TABLE 5.
Multivariate Negative Binomial Associations Between Ad Incidence and Other Audience Demographics, 2001–2006
| Beer, IRR (95% CI) | Spirits, IRR (95% CI) | Alcopops, IRR (95% CI) | Wine, IRR (95% CI) | |
| % of audience that is female, by age | ||||
| 2–11 y (child) | —a | |||
| 12–20 y (adolescent) | 1.00 (1.00, 1.01) | 1.04*** (1.03, 1.05) | 1.05*** (1.04, 1.05) | 1.00 (1.00, 1.01) |
| 21–24 y (young adult) | 0.99*** (0.98, 0.99) | 1.03*** (1.03, 1.04) | 1.01** (1.01, 1.02) | 1.00 (0.99, 1.00) |
| ≥ 25 y (older adult) | 0.93*** (0.93, 0.94) | 0.93*** (0.92, 0.94) | 0.91*** (0.89, 0.92) | 1.06*** (1.05, 1.06) |
| % of households with the following ethnicity | ||||
| White (Ref) | 1.00 | 1.00 (Ref) | 1.00 (Ref) | 1.00 (Ref) |
| Black | 1.04*** (1.03, 1.04) | 1.03*** (1.02, 1.03) | 1.02*** (1.01, 1.03) | 1.03*** (1.02, 1.04) |
| Other | 0.97*** (0.95, 0.98) | 0.94*** (0.91, 0.97) | 0.86*** (0.83, 0.89) | 1.29*** (1.25, 1.34) |
| % of households with the following income | ||||
| < $30 000 (Ref) | 1.00 | 1.00 | 1.00 | 1.00 |
| $30 000–$49 999 | 1.08*** (1.07, 1.09) | 1.12*** (1.09, 1.15) | 1.06*** (1.03, 1.09) | 1.05*** (1.02, 1.08) |
| $50 000–$74 999 | 1.17*** (1.16, 1.19) | 1.14*** (1.11, 1.17) | 1.14*** (1.10, 1.17) | 1.03 (1.00, 1.06) |
| ≥ $75 000 | 1.10*** (1.09, 1.11) | 1.13*** (1.11, 1.14) | 1.09*** (1.07, 1.10) | 1.07*** (1.06, 1.09) |
| Year | ||||
| 2001 (Ref) | 1.00 | 1.00 | 1.00 | 1.00 |
| 2002 | 0.79*** (0.69, 0.90) | 0.66 (0.41, 1.08) | 0.93 (0.67, 1.28) | 0.58*** (0.46, 0.74) |
| 2003 | 1.17 (1.00, 1.37) | 2.29** (1.38, 3.79) | 0.50*** (0.35, 0.71) | 0.22*** (0.16, 0.29) |
| 2004 | 1.46*** (1.26, 1.69) | 3.42*** (2.11, 5.57) | 0.49*** (0.35, 0.69) | 0.06*** (0.04, 0.09) |
| 2005 | 2.18*** (1.89, 2.52) | 4.96*** (3.07, 7.99) | 0.62** (0.44, 0.88) | 0.05*** (0.04, 0.08) |
| 2006 | 1.23* (1.06, 1.43) | 7.24*** (4.55, 11.54) | 0.66* (0.45, 0.98) | 0.06*** (0.04, 0.09) |
| Cost per ad ($ thousands) | 0.86*** (0.85, 0.86) | 0.82*** (0.81, 0.83) | 0.89*** (0.87, 0.90) | 0.83*** (0.82, 0.85) |
Note. CI = confidence interval; IRR = incidence rate ratio. Multivariate regressions also included indicator variables for all 13 dayparts and all 167 alcohol brands (not shown). The ad IRR is the amount by which ad incidence per viewer-hour is multiplied for each 1-unit increase in a given predictor, with control for all other predictors. For example, a 1-point increase in percent of adolescent viewership corresponds with a 22% greater increase in the incidence of alcopop ads per viewer-hour than does a 1-point increase in percent of older adult viewership.
Gender data for this age group were not available from Nielsen.
*P < .05; **P < .01; ***P < .001.