TABLE 1.

Number and percentage of television alcohol advertisements that aired locally during programming viewed by greater than recommended percentages of underage youths,^* by audience composition and television market — United States, 2010

Market	Local market population aged 12–20 yrs (%)	Total no. of advertising occurrences	Advertisements in programming that exceeded youth audience composition threshold
			>30% audience		>15% audience
			No.	(%)	No.	(%)
Top five markets by proportion >30%
Houston, Texas	(13.7)	7,862	2,476	(31.5)	3,256	(41.4)
Los Angeles, California	(13.8)	7,869	2,364	(30.0)	3,509	(44.6)
Dallas-Ft. Worth, Texas	(13.2)	7,862	2,334	(29.7)	3,055	(38.9)
Atlanta, Georgia	(12.9)	7,859	2,169	(27.6)	3,103	(39.5)
Chicago, Illinois	(13.3)	7,862	2,160	(27.5)	3,550	(45.2)
Bottom five markets by proportion >30%
Seattle-Tacoma, Washington	(11.8)	7,869	1,469	(18.7)	2,711	(34.5)
San Francisco-Oakland-San Jose, California	(11.3)	7,869	1,447	(18.4)	2,365	(30.1)
Boston (Manchester), Massachusetts	(12.0)	7,844	1,367	(17.4)	2,124	(27.1)
Sacramento-Stockton-Modesto, California	(13.6)	7,869	1,339	(17.0)	2,337	(29.7)
Washington, DC (Hagerstown)	(12.1)	7,859	1,284	(16.3)	2,062	(26.2)
Total (all markets)	—	196,494	46,493	(23.7)	69,622	(35.4)

Source: The Nielsen Company, New York, New York.

^*Aged 12–20 years. The alcohol industry voluntarily agreed not to advertise on television programs where >30% of the audience is reasonably expected to be aged <21 years, here assessed as viewers ages 2–20 years. The National Research Council/Institute of Medicine proposed that “the industry standard should move toward a 15% threshold for television advertising,” assessed here for programming for which >15% of all viewers aged ≥12 years were aged 12–20 years.