Table 3.
Number and percentage of noncompliant alcohol advertisements and noncompliant alcohol advertising exposures on cable television programs classified by no-buy list criteria, 2006–2012
| Year | Total n | Serially non-complianta n (%) | High-risk network daypartb n (%) | Low ratedc n (%) | All othersd n (%) |
| Noncompliant alcohol advertisements | |||||
| 2006 | 4,876 | 2,241 (46.0%) | 1,986 (40.7%) | 647 (13.3%) | 2 (0.0%) |
| 2007 | 15,928 | 4,116 (25.8%) | 5,899 (37.0%) | 5,874 (36.9%) | 39 (0.2%) |
| 2008 | 17,357 | 11,055 (63.7%) | 5,350 (30.8%) | 947 (5.5%) | 5 (0.0%) |
| 2009 | 16,230 | 10,773 (66.4%) | 4,658 (28.7%) | 771 (4.8%) | 28 (0.2%) |
| 2010 | 15,284 | 9,608 (62.9%) | 2,802 (18.3%) | 2,873 (18.8%) | 1 (0.0%) |
| 2011 | 17,066 | 10,345 (60.6%) | 4,965 (29.1%) | 1,737 (10.2%) | 19 (0.1%) |
| 2012 | 22,839 | 13,044 (57.1%) | 7,421 (32.5%) | 2,359 (10.3%) | 15 (0.1%) |
| Total | 109,580 (100.0%) | 61,182 (55.8%) | 33,081 (30.2%) | 15,208 (13.9%) | 109 (0.1%) |
| Noncompliant alcohol advertising exposures ages 2–20 years (impressions × 1,000,000) | |||||
| 2006 | 882 | 508 (57.6%) | 336 (38.1%) | 36 (4.1%) | 1 (0.1%) |
| 2007 | 1,935 | 827 (42.7%) | 791 (40.9%) | 294 (15.2%) | 23 (1.2%) |
| 2008 | 2,236 | 1,534 (68.6%) | 598 (26.8%) | 94 (4.2%) | 10 (0.4%) |
| 2009 | 2,219 | 1,658 (74.7%) | 454 (20.5%) | 91 (4.1%) | 15 (0.7%) |
| 2010 | 2,018 | 1,656 (82.0%) | 263 (13.0%) | 99 (4.9%) | 1 (0.0%) |
| 2011 | 1,815 | 1,297 (71.4%) | 391 (21.5%) | 110 (6.1%) | 18 (1.0%) |
| 2012 | 1,832 | 1,246 (68.0%) | 467 (25.5%) | 112 (6.1%) | 8 (0.4%) |
| Total | 12,937 (100.0%) | 8,726 (67.4%) | 3,300 (25.5%) | 836 (6.5%) | 76 (0.6%) |
Notes: The no-buy list criteria were sequentially evaluated and mutually exclusive.
Refers to alcohol advertising that was purchased to run on the same network television program in the same daypart that was found to be noncompliant in the prior year;
refers to alcohol advertisements purchased to run during times of day that accounted for 90% of noncompliant exposure from 2005 through 2012;
refers to alcohol advertisements purchased to run on programs with an adult (ages 21 years and older) audience rating of 0.5 or less (i.e., approximately 1 million adult viewers or less);
noncompliant exposure not related to any of the listed criteria.