows. Brand-level advertising elasticity of demand varied by exposure level, with higher elasticity in the lower exposure range. The estimated advertising elasticity of 0.63 in the lower exposure range indicates that for each 1% increase in advertising exposure, a brand's youth consumption prevalence increases by 0.63%.
  
  
  CONCLUSIONS
  At the population level, underage youths' exposure to brand-specific advertising was a significant predictor of the consumption prevalence of that brand, independent of each brand's price and overall market share. The non-linearity of the observed relationship suggests that youth advertising exposure may need to be lowered substantially in order to decrease consumption of the most heavily advertised brands.
authors.affiliation: Fiorente Media, Inc., Boston, MA, USA.
authors.forename: Craig S
authors.initials: CS
authors.lastname: Ross
authors.affiliation: Department of Community Health Sciences, Boston University School of Public Health, Boston, MA, USA.
authors.forename: Emily
authors.initials: E
authors.lastname: Maple
authors.affiliation: Department of Community Health Sciences, Boston University School of Public Health, Boston, MA, USA mbsiegel@bu.edu.
authors.forename: Michael
authors.initials: M
authors.lastname: Siegel
authors.affiliation: Department of Community Health Sciences, Boston University School of Public Health, Boston, MA, USA.
authors.forename: William
authors.initials: W
authors.lastname: DeJong
authors.affiliation: Department of Community Health Sciences, Boston University School of Public Health, Boston, MA, USA Section of General Internal Medicine, Boston University School of Medicine, Boston, MA, USA.
authors.forename: Timothy S
authors.initials: TS
authors.lastname: Naimi
authors.affiliation: Department of Health, Behavior, and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD, USA.
authors.forename: Alisa A
authors.initials: AA
authors.lastname: Padon
authors.affiliation: Department of Behavioral and Community Health, University of Maryland School of Public Health, College Park, MD, USA.
authors.forename: Dina L G
authors.initials: DL
authors.lastname: Borzekowski
authors.affiliation: Department of Health, Behavior, and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD, USA.
authors.forename: David H
authors.initials: DH
authors.lastname: Jernigan
mesh_terms: D000293:Adolescent; D000329:Advertising / Q000706:statistics & numerical data*; D000428:Alcohol Drinking / Q000453:epidemiology; D000434:Alcoholic Beverages / Q000706:statistics & numerical data*; D005260:Female; D006801:Humans; D008297:Male; D015995:Prevalence; D012044:Regression Analysis; D013690:Television; D000066608:Underage Drinking / Q000706:statistics & numerical data*; D014481:United States / Q000453:epidemiology; D055815:Young Adult