Group Finds A 92% Compliance on Liquor Ad Ban Lacking
September 18, 2007 at 2:25 PM (PT)
Even though alcohol advertising on radio fell by 38% between 2001 and 2006, the Center on Alcohol Marketing and Youth (CAMY) at Georgetown University came up with figures that it believes warrants a further reduction of alcohol advertising, which could jeopardize the financial viability of several music-formatted radio stations.
In, 2003, beer and distilled spirits companies voluntarily vowed not to advertise on radio stations that attract an underage audience of 30% or more. A 2006 survey found approximately 92% compliance (essentially 11 out of 12 stations) of that gesture, which the survey finds to be lacking. Rather, it pointed out five markets -- WASHINGTON, D.C., SEATTLE, PHILADELPHIA, PORTLAND and SALT LAKE CITY -- where more than half of alcohol product advertisements were placed when youth were more likely to hear them. Take those markets out of the equation, and the compliance percentage rises even higher. Nevertheless, the CAMY points out that more than a third of alcohol radio ads in 2006 were still more likely to be heard by underage youth than adults on a per capita basis.
Naturally, several parties are using this data to pressure stations to lower the percentage of underage audience to 25% or below. This would inevitably cut into the profitability of Alternative, Top 40, Active Rock and Urban stations.
Conspicuously absent in the report were the percentage of underage consumers who are exposed to alcohol advertising in TV broadcasts of NASCAR events (especially the BUSCH series) and ST. LOUIS CARDINAL baseball broadcasts at BUSCH Stadium.