Alcohol brand placement on TV linked with teens' brand preferences and drinking behaviors
For the study, "Alcohol Brand Placement in Television Shows: A Content Coding Analysis and Comparison with Youth Brand Preference," researchers measured the alcohol-related content, including brand placements, of 10 popular televisions shows. They found an average of more than two alcohol brand placements per show episode, with some shows featuring more than 13 brand placements per episode. There was a variety of brands with a strong presence on the shows, but some were more prominent than others. Budweiser was far and away the most frequently occurring brand placement, representing 12 percent of all appearances, followed by Heineken (7 percent of all placements) and Dos Equis (6 percent of all placements). Researchers then asked more than 2,600 youth between the ages of 15 and 20 how much they watched these 10 shows, along with questions about their drinking behavior and favorite alcohol brand. The brands that were most prominent across the TV shows tended to be the bran...