The impact of television advertising on alcohol consumption: an experiment.

A videotaped indoor soccer game was shown to 125 men college students, ostensibly to evaluate the sport's televiewing appeal. Different versions of the videotape included zero, four or nine beer commercials. Refreshments, including beer, were available to the subjects. Half the subjects had immediate access to beer, and half had access delayed by one half hour. Exposure to the first few commercials increased consumption; however, continued exposure did not. Over the entire experiment, advertising had no significant effect on total beer consumption. Delayed access to beer led to compensatory beer consumption, notably in the third half hour. The results of the present study were interpreted as not supporting strong concern about television advertising's impact on immediate consumption of available alcohol. The results suggest that experiments on alcohol advertising are likely to produce negative results where drinking is measured over a substantial period (e.g., an hour or more), and positive results where drinking is measured over a brief period (e.g., half an hour or less).