Timothy S Naimi1,2, Craig S Ross3, Michael B Siegel1, William DeJong1, David H Jernigan4. 1. Department of Community Health Sciences, Boston University School of Public Health, Boston, Massachusetts. 2. Section of General Internal Medicine, Boston Medical Center, Boston, Massachusetts. 3. Fiorente Media Inc., Boston, Massachusetts. 4. Johns Hopkins Bloomberg School of Public Health, Baltimore, Maryland.
Abstract
OBJECTIVE: Although studies demonstrate that exposure to brand-specific alcohol advertising is associated with an increased likelihood of youth consuming particular brands, the relationship between quantity of brand-specific advertising exposure and quantity of brand-specific consumption has not been firmly established. METHOD: Using the Alcohol Brand Research Among Underage Drinkers (ABRAND) national sample of 1,031 young drinkers (ages 13-20), this study examined the relationship between their aggregated past-year exposure to advertising (in adstock units, a measure based on gross rating points) for 61 alcohol brands that advertised on the 20 most popular nonsports television programs viewed by underage youth and their aggregated total consumption of those same brands during the past 30 days. Predictive models adjusted for other media exposure, predictors of youth's alcohol consumption, and the consumption of brands not advertised on the 20 shows. RESULTS: For the fully adjusted models, each 100 adstock unit increase in exposure (about 1 SD) was associated with an increase of 5.9 drinks (95% CI [0.9, 11.0 drinks]) consumed during the past 30 days among those with less than 300 units of advertising exposure, and an increase of 55.7 drinks (95% CI [13.9, 97.4 drinks]) among those with 300 or more adstock units of exposure. CONCLUSIONS: Among underage youth, the quantity of brand-specific advertising exposure is positively associated with the total quantity of consumption of those advertised brands, even after controlling for the consumption of non-advertised brands. Future research should examine exposure-consumption relationships longitudinally and in other media.
OBJECTIVE: Although studies demonstrate that exposure to brand-specific alcohol advertising is associated with an increased likelihood of youth consuming particular brands, the relationship between quantity of brand-specific advertising exposure and quantity of brand-specific consumption has not been firmly established. METHOD: Using the Alcohol Brand Research Among Underage Drinkers (ABRAND) national sample of 1,031 young drinkers (ages 13-20), this study examined the relationship between their aggregated past-year exposure to advertising (in adstock units, a measure based on gross rating points) for 61 alcohol brands that advertised on the 20 most popular nonsports television programs viewed by underage youth and their aggregated total consumption of those same brands during the past 30 days. Predictive models adjusted for other media exposure, predictors of youth's alcohol consumption, and the consumption of brands not advertised on the 20 shows. RESULTS: For the fully adjusted models, each 100 adstock unit increase in exposure (about 1 SD) was associated with an increase of 5.9 drinks (95% CI [0.9, 11.0 drinks]) consumed during the past 30 days among those with less than 300 units of advertising exposure, and an increase of 55.7 drinks (95% CI [13.9, 97.4 drinks]) among those with 300 or more adstock units of exposure. CONCLUSIONS: Among underage youth, the quantity of brand-specific advertising exposure is positively associated with the total quantity of consumption of those advertised brands, even after controlling for the consumption of non-advertised brands. Future research should examine exposure-consumption relationships longitudinally and in other media.
Authors: Craig S Ross; Emily Maple; Michael Siegel; William DeJong; Timothy S Naimi; Joshua Ostroff; Alisa A Padon; Dina L G Borzekowski; David H Jernigan Journal: Alcohol Clin Exp Res Date: 2014-07-01 Impact factor: 3.455
Authors: Craig S Ross; Emily Maple; Michael Siegel; William DeJong; Timothy S Naimi; Alisa A Padon; Dina L G Borzekowski; David H Jernigan Journal: Alcohol Alcohol Date: 2015-03-08 Impact factor: 2.826
Authors: Sarah P Roberts; Michael B Siegel; William DeJong; Timothy S Naimi; David H Jernigan Journal: Subst Use Misuse Date: 2015-01-22 Impact factor: 2.164
Authors: Auden C McClure; Mike Stoolmiller; Susanne E Tanski; Rutger C M E Engels; James D Sargent Journal: Alcohol Clin Exp Res Date: 2012-12-19 Impact factor: 3.455
Authors: Michael Siegel; William DeJong; Timothy S Naimi; Erin K Fortunato; Alison B Albers; Timothy Heeren; David L Rosenbloom; Craig Ross; Joshua Ostroff; Sergei Rodkin; Charles King; Dina L G Borzekowski; Rajiv N Rimal; Alisa A Padon; Raimee H Eck; David H Jernigan Journal: Alcohol Clin Exp Res Date: 2013-02-07 Impact factor: 3.455
Authors: Christopher N Morrison; Hilary F Byrnes; Brenda A Miller; Sarah E Wiehe; William R Ponicki; Douglas J Wiebe Journal: Drug Alcohol Depend Date: 2019-10-17 Impact factor: 4.492