title: The relationship between exposure to brand-specific alcohol advertising and brand-specific consumption among underage drinkers--United States, 2011-2012.
abstract: BACKGROUND
  Marketing is increasingly recognized as a potentially important contributor to youth drinking, yet few studies have examined the relationship between advertising exposure and alcohol consumption among underage youth at the brand level.
  
  
  OBJECTIVE
  To examine the relationship between brand-specific exposure to alcohol advertising among underage youth and the consumption prevalence of each brand in a national sample of underage drinkers.
  
  
  METHODS
  We analyzed the relationship between population-level exposure of underage youth ages 12-20 to brand-specific alcohol advertising in national magazines and television programs and the 30-day consumption prevalence--by brand--among a national sample of underage drinkers ages 13-20. Underage youth exposure to alcohol advertising by brand for each month in 2011, measured in gross rating points (GRPs, a standard measure of advertising exposure), was obtained from GfK MRI (a media consumer research company) and Nielsen for all measured national issues of magazines and all national television programs, respectively. The 30-day consumption prevalence for each brand was obtained from a national survey of 1031 underage drinkers conducted between December 2011 and May 2012.
  
  
  RESULTS
  Underage youth were more than five times more likely to consume brands that advertise on national television and 36% more likely to consume brands that advertise in national magazines. The consumption prevalence of a brand increased by 36% for each 1.5 standard deviation (50 GRPs) increase in television adstock among underage youth and by 23% for each 1.5 standard deviation (10 GRPs) increase in magazine adstock.
  
  
  CONCLUSIONS
  These findings suggest that alcohol advertising influences an important aspect of drinking behavior--brand choice--among youth who consume alcohol.
authors.affiliation: a Department of Community Health Sciences , Boston University School of Public Health , Boston , MA , USA.
authors.forename: Michael
authors.initials: M
authors.lastname: Siegel
authors.affiliation: b Fiorente Media, Inc ., Boston , MA , USA.
authors.forename: Craig S
authors.initials: CS
authors.lastname: Ross
authors.affiliation: a Department of Community Health Sciences , Boston University School of Public Health , Boston , MA , USA.
authors.forename: Alison B
authors.initials: AB
authors.lastname: Albers
authors.affiliation: a 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: c Pleiades Consulting Group , Lincoln , MA , USA.
authors.forename: Charles
authors.initials: C
authors.lastname: King
authors.affiliation: a Department of Community Health Sciences , Boston University School of Public Health , Boston , MA , USA.|d 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: e 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* / Q000523:psychology*; D000434:Alcoholic Beverages; D002648:Child; D003258:Consumer Behavior; D005260:Female; D006801:Humans; D008297:Male; D010506:Periodicals as Topic / Q000706:statistics & numerical data; D015995:Prevalence; D013690:Television / Q000706:statistics & numerical data; D000066608:Underage Drinking / Q000523:psychology* / Q000706:statistics & numerical data*; D014481:United States / Q000453:epidemiology; D055815:Young Adult
keywords: Alcohol; alcohol brands; price; surveillance; underage drinking; youth