The Center on Alcohol Marketing and Youth (CAMY) at Georgetown University has released a study suggesting that while alcohol manufacturers and distributors say they have cut their radio ad spending, “36 percent of alcohol radio ads were placed on shows that are ‘youth oriented,’ meaning that listeners between the ages of 12 and 20 were more likely per capita to listen to them than adults,” according to a story from MSNBC.
CAMY Executive Director David Jernigan says that the expenditures don’t make sense, if the companies don't want to reach kids. CAMY’s position – dismissed as unrealistic by alcohol marketers – is that alcoholic beverages should only be advertised on stations and programs where minors only make up 15 percent of the audience.
But as MSNBC writes, “Beer Institute President Jeff Becker said … that brewers do not violate the beer industry's voluntary guidelines. The rules say beer ads should reach a listening audience in which people younger than 21 compose no more than 30 percent of the total.”
CAMY Executive Director David Jernigan says that the expenditures don’t make sense, if the companies don't want to reach kids. CAMY’s position – dismissed as unrealistic by alcohol marketers – is that alcoholic beverages should only be advertised on stations and programs where minors only make up 15 percent of the audience.
But as MSNBC writes, “Beer Institute President Jeff Becker said … that brewers do not violate the beer industry's voluntary guidelines. The rules say beer ads should reach a listening audience in which people younger than 21 compose no more than 30 percent of the total.”
- KC's View:
