Table 3.

Cross-sectional multivariable models of television alcohol brand exposure and drinking

	Any Drinking			Hazardous Drinking
Variable	OR	95% CI	p-value	OR	95% CI	p-value
Age	1.33	1.26; 1.42	<0.001	1.30	1.20; 1.39	<0.001
Gender	0.88	0.74; 1.06	0.257	0.43	0.34; 0.54	<0.001
White (reference)	–	–	–	–	–	–
Black	0.82	0.60; 1.12	0.301	0.34	0.22; 0.54	<0.001
Hispanic	1.69	1.25; 2.29	0.005	0.81	0.56; 1.17	0.342
Other	1.00	0.75; 1.33	0.996	0.88	0.58; 1.34	0.618
Friend Alcohol Use	2.22	1.99; 2.22	<0.001	2.85	2.49; 3.27	<0.001
Parental Alcohol Use	2.00	1.63; 2.46	<0.001	1.50	1.19; 1.89	<0.01
Sensation Seeking	2.35	1.94; 2.84	<0.001	2.62	2.06; 3.33	<0.001
TV Viewership	1.02	0.93; 1.11	0.728	1.11	0.99; 1.25	0.122
Movie Brand Exposure	1.01	1.01; 1.01	<0.001	1.00	0.99; 1.00	0.361
TV Brand Exposure (None, reference)	–	–	–	–	–	–
TV Brand Exposure (Moderate)	1.53	1.25; 1.88	<0.01	1.53	1.15; 2.04	<0.05
TV Brand Exposure (High)	2.14	1.54; 2.98	<0.001	2.18	1.50; 3.18	<0.01