Curbs Sought on TV Alcohol Ads --- Watchdog Group Lobbies For Reduction in Exposure To Underage Audiences

The group examined the audience composition for 208,909 alcohol commercials that ran on network and cable TV during 2001. Because of the placement of many of the ads on sports programs and sitcoms, underage youth -- people from 12 to 20 years old -- were more likely than adults of legal drinking age...

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Bibliographic Details
Published inThe Wall Street journal. Eastern edition
Main Author By Vanessa O'Connell and Christopher Lawton
Format Newspaper Article
LanguageEnglish
Published New York, N.Y Dow Jones & Company Inc 18.12.2002
EditionEastern edition
Subjects
Alcohol
Audiences
Beer
Breweries
Commercials
Consumers
Federal regulation
Liquor
Liquor industry
Marketing
Television advertising
Television programs
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Summary:The group examined the audience composition for 208,909 alcohol commercials that ran on network and cable TV during 2001. Because of the placement of many of the ads on sports programs and sitcoms, underage youth -- people from 12 to 20 years old -- were more likely than adults of legal drinking age to have seen 51,084 of the commercials, or 24.5% of the ads, the group says. In December 2001, General Electric's NBC struck a deal with the United Kingdom's Diageo, the world's largest liquor company, and said it would become the first U.S. broadcast-television network to accept hard-liquor commercials in more than 50 years. But NBC dropped the deal after it drew sharp criticism from groups including the American Medical Association. BEYONCE KNOWLES is PepsiCo's newest pop princess. The Destiny's Child star has agreed to star in two TV commercials to continue the "Joy of Pepsi" campaign. Britney Spears's contract with the Purchase, N.Y., food and beverage company expires at year-end, and the company hasn't decided whether to renew the contract. Ms. Spears appeared in some hit ads for Pepsi and Pepsi Twist, but she also created controversy by failing the Pepsi Challenge when she was photographed drinking a Coke. Ms. Knowles's film credits include "Austin Powers in Goldmember" and the coming film "The Fighting Temptations."
ISSN:0099-9660