Exposure to televised alcohol ads and subsequent adolescent alcohol use.

OBJECTIVE To assess the impact of televised alcohol commercials on adolescents' alcohol use. METHODS Adolescents completed questionnaires about alcohol commercials and alcohol use in a prospective study. RESULTS A one standard deviation increase in viewing television programs containing alcohol commercials in seventh grade was associated with an excess risk of beer use (44%), wine/liquor use (34%), and 3-drink episodes (26%) in eighth grade. The strength of associations varied across exposure measures and was most consistent for beer. CONCLUSIONS Although replication is warranted, results showed that exposure was associated with an increased risk of subsequent beer consumption and possibly other consumption variables.