TABLE 2.
Proportion of television alcohol advertising exposures to underage youths* that exceeded voluntary and proposed thresholds† for underage audience composition, by market — United States, 2010
| Local markets | Local market population aged 12–20 yrs (%) | Total no. of youth advertising exposures (000s) | Youth television advertising exposures exceeding audience composition thresholds (%) | |
|---|---|---|---|---|
|
| ||||
| >30% audience | >15% audience | |||
| Top five markets by proportion >30% | ||||
| Orlando-Daytona Beach-Melbourne, Florida | (11.6) | 24,078 | (45.4) | (59.6) |
| Houston, Texas | (13.7) | 32,683 | (43.0) | (61.6) |
| Pittsburgh, Pennsylvania | (11.9) | 13,319 | (40.9) | (59.1) |
| Tampa-St. Petersburg (Sarasota), Florida | (11.0) | 24,326 | (40.8) | (57.9) |
| Detroit. Michigan | (13.3) | 25,749 | (39.0) | (63.5) |
| Bottom five markets by proportion >30% | ||||
| Charlotte, North Carolina | (12.3) | 15,833 | (29.4) | (56.9) |
| San Francisco-Oakland-San Jose, California | (11.3) | 22,484 | (29.3) | (47.1) |
| Boston (Manchester), Massachusetts | (12.0) | 28,858 | (26.5) | (42.0) |
| Sacramento-Stockton-Modesto, California | (13.6) | 17,567 | (25.6) | (48.4) |
| Washington, DC (Hagerstown) | (12.1) | 27,022 | (25.2) | (43.7) |
| Total impressions | — | 797,571 | (33.3) | (54.4) |
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.