Big Alcohol: Soaking You

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Big Alcohol Soaking You

• A Presentation by
• The Indiana Coalition to Reduce Underage Drinking

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Why target you?

• The alcohol industry, like tobacco, has to find
  new customers every day
• Youth are mobile, connected, and have expendable
  income
• Youth make up 12-20 of the US alcohol market

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How do they do it?

• TV
• Radio
• Internet

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• Movies
• Music
• Promotional give away items
• Being good corporate citizens

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Lets look at TV

• The most used form of advertising
• 97 of youth12-19, reported watching at least 10
  hours of TV per week
• Teens watch TV more than any other activity like
  talking to friends, listening to music, or just
  hanging out
• CAMY, 2004

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• Teens, 12-19, ranked Budweiser ads as their
  favorite TV ads
• There were 90,000 more ads for alcohol on TV in
  2003 than there were in 2001
• The average underage person sees 2 beer ads for
  every 3 seen by adults

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• 15 of the most popular shows (Fear Factor,
  Smallville) among teen audiences all had alcohol
  ads
• Current industry standards say that ads wont be
  placed on any program with an underage audience
  of 30 or more
• Youth 12-20 make up only 13 of the TV audience,
  allowing the industry to advertise to them
  directly

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Listen to this whats on the radio?

• 99 of youth, 12-17, listen to the radio every
  week
• 80 listen to the radio every day
• Over a week, the average youth listens to the
  radio 13.5 hours of radio

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• Youth heard more ads for alcopops than legal
  age adults
• Youth heard much less advertising for wine most
  ads were heard by adults
• 73 of alcohol ads were placed on youth
  oriented radio formats that included hip hop,
  pop, contemporary, and alternative

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• Alcohol ads aired when youth were listening the
  most
• 63 of the 160 alcohol brands delivered more
  advertising to youth than adults
• Youth in African American and Hispanic/Latino
  communities were overexposed (34 more beer
  advertising for Hispanic/Latino youth than adults)

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Surfing the alcohol wave ads on the net

• From Oct. 22-Nov. 11, CAMY monitored 74 alcohol
  related websites
• 67 of beer websites featured games like
  putt-putt, water balloon toss, car races,
  shooting games, digital football, quiz games, and
  quizzes and info on bands

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• 37 of liquor sites featured games like air
  hockey, video football, slot machines, and a
  drink recipe quiz
• 60 of beer sites, 42 of liquor, and 67 of
  alcopops sites featured cartoons and CG
  graphics

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• 53 of beer and liquor websites had downloadable
  screen savers
• 87 of beer websites and 84 of liquor websites
  used the latest technology to allow users to send
  talking emails and download music and other
  features

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• Most of the 74 websites did ask for age
  verification but there was no mechanism to verify
  age anyone could enter if they could do math
• 700,000 visits, or 13, to alcohol-related
  websites (55) were initiated by people under the
  age of 21

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Big ads on the big screen

• Product placement in movies is one of the most
  effective forms of advertising
• The AMA reviewed all G rated movies (50) since
  1937 and found that 25 portrayed alcohol use
• None of the films portrayed the negative effects
  of alcohol use

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• Alcohol product placement is seen in movies that
  are rated PG and PG-13 Dodgeball (Budweiser),
  Spider-man (Carlsberg), Scary Movie 3 (Coors)
• The industry breaks its own code of not
  advertising to audiences that are more than 50
  underage

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Sounds like teen advertising music and videos

• Alcohol is portrayed favorably in most music
  videos
• watching an increase of 1 hour a day of music
  videos portraying alcohol use, leads to a 31
  increase in the risk of drinking (Stanford Univ.,
  1998)
• Youth see 48 more alcohol ads than adults while
  watching music video programming (VH-1, MTV,
  etc.)

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• 39 of MTV viewers are under 21
• Rap music mentioned alcohol more than any other
  genre of music (47)
• 22 of songs with alcohol references mention beer
  or malt liquor, 34 wine or champagne, 36
  liquor

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• MTV had the highest portrayal of alcohol and
  tobacco use
• Rap music videos portrayed alcohol more than
  other genres of music
• Videos portraying sexual activity/content had
  higher alcohol use portrayal content

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Nothing is ever free-promotional products

• No age limit for these products
• Products in include t-shirts and other clothes,
  hats, Frisbees, drink coolers and holders,
  lanyards, key chains, etc.
• Given out during community events and concerts,
  on-line

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• (look around at what you and others are wearing)
• Free advertising how much are you being paid to
  wear that? What are your financial benefits for
  being a walking advertisement? (look around at
  what you and others are wearing)

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And like a good neighborbig alcohol is there

• Industry promotes the message of good corporate
  citizen and giving back to the community
• Heineken sponsors a health fellowship at 250k
  for the African American community have built
  health clinics next to their beer factories in
  Africa

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• The Century Council and DISCUS are industry
  sponsored not-for-profit organizations
• Anheuser Busch publishes a guide for parents on
  how to talk to kids about alcohol
• DISCUS partnered with the Boys and Girls Clubs of
  America and distributed a video about underage
  drinking

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• AB has given over 400,000 to create social
  norms campaigns on 7 college campuses and has
  created a 5 million social norms resource
  center
• Phillip Morris, whose brands alcohol include
  Miller, funds domestic violence prevention
  programming

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• College scholarships and campus gifts are given
  
• Free printing of sports schedules and programs
• Sponsorship of sports events

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Whats wrong with this picture?
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What can you do?

• Be media savvy learn to decode messages
• What are the images used and what messages do
  they portray?
• How is the ad trying to get you to buy the
  product?
• What do you know about the product that the ad
  isnt telling you?
• Do you think the ad has fooled you or tried to
  use you? How does that make you fee?

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• Project CASE Communities Assessing and Scanning
  their Environment
• What kinds of ads do you see on your way to
  school, church
• How close are outlets and ads to schools,
  churches, parks, and other family oriented
  places?
• What products are advertised in what areas? Is
  there a difference in rural, urban, and suburban?
  Why?

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• Use your schools TV station to create your own
  ads
• Work to ban alcohol advertising and sponsorship
  in your community for community events
• Support local, state, and national policies to
  control advertising in the community
• Require warning labels on alcohol

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Contact Us

• IN Coalition to Reduce Underage Drinking
• 1431 N. Delaware
• Indianapolis, IN 46202
• 317-638-3501 x.232
• www.icrud.org
• l.icrud_at_mentalhealthassociation.com