Super Bowl survey: Beer ads appealing to youth, including in Tahoe | SierraSun.com

Super Bowl survey: Beer ads appealing to youth, including in Tahoe

Staff report

underage youth drinking alcohol near car

About 8,000 youth in 20 states voted in Buick's Super Bowl ad featuring Cam Newton as their favorite commercial of the game in Big Bowl Vote 2017.

Budweiser and Bud Light both ranked in the top five most remembered brands with middle school and high school students when asked which brands they remember were advertised, according to a news release provided by Devin Bradley, program coordinator with the Tahoe-Truckee Future Without Drug Dependence Coalition.

Busch Beer also ranked in the top 10 with high school students and just outside the top 10 with middle school students, according to the survey.

"Survey results show that alcohol ads still capture the imagination of the children watching the big game and reinforces that youth are heavily exposed and drawn to alcohol advertisements," according to the TT-FWDD press release. "Parents beware and take action; this is a relevant starting point for discussing media literacy and underage drinking with your children."

The survey is organized by Drug Free Action Alliance (DFAA), which reportedly invites national youth — primarily middle and high-school students — to rank Super Bowl ads in a simple, three-question survey.

"Kids remember the ads they see during the Super Bowl, especially those involving alcohol," said Marcie Seidel, executive director of DFAA, according to the provided TT-FWDD news release. "And the research is unequivocally clear — alcohol ads lead to more kids drinking more alcohol."

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According to the Center on Alcohol Marketing and Youth, when youth are exposed to alcohol ads, they are more likely to drink and drink more than their peers. Other studies cited by CAMY concluded that reduced alcohol exposure would lead to reductions in underage drinking.

"That's problematic," according to TT-FWDD, because the Centers for Disease Control and Prevention says underage drinking leads to 4,300 deaths and costs society $24 billion each year.

"Kids are impressionable," Seidel said in the TT-FWDD release. "And they don't always realize that the glamorous lifestyle portrayed on TV is engineered to get them to want a product – in this case, one that's illegal for them to buy or consume and dangerous for their health."

The TT-FWDD is reportedly working with community partners "to raise awareness and change local policies and norms that contribute to underage drinking and drug use."

Visit http://www.ttfwdd.com or call 530-550-2309 to learn more.